Chapters 2-3: Secondary Data; Online Marketing Research; Measurement to Build Marketing Insight Flashcards
What is a measurement in the context of marketing research?
Measurement in marketing research is the process of using rules to assign numbers or labels to objects, in such a way as to represent quantities or qualities of attributes.
Explain the importance of rules in the measurement process.
Rules are crucial in the measurement process because they provide a guide, method, or command that tells a researcher what to do.
What is a construct and why are they useful in marketing research?
A construct is a specific concept, such as brand loyalty or customer satisfaction, that researchers are interested in measuring. Constructs are useful because they represent complex ideas that can be studied by measuring related, observable variables.
Describe the steps involved in the measurement process.
The steps involved in the measurement process are: defining the concept of interest, creating an operational definition of the concept, developing a measurement scale, and evaluating the reliability and validity of the scale.
What is a constitutive definition of a concept, and why is it necessary in marketing research?
A constitutive definition defines a concept using other concepts, much like a dictionary definition. It’s necessary to clarify the meaning of abstract ideas.
Explain the difference between a constitutive definition and an operational definition.
A constitutive definition is a dictionary-like explanation of a concept, while an operational definition specifies how a concept will be measured in a research study.
Define the four types of measurement scales, and give an example of each.
The four types of measurement scales are: Nominal scale (e.g., gender), Ordinal scale (e.g., customer satisfaction ranking), Interval scale (e.g., temperature scale), and Ratio scale (e.g., age).
Explain the concept of scaling in marketing research.
Scaling in marketing research is the process of creating a continuum on which measured objects are located.
What is reliability in measurement, and how is it different from validity?
Reliability is the extent to which a measurement instrument provides consistent results over time, while validity is the extent to which it accurately measures what it is supposed to measure.
Describe three methods for assessing reliability.
Three methods for assessing reliability are: Test-retest reliability, Equivalent form reliability, and Internal consistency reliability.
Describe three methods for assessing validity.
Three methods for assessing validity are: Content validity, Criterion-related validity, and Construct validity.
Explain a situation where a scale might be reliable but not valid.
A scale could be reliable but not valid if it consistently measures something, but not the concept the researcher intended to measure.
Explain a situation where a scale might be valid but not reliable.
A scale could be valid but not reliable if it measures the intended concept accurately, but the results are not consistent each time.
Describe the different types of attitude scales.
The different types of attitude scales are: Likert scale, Semantic differential scale, Stapel scale, and Constant sum scale.
What are some basic considerations in selecting a type of scale?
Basic considerations include the nature of the attitude being measured, the type of data needed for analysis, and the ease of understanding and use by respondents.
What is a balanced versus non-balanced scale and why does it matter?
A balanced scale has an equal number of positive and negative response options, whereas a non-balanced scale does not. The choice depends on expected response skew.
What are some important things to consider about the number of scale categories?
The number of scale categories can affect the sensitivity and accuracy of the measurement.
Explain forced versus non-forced choice and why it can affect results.
Forced choice requires respondents to select from the given options, while non-forced choice allows for a neutral option. This can affect the decisiveness of responses.
Explain what is meant by a Net Promoter Score (NPS).
A Net Promoter Score (NPS) is a metric used to measure customer loyalty based on a single question about recommending the company to a friend.
What is the role of a questionnaire in the marketing research process?
The role of a questionnaire is to translate survey objectives into specific questions that can gather the necessary data from respondents.
What are the key criteria for a good questionnaire?
Key criteria include providing necessary decision-making information, considering the respondent, meeting editing and data analysis requirements, and soliciting information in an unbiased manner.
Describe the steps involved in the questionnaire design process.
The steps include determining survey objectives, data-collection method, question response format, question wording, questionnaire flow, evaluation, obtaining approval, pretesting, and preparing the final copy.
What is the importance of the survey objectives in designing a questionnaire?
The survey objectives define the purpose and goals of the research, guiding the questions that need to be asked.
Explain how the data-collection method influences questionnaire design.
The data-collection method determines the type of questions, instructions, and format that are most appropriate.
What are the different types of question response formats?
The different types include open-ended questions, closed-ended questions, and scaled-response questions.
Explain the difference between open-ended and closed-ended questions, and give an example of each.
Open-ended questions allow respondents to answer in their own words (e.g., ‘What do you think is most in need of improvement?’), while closed-ended questions require choosing from a list (e.g., ‘What is your favorite flavor of ice cream?’).
What are dichotomous questions? Give an example.
Dichotomous questions are closed-ended questions with two response options, such as ‘yes’ or ‘no’. For example, ‘Did you heat the Danish roll before serving it?’.
What are scaled-response questions? Give an example.
Scaled-response questions capture the intensity of feelings using a scale. For example, ‘On a scale of 1 to 5, how satisfied are you with our service?’.
What should researchers consider when deciding on question wording?
Researchers should consider clarity, avoiding bias, respondents’ ability to answer, and their willingness to answer.
Explain the concept of a double-barreled question and why it should be avoided.
A double-barreled question combines two questions into one, making it hard for respondents to provide a clear answer.
Explain why it is important to avoid jargon when phrasing questions.
Avoiding jargon ensures that all respondents understand the questions, leading to clearer and more valid results.
Why is it important to create a logical questionnaire flow and layout?
A well-organized questionnaire elicits more thoughtful and detailed answers.
What are screening questions and when are they used in a questionnaire?
Screening questions identify qualified respondents and are used at the beginning of a questionnaire.
Where should sensitive, threatening, and demographic questions be placed in a questionnaire?
These questions should be placed at the end of the questionnaire.
Why should instructions be in capital letters on a survey?
Instructions should be in capital letters to avoid confusion and clarify their purpose.
What is the purpose of pretesting a questionnaire?
The purpose is to identify any problems with the questions, such as misinterpretation or poor skip patterns.
What should be considered when evaluating a questionnaire?
Consider whether each question is necessary, if the questionnaire is too long, and whether the questions provide the necessary information.
Why is it important to obtain approval of all relevant parties when designing a questionnaire?
It’s important to ensure that all decision-makers agree on the questionnaire’s ability to deliver needed information.
Describe some strategies for reducing respondent fatigue.
Strategies include keeping questionnaires short, using clear language, interesting question types, and offering incentives.
What is a skip pattern in a questionnaire, and why is it necessary?
A skip pattern is the sequence in which questions are asked based on prior answers, ensuring relevance.
What is the role of editing in the questionnaire process?
Editing ensures that skip patterns were followed and required questions were filled out.
What is coding in the context of questionnaires?
Coding is the process of grouping and assigning numeric codes to the responses.
What are some of the ways in which technology has impacted the process of questionnaire design and data collection?
Technology has impacted questionnaire design through online platforms, automated skip patterns, mobile devices, and AI analysis.
A marketing research firm is attempting to measure customer satisfaction with a local restaurant. Which type of scale would you choose to measure the different aspects of this satisfaction?
Likert scales would be appropriate to measure the level of agreement about different aspects individually.
How would you use open-ended questions in a questionnaire to uncover unanticipated issues or ideas?
Open-ended questions allow respondents to express their thoughts and feelings without limitations.
What steps would you take to ensure that a questionnaire is unbiased?
Avoid leading questions, use neutral language, and include all valid responses.
How can the use of screening questions improve the efficiency of a survey?
Screening questions help identify qualified respondents, making the survey more efficient.
You are designing a survey for a new product launch. What types of questions would you include to measure both customer attitudes and purchase intent?
Include Likert scale questions for attitudes and dichotomous questions for purchase intent.
How would you determine if your survey is too long or if some questions are unnecessary?
Evaluate if each question is necessary and if the questionnaire is too long.
What are the potential issues that might arise from poorly designed questionnaires, and how can they be avoided?
Issues include unclear questions and biased responses, which can be avoided by pretesting and careful design.
How can you use a split-questionnaire design to deal with long surveys?
A split-questionnaire design allows for dividing the survey into sections, reducing respondent fatigue.
What is the purpose of open-ended questions in surveys?
Open-ended questions can uncover unanticipated issues or ideas by allowing respondents to express their thoughts and feelings without limitations.
How can probing enhance survey responses?
Probing encourages respondents to elaborate on incomplete responses, revealing unexpected or rich information.
What are key practices to ensure an unbiased questionnaire?
Avoid leading questions, use neutral language, avoid assumptions about respondents’ knowledge, and include all valid responses.
What is the role of screening questions in surveys?
Screening questions improve survey efficiency by quickly eliminating unqualified respondents.
What types of questions should be included in a new product launch survey?
Include scaled-response questions, open-ended questions, multiple-choice questions, and demographic questions at the end.
How can you determine if a survey is too long or has unnecessary questions?
Time the survey completion, evaluate question relevance to research objectives, check for excessive demographic questions, and look for non-unique questions.
What are potential issues from poorly designed questionnaires?
Issues include incomplete information, inaccurate data, and lower response rates due to respondent fatigue or lack of interest.
What is a split-questionnaire design?
A split-questionnaire design divides the questionnaire into a core component and multiple subcomponents, reducing respondent burden while gathering comprehensive information.
