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Research In Marketing > Everything (Semester 1) > Flashcards

Everything (Semester 1) Flashcards

1
Q

A research question must have

A
  1. A research problem/ construct
  2. Context
  3. Unit of analysis
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2
Q

Primary objective

A

To determine….

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3
Q

Secondary question

A

To determine…
Will have categories
e.g. gender, age, place of residence

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4
Q

Constructs

A

theoretical concept, theme, or idea based on empirical observations
e.g. level of trust, brand loyalty, brand awareness, company transparency

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5
Q

Univariate

A
  • Tests a single population parameter.
    -1 construct and a mean
    e.g. H1: The average IQ of BUS3008W students is greater than 100.
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6
Q

Difference between groups

A
  • Comparing results found from 2 or more different groups who were measured on the same variable.
  • 1 construct and 2 or more group
    e.g. H1: There is a difference in the brand perception of users and non-users of Samsung Mobile Phones
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7
Q

Difference between measures

A
  • Comparing results found between different measures/variables within the same group.
  • 2 constructs and 1 group
    e.g. H1: High-income consumers differ in their brand loyalty and perceived quality of granulated coffee brands.
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8
Q

Relational/Correlation

A
  • Tests for correlation between 2 (or more) constructs or groups.
  • Requires 2 (or more) constructs/groups.
    e.g. H1: There is a relationship between warm coloured packaging and purchase intent.
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9
Q

Directional Relational

A

used to predict whether one variable causes an increase or a decrease in another variable.
-1-tailed is a relationship that is either positive or negative.

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10
Q

Non-directional relational

A

2-tailed is when the direction of the
relationship is not indicated.

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11
Q

Static Group
- pre-experimental design

A

-No Randomisation
- Two groups of test units: the experimental group (EG) and the control group (CG); only the EG is exposed to a treatment.
- The treatment effect is the difference between the two measurements.
- observation taken once for both groups
- Need to control for Selection Bias and Mortality.
-LOOK AT PICTURE

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12
Q

Pretest-Posttest Control Group
-true experimental design

A
  • Randomisation
  • Includes an EG and CG, measured before and after treatment.
    Treatment effect is measured as: (O1 – O2) – (O3 – O4)
  • Controls for all extraneous variables with the exception of Interactive Testing Effects.
    –LOOK AT PICTURE
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13
Q

One-group Pretest- Posttest

A
  • No randomization
  • One test unit is measured twice, before and after exposure to a treatment
  • The treatment effect is the difference between the two measurements
  • Need to control for extraneous variables
  • LOOK AT PICTURE
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14
Q

History (H)

A

Specific events that are external to the experiment but occur at the same time as the experiment

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15
Q

Maturation (MA)

A

Similar to history, but refers to the changes in the test units themselves that occur with the passage of time.

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16
Q

Main Testing Effect (MT)

A

An effect of testing occurring when a prior observation affects a later observation

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17
Q

Interactive Testing Effect (IT)

A

When a prior measurement affects the test units response to the treatment

18
Q

Instrumentation (I)

A

When there is a change in the measurement instrument or observers

19
Q

Statistical Regression (SR)

A

When test units with extreme scores move closer to average scores during the course of experimentation.

20
Q

Selection Bias (SB)

A

Occurs when there is an improper assignment of test units to treatment conditions

21
Q

Mortality (MO)

A

When test units are lost during the course of experimentation

22
Q

Ways to control extraneous variables

A
  1. Randomisation
  2. Matching
  3. Statistical Control
  4. Design Control
23
Q

5 steps of the sampling design process

A

1.define the target population
2. Determine the sampling frame
3. Select the sampling technique
4. Determine the sample size
5. Execute the sampling process

24
Q

Bayesian Sampling approach

A

Respondents are selected sequentially and data on previous respondents is used

25
Q

Traditional approach

A

Sample is collected before the data collection begins and it is the most common approach

26
Q

Probability sampling

A

Select respondents by chance with a fixed probability of each being selected

27
Q

Non-probability sampling

A

Sample is selected based on the personal judgement of the researcher

28
Q

Three basic research designs

A
  1. Exploratory= nonprobability
  2. Descriptive= non-probability and probability
  3. Causal = probability
29
Q

Convenience sampling

A

Samples collected at the convenience of the researcher

30
Q

Judgemental sampling

A

Samples collected at the judgement of the researcher

31
Q

Quota sampling

A

A two stage restricted judgement sampling
1. Develop control categories
2. Selected sample elements based on judgemental sample

32
Q

Snowball sampling

A

Carried out in waves
1. Select an initial group of respondents
2. Those respondents provide referrals
3. The referrals provide referrals

33
Q

Primary scales of measurements

A

-nominal= gender (male or female)
- ordinal = placement (1st or second or third etc)
- interval = temperature (no true zero)
- ratio= length

34
Q

Transitivity of preference

A

Given three objects A, B and C. If a consumer prefers a to b and b to c then according to the concept they should also prefer a to c. Therefore, A>B>C.

35
Q

Unbalanced scale

A

It may be required when you expect responses to be skewed

36
Q

Three elements used to evaluate a scale

A

Reliability, validity, generalisability

37
Q

Paired comparison

A

Which chocolate do you prefer? X or Y

38
Q

Rank Order

A

Rank the following chocolate bars from 1 being your least favourite to 4 being your favourite.

39
Q

Constant Sum

A

Below are 5 chocolate brands. Allocate 100 points among the different brands. The number of points you allocate determines the importance of the brand.

40
Q

Likert itemised rating scales

A

Requires a statement with an uneven number of categories

41
Q

Semantic differential itemised rating scale

A

requires suitable bipolar labels and 7 points

42
Q

Stapel itemised rating scale

A

it should be vertical with a 10 point scale

Research In Marketing (6 decks)

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