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Marketing Research > Survey and Questionnaire Design (W9) > Flashcards

Survey and Questionnaire Design (W9) Flashcards

1
Q

Survey

A

Using a questionnaire to gather facts/ opinions/ attitudes - structured/ fixed response to questions

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2
Q

Advantages of survey

A

Simple

Consistent responses

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3
Q

Disadvantages of survey

A

Unwilling participants - especially if sensitive
Hidden motives
Loss of validity cause structured responses
Difficult wording

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4
Q

Types of survey

A 
Online (email/ mobiles)
Telephone 
Face-to-face
Postal 
Door-to-door
Mall
Self-administered
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5
Q

Advantages of door-to-door survey

A

Immediate feedback
Able to explain
Visual contact
Able to show product

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6
Q

Disadvantages of door-to-door survey

A

Cost

Refusal rates

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7
Q

Advantages of mall survey

A

Simple

Cheap

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8
Q

Disadvantage of mall survey

A

Some malls don’t permit it
Unrepresentative
High refusal
Uncomfortable

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9
Q

Telephone surveys

A

Researcher use numbers generated by a random-number procedure

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10
Q

Advantages of telephone survey

A

Cheap

High quality

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11
Q

Disadvantages of telephone survey

A

High refusal rate

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12
Q

Advantages of self-administered survey

A

Eliminates bias

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13
Q

Disadvantages of self-administered survey

A

No one to explain

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14
Q

Types of mail surveys

A

Ad-hock
Mail panels
Longitudinal

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15
Q

Advantages of mail surveys

A 
Cheap 
Not time consuming 
Large sample size
No researcher bias
Non-intrusive
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16
Q

Disadvantages of mail surveys

A

No probing

High non-response

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17
Q

Factors determining survey method

A 
Sampling precision 
Budget 
Quality 
Length 
Structure 
Time
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18
Q

Response rate

A

percentage of the total attempted interviews that are completed

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19
Q

Planning the questionnaire

A
  1. Identifying clear objectives for the survey
  2. Determining data needed to be collected
  3. Identifying the research universe and sample population
  4. Data collection method
  5. Sequencing the questions (exclusion; security questions; screening questions; main questionnaire)
  6. Developing survey questions
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20
Q

Population

A

aggregate of all the elements, sharing some common set of characteristics that comprise the universe for the purpose of the marketing research problem

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21
Q

Census

A

a complete enumeration of the elements of a population or study objects

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22
Q

Sample

A

a subgroup of the elements of the population selected for participation in the study

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23
Q

Sampling design process

A 
Define target population 
Determine sampling frame 
Select sampling techniques 
Determine sample size 
Execute sampling process 
Validate sample
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24
Q

Characteristics of a sample

A

Small budget
Short time
Large population

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25
Q

Characteristics of a census

A

Large budget
Long time
Small population

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26
Q

Non-probability sampling techniques

A

Convenience
Judgemental
Quota
Snowball

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27
Q

Probability sampling techniques

A

Simple random sample
Systematic sampling
Stratified sampling
Cluster sampling

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28
Q

Advantages of connivence sample

A

Easy
Cheap
Not time consuming
Convenient

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29
Q

Disadvantages of connivence sample

A

Selection bias
Sampling bias
Sample not representative
Poor external validity

30
Q

Connivence sample

A

• Attempts to obtain a sample of convenient elements; sampling unit selection is left primarily to researcher

31
Q

Judgemental sample

A

• A form of convenience sampling in which the population elements are purposely selected based on the judgment of the researcher

32
Q

Advantages of judgemental sample

A
  • Low cost
  • Convenient
  • Not time-consuming
33
Q

Disadvantages of judgemental sample

A
  • Doesn’t allow for generalization

* Subjective

34
Q

Quota sample

A

• A two-stage restricted judgmental sampling; 1st stage: developing control categories or quotas of population elements; 2nd stage: sample elements are selected based on convenience or judgment

35
Q

Advantage of quota sample

A

• Sample can be controlled for certain aspects

36
Q

Disadvantages of quota sample

A
  • Selection bias

* No assurance of representation

37
Q

Snowball sample

A

• An initial group of participants is selected randomly; subsequent participants are selected based on the referrals or information provided by the initial participants

38
Q

Advantages of snowball sample

A
  • Cheap
  • Simple
  • Little planning
39
Q

Disadvantages of snowball sample

A
  • Little control over the sampling method
  • Representativeness not guaranteed
  • Can estimate rare characteristics
  • Time consuming
40
Q

Simple random sample

A

• Each element has a known and equal probability of selection; every element is selected independently of every other element and the sample is drawn by a random procedure from a sampling frame

41
Q

Advantages of simple random sample

A
  • Easily understood

* Results projectable

42
Q

Disadvantages of simple random sample

A
  • Difficult to construct a sampling frame
  • Expensive
  • Lower precision
  • No assurance of representativeness
43
Q

Systematic sample

A

• Sample is chosen by selecting a random starting point and then picking every nth element in succession from the sampling frame

44
Q

Advantages of systematic sample

A
  • Can increase representativeness

* Easier to implement than simple random sampling

45
Q

Disadvantages of systematic sample

A
  • Sampling frame not only representative

* Can decrease representativeness depending on order

46
Q

Stratified sample

A

• Uses a two-step process to partition the population into subsequent subpopulations, or strata. Elements are selected from each stratum by a random procedure

47
Q

Advantages of stratified sample

A
  • Includes all important subpopulations

* Precision

48
Q

Disadvantages of stratified sample

A
  • Difficult to select relevant stratification variables
  • Not feasible to satisfy on many variables
  • Expensive
49
Q

Cluster sample

A

• 2 step probability sampling technique where the target population is first divided into mutually exclusive and collectively exhaustive subpopulations called clusters; and then a random sample of clusters is selected based on a probability sampling technique such as SRS.

50
Q

Advantages of cluster sample

A
  • Easy to implement

* Cost effective

51
Q

Disadvantages of cluster sample

A
  • Imprecise

* Difficult to compute and interpret results

52
Q

Non-probability sample

A
  • Do not use chance selection procedures but rather rely on the personal judgment of the research
  • Researcher can arbitrarily or consciously decide which elements to include in the sample
  • Do not allow for objective evaluation of the precision of the sample results; not statistically projectable to the population
53
Q

Probability sample

A
  • Procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample;
  • Sampling units are selected by chance
54
Q

Sections of a survey

A

Exclusion/ security questions
Screening questions
Main questions

55
Q

Exclusion/ security questions

A

o Exclude individuals who work in market research; marketing or the client’s industry

56
Q

Screening questions

A

screening against the research population

57
Q

Determining the sample size

A

Budget
Some clients want a certain number
Traditional methods - standard deviation/ sampling error/ level of confidence

58
Q

Normal distribution

A

Central limit theorem
Normal distribution
Standard normal distribution

59
Q

Central limit theorem

A

idea that the distribution of a large number of sample means or sample proportions will approximate a normal distribution, regardless of the distribution of the population from which they were drawn

60
Q

Normal distribution

A

continuous distribution that is bell-shaped and symmetric about the mean; the mean, median and mode are equal

61
Q

Standard normal distribution

A

normal distribution with a mean of zero and a standard deviation of one

62
Q

Population distribution

A

frequency distribution of all the elements of a population

63
Q

Sample distribution

A

frequency distribution of all the elements of an individual sample

64
Q

Sampling distribution of the mean

A 
theoretical frequency distribution of the means of all possible samples of a given size drawn from a particular population 
Point estimate 
Interval estimate 
Confidence level
Confidence interval
65
Q

Sampling error of the mean

A

standard error of the mean: standard deviation of a distribution of sample means

66
Q

Point estimate

A

particular estimate of a population value

67
Q

Interval estimate

A

interval of values within which the true population value is estimated to fall

68
Q

Confidence level

A

probability that a particular interval will include true population value

69
Q

Confidence interval

A

interval that, at the specified confidence level, includes the true population value

70
Q

Sampling distribution of the proportion

A

relative frequency distribution of the sample proportions of many random samples of a given size drawn from a particular population; it is normally distributed

Marketing Research (10 decks)

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