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Research In Marketing > Extra > Flashcards

Extra Flashcards

1
Q

Simple Random Sampling

A

-probability
- elements are drawn at random
- probability of being selected is known

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2
Q

Systematic Sampling

A

-probability
-a random starting point and then selecting every ith element in succession
-useful if it follows a certain order

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3
Q

Cluster Sampling

A

-probability
1. divide the population into mutually exclusive and collectively exhaustive stratas = clusters
2. select a sample of clusters at random

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4
Q

Stratified Sampling

A
  • probability
  • 2 stage technique
    1. partition the population into subpopulations
    2. select elements from each strata
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5
Q

Exploratory Research

A

-qualitative
-secondary data
-direct or indirect

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6
Q

Descriptive Research

A
  • quantitative
    -conclusive research with the objective of describing something
    -survey
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7
Q

Causal Research

A
  • quantitative
    -when the occurrence of x increase the probability of the occurrence of y
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8
Q

Deductive

A
  • looks at the problem logically
  • top down approach
  • quantitative
  • general to specific
  • general theory to formualte hypothesis to test hypothesis
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9
Q

Abductive

A

-combines deductive and inductive
-starts with an observation of a surprising fact and attempts to explain how it came about

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10
Q

Inductive

A

-bottom up approach
- requires secondary data
- qualitative
- specific to general
- data collection to identify patterns to develop theory

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11
Q

5 major research philosophies

A
  1. Positivism
  2. Critical Realism
  3. Interpretivism
  4. Post-modernism
  5. Pragmatism
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12
Q

Direct Exploratory data

A

-focus groups or depth interviews
-purpose of the research is disclosed before or it is obvious

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13
Q

Indirect Exploratory data

A

-projective techniques
- purpose of the research is deliberately disclosed

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14
Q

management decision problem

A
  • the decision that needs to be made
    -action centered
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15
Q

marketing research problem

A

the information that we need to work out why the problem is happening

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16
Q

verbal model

A

provide a written representation of the relationship between the variables

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17
Q

graphical model

A

provide a visual picture of the relationship between the variables

18
Q

mathematical model

A

provide an explicit description of the relationship between the variables usually in equation form

19
Q

Qualitative Study

A

focuses on the initial understanding of the underlying reasons
- preferred if you want to understand something

20
Q

Quantitative

A

-more focused on the final course of action

21
Q

Cross sectional

A

collecting data from a given sample of population only once
e.g. stress levels in university students in various years of studying

22
Q

Longitudinal

A

fixed samples of population elements measured repeatedly on the same variable
e.g. examining the progress and wellbeing of children at critical age periods from birth

23
Q

mean

A

The average score from respondents is x out of 10

24
Q

standard deviation

A

on average the scores are x units away from the mean
-low= clustered around the mean

25
Q

skewness

A
  • negative= slightly skewed to the left
  • positive= slightly skewed to the right
    -close to zero = nearly symmetrical
    -should be 3
    -asymmetry
26
Q

Kurtosis

A
  • positive= distribution has a peaked shape with more data in the tails compared to a normal distribution
    -peakedness
    -close to zero=nearly flat=extreme values are not common
27
Q

Central tendency

A

-mean
-median
-mode

28
Q

Positivism

A

-the researcher aims to establish clear, generalizable relationships
-using quantitative data and statistical analysis.
- testing hypotheses and producing law-like generalizations

29
Q

Critical Realism

A
  • interested in exploring both observable effects and the deeper, underlying structures
  • qualitative and quantitative methods, adding depth to the findings
30
Q

Interpretivism

A

-This philosophy emphasizes subjective meanings
- would use qualitative methods like interviews or focus groups
- opposite of positivism

31
Q

Post-modernism

A
  • This approach is exploratory and qualitative
  • focuses on diverse media forms
32
Q

Pragmatism

A
  • the researcher prioritizes practical and efficient solutions
  • This philosophy is flexible and focuses on what works best for achieving the study’s objectives
  • focuses on the usefulness and applicability of research findings
  • qualitative and quantitative
33
Q

Strength of In Depth Interviews which is weakness of focus groups

A
  • Depth of Insight and better understanding of the topic at hand. It allows respondents to answer questions without group influence
  • Reduced Group Dynamics Influence so there is reduced possibility of dominant participants
34
Q

Thematic analysis

A
  • effective for identifying recurring patterns and themes
  • exploration of diverse aspects of the topic, making it adaptable to the variety of topics covered in the data
35
Q

Data reduction process

A
  • Code Development: Create initial codes that capture significant aspects of the data.
  • Theme Identification:Group similar codes into broader themes to streamline and focus the analysis
36
Q

Ensure the discussion guide allows for flexibility

A
  • Open-Ended Questions: Use open-ended questions to encourage detailed responses.
  • Probing Questions: Include follow-up questions to delve deeper into initial answers.
  • Adaptability: Be prepared to adjust the guide based on participant responses
37
Q

How to structure a focus group

A
  • introduction
  • ice-breaker questions
  • key topics
  • encouragement
38
Q

How to handle dominant participants

A
  • Facilitator Intervention
  • Encouragement of quieter participants
  • Group Dynamics Management such as round robin questions
39
Q

How do you make sure that all data remains in the thematic analysis

A
  • Categorize Data
  • Review and Refine
  • Iterative Process
40
Q

Verification Steps

A
  • Triangulation
  • Member Checking
  • Peer Review

Research In Marketing (6 decks)

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