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Survey Research > Quiz 1 > Flashcards

Quiz 1 Flashcards

1
Q

What is the definition of population?

A

All the members of a group about which you want to draw a conclusion - defined by the survey writer.

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2
Q

What is the definition of a parameter?

A

A numerical measure that describes a characteristic of a population. eg. percentage or means

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3
Q

What is the definition of a census?

A

Gathering information from the whole population to calculate a parameter.

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4
Q

What is the definition of a sample?

A

A subset of the population - the portion of the population selected for analysis.

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5
Q

What is the definition of a sample statistic?

A

A numerical measure that describes a characteristic of the sample.

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6
Q

What are the six steps of the research process?

A

1) Define the broad problem
2) Refine the research question
3) Design the research
4) Collect the data
5) Prepare and analyse the data
6) Present the results

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7
Q

What is the business decision cycle?

A

Data -> Information -> Decisions -> Actions

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8
Q

What is ethics?

A

The process of evaluating and addressing whether an action is right/wrong, good/bad

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9
Q

What code of ethics governs the universities of Australia?

A

The Australian Code of Responsible Conduct of Research

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10
Q

What are the common components of a code of ethics in Australia?

A
  • Voluntary participation - no duress and can terminate at any stage
  • No harm to respondents - no injury, embarrassment, or endangerment
  • Anonymity & confidentiality - cannot identify and confidence
  • No deceit - fully aware of purpose, process and time.
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11
Q

What are the important ethical standards in analysis and reporting?

A
  • Report your mistakes
  • Defects in your research design and impact on conclusions
  • Report negative findings
  • report unexpected results
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12
Q

What is the definition of survey?

A

The method of collecting data using a structured questionnaire. The survey is the methodology for collecting the data.

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13
Q

What is a questionnaire?

A

A formalised set of questions used to obtain data.

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14
Q

What is data?

A

The raw facts available to us which generally do not have value until processed.

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15
Q

What is information?

A

Data that has been processed appropriately for the context in which it is going to be useful.

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16
Q

What is market research?

A

It is the systematic and objective identification, collection, analysis and dissemination of information undertaken to improve managerial decision making related to the identification of and solution of problems and opportunities

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17
Q

What are three characteristics of market research?

A

1) it is systemic - planned and documented
2) it is objective - accurate and free from bias
3) allows identification, collection and dissemination

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18
Q

Market research in business is used to make what types of decisions?

A

strategic - broad objectives over an extended timespan

tactical - more operational and detailed in nature.

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19
Q

What are the uncontrollable environmental factors that cannot be changed by a business?

A
  • Economy
  • Technology
  • Competition
  • Laws & regulation
  • Social and cultural factors
  • Political factors
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20
Q

What are the controllable marketing variables?

A
  • Product
  • Pricing
  • Promotion
  • Discount
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21
Q

What are four to five examples of strategic decisions?

A
  • corporate mission
  • corporate image
  • corporate portfolio structure
  • Strategic alliances
  • Target market selection
  • Corporate relationships
  • Competitive orientation
  • Corporate resource allocation
  • Market segmentation
  • Shareholder value
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22
Q

What are four to five examples of tactical decisions?

A
  • Product design
  • Branding
  • service options
  • Product quality
  • Service Levels
  • Product benefit mix
  • Price
  • Promotional activity
  • Sales force actions
  • Distribution
  • Product differentiation
  • Customer relationships
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23
Q

What are the two reasons why market research may be conducted?

A

1) Problem identification - to identify problems that are not necessarily apparent
2) Problem solving - to solve specific marketing problems.

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24
Q

What are some examples of problem identification research?

A
  • Market potential
  • Market share
  • Image research
  • Sales analysis
  • Market characteristics
  • Forecasting
  • Business trends
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25
Q

What are some examples of problem solving research?

A
  • Segmentation
  • Product
  • Pricing
  • Distribution
  • Promotion
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26
Q

Of the six steps of marketing research what are the two broad classifications?

A
  • Clarification:
    1) Define the broad problem
    2) Refine the research question
    3) Design the research
  • Evaluation and monitoring:
    4) Collect the data
    5) Prepare and analyse the data
    6) Present the results
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27
Q

The first step is to define the broad problem - what is involved in this?

A
  • Collect the background info,
  • Consider the environmental context of the problem
  • Conduct a problem or opportunity audit
  • Define the management decision to be made
  • Define the purpose and aim of the project
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28
Q

What is included in the background information?

A
  • discussions,
  • interviews,
  • review existing data,
  • secondary analysis and
  • exploratory research
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29
Q

What is included in the consideration of environmental context of the problem?

A
  • past info and forecasts
  • Resources and constraints
  • Organisational objectives
  • Buyer behaviour
  • Legal environment
  • Economic environment
  • Marketing and technical skills
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30
Q

In the second step ‘Refine the research question’ what considerations are necessary?

A
  • Describe the information required
  • Set the decision criteria
  • Estimate the value and set the budget
  • Prepare the market research brief.
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31
Q

What is primary data? Why is it good/bad?

A

Data originated by the researcher for the specific purpose of addressing the problem at hand.

  • Advantage - data matches your questions
  • Disadvantage - cost, time & effort to obtain
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32
Q

What is secondary data?

A

Data that someone else has collected for a purpose other than the present research. There are different sources, academic, web, media etc.

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33
Q

Why would someone use secondary data?

A
  • Primary data is expensive and time consuming to obtain
  • To compare with primary data
  • To demonstrate why the proposed research fulfils a void in the knowledge base
  • to avoid replication of previous research
  • to help refine the research questions
  • to give more insight to interpret primary data
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34
Q

What are the advantages of using secondary data?

A
  • quickly obtained
  • inexpensive
  • already available
  • enhances primary data research
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35
Q

What are the five important considerations when evaluating secondary data?

A
  • Currency - relevant?
  • Objective - purpose of the study?
  • Nature/content - is it appropriate?
  • Specification/methodology - how obtained?
  • Dependability - consistent with other information?
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36
Q

When designing the research design, you need to choose the broad type of research to use, what options are there?

A
  • Exploratory - discovery of ideas & insights
  • Descriptive - describes market characteristics or functions
  • Casual - determines cause and effect relationships
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37
Q

What are the characteristics and methods of exploratory research?

A
  • Characteristics - flexible, versatile and often at front end of research design
  • Methods - expert surveys, pilot surveys, secondary data & qualitative research
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38
Q

What are the characteristics and methods of descriptive research?

A
  • Characteristics - has prior formulation of a specific hypothesises, is preplanned and structured
  • Methods - secondary data, surveys, panels and can be observational.
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39
Q

What are the characteristics and methods of casual research?

A
  • Characteristics - manipulation of one or more independent variables and control of other mediating variables.
  • Methods - experiments
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40
Q

What are the purposes for conducting exploratory research?

A

1) formulate or define a problem more precisely
2) identify alternative courses of action
3) develop a hypothesis
4) isolate key variables and relationships
5) gain insight for developing an approach to the problem
6) establish priorities for future research

41
Q

What are the purposes for conducting descriptive research?

A

1) to describe the characteristics of relevant groups
2) to estimate the percentage of units in a specified population exhibiting a certain behaviour
3) to determine perceptions of product characteristics
4) to determine the degree to which behaviour and marketing variables are associated
5) to make specific predictions

42
Q

What are the classifications for cross sectional descriptive research?

A
  • Single cross-sectional design - a sample of respondents is drawn from the target population and information is obtained from this sample once
  • multiple cross-sectional design - two or more samples of respondents and information from each sample - obtained once
  • cohort analysis - multiple cross-sectional design where there is a series of surveys conducted at appropriate time intervals - different respondents who experience the same event within the same time interval.
43
Q

What is the alternative classification of descriptive research (not cross sectional)

A

Longitudinal design - involves a fixed sample of population elements which is measured repeatedly.

44
Q

What is Cross Sectional design useful for?

A
  • representative sampling

* response bias

45
Q

What is longitudinal design useful for?

A
  • detecting change
  • large amount of data collection
  • accuracy.
46
Q

What is the reason that you would use casual research for?

A
  • to understand which variables are the cause (independent variables) and which are the effect (dependent variables) of a phenomenon.
  • to determine the nature of the relationship between the casual variables and the effect to be predicted.
47
Q

What are the two classification types for secondary data?

A

Internal data - which is available within the organisation and can be either ready to use or requires further processing
External data - generated outside the organisation and includes published sources, computerised databases and syndicated services.

48
Q

What are syndicated sources?

A

They are sources of secondary data which provide information from a current database to different firms that subscribe to their services and include surveys, diary purchase panels, diary media panels, scanner data and audit services.

49
Q

What is quantitative research?

A

Data that can be quantified or measured eg. structured, numerical and statistical analysis

50
Q

What is qualitative research?

A

Data that is described by characteristics rather than measurements eg interviews, open questions and focus groups.

51
Q

What are the characteristics of quantitative research?

A
  • Structured
  • Based on large number representative cases
  • Quantify data and apply statistical analysis
  • Usually intended to generalise a population
  • Use to recommend a course of action
52
Q

What are the characteristics of qualitative research?

A
  • Unstructured or loose structure
  • Exploratory research
  • Based on small, non-representative samples
  • Descriptive, non-statistical
  • Provides insight and develops understanding
53
Q

What qualitative methods are available?

A
  • Direct (non-disguised) - focus groups and in-depth interviews
  • Indirect (disguised) - projective techniques
54
Q

What are focus groups?

A

Loosely structured, direct interactive discussion led by a trained moderator. Small group that has been screened to be homogenous.

55
Q

What are focus groups good for?

A
  • understanding consumer preferences, perceptions and behaviours towards a product category
  • obtaining impressions of new product concepts
  • generating new ideas on older products
  • developing creative concepts for advertisement
  • securing price impressions
  • obtaining preliminary consumer reactions to marketing programs
56
Q

What are the advantages of focus groups?

A
  • Synergy
  • Stimulation
  • Spontaneity
  • Efficiency
  • Flexibility
57
Q

What are the disadvantages of focus groups?

A
  • Pressure to conform
  • Bias in interpretation
  • Skilled moderators are hard to find
  • Hard to analyse
  • Cannot generalise
58
Q

What are in-depth interviews good for?

A
  • confidential or embarrassing topics such as finances
  • where strong social norms exist
  • for detailed understanding of complex behaviour
  • interviews with professional people such as in medical research
  • where participants are competitors
59
Q

What are the advantages of in-depth interviews?

A
  • Greater depth
  • no social pressure to conform
  • flexibility
  • uncover greater depth of insight
60
Q

What are the disadvantages of in-depth interviews and projective techniques?

A
  • Bias in interpretation
  • skilled interviewers are hard to find
  • Hard to analyse
  • cannot generalise
  • expensive and time consuming
61
Q

What are projective techniques?

A

Indirect form of qualitative research where purpose is disguised. Respondents are asked to participate in stimulated activities where it is hoped they will reveal more than in direct questioning.

62
Q

What type of projective techniques are used?

A
  • word association
  • sentence completion
  • story completion
  • constructive techniques such as pictures and cartoons
  • role playing
63
Q

What are the advantages of projective techniques?

A
  • People reveal attitudes that may be hidden
  • Examining behaviour
  • Useful for personal and sensitive issues.
64
Q

What is measurement?

A

It involves assigning a numerical value to a characteristic, so a general abstract concept moves to something precise and numerically measurable.

65
Q

What is scaling?

A

It involves creating a value set or continuum upon which measured objects are located. Variables like age are easy to scale.

66
Q

What are the two types of scaling techniques and what do they comprise of?

A
  • Comparative scales - Paired comparison, rank order and constant sum
  • Non-comparative scales - continuous rating scales and itemised rating scales.
67
Q

What are the primary scales of measurement?

A

Nominal
Ordinal
Interval
Ratio

68
Q

What is a nominal scale?

A

A scale whose numbers serve only as labels or tags for identifying and classiying objects with a strict one-to-one correspondence between the numbers and the objects.

69
Q

what is an Ordinal scale of measurement?

A

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which they possess some characteristic

70
Q

What is an interval scale of measurement?

A

A scale in which numerically equal distances represent equal values in the characteristic being measured.

71
Q

What is a ratio scale of measurement?

A

It is a scale that allows the research to identify or classify objects, rank order, compare intervals or differences and compute ratio of scale values.

72
Q

What is paired comparison scaling?

A

A comparative scaling technique in which a responding tis presented with two objects and asked to select one according to some criteria. The data obtained are ordinal in nature.

73
Q

What is rank order scaling?

A

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criteria

74
Q

What is constant sum scaling?

A

A comparative scaling technique in which respondents are required to allocate a constant sum of units such as points, dollars or chips, among a set of stimulus objects with respect to some criteria.

75
Q

What is Q-sort scaling?

A

A comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criteria.

76
Q

What is a continuous rating scale?

A

Also referred to as a graphic rating scale, this is a non-comparative scaling technique. A measurement scale on which respondents rate the objects by marking a line that runs from one extreme of the criteria variable to the other at the appropriate position.

77
Q

What is an itemised rating scale?

A

Also a non-comparative scale, it is a measurement scale on which respondents select one of the specified categories that best describes the object being rated.

78
Q

What are the three different types of itemised rating scale?

A
  • Likert scale
  • Semantic differential
  • Stapel
79
Q

What is the Likert scale?

A

A measurement scale whose response categories require the respondent to indicate a degree of agreement or disagreement with each of a series of statements.

80
Q

What is the semantic differential scale?

A

A seven point rating scale whose end points are associated with bipolar labels that have semantic meaning.

81
Q

What is a stapel scale?

A

A unipolar rating scale with 10 categories numbered from -5 to +5 without a neutral point (zero).

82
Q

What are the decisions that need to be made when using itemised scale ratings?

A
  • number of categories
  • balanced versus unbalance (positive to negative)
  • odd or even number of categories - use of neutral
  • forced verse non-forced
  • verbal description - labelling the scale
  • physical form - which option
83
Q

What is a multi-item scale?

A

Amulti-­‐item scale is a series of items (statements) where each item is trying to measure some underlying variable and participants respond to each item using a Likert scale. The questions must represent a cohesive set to achieve a determined response..

84
Q

When is the use of a multi-item scale useful?

A

When trying to measure attitudes and perceptions

85
Q

Should all the items in a multi-item scale be worded positively or negatively?

A
  • Positive is recommended to remove chance of double negatives.
  • Some say all should be one direction to make answer more concise, though others believe variety.
  • All one direction makes it easier to calculate.
86
Q

What is it important to remember when developing and presenting a multi-item scale

A
  • Use a heading that clearly details the question
  • Avoid any double barrelled questions - separate them
  • Ensure the questions lead to evaluation of the question
  • Ensure all questions are relevant to all participants
87
Q

What are the objectives of a questionnaire?

A
  • translate the data needed into a set of specific questions
  • standardise questions for each respondent
  • motivate and encourage people to complete the questionnaire
  • minimise response error.
88
Q

When starting to design a questionnaire, what are the starting questions?

A
  • What research questions are you trying to answer
  • Who are you trying to answer them for?
  • Who is being asked?
  • What data collection method will be used?
89
Q

What are the three reasons defined for using a question in a questionnaire?

A
  • to establish rapport with the participants
  • to obscure the purpose of the questionnaire
  • to address the research questions
90
Q

What are the four parts to a questionnaire?

A

1) introduction - identify the researcher/sponsor and purpose
2) opening - filter/screening questions, warm up questions (put respondent at ease) and open ended questions
3) middle - more demanding questions
4) end - classification questions, such as demographics (but not sensitive questions) & thank the participant.

91
Q

What are the general rules of thumb for sequencing the questions?

A
  • Follow a logical order
  • Flow from general to specific
  • Flow from impersonal to personal
  • Set the context for the following questions
92
Q

What is a double barrelled question?

A

A question that combines two or more questions in one.

93
Q

What is a filter question?

A

An initial question that screens potential respondents to ensure they meet the requirements of the sample

94
Q

What is telescoping?

A

When an individual telescopes or compresses time by remembering an event occurring more recently than it occurred.

95
Q

What are the two types of question structure?

A
  • Unstructured - open-ended questions that respondents answer in their own words
  • Structured - questions that specify the set of response alternatives and the response format (closed)
96
Q

What is order bias?

A

A respondents tendency to choose an alternative merely because it occupies a certain position or is listed in a certain order.

97
Q

What is a dichotomous question?

A

A structured question with only two response alternatives, such as yes and no.

98
Q

What things need to be considered in determining the questions to use in a questionnaire?

A
  • Use of open or closed questions
  • The knowledge of the participant
  • Unambiguous wording
99
Q

When considering a particular ensure it is not?

A
  • double barrelled
  • have multiple interpretations
  • has different meanings
  • overlapping with another response category
  • hard to understand
  • solicits a biased response.

Survey Research (2 decks)

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