Quiz 4 (Chapters 5,6,7,8) Flashcards
What are some reasons for collecting primary data?
Understand why people do/not do something, how consumers do things, and who the person is from a demographic or lifestyle perspective
What are some advantages of survey research?
quick, inexpensive, and accurate when done properly
What are the two types of errors that can be encountered in connection with the sampling process?
Random Error and Systematic Error
What is an error that results from chance variation?
Random error
What is chance variation?
The difference between sample value and true value of the population mean and cannot be eliminated but can be reduced by increasing sample size
What is an error that results from problems or flaws in the execution of the resarch design?
Systematic or nonsampling error
What are three adiminstrative errors?
Data processing, interviewer error, and interviewer cheating
What are two nonsampling errors that can systematically influence survey answers?
sample design error and measurement error
What is a problem in sample design or sample procedures?
Sample design error
What are three types of sample design error?
Frame, population specific, and selection
What is a variation between the true value and the information actually obtained?
measurement error
What is executive interviews?
The industrial equivilant of door-to-door interviewing
What survey is filled out by respondents who no interviewer present?
Self-administered Questionaires
What are some ways to boost mail response rates?
use easily understood questions, postage-paid return envelopes, effective introduciton, use incentives, avoid bulk-rate postage, personlize the letter
What are some advantages of online surveys?
Rapid deployment and real time reporting, reduced costs, personalization, high response rates at times, ability to contact hard-to-reach
What are some disadvantages of online surveys?
Internet users not always representative, security and privacy issues, unrestricted internet samples, lack of bandwidth
What are two critical concepts to access the population?
Incidence rate and cooperation rate
What is the difference between incidence and cooperation rate?
Incidence: % people in generation population that fit qualifications to be sampled; cooperation: % of those qualified who agree to complete survey
What are some types of online secondary data?
Periodical newspapers and book databases, newsgroups, blogs, claritas,mriplus, nielsen
What are some advantages of online focus groups?
Lack of geographic barriers, much lower costs, faster turnaround time, respondents can be geographically separate
What are some disadvantages of online focus groups?
Diffuclt to create group dynamics, no nonverbal inputs/limited client involvement, exposure to external stimuli
What is an open participation in online enrollment?
Any person with internet access can participate and has lack of control issue
Whwat is a closed participation in online enrollment?
Participation is by invitation and can recruit respondents with specific characteristics
What is the systematic recording of patterns of behaviors without communicating with the people involved
Observation Research
What are three conditions for using observation?
Information must be observable, behavior must be repetitive, and relatively short duration
What are four observation situations?
People watching people, people watching things, machines watching people, machines watching things
What are six behaviors that can be observed?
Physical action, verbal behavior, expressive behavior, spatial relations/locations, temporal patterns, verbal records
What are five approaches to observation Research?
Natural vs contrived situations, open vs disguised observation, structured vs unstructed, human vs machine, direct vs indirect
What are some advantages of observation research?
Can see what people actually do, avoids interviewer bias, quick data collection, not depedent on people’s recall
What are some disadvantages of observation research?
Researcher does not learn motives, can be time-consuming and expensive, observer error
What is research to study human behavior in its natural context, involving observation of behavior and physical setting?
Ethnographic Research
What is the most common use of mystery shoppers?
Measuring employee training
Which human observation is used to observe children at play, users of products, and focus groups?
One Way Mirror Observation
What is the examination and verification of the sale of a product?
Audits
What are 5 physiological measurements of machine observations?
EEG, GSR (Galvanic skin response), Pupilometer, voice putch analysis, facial action coding service
What are 4 opinion and behavior measurement machine observations?
People reader, rapid anaylsis measurement, gps technology, and people meter
what are steps and behaviors of consumers on their way to information, entertainment, and purchases
Clickstream data
What is a research approach in which independent variable is changed and the effect on another dependent variable is observed called?
Experiement
What is the only type of research that has the potential to demonstrate that a change in one variable causes a predictable change in another?
Causal Research
What three things must be shown to demonstrate causation?
Concomitant variation, appropriate time order of occurrence, and elimination of other possible causal factors
What is the degree to which an experiment measures what is trying to measure?
Validity
What is internal validity?
The extent to which competing explanations can be ruled out
What is the extent to which causal relationships can be generalized to outside persons, settings, and times
External validity
What are some advantages of laboratory experiments?
Ability to control all variables, greater internal validity, lower cost
What is a major disadvantage of field experiements?
No control over spurious factors (competition, weather, economy, social trends, political climate)
What is experimental treatment?
Factors whose effects are to be measured and compared
What kind of variable would you define “mood” as being?
Dependent (Criterion) variable because it is hard to measure
What are extraneous variables?
Threats to experimental validity
What are some examples of extraneous variables?
History, maturation, instrument variation, selection bias, mortality, testing effect, geinea pig effect, hawthorne effect, regression to the mean
What are 4 ways to control extraneous variables?
Randomization, physical control, design control, and statistical control
What is a test in which the researcher has control over and manipulates one or more independent variables?
Experimental design
What are four factor that experimental design has?
Treatment(independent variable), subjects and groups, dependent variable, and some plan for dealing with extraneous causal factors
What are some limitations of experimental research?
High cost of experiments, security issues, implementation problems (cooperation, contamination, lack of control group)
What are designs that offer little or no control over extraneous factors?
Pre-experimental designs
What do factorial designs allow for?
testing of two or more treatments simultaneously at various levels
