Exam 3 - Chapter 8-12 Mrkt Research Flashcards
Random Sampling?
Always present unless you take a census, always improve this by increasing sample size or distribution that is tight.
Systematic Error?
Way a question was asked. Includes nonresponse error and self-selection bias(People who feel strongly are more likely to respond to a survey)
Meaning of Self-Selection Bias?
You select yourself to be apart of a survey
Meaning of “Testing Error”?
Act of testing changes the responses that you have. Feel special because they’re given their opinion
Meaning of Hawthorne Effect?
Act of being watched changes productivity, not temperature changes or lighting
Acquiescence Bias?
Tendency to concur with a particular position/go with the flow
Extremity Bias?
Embracing or avoiding extreme positions in responses
Interviewer Bias?
Responses influenced by the relationship between the interviewer and the respondent
Social Desirability Bias?
Wish to create a favorable impression and or avoid embarrassment
Auspices Bias?
Responses are altered by knowledge of the sponsor of the study
Characteristics of Quantitive Research?
Numbers, structured responses, statistically significant
Characteristics of Qualitative Research?
Words and phrases, interpreted, difficult to administer, no numbers, small sample size
Cross Sectional Studies?
Data collected at a single point in time, generally segmented in some way
Longitudinal Study?
Respondents questioned at multiple points in time. (tend to be repeated over a period of time over two ways. Attractive study, you change the sample so you get out of testing error. Get a panel and keep asking the same questions. Panel, you don’t change the sample. Do have testing error because they become sensitized to studies.)
Types of Longitudinal Studies?
Tracking Study(Using successive waves of similar samples); Consumer Panel(Using the same sample over and over again to track attitudes and/or behaviors); Large omnibus panels are often put together by contractors(Thousands of people)
TQM Concepts?
Quality(A Bundle of satisfactions defined by the customer’s perception as to how the satisfaction compared with expectations.
Internal and External Customers: Concept that every person has at least one customer, usually many, inside and/or outside the organization.
TQM requires considerable surveying inside and outside of the company in order to measure customer satisfaction, employee motivation and satisfaction, standards to utilize benchmarks
Choices among Personal Interview?
Telephone Interview, Self-Administered Mail, Door-to-Door,Fax, Internet(E-mails, Internet Survey)
Characteristics of Telephone Interview?
Telephone Interview(Best for monitoring, people overseeing can monitor) Fast, has its own issues
Characteristics of Mail Questionnaire?
Very good for sensitive information because its anonymous. Response rate very low. Offer incentives, following up, making it sound important, leaving a message on the phone that a mail survey is coming, donation to charity
Characteristics of Door-To-Door?
High Response rate, may miss certain groups(working moms, secure apartments)
Survey Pretesting?
Send to experts if you want them to look at how the questions are asked. Trial Run may be done to see if they understand the questions, problems didn’t anticipate
How To Increase Response Rates?
Cover letter(Personalize), Money to charity, interesting questions, follow ups, advance notification, survey sponsorship
Should you Survey Pretest?
Always do it if you have the time
Pretesting by experts?
Experts can find logic errors or how questions are asked wrong(systematic errors)
