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Marketing Research > Exam 2 Study Guide > Flashcards

Exam 2 Study Guide Flashcards

1
Q

What is the difference between a population and a sample?

A

A population is the entire group that you want to draw conclusions about. A sample is the specific group that you will collect data from

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2
Q

What is the sampling error?

A

the
difference between
results obtained from a
sample and those that
would have been
obtained from the
population

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3
Q

What is the difference between a probability sample and a nonprobability sample?

A

Probability sample involves random selection while non probabllity sample involves non random selection based on convenience or some other factor.

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4
Q

What are the different nonprobabllity sampling techniques?

A
  1. convience
  2. judgement
  3. snowball
  4. quota
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5
Q

What is a convenience sample?

A

Population elments are sampled because they are in the right place at the right time.

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6
Q

What is a judgement sample

A

Population elements are handpicked by researcher. Example hiring experts on a subject for a panel.

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7
Q

What is a snowball sample?

A

Previous study subjects recruit more subjects.

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8
Q

what is a quota sample?

A

certain important characteristics of the population are represented proportionately in the sample. Example 30% freshman 20% sophmores.

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9
Q

What are the differnet probability sampling techniques?

A
  1. simple random
  2. sysmatic
  3. stratified
  4. cluster
  5. area
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10
Q

What is a simple random sampling technique?

A

Each member of the population has an equal chance of being
selected. Number drawn at random

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11
Q

What is a systmatic sampling technqiue?

A

Every ___th element is selected from a list.

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12
Q

What is a startified sampling technique?

A

Divide group into strata based on characteristics then pull them at random.

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13
Q

What is a cluster sampling technique?

A

Same thing as stratfied sampling just the group isn’t homogeneous.

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14
Q

What is an area sampling technique?

A

sampling from a map.

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15
Q

What are the factors taht determine sample size?

A
  1. amount of divestiy or variation
  2. degree of precision
  3. degree of confidence
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16
Q

What are the different types of nonsampling errors?

A

1.non observation errors
2. Observation errors

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17
Q

What are the types of non observation errors?

A
  1. non coverage errors
  2. non response errors
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18
Q

What are the types of observation errors?

A
  1. response erorrs
  2. office errors
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19
Q

How is response rate calculated?

A

RR=CI/E
RR= response rate
CI= number of completed interviews with responding unites
E= number of eligible responding units in a sample

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20
Q

How can response rate be improved?

A
  1. reducing survey length
  2. guarantee of confidentiality
  3. interviewer characteristics and training
  4. personalization
  5. response incentives
  6. follow up surveys
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21
Q

What is data editing?

A

The inspection and correction of the data received from
each element of the sample (or census) to make certain
that the data meet minimum quality standards

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22
Q

What are the primary tasks in editing?

A
  1. convert all responses to consistent units
  2. asses degree of non response
  3. where possible check for consistency across responses
  4. verify that branching questions were followed correctly
  5. add any needed codes
  6. look for evidence that respondent wasn’t really thinking about his or her answers.
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23
Q

What is coding?

A

The process of transforming raw data into symbols
(usually numbers) that can be utilized for analysis

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24
Q

How are coding closed ended items?

A

Example:
1= female 2= male

25
How are coding open ended items?
 Factual open-ended items are highly structured and easy to code  Exploratory open-ended items are less structured and allow for multiple responses making it more difficult to code
26
What are the steps to coding open ended items?
1. Go through each questionnaire and highlight each separate response. Ideally, at least 2 coders should review all responses 2. Categorize responses into mutually exclusive and exhaustive categories, e.g.; Personal reasons: my family lives in a different state, and Better job opportunities: I got better job in houston 3. Assign a code to every response based on the categories identified in step 2 4. At least 2 coders should independently complete step 3. Disagreements are resolved through discussion or by a third coder
27
What is a codebook?
Gives information to be used later on how it was coded
28
What does a codebook include?
variable name, description, response options
29
What is a blunder?
 An error that arises during editing, coding or data entry  Blunders are usually due to researcher carelessness
30
How can bludners be located?
1. examing frequency distributions on all variables 2. checking a sample of questionnaires against the data file 3. double entry of data in which data re entered into two separate data files and compared for discrepancies 4. optical scanning can be used to read responses 5. missing data should be investigated
31
how are missing responses handled?
1. elimante the case with missing items from all further analysis 2. substitute values for missing items 3. contact the respondent again
32
What is the diffence between multivariate analysis and univariate analysis?
multivarate involves analyzing multiple variables while univariate analysis involves one variable.
33
What is frequency analysis?
A count of the number of cases that fall into each of the response categories
34
How can frquency analysis be used?
1. Communicate the results of a study via univariate categorical analysis 2. Determine the degree of item nonresponse 3. Identify blunders 4. Identify outliers
35
What is sampling error?
the difference between results obtained from a sample and those that would have been obtained from the population
36
What is a hypothesis?
An educated guess about what is “true” in the world
37
How do you write a hypothesis?
1. Null Hypothesis- there is no difference between groups 2. Alterntative hyptohesis- there is a difference between groups
38
What is a CHI-square test?
A commonly used statistic for testing the null hypothesis that categorical variables are independent of one another
39
What is a T test
A t-test is used to compare a continuous measure across groups.
40
What is the difference between an independent and dependent variable?
A Dependent variable is what happens as a result of the independent variable
41
42
What is the difference between a continuous and categorial variable?
Categorical variables take on values in a set of categories, different from continuous variable, which takes on a range of values.
43
What are the different ways to measure continuous variables/
1. Categorial: nominal and ordinal 2. Continous: interval and Ratio
44
What is cross tabulation?
A multivariate technique used for studying the relationship between two or more categorical variables
45
What is cross tabulation used to investigate?
It is used to investigate whether two or more categorical variables are dependent and to assess the strength of their relationship
46
What is correlation Analysis?
A statistic that indicates the degree of linear association between two continuous variables.
47
What does correlation coefficent analysis asess?
It assesses the degree to which the two variables change consistently across cases
48
What is an independent sample T test?
A commonly used technique used to determine whether two groups differ on some characteristic
49
What is an indpependent sample t test used to compare?
Used to compare mean scores for the same variables measured in two groups
50
What is a pair Sample T-test?
A technique for comparing two means when scores for both variables are provided by the same sample
51
What is the coefficient of determination?
1. proportion of change in one variable explained by change in another (“explained variance”) 2. It is how much change in y can be explained by x.
52
How is coefficient correlation calculated?
You take the R value and square it. Example R=.9. .9^2=81% 81% of the variance can be explained by the number of years in school
53
What are the different sections of a research report?
1. title page 2. table of contents 3. executive summary 4. introduction 5. method 6 results- limitations 7 conclusions and recommendations 8 appendiences
54
What are the three writting standards
1. completeness- does the report provide all the information the readers need in a language they understand 2. accuracy- is the information correct 3. Clarity- is the phrasing precise
55
Why is the executive summary the most important part of the report?
The Executive Summary is the most important part of the report because it is the only section that many executives will read
56
What does the executive summary include?
◦ Introduction ◦ Results ◦ Conclusions ◦ Recommendations
57
What is the difference btween a conclusion and a recommendation?
1. conclusion- interpretation of results 2. recomendation- a suggestion for appropriate further marketing action
58
What are the dos of a research presentation?
1. keep slides simple 2. make slides easy to read 3. leave space between lines of different points 4. use template to standardize positon, colors and style, 5. be careful what colors you use.
59
What are the don'ts of a research presentation?
1. avoid red blue conflect 2. avoid low color contrast 3. avoid crowded slides 4. avoid distracting animations

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