Chapter 5 Vocab

Question 1

Survey Research Methods

Answer 1

Research procedures for collecting large amounts of data using question-and-answer formats.

Question 2

Respondent Errors

Answer 2

Consist of both nonresponse error and response error.

Question 3

Non Response Error

Answer 3

A systematic bias that occurs when the final sample differs from the planned sample.

Question 4

Response Error

Answer 4

When respondents have impaired memory or do not respond accurately.

Question 5

In-Home Interview

Answer 5

An interview that takes place in the respondent’s home, or in special situations, within the respondent’s work environment (in-office).

Question 6

Mall-Intercept Inverview

Answer 6

Shopping patrons are stopped and asked for feedback during their visit to the mall.

Question 7

Traditional Telephone Interview

Answer 7

An interview takes place over the phone. Interviews may be conducted from a central phone location or the interviewer’s house.

Question 8

Computer-Assisted Telephone Interview

Answer 8

A computer is used to assist a telephone interview (second most used method).

Question 9

Wireless Phone Surveys

Answer 9

Wireless phones are used to collect data. The surveys may be text based or web based.

Question 10

Mail Survey

Answer 10

Questionnaires are distributed to and returned from respondents via the postal service or overnight delivery.

Question 11

Online Survey

Answer 11

The internet is used to asked questions and record responses from respondents (most used method).

Question 12

Mail Panel Survey

Answer 12

Surveys are mailed to a representative samples of individuals who have agreed to participate.

Question 13

Drop-Off Survey

Answer 13

Questionnaires are left with the respondent to be completed at a later time. The surveys may be picked up by the researcher or returned via mail.

Question 14

Person-Administered Surveys

Answer 14

Data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject’s answers.
Examples: In-Home Interviews, Mall-intercept Interviews

Question 15

Advantages of Person-Administered Surveys

Answer 15

Adaptability
Rapport–“comfort zone”
Feedback
Quality of Responses

Question 16

Disadvantages of Person Administered Surveys

Answer 16

Possible recording error
Interviewer-respondent interaction error
High Expense

Question 17

Advantages of Self-Administered Surveys

Answer 17

Low Cost per Survey
Respondent Control
No interviewer-respondent Bias
Anonymity in Responses

Question 18

Disadvantages of Self-Administered Surveys

Answer 18

Minimize Flexibility
High Nonresponse Rates
Potential Response Errors
Slow Data Acquisition
Lack of Monitoring Capability

Question 19

Self-Administered Survey

Answer 19

A data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer.

Question 20

What does “Generalizable” mean?

Answer 20

Projectable to the population represented by the sample in a study.

Question 21

Topic Sensitivity

Answer 21

The degree to which a survey question leads the respondent to give a socially acceptable response.

Question 22

Incidence Rate

Answer 22

The percentage of the general population that is the subject of the market research.

Question 23

Knowledge Level

Answer 23

Degree to which the selected respondents feel they have knowledge of or experience with the survey’s topics.

Question 24

Causal Research

Answer 24

Studies that enable researchers to assess “cause-effect” relationships between two or more variables.

Question 25

Independent Variables

Answer 25

Variables whose values are directly manipulated by the researcher.

Question 26

Dependent Variables

Answer 26

Measures effects or outcomes that occur as a result of changes in levels of the independent or causing variable(s).

Question 27

Experiment

Answer 27

An empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables.

Question 28

Variable

Answer 28

A concept or construct that can vary or have more than one value.

Question 29

Control Variables

Answer 29

Variables that the researcher does not allow to vary freely or systematically with independent variables; control variables should not change as the independent variable is manipulated.

Question 30

Extraneous Variables

Answer 30

Any variables that experimental researchers do not measure or control that may affect the dependent variable.

Question 31

Validity

Answer 31

The extent to which the conclusions drawn from an experiment are true.

Question 32

Internal Validity

Answer 32

The extent to which the research design accurately identifies causal relationships.

Question 33

External Validity

Answer 33

The extent to which a causal relationship found in a study can be expected to be true for the entire target population.

Question 34

Laboratory (lab) Experiments

Answer 34

Causal research designs that are conducted in an artificial settings.

Question 35

Field Experiments

Answer 35

Causal research designs that manipulate the independent.

Question 36

Test Marketing

Answer 36

Using controlled field experiments to gain information on specified market performance indicators.

Question 37

What are the three factors that affect choice of appropriate survey method?

Answer 37

(1) Budget
(2) Completion Time Frame
(3) Quality Requirements

Question 38

What are the three key issues that explain the impact of the data quality on the selection of survey methods?

Answer 38

(1) Completeness of Data
(2) Data Generalizability
(3) Data Precision

Question 39

What are four types of nonresponse found in surveys?

Answer 39

(1) Some people may not trust the research sponsor
(2) “invasion” of personal privacy
(3) Little commitment to responding
(4) Cannot be reached to respond

Question 40

Advantages of Field Experiments

Answer 40

High Level of Realism

Question 41

Disadvantages of Field Experiments

Answer 41

• High levels of realism mean the independent and extraneous variables are difficult to control, are more expensive to conduct than laboratory experiments.
• Time Frames
• Cost
• Competitive Reactions

Question 42

What are the three objectives of test marketing?

Answer 42

(1) Predict Sales
(2) Identify Possible Customer Reactions
(3) Anticipate Adverse Consequences of Customer Reactions

Question 43

What are the three applications of test marketing?

Answer 43

(1) Pilot new products introductions or product modifications.
(2) Used to explore different options of marketing mix elements.
(3) Find product weaknesses/strengths or inconsistencies in marketing strategies.