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Marketing Research > Test 2 > Flashcards

Test 2 Flashcards

1
Q

T/F Every sample will have an error.

A

True

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2
Q

People who respond to a survey

- Not only consumers

A

Respondents

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3
Q

Collecting data by having people answer a series of questions

A

Survey

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4
Q

A portion of the population that’s being surveyed

A

sample survey

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5
Q

The sample differs from the population of interest

A

sampling error

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6
Q

When there’s a flaw in the survey design

A

Systematic Error

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7
Q

The respondent did or did not do something

A

Respondent Error

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8
Q

Something a participant DID NOT do

A

Non-Response Error

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9
Q

Not contacted or refused to do the survey

A

Non-Respondents

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10
Q

When the participant decides to take the survey or not

A

Self-Selection Bias

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11
Q

Something a participant DID intentionally or unintentionally

A

Response Bias

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12
Q

Lying or giving a false answer because you guessed or are bored

A

Deliberate Falsification

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13
Q

The participant is confused on how to answer because the question is vague or ambiguous

EX: How do you rate your education?

A

Unconscious Misrepresentation

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14
Q

Participants agreeing with everything

A

Acquiescence Bias

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15
Q

Scoring extremely higher or lower than their true value

A

Extremity Bias

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16
Q

Interviewer’s characteristics or body language influence participants responses

A

Interviewer Bias

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17
Q

Responding because it is a socially accepted answer or to gain esteem

A

Social Desirability Bias

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18
Q

The researcher makes a mistake intentionally or unintentionally about how the data was gathered or improper survey design

A

Administrative Error

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19
Q

A mistake made in the data entry phase such as, imputing the data in wrong

A

Data Processing Error

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20
Q

The researcher selected the sample wrong

A

Sample Selection Error

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21
Q

The source or list where participants were selected from is wrong

A

Sample Frame Error

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22
Q

There’s questions in how the results are being measured

A

measurement Bias

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23
Q

Interviewer is doing something wrong such as, changing words in the question or not fully recording responses

A

Interviewer Error

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24
Q

Interviewer makes up the number of participants or participants responses

A

Interviewer Cheating

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25
Q

Percentage of people who responded out of the total people who were contacted

  • This is usually around 5%
A

Response Rates

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26
Q

A brief letter that is sent with a survey to explain what the survey is about

A

Cover Letter

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27
Q

The 5 Cover Letter Functions/Purposes

A
  1. Identifies the surveyor & sponsor
  2. Explains the purpose of the survey
  3. Why the respondent was selected
  4. Provides the incentive for participating
  5. Qualifying/Screening questions
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28
Q

Personal Interview advantages?

A
  • Opportunity for feedback
  • Probing complex answers
  • Length of interview
  • Completeness of questionnaire
  • Props and visual aids
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29
Q

Personal Inverview Disadvantages

A

Disadvantages:

  • Interviewer bias
  • Anonymity
  • Expensive
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30
Q

Personal interviews conducted in a shopping center or similar public area

A

Mall Intercepts

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31
Q

Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey

A

Door to Door

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32
Q

Personal interview that is conducted over the telephone

A

Telephone Interview

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33
Q

What is the only survey method where the researcher is not involved?

A

Self-administered methods like:

  • Internet, cell phone, & email surveys
  • Mail questionnaires
  • Drop offs
  • Point of sale
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34
Q

The interviewer travels to the respondent’s location to drop off questionnaires that will be picked up later

A

Drop Offs

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35
Q

Survey requests distributed through electronic mail

A

E-mail Surveys

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36
Q

Email Survey Advantages?

A

Advantages:

  • Speed
  • Lower cost
  • More flexibility
  • Less manual processing
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37
Q

Email Survey disadvantages?

A

Disadvantages:

  • Possible lack of anonymity
  • Spam filters
  • Problems with successful delivery
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38
Q

A self-administered survey administered using a Web-based questionnaire

A

Internet Survey

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39
Q

Directs participant to more questions based upon their responses

A

Branching

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40
Q

Inserts the text of participants previous responses

A

Piped text

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41
Q

CATI

A

Computer-Assisted Telephone Interviews

  • Randomly dial phone numbers
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42
Q

Percentage of people who clicked on the survey

A

Click-Through Rate

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43
Q

Screening procedure that involves a trial run with a group of respondents to discover problems in the survey design

A

pretesting

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44
Q

Describing some property of phenomenon of interest, usually by assigning numbers.

A

measurement

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45
Q

Degree to which someone meets a certain criteria, single variable

  • IS NOT correlated
    EX: Social class
A

Index Measure

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46
Q

Assigning a value based on a mathematical derivation of multiple variables

  • IS correlated

EX: Restaurant satisfactory scales

A

Composite Measure

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47
Q

Adding everything together, the sum

A

Summated Scale

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48
Q

Total of the variables / Number of variables

A

Average

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49
Q

The value assigned for a response is treated oppositely from the other items

A

Reverse Coding

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50
Q

Used to classify something into categories or labels

  • Have nominal or ordinal properties
A

Categorical Questions

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51
Q

Number that expresses a quantity of the property being measured

A

Metric Questions

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52
Q

Have 5 or more scale points

A

Metric Scales

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53
Q

T/F You can take the average for a categorical question.

A

FALSE. A mode, frequency, or percentage must be used.

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54
Q

T/F You can take the average for a metric question.

A

TRUE

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55
Q

T/F Slider scales are not metric.

A

FALSE. Yes, they are.

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56
Q

2 response options to choose from such as, yes or no

  • CAN select more than 1 answer (Select all the apply questions)
  • There’s no correct answer
A

Dual Choice

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57
Q

3 or more response options to choose from

  • ONLY 1 answer can be selected
  • There’s 1 correct answer
A

Multiple Choice

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58
Q

T/F Questions that say “Select all that apply” are considered dual-choice questions.

A

True

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59
Q

Number is descriptive of the property being measured

- IT IS meaningful

A

Natural

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60
Q

Number is an artificial measure of some quantity the participant DOES NOT see
- IS NOT meaningful

A

Synthetic

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61
Q

One Variable ranks higher than another

A

order

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62
Q

A certain score is higher than another

Ex: 2 is 1 point higher than 1

A

distance

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63
Q

Providing consistent data & reproducible results, percise

A

Reliability

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64
Q

Represents a measure’s homogeneity or the extent to which each indicator of a concept converges on a common meaning

A

Internal Consistency

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65
Q

Splitting the scale in half to produce similar scores

- This will show if they are correlated or not

A

Split Half Method

66
Q

Administering the same scale or measure to the same respondents at two separate times to test for stability

A

Test - Retest Method

67
Q

The accuracy of a measurement or a score that truthfully represents a concept

  • Purchase intent = purchase!
A

Validity

68
Q

The items look like what they are intending to measure

A

Face Validity

69
Q

1 measure is associated to another measure

A

Criterion Validity

70
Q

Satisfaction & future purchases

A

Predictive Validity

71
Q

Satisfaction & re-patronage intentions

A

Concurrent Validity

72
Q

Correlated items that measure the same thing

A

Convergent Validity

73
Q

Items can be correlated, but should not be correlated too highly

A

Discriminant Validity

74
Q

The respondent ranks something in order based on overall preference

A

Ranking Task

75
Q

Ranking Task issues

A

Issues:

  • Ordinal measurement
  • Alternatives not included
  • Outside of choice set
  • Can’t tell differences
76
Q

Rating how important the attributes are

A

Rating Scales

77
Q

Asking participants to rate the degree of their agreement such as, “strongly agree, agree, neutral, disagree, & strongly disagree”

A

Likert Scale

78
Q

A scale where participants describe their attitudes using a series of positive & negative attributes

EX: Happy or Sad, Serious or Fun, Formal or Casual, etc.

A

Semantic Differential

79
Q

Rating everything positively

  • This can be prevented by flipping the positive & negative attributes
A

Halo Effect

80
Q

“Anchors” a participant’s score along a point value by 2 anchors

  • Metric
  • Can be measured by finding the Average

EX: Rating between Poor & Excellent

A

N-Pointed Anchored Scale

81
Q

Also called a “Slider Scale”

  • Metric
  • Can be measured by finding the Average
A

Graphic Rating Scale

82
Q

ONLY scoring on 1 end or the other of a scale

A

End Piling

83
Q

Having a equal number of both positive & negative options

  • Most used by Marketers
A

Balanced

84
Q

NOT having a equal number of both positive & negative options

  • This reduces the likelihood of end pilling
A

Unbalanced

85
Q

The participant HAS TO answer the question

- Limited errors

A

forced choice

86
Q

More than 1 question

EX: How satisfied are you with Skybar’s music?
How satisfied are you with Skybar’s cleanliness?
How satisfied are you with Skybar’s atmosphere?

A

Multiple Item

87
Q

1 question ONLY

EX: What’s your OVERALL satisfaction with Skybar?

A

Single Item

88
Q

Will it answer the research questions?

A

Relevant

89
Q

How will the data be measured

A

accuracy

90
Q

Close ended questions where respondents are given specific, limited-alternative responses & are asked to choose the one closest to their own viewpoint

A

Fixed alternative questions

91
Q

A question that suggests or implies certain answers

  • Bandwagon Effect
  • Partial mention of alternatives

EX: “Don’t you see problems with using your credit card online?”

A

Leading Questions

92
Q

A question that suggests a socially desirable answer or is emotionally charged

EX: “Should people be allowed to protect themselves from harm by using a taser as self-defense?”

A

Loaded Questions

93
Q

Wording the question so respondents think “everyone is doing it”

A

Bandwagon Effect

94
Q

Introductory statement to a potentially embarrassing question that reduces a respondent’s reluctance to answer by suggesting that certain behavior is not unusual

EX: “Some people have the time to brush their teeth three times per day, but others do not. How often did you brush your teeth yesterday?”

A

Counter biasing Statement

95
Q

Asking 2 things in 1 question

EX: “How would you rate the associate’s knowledge & helpfulness?”

A

Double-Barreled Question

96
Q

Wording the question with additional information

- This HELPS a respondent remember their experience

A

Aided Recall

97
Q

Wording the question without any additional information

- This DOES NOT HELP a respondent remember their experience

A

Unaided Recall

98
Q
  • The first questions asked

- Are used to select the participants who meet the specific criteria required to take the survey

A

Screening Questions

99
Q
  • Are asked immediately after screening questions

- Shows the respondent that the survey is easy to complete & generates interest

A

Warm up questions

100
Q
  • Are asked after major sections of questions or changes in question format
  • Notifies the respondent that the subjects of questions will change
A

Transitions question

101
Q
  • Are asked in the middle or close to the end

- Respondent is close to completing the survey & is informed there are not many questions remaining

A

Complicated & Difficult-to-Answer Questions

102
Q
  • Are asked at the very end

- These are personal & possibly offensive questions

A

Classification & Demographic Questions

103
Q

Results when how the questions are ordered affects the way a person responds or when the choices provided favors 1 response over another

A

Order Bias

104
Q

The ordering of questions throughout a survey

-Asking a question that does not apply to the respondent may be irritating or cause a biased response

A

Survey Flow

105
Q

Focusing on 1 answer & comparing all other answers to it

A

Anchoring

106
Q

Starting with broad questions then gradually getting into more specific questions
-Allows researchers to understand the respondent’s frame of reference before asking more specific questions

EX: How satisfied are you with your overall life?
How satisfied are you with your finances?
How satisfied are you with your significant other?
How satisfied are you with your career?

A

Funnel Technique

107
Q

Screens out respondents who are not qualified to answer a second question

  • “Screening questions”
  • These usually provide an N/A option for respondents who cannot answer the question
A

Filter Questions

108
Q

Software programs like Qualtrics that allow special features to facilitate survey design

A

Survey Technology

109
Q

Having a friend take the survey before its launched to discover problems

A

Pretest Cpmposition

110
Q

A smaller group of people selected for the entire population

A

sample

111
Q

A groupe of people with similar characteristics

A

population

112
Q

EVERYONE in a population is selected

EX: 2010 United States income census

A

Census

113
Q

Who do we sample>

A

the people we are trying to understand

114
Q

Why sample?

A
  • Pragmatic reasons (less cost, less time, etc.)
  • Accurate & reliable results
  • Destruction of test units
115
Q

A list of elements from which a sample may be drawn from

- Also called “Working population”

A

Sampling Frame

116
Q

Occurs when certain sample elements are not listed or are not accurately represented in a sampling frame

  • Almost every list excludes some members of the population
A

Sampling Frame Error

117
Q

Companies who maintain lists of people who are willing to participate in marketing research

A

Sampling Services

118
Q

Lists of respondents who have agreed to participate in marketing research along with the email contact information for these individuals

A

Online Panels

119
Q

The difference between the sample result & the result of a census

  • Larger sample size decreases these errors
A

Random Sampling Error

120
Q

The difference between the sample value & the true value of the population mean

  • Function of n
  • Margin of error
A

Chance Variation

121
Q

Errors in the execution of the study’s design

EX: How the researcher selects the sample

A

Systematic Non-Sampling Error

122
Q

Sampling procedure that ensures that various subgroups of a population with a certain characteristic will be represented to the exact extent that the researcher wants

  • NOT randomly selected
  • Also called “Demographically-matched sampling”

EX: A set number participants who own cats

A

Quota Sampling

123
Q

ARE NOT random samples because they are a convenience sample

  • People make the choice to participate or not

Randomly select sampling units
-Survey software can help

EX: Nth visitor or visitor needs to stay on the page for 30 seconds
EX: Frequent visitors

A

Website Visitors

124
Q

Every participant has a chance of being selected

- The chance is KNOWN

A

Probability Sampling

125
Q

Every participant has a chance of being selected

- The chance is UNKNOWN

A

Non-Probability Sampling

126
Q

T/F Market research usually relies on probability sampling.

FALSE. It usually relies on non-probability sampling.

A

FALSE. It usually relies on non-probability sampling.

127
Q

Sampling people who are easy to find or gather data from

EX: Using Facebook to find participants

A

Convenience Sampling

128
Q

Using an experienced researcher’s judgment to select the participants

  • Test market cities
  • Incident rates
A

Judgement Sampling

129
Q

Specific cities to sample from because they have a diverse population

A

Test Market Cities

130
Q

The percentage of participants with the characteristic needed

A

Incident Rates

131
Q

Asking initial respondents to refer additional respondents to take the survey

  • Similarity
  • Focus groups
  • This works best with LOW incident rates

EX: Asking a respondent who has had plastic surgery to list others they know who have gotten plastic surgery too

A

Snowball sampling

132
Q

Assures each element in the population has an equal chance of being selected

  • Assigning a number then randomly selecting
  • Random digit dialing

EX: Winning the lottery because there’s a 1 out of 10 chance the ball will be your number

A

Simple Random Sampling

133
Q

A starting point is selected by a random process & then every nth number on the list is selected

  • Initial starting point is created using a random number generator
  • Skip interval
A

Systematic Sampling

134
Q

A skip interval is calculated by dividing

A

Population size / Desired sample size

135
Q

Simple random sub-samples that are more or less equal on some characteristic are drawn from within each stratum of the population

  • Similar to a Quota sampling, but this IS randomly selected
  • Has a select stratification variable
A

Stratified Sampling

136
Q

This must be a characteristic of the population elements

  • Is known to impact the DV
  • Is a grouping variable
  • The mean is analyzed

EX: Customer firm size

A

Stratification Variable

137
Q

Randomly selecting clusters or elements within subgroups

- 1 step versus 2 step

A

Cluster Sampling

138
Q

Selecting a cluster or multiple clusters based upon where they are geographically

A

Area Cluster Sampling

139
Q

A tendency for respondents to agree with the viewpoints expressed by a survey

A

Acquiescence Bias

140
Q

An error caused by the improper administration or execution of the research task

A

Administrative Error

141
Q

Attempts to try and contact those sample members missed in the initial attempt

A

Call backs

142
Q

Letter that accompanies a questionnaire to induce the reader to complete and return the questionnaire

A

Cover Letter

143
Q

A category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis

A

Data Processing Error

144
Q

A survey method that requires the interviewer to travel to the respondent’s location to drop off questionnaires that will be picked up later

A

Drop off method

145
Q

A category of response bias that results because some individuals tend to use extremes when responding to questions

A

Extremity Bias

146
Q

Communication that allows spontaneous two-way interaction between the interviewer and the respondent

A

Interactive Survey Approaches

147
Q

Potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research

A

No Contacts

148
Q

Two-way communication by which respondents give answers to static questions that do not allow a dynamic dialog

A

Noninteractive Survey Appraches

149
Q

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond

A

Nonresponse Error

150
Q

Refers to some true value of a phenomenon within a population

A

Population Parameter

151
Q

Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design

A

Pretesting

152
Q

A bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth

A

Response Bias

153
Q

A more formal term for a survey emphasizing that respondents’ opinions presumably represent a sample of the larger target population’s opinion

A

Sample Survey

154
Q

Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research

A

Systematic Error

155
Q

Errors due to the inadequacies of the actual respondents to represent the population of interest

A

Sampling Error

156
Q

Sampling errors are caused by

A
  • Method of sampling used

- size of the sample

157
Q

Sampling errors are reduced by

A
  • Increasing the size of the samples

- using an appropriate sampling method

158
Q

Types of Survey Methods:

A
  1. Person-administered
  2. Self-administered
  3. Telephone-administered
159
Q

Data collection methods that require the presence of a trained human interviewer who asks questions and records the subject’s answers
(in-home,mall-intercept)

A

Person-Administered Surveys

160
Q

Advantages of Person-Administered Surveys:

A
  • Adaptability
  • Rapport
  • Feedback
  • Quality of responses
161
Q

A _________ is a scale type that has respondents describe their attitude using a series of bipolar rating scales.

A

semantic differential

162
Q

____ ______ assign number and letters for identification

A

nominal scale

Marketing Research (1 decks)

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