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Marketing Info. Research > Exam 3 - Chapter 8-12 Mrkt Research > Flashcards

Exam 3 - Chapter 8-12 Mrkt Research Flashcards

1
Q

Random Sampling?

A

Always present unless you take a census, always improve this by increasing sample size or distribution that is tight.

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2
Q

Systematic Error?

A

Way a question was asked. Includes nonresponse error and self-selection bias(People who feel strongly are more likely to respond to a survey)

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3
Q

Meaning of Self-Selection Bias?

A

You select yourself to be apart of a survey

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4
Q

Meaning of “Testing Error”?

A

Act of testing changes the responses that you have. Feel special because they’re given their opinion

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5
Q

Meaning of Hawthorne Effect?

A

Act of being watched changes productivity, not temperature changes or lighting

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6
Q

Acquiescence Bias?

A

Tendency to concur with a particular position/go with the flow

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7
Q

Extremity Bias?

A

Embracing or avoiding extreme positions in responses

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8
Q

Interviewer Bias?

A

Responses influenced by the relationship between the interviewer and the respondent

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9
Q

Social Desirability Bias?

A

Wish to create a favorable impression and or avoid embarrassment

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10
Q

Auspices Bias?

A

Responses are altered by knowledge of the sponsor of the study

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11
Q

Characteristics of Quantitive Research?

A

Numbers, structured responses, statistically significant

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12
Q

Characteristics of Qualitative Research?

A

Words and phrases, interpreted, difficult to administer, no numbers, small sample size

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13
Q

Cross Sectional Studies?

A

Data collected at a single point in time, generally segmented in some way

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14
Q

Longitudinal Study?

A

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.)

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15
Q

Types of Longitudinal Studies?

A 
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)
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16
Q

TQM Concepts?

A

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

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17
Q

Choices among Personal Interview?

A

Telephone Interview, Self-Administered Mail, Door-to-Door,Fax, Internet(E-mails, Internet Survey)

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18
Q

Characteristics of Telephone Interview?

A

Telephone Interview(Best for monitoring, people overseeing can monitor) Fast, has its own issues

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19
Q

Characteristics of Mail Questionnaire?

A

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

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20
Q

Characteristics of Door-To-Door?

A

High Response rate, may miss certain groups(working moms, secure apartments)

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21
Q

Survey Pretesting?

A

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

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22
Q

How To Increase Response Rates?

A

Cover letter(Personalize), Money to charity, interesting questions, follow ups, advance notification, survey sponsorship

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23
Q

Should you Survey Pretest?

A

Always do it if you have the time

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24
Q

Pretesting by experts?

A

Experts can find logic errors or how questions are asked wrong(systematic errors)

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25
Q

Pretesting run by a small group of participants?

A

Understand what problems are, fatigue

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26
Q

What Can Be Observed in Observational Research?

A

Physical Actions, Verbal Behavior, Non-verbal expession(Tone of voice, body language) How close people stand to another, Temporal(How long they take to do something), Physical disturbance(Trash)

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27
Q

Meaning of Complementary Evidence?

A

Reinforcing or illuminating a communicated response

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28
Q

Response Latency?

A

The time it takes to decide to do something

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29
Q

Observer Error?

A

The more complicated the survey is, the more likely an error is to happen. An observer sees part of themselves in their subject; Common Cause: fatigue, halo effect(dressed a certain way)

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30
Q

Halo effect?

A

Dressed a certain way.

31
Q

Contrived Observation?

A

Artificial creation of an observable moment(Bike crashing, women dropping books)

32
Q

Guidelines for ethics of observation?

A

Consent, Expectation of observation, Can’t make out the faces or identities - thats ok too

33
Q

Types of Observation of Objects?

A

Trash Analysis, Inventory analysis, Patterns of wear or usage,

34
Q

Meaning/Examples of Content Analysis?

A

Content analysis; Basically, looking at the number of times words are repeated.
Counting letters to editor, knowing which one are in favor or against, not concerned about content.
# of people murdered on news a day.

35
Q

Problems in TV Monitoring?

A

1) Users compliance,
2) So many channels, difficult to get a sample size that is meaningful.
3) People just turn the TV on and forget about it

36
Q

Advantages of Observation Research?

A

Not talking to people, getting rid of observer bias.

37
Q

Dis-advantage of Observation Research?

A

Long time, Don’t know the motives of the people.

38
Q

Meaning of click through rate?

A

Proportion of people who are exposed to an ad and enter the website

39
Q

Extraneous(Confounding) Variable?

A

Extraneous variable, something you can’t control. Weather

40
Q

Moderating Variable?

A

Moderating, One you can test for. Tells the relationship between independent and dependent variable

41
Q

Meaning of Demand Characteristics?

A

Giving away the purpose of the study when you give instructions on how they are supposed to take a survey

42
Q

Placebo effect?

A

seen advertising even though they haven’t. Taking sugar pill, feeling better after.

43
Q

Means of Overcoming Potential Errors in Sample Selection?

A

Randomization, Matching, & Blocking

44
Q

Randomization?

A

Make your sample size large enough to ensure that things are random enough

45
Q

Matching?

A

Splitting your sample groups up. Same number of Males and Females.

46
Q

Blocking?

A

Take some of the variables out, and make subsets out of them. Men and Women; Income; Age; Creating a bunch of moderating variables

47
Q

Randomization?

A

Make your sample size large enough to ensure that things are random enough

48
Q

Matching?

A

Splitting your sample groups up. Same number of Males and Females.

49
Q

Blocking?

A

Take some of the variables out, and make subsets out of them. Men and Women; Income; Age; Creating a bunch of moderating variables

50
Q

Fundamental Experimental Design Questions?

A

One independent variables, one dependent - Basic Experiment

Factorial, Two independent, two dependent variables

51
Q

Within Subjects?

A

Within Subjects: Subjects see all of the treatments, three advertising programs see all of them 3 of 3

52
Q

Between Subjects?

A

Between Subjects: See one of three ads. 1 of 3

53
Q

Field Experiments?

A

conducted in stores

54
Q

Maturation?

A

People Change over time, fatigued

55
Q

Lab Experiments

A

Things can be proven in a lab setting, but not necessarily generalized for the rest of the world

56
Q

Internal Validity?

A

Independent variables causes effect in dependent variable

57
Q

Maturation?

A

Something happens to the subjects, fatigue, sickness

58
Q

Manipulation?

A

large enough difference between treatments. Have a difference between 1.79 to 2.59. Not 1.69 to 1.59

59
Q

History?

A

History: 9/11, Russia, Evil(Crimea)

60
Q

Maturation?

A

Something happens to the subjects, fatigue, sickness

61
Q

Instrumentation Error?

A

They Change the phrasing of the question inadvertently

62
Q

Mortality Error?

A

people leave experiment, go out of town, sickness, die, etc..

63
Q

O1 O2 O3 X O4 O5 O6

A

Cash Register Receipts. Change Music. Monitor Receipts Again

64
Q

O Means?

65
Q

X Means?

66
Q

When to test Market?

A

Reputation is at stake, Building new plant, Fear of competitive copying

67
Q

Uses of test marketing?

A

Forecast new products, test elements of marketing mix, identifies product weakness, storage condition,

68
Q

Advantage Of Test Marketing?

A

Real World Setting, Simplicity of Analysis and Communication

69
Q

When to test Market?

A

Reputation is at stake, Building new plant, Fear of competitive copying

70
Q

Dis-advantage Of Test Marketing?

A

Time, money, competitive reaction

71
Q

Advantage Of Test Marketing?

A

Real World Setting, Simplicity of Analysis and Communication

72
Q

Alternatives - Controlled Test Market?

A

Company does everything for you, don’t get the distribution reaction out of it.

73
Q

Criteria for Selecting Test Markets?

A 
Not too large of population
Representative of Population
Media Coverage and Isolation
Distribution Control
Overuse of one town

Marketing Info. Research (4 decks)

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