Market Research Ch. 6 - Research Design Foundation

Question 1

Survey Method

Answer 1

A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents

Question 2

Structured data collection

Answer 2

Use of a formal questionnaire that presents questions in a prearranged order

Question 3

Fixed-alternative questions

Answer 3

Questions that require respondents to choose from a set of predetermined answers

Question 4

Surveys – Advantages and Disadvantages

Answer 4

Advantages - simple to administer; reliable since answers are limited to those shown; coding, analysis, and interpretation of data are relatively simple
Disadvantages - Respondent inability or unwillingness error

Question 5

Types of Survey Methods

Answer 5

1. Telephone interviewing
2. Personal Interviewing
3. Mail Interviewing
4. Electronic Interviewing
5. Mobile Interviewing

Question 6

Telephone Interviewing Methods

Answer 6

Traditional - Call respondents, ask questions in premade questionnaire, record answers with pencil

Computer-Assisted: Questions shown to interviewer on computer; interviewer records directly to computer; new questions tailored to respondent based on how previous questions were answered; special software used (e.g., Studio by Sawtooth Software)

Question 7

Personal Interviewing Methods

Answer 7

Personal In-Home Interviews: Interviewer contacts people at there home, asks questions, records

Mall-Intercept Personal Interviews: Interviewers intercept respondents at mall and do the same thing; cheaper

Computer-Assisted Personal Interviewing (CAPI): Respondent answers questions on computer with interviewer guiding; otherwise, similar to mall-intercept

Question 8

Mail Interviewing Methods

Answer 8

Traditional Mail Interview: Questions mailed out to respondent, they answer and mail it back

Mail Panel: A large and nationally representative sample of households that have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys

Question 9

Electronic Interviewing Methods

Answer 9

Email Interviews: Questions asked in an email; email program limited (e.g., can’t add checkboxes or whatever) and limited word count

Internet Interviews: Done on website; email could link to website; watch that you don’t annoy people with emails

Question 10

Survey Evaluation Criteria

Answer 10

Task Factors
1. Diversity of questions and flexibility
2. Use of Physical Stimuli
3. Sample control
4. Quantity of data
5. Response Rate
Situational Factors
1. Control of the data collection environment
2. Control of field force
3. Potential for interviewer bias
4. Speed
5. Cost
Respondent Factors
1. Perceived anonymity
2. Social Desirability/sensitive information
3. Low incidence rate
4. Respondent control

Question 11

Sample control

Answer 11

The ability of the survey mode to reach the units specified in the sample effectively and efficiently

Question 12

Sampling Frame

Answer 12

A representation of the elements of the target population consisting of a list or set of directions for identifying the target population

Question 13

Random Digit Dialing (RDD)

Answer 13

A technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random

Question 14

Random Digit Directory Designs

Answer 14

A research design for telephone surveys in which a sample of numbers is drawn from the telephone directory and modified to allow unpublished numbers a chance of being included in the sample

Question 15

Critical Request

Answer 15

The target behavior that is being researched (e.g., the large request that follows an initial small request)

Question 16

Field Force

Answer 16

The actual interviewers and the supervisors involved in data collection

Question 17

Perceived anonymity

Answer 17

The respondents’ perceptions that their identities will not be discerned by the interviewer or the researcher

Question 18

Social desirability

Answer 18

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint

Question 19

Incidence Rate

Answer 19

The rate of occurrence or the percentage of persons eligible to participate in a study

Question 20

Observation

Answer 20

The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest
Methods: Personal, Mechanical, Audit, Content Analysis, Trace Analysis

Question 21

Structured Observation

Answer 21

Observation technique where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured; could for conclusive research

Question 22

Unstructured Observation

Answer 22

Observation that involves a researcher monitoring all relevant phenomena without specifying the details in advance; better for exploratory research; subject to observer bias

Question 23

Disguised VS Undisguised Observation

Answer 23

One is hidden from the respondent

Question 24

Natural Observation

Answer 24

Observation of behavior as it takes place in the environment

Question 25

Contrived Observation

Answer 25

Observation of behavior in an artificial environment

Question 26

Personal Observation

Answer 26

An observational research strategy in which human observers record the phenomenon being observed as it occurs

Question 27

Mechanical Observation

Answer 27

An observational research strategy in which mechanical devices rather than human observers record the phenomenon being observed

Question 28

Voice pitch analysis

Answer 28

Measurement of emotional reactions through changes in the respondent’s voice

Question 29

Response latency

Answer 29

The amount of time it takes to respond

Question 30

Neuromarketing Research

Answer 30

Neuromarketing research applies the principles of neuroscience to marketing research to examine consumers’ sensorimotor, cognitive, and affective response to marketing stimuli

Question 31

Audit

Answer 31

Data collection by examining physical records or performing inventory analysis

Question 32

Pantry Audit

Answer 32

A type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer’s home

Question 33

Content Analysis

Answer 33

The objective, systematic, and quantitative description of the manifest content of a communication

Question 34

Trace Analysis

Answer 34

An approach in which data collection is based on physical traces, or evidence, of past behavior; used if no other approach possible

Question 35

Advantages and disadvantages of observation

Answer 35

Advantages: Measurement of actual behavior, no reporting bias, little to no interviewer bias,\

Disadvantages: reason for behavior can be due to many circumstances (e.g., someone buying something for somebody else), Researcher bias, maybe unethical (e.g., monitoring people without their knowledge)