Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing Research > Quiz 4 (Chapters 5,6,7,8) > Flashcards

Quiz 4 (Chapters 5,6,7,8) Flashcards

1
Q

What are some reasons for collecting primary data?

A

Understand why people do/not do something, how consumers do things, and who the person is from a demographic or lifestyle perspective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are some advantages of survey research?

A

quick, inexpensive, and accurate when done properly

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are the two types of errors that can be encountered in connection with the sampling process?

A

Random Error and Systematic Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is an error that results from chance variation?

A

Random error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What is chance variation?

A

The difference between sample value and true value of the population mean and cannot be eliminated but can be reduced by increasing sample size

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What is an error that results from problems or flaws in the execution of the resarch design?

A

Systematic or nonsampling error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are three adiminstrative errors?

A

Data processing, interviewer error, and interviewer cheating

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are two nonsampling errors that can systematically influence survey answers?

A

sample design error and measurement error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is a problem in sample design or sample procedures?

A

Sample design error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are three types of sample design error?

A

Frame, population specific, and selection

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is a variation between the true value and the information actually obtained?

A

measurement error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is executive interviews?

A

The industrial equivilant of door-to-door interviewing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What survey is filled out by respondents who no interviewer present?

A

Self-administered Questionaires

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are some ways to boost mail response rates?

A

use easily understood questions, postage-paid return envelopes, effective introduciton, use incentives, avoid bulk-rate postage, personlize the letter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are some advantages of online surveys?

A

Rapid deployment and real time reporting, reduced costs, personalization, high response rates at times, ability to contact hard-to-reach

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are some disadvantages of online surveys?

A

Internet users not always representative, security and privacy issues, unrestricted internet samples, lack of bandwidth

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What are two critical concepts to access the population?

A

Incidence rate and cooperation rate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What is the difference between incidence and cooperation rate?

A

Incidence: % people in generation population that fit qualifications to be sampled; cooperation: % of those qualified who agree to complete survey

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What are some types of online secondary data?

A

Periodical newspapers and book databases, newsgroups, blogs, claritas,mriplus, nielsen

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What are some advantages of online focus groups?

A

Lack of geographic barriers, much lower costs, faster turnaround time, respondents can be geographically separate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What are some disadvantages of online focus groups?

A

Diffuclt to create group dynamics, no nonverbal inputs/limited client involvement, exposure to external stimuli

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What is an open participation in online enrollment?

A

Any person with internet access can participate and has lack of control issue

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Whwat is a closed participation in online enrollment?

A

Participation is by invitation and can recruit respondents with specific characteristics

24
Q

What is the systematic recording of patterns of behaviors without communicating with the people involved

A

Observation Research

25
Q

What are three conditions for using observation?

A

Information must be observable, behavior must be repetitive, and relatively short duration

26
Q

What are four observation situations?

A

People watching people, people watching things, machines watching people, machines watching things

27
Q

What are six behaviors that can be observed?

A

Physical action, verbal behavior, expressive behavior, spatial relations/locations, temporal patterns, verbal records

28
Q

What are five approaches to observation Research?

A

Natural vs contrived situations, open vs disguised observation, structured vs unstructed, human vs machine, direct vs indirect

29
Q

What are some advantages of observation research?

A

Can see what people actually do, avoids interviewer bias, quick data collection, not depedent on people’s recall

30
Q

What are some disadvantages of observation research?

A

Researcher does not learn motives, can be time-consuming and expensive, observer error

31
Q

What is research to study human behavior in its natural context, involving observation of behavior and physical setting?

A

Ethnographic Research

32
Q

What is the most common use of mystery shoppers?

A

Measuring employee training

33
Q

Which human observation is used to observe children at play, users of products, and focus groups?

A

One Way Mirror Observation

34
Q

What is the examination and verification of the sale of a product?

A

Audits

35
Q

What are 5 physiological measurements of machine observations?

A

EEG, GSR (Galvanic skin response), Pupilometer, voice putch analysis, facial action coding service

36
Q

What are 4 opinion and behavior measurement machine observations?

A

People reader, rapid anaylsis measurement, gps technology, and people meter

37
Q

what are steps and behaviors of consumers on their way to information, entertainment, and purchases

A

Clickstream data

38
Q

What is a research approach in which independent variable is changed and the effect on another dependent variable is observed called?

A

Experiement

39
Q

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?

A

Causal Research

40
Q

What three things must be shown to demonstrate causation?

A

Concomitant variation, appropriate time order of occurrence, and elimination of other possible causal factors

41
Q

What is the degree to which an experiment measures what is trying to measure?

A

Validity

42
Q

What is internal validity?

A

The extent to which competing explanations can be ruled out

43
Q

What is the extent to which causal relationships can be generalized to outside persons, settings, and times

A

External validity

44
Q

What are some advantages of laboratory experiments?

A

Ability to control all variables, greater internal validity, lower cost

45
Q

What is a major disadvantage of field experiements?

A

No control over spurious factors (competition, weather, economy, social trends, political climate)

46
Q

What is experimental treatment?

A

Factors whose effects are to be measured and compared

47
Q

What kind of variable would you define “mood” as being?

A

Dependent (Criterion) variable because it is hard to measure

48
Q

What are extraneous variables?

A

Threats to experimental validity

49
Q

What are some examples of extraneous variables?

A

History, maturation, instrument variation, selection bias, mortality, testing effect, geinea pig effect, hawthorne effect, regression to the mean

50
Q

What are 4 ways to control extraneous variables?

A

Randomization, physical control, design control, and statistical control

51
Q

What is a test in which the researcher has control over and manipulates one or more independent variables?

A

Experimental design

52
Q

What are four factor that experimental design has?

A

Treatment(independent variable), subjects and groups, dependent variable, and some plan for dealing with extraneous causal factors

53
Q

What are some limitations of experimental research?

A

High cost of experiments, security issues, implementation problems (cooperation, contamination, lack of control group)

54
Q

What are designs that offer little or no control over extraneous factors?

A

Pre-experimental designs

55
Q

What do factorial designs allow for?

A

testing of two or more treatments simultaneously at various levels

Marketing Research (6 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions