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Marketing Research > Chapter 6 > Flashcards

Chapter 6 Flashcards

1
Q

What are the methods of obtaining primary data?

A
  1. observation
  2. communication
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2
Q

What is observation?

A

 Does not involve questioning
respondents
 Involves recording respondent’s
actions
 Setting is important (natural vs.
contrived)
 Advantages: objective, accurate

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3
Q

What is communication?

A

 Involves questioning respondents
 Involves respondents completing a
questionnaire
 Advantages: versatility, speed, cost

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4
Q

What is structured communication?

A

▪ Degree of standardization used with
the data collection instrument
▪ Fixed-alternative or close-ended
questions have structured questions
and response options

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5
Q

What is unstructured Communication?

A

Open-ended questions have
structured questions with unstructured
response options

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6
Q

What is the difference between structured communication and unstructured communication?

A

structured is mutliple choice answers, unstructured is short answer

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7
Q

What are the advantages of structured data?

A

▪ Simple to administer
▪ Analysis of data is easy
▪ Limits interpretation bias
▪ Saves time and money
▪ Improve consistency of responses

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8
Q

What are the disadvantages of structured data?

A

Can encourage misleading answers

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9
Q

What are the advantages of unstructured data?

A

▪ Permits an unlimited range of answers
▪ Useful for exploratory research

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10
Q

What are the disadvantages of unstructured data?

A

▪ Requires more time and effort to respond
to the questions
▪ Answers may differ in level of details or
scope
▪ Analysis may be difficult, costly and time
consuming
▪ High interpretation bias

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11
Q

What is disguised communication?

A

▪ Attempts to hide the purpose or
sponsor of the study
▪ Used to help create a more natural
environment in which to collect
data

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12
Q

What is undisguised communication?

A

▪ Subjects are aware of the purpose
of the study
▪ Study is free of any form of
deception

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13
Q

When is disguised communication necessary?

A

-When knowledge of the sponsor or of real purpose of the survey is likely to cause
respondents to modify their answers
- When the use of disguise creates a more natural environment for data collection

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14
Q

What are the ethics of disguise?

A

▪ Deception can make researchers and participants uncomfortable
▪ Debriefing: providing participants with appropriate information about the purpose
of the research after data collection

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15
Q

What are the methods of administering the questionnaire?

A
  1. personal interviews
  2. telephone interviews
  3. mail questionaires
  4. internet-based questionaires
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16
Q

What aspects should be considered when administring the questionaire?

A
  1. Sampling Control
  2. Information Control
  3. Administrative Control
17
Q

what is sampling control?

A

ability to identify and reach a representative sample from the
population

18
Q

what is information control?

A
  • number and type of questions that the researcher can ask
  • the level of bias in the responses
19
Q

What is adminsitrative control?

A
  • time and money concerns
20
Q

What are personal interviews?

A

direct face to face conversations between the interviewer and the respondant

21
Q

What is sampling control in personal interviews?

A

▪ More difficult to identify a random sample compared to other
methods
▪ Response rates tend to be high

22
Q

What is information control in personal interviews?

A

▪ High level of feedback and ability to rephrase the questions
▪ Rapport and trust
▪ Adaptability and Sequence of questions
▪ More human mistakes and bias
▪ Fear of interview evaluation

23
Q

What is adminsrative control in personal interviews?

A

▪ Slow speed and high cost
▪ Well-trained interviewers

24
Q

What are telephone interviews

A

Telephone conversation between an interviewer and a respondent

25
Q

What is sampling control in telephone interviews?

A

▪ Random lists of consumers can be purchased from specialized companies
▪ Using phone-book sampling may be problematic
▪ Random-digit dialing (RDD): technique in which telephone numbers to be called
are randomly generated

26
Q

What is infomration control in telephone interviews?

A

▪ Simple questions
▪ Flexibility in organizing the questions with computer-assisted interviewing
▪ Allows clarifying questions
▪ Limited amount of information can be gathered: Short interviews (5 to 10
minutes)

27
Q

What is administrative control in telephone interviews?

A

▪ Data collection is typically fast (days), and cost is relatively low
▪ Quality control (recorded conversations)
▪ Required trained personnel

28
Q

What is automated phone surveys?

A

Aka automated survey calls
▪ This form of survey allows the collection of information from
individuals by phone without human interaction

29
Q

What are mail questionnaires?

A

A questionnaire administered by mail to designated respondents
with an accompanying cover letter

30
Q

What is sampling control in mail questionnaires?

A

▪ Mailing lists can be purchased from specialized firms
▪ Little control in getting a response due to low social pressure to take part in
the research
▪ Little control over who completes the survey

31
Q

What is information control in mail questionnaires?

A

▪ No interviewer bias
▪ Anonymity encourages candid responses
▪ Questions cannot be clarified
▪ May require more effort from participants (e.g.; open-ended questions)

32
Q

What is administrative control in mail questionaires?

A

▪ Low cost
▪ Low speed

33
Q

What are internet based questionnaires?

A

A questionnaire that relies on the Internet for completion

34
Q

What is sampling control for internet based questionaires?

A

▪ Lists of emails are available from numerous sources; online panels
▪ Problem with “professional” panelists
▪ Low response rate

35
Q

What is information control in internet based questionaires?

A

▪ Allow the use of pictures, audiovisuals and graphics
▪ Immediate capture of detailed data
▪ Reduces researcher bias
▪ No ability to probe or explain questions
▪ High flexibility in question sequencing
▪ Better responses to open-ended questions compared to other methods

36
Q

What is administrative control in internet based questionaires?

A

▪ Inexpensive and provide quick turnaround

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