Chapter 5 Vocab Flashcards
Survey Research Methods
Research procedures for collecting large amounts of data using question-and-answer formats.
Respondent Errors
Consist of both nonresponse error and response error.
Non Response Error
A systematic bias that occurs when the final sample differs from the planned sample.
Response Error
When respondents have impaired memory or do not respond accurately.
In-Home Interview
An interview that takes place in the respondent’s home, or in special situations, within the respondent’s work environment (in-office).
Mall-Intercept Inverview
Shopping patrons are stopped and asked for feedback during their visit to the mall.
Traditional Telephone Interview
An interview takes place over the phone. Interviews may be conducted from a central phone location or the interviewer’s house.
Computer-Assisted Telephone Interview
A computer is used to assist a telephone interview (second most used method).
Wireless Phone Surveys
Wireless phones are used to collect data. The surveys may be text based or web based.
Mail Survey
Questionnaires are distributed to and returned from respondents via the postal service or overnight delivery.
Online Survey
The internet is used to asked questions and record responses from respondents (most used method).
Mail Panel Survey
Surveys are mailed to a representative samples of individuals who have agreed to participate.
Drop-Off Survey
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.
Person-Administered Surveys
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
Advantages of Person-Administered Surveys
Adaptability
Rapport–“comfort zone”
Feedback
Quality of Responses
Disadvantages of Person Administered Surveys
Possible recording error
Interviewer-respondent interaction error
High Expense
Advantages of Self-Administered Surveys
Low Cost per Survey
Respondent Control
No interviewer-respondent Bias
Anonymity in Responses
Disadvantages of Self-Administered Surveys
Minimize Flexibility High Nonresponse Rates Potential Response Errors Slow Data Acquisition Lack of Monitoring Capability
Self-Administered Survey
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.
What does “Generalizable” mean?
Projectable to the population represented by the sample in a study.
Topic Sensitivity
The degree to which a survey question leads the respondent to give a socially acceptable response.
Incidence Rate
The percentage of the general population that is the subject of the market research.
Knowledge Level
Degree to which the selected respondents feel they have knowledge of or experience with the survey’s topics.
Causal Research
Studies that enable researchers to assess “cause-effect” relationships between two or more variables.
Independent Variables
Variables whose values are directly manipulated by the researcher.
Dependent Variables
Measures effects or outcomes that occur as a result of changes in levels of the independent or causing variable(s).
Experiment
An empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables.
Variable
A concept or construct that can vary or have more than one value.
Control Variables
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.
Extraneous Variables
Any variables that experimental researchers do not measure or control that may affect the dependent variable.
Validity
The extent to which the conclusions drawn from an experiment are true.
Internal Validity
The extent to which the research design accurately identifies causal relationships.
External Validity
The extent to which a causal relationship found in a study can be expected to be true for the entire target population.
Laboratory (lab) Experiments
Causal research designs that are conducted in an artificial settings.
Field Experiments
Causal research designs that manipulate the independent.
Test Marketing
Using controlled field experiments to gain information on specified market performance indicators.
What are the three factors that affect choice of appropriate survey method?
(1) Budget
(2) Completion Time Frame
(3) Quality Requirements
What are the three key issues that explain the impact of the data quality on the selection of survey methods?
(1) Completeness of Data
(2) Data Generalizability
(3) Data Precision
What are four types of nonresponse found in surveys?
(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
Advantages of Field Experiments
High Level of Realism
Disadvantages of Field Experiments
- 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
What are the three objectives of test marketing?
(1) Predict Sales
(2) Identify Possible Customer Reactions
(3) Anticipate Adverse Consequences of Customer Reactions
What are the three applications of test marketing?
(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.
