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MRKT451 > Research Design & Ethics + Ch4 > Flashcards

Research Design & Ethics + Ch4 Flashcards

1
Q

Research design

A

A master plan that specifies the methods that will be used to collect and analyze the information needed for a research project

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2
Q

Research Ethics: Step 1 - Translating business qs into research qs

A
  • Avoid conflicts of interest
  • Emphasize substance over flash
  • Look for what’s there, not what you want to see
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3
Q

Research Ethics: Step 2 - Design research program to answer research questions

A

Valid appropriate experimental design
- Design experiments that are replicable
- Minimize risk and maximize benefit
- Avoid experimenter demand
- Avoid confirmation bias

Valid appropriate sampling plans
- Respect vulnerable populations
- Avoid excluding people from participation or benefit

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4
Q

Experimenter demand / demand effect

A

The participant is trying to please the experimenter by giving them the result that they are looking for

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5
Q

Research Ethics: Step 3 - Collect Data

A

Fair, respectful, and professional treatment of participants:
- Obtain informed consent
- Participation is optional and can be discontinued at any time
- Respect privacy and confidentiality

eg: Milgram Experiment

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6
Q

Research Ethics: Step 4 - Analyze Research Results

A

Valid, appropriate data handling
- Maintain data security
- Do not omit, alter, create or otherwise tamper with data

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7
Q

Research Ethics: Step 5 - Interpret research findings and make recommendations

A

Valid appropriate data interpretation
- Avoid biased interpretation

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8
Q

Research Ethics: Step 6 - Communicate recommendations to business audiences

A

Transparent communication
- Avoid the file drawer problem (publishing studies which have only significant results and omitting studies which do not)
- Disclose methods
- Disclose sample details

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9
Q

3 things to designing a research program by

A

By source
By methodology
By objectives

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10
Q

Designing research programs by data source

A

Primary = collection of new data
Secondary = data previously collected

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11
Q

Designing research programs by methodology

A

Qualitative:
- Interviews
- Observation
- Focus groups
- Text and image analysis
- Diary studies

Quantitative:
- Panel data (secondary)
- Surveys (primary)

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12
Q

Designing research programs by objectives (EDC)

A

Exploratory (gather insights, formulate hypothesis)
Descriptive (size and characteristics of target market)
Causal/experimental (test hypothesis, response to market mix changes)

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13
Q

Exploratory research

A

Seeks to define an ambiguous problem
- May be conducted as part of problem definition
- Gains background info
- Defines terms
- Clarifies problem/hypothesis
- Establishes research priorities

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14
Q

Methods of conducting exploratory research (SCEF)

A

Secondary data
Case analysis
Experience surveys
Focus groups

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15
Q

When is exploratory research complete?

A

When the problem is fully defined
- Root problems, not just symptoms
- No more “whys”

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16
Q

Descriptive research

A

Seeks to describe a defined problem
- Answers to questions of who, what, where, when, and how
eg: where do they buy brands, who their customers are, how they find out about products, etc
- More rigid than exploratory research
- We want to project a study’s findings to a larger population
eg: understand the average customer

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17
Q

Methods of conducting descriptive research (CSLPBM)

A

Cross-sectional studies
Sample surveys
Longitudinal studies
Panels (continuous = same questions, discontinuous/omnibus = vary questions)
Brand-switching studies
Market-tracking studies

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18
Q

Causal research

A

Seeks to answer a defined & described problem
- Determine causality
- Most rigid
eg: does increasing sugar content affect sales?

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19
Q

Methods of conducting causal research

A

Experiments

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20
Q

Experiment

A

Where one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of extraneous variables

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21
Q

Extraneous variable

A

All variables other than IVs that have an effect on DVs

eg: 1s faster per lap because of driver? (extraneous variables: aero, tyres)

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22
Q

Experimental design

A

A procedure for devising an experimental setting so that a change in a DV may be attributed solely to the change in an IV

23
Q

Before-after testing

A

An experimental design in which a DV is measured before and after an IV is changed

24
Q

Control group

A

A group whose subjects have not been exposed to the change in an IV

25
Q

Experimental group

A

A group whose subjects have been exposed to the change in IV

26
Q

Pretest

A

A measurement of the DV that is taken prior to changing the IV

27
Q

Posttest

A

A measurement of the DV that is taken after changing the IV

28
Q

Internal validity

A

Accurate results need large sample sizes, true randomization, clear cause-and-effect relationship between variables

Helps ensure findings are due to the IV

29
Q

External validity

A

Generalizing results to another group. Need to replicate findings with different populations and different contexts

30
Q

Ecological validity

A

The study needs to mimic what happens in real life

31
Q

Lab experiments

A

IVs are manipulated and measures of the DVs are taken in an artificial setting for the purpose of controlling all extraneous variables

32
Q

Field experiments

A

IVs are manipulated, and the measurements of the DV are taken in their natural setting

33
Q

Test marketing

A

conducting an experiment or study in a field setting to evaluate a new product or service or other elements of the marketing mix

34
Q

3 types of test markets

A

Standard test market
Controlled test market
Simulated test market

35
Q

Standard test market

A

One in which the firm tests the product or marketing-mix variables through the company’s normal distribution channels

36
Q

Controlled test market

A

One that is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors

37
Q

Simulated test market (STM)

A

One in which companies test new products in a staged environment that mimics natural conditions

38
Q

Three criteria for selecting test market region

A

Representativeness
Degree of isolation
Ability to control distribution and promotion

39
Q

Correlation

A

Two variables share some kind of relationship

40
Q

Causation

A

One variable causes something to happen in another variable

41
Q

Correlation can be explained by 4 ways

A

One-way causality
Two-way causality
A “confound”
Spurious correlation

42
Q

One-way causality

A

One variable is the cause of the other one

eg: change in x = change in y

43
Q

Two-way causality

A

Both variables may be the cause of each other

eg: change in x = change in y = change in x again

44
Q

A “confound”

A

A third variable may be responsible for correlation

eg: change in z = affects change in x and y

45
Q

Spurious correlation

A

A mathematical relationship in which two events or variables have no causal connection

46
Q

Moderator variable

A

A second IV changes the effect of your manipulated variable (initial IV) on the DV

eg: amount of exercise (IV), age (MV), weight loss (DV)

47
Q

How to determine if a question is correlational or experimental design?

A

When you can not manipulate a variable, such as the right-left-handedness of someone, it is not experimental design

48
Q

How to control an experiment to determine causality

A

Manipulate one thing at a time
Randomly assign participants to different levels of constant variables

eg: manipulate only IV, while holding all other variables constant

49
Q

2 types of study design

A

Within-subject design
Between-subjects design

50
Q

Within-subjects design

A

All participants are exposed to all conditions of the IV

Measures the same subset of participants at different times (eg: check blood pressure before meds, check blood pressure after med)

51
Q

Between-subjects design

A

Measure different subsets of participants, each subset having different exposure to IV, at the same time (randomly assign participants to group A or group B, measure group A and group B at the same time)

52
Q

6 considerations to finding evidence for a causal relationship

A
  1. What is the research question
  2. What are the variables of interest
  3. Should you use a correlational or experimental design?
  4. What are the conditions?
  5. Should you use a within-subjects design or between-subjects design
  6. Should the study be in the lab or field
53
Q
A

MRKT451 (11 decks)

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