test 2 Flashcards
Qualitative research
interested in qualities rather than quantities
Researcher dependent
Researcher must extract meaning from unstructured responses, e.g., text from a recorded interview or a collage representing the meaning of some experience
Probing
An interview technique that tries to get the respondent to give more elaborate responses
Concept testing
A frequently performed type of exploratory research representing many similar research procedures all having the same purpose
Major categories of qualitative research (4)
Phenomenology, Ethnography, Grounded Theory, Case studies
Phenomenology
A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
-Seeks to describe, reflect upon, and interpret experiences (interviewer asking you to tell a story about a time when “x”)
Hermeneutics
An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself
Word clouds
A graphical depiction of the frequency with which words occur (Words occurring more frequently are shown in correspondingly large type face)
Ethnography
Represents ways of studying cultures through methods that involve becoming highly active within that culture. Observation plays a key role in this (anthropology)
What is the grounded theory
Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records (“what is happening here”) (sociology)
What are case studies?
The documented history of a particular person, group, organization, or event. Primary advantage is the ability to study an entire organization in depth (psychology and business research)
Focus group interview
An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents
Depth interview
A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic (researcher observes both surface reactions and subconscious motivations)
Laddering
A particular approach to probing that asks respondents to compare differences between brands at different levels
Conversations
Informal qualitative data approach that consists of bringing up a subject with someone and holding a conversation
Semi Structured interviews
Written form that asks respondents for short essay responses to specific open-ended questions
Free association techniques
Record respondents first cognitive reactions to some stimulus
Thematic apperception test
A test that present subjects with a picture where the consumers and products are the center of attention. The respondent responds with saying what they see and what they think might happen next
Picture frustration
A version of the TAT that uses a cartoon drawing in which the respondent guesses a dialogue that might occur between the cartoon figures
Projective research techniques
useful when discussing sensitive issues. It is an indirect way of questioning.
Secondary data
Data gathered and recorded by someone else prior to and for a purpose other than the current project
Advantages to secondary data
faster and less expensive, available already, requires no access to subjects
Disadvatages to secondary data
uncertain accuracy, data not consistent with needs, could be outdated
Data transformation
The process of changing original form of data to a form that is suitable to achieve the research objective (changing the value due to inflation rates)
Cross checks
Comparing data from one source with data from another source to determine the similarity of the independent projects
Market tracking
observation and analysis of trends in industry volume and brand share over time
Environmental scanning
Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development
Model building
A mathematical representation of the relationship between two or more variables… estimates market potential for geographic areas
Site analysis techniques
use secondary data to select the best location for retail or wholesale operations
Index of retail saturation
describes the relationship between retail demand and supply
Data mining
The use of powerful computers to dig through volumes of data to discover patterns about an organization’s customers and products
Neural Network
A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information
Customer discovery
Involves mining data to look for patterns identifying who is likely to be a valuable customer
Database Marketing
The use of customer relationship management (CRM) databases to promote one-to-one relationships with customers and create precisely targeted promotions
Proprietary data
Secondary data that Is owned and controlled by the organization
External data
Facts observed, recorded by an entity other than the researcher’s organization
sampling vs systematic error
Sampling error: This occurs because the survey failed to reach a diverse enough population
Systematic error: This results from something that the researcher did to hurt the execution of the research
Respondent error
A sample bias resulting from some respondent action such as lying or just not responding
4 types of non response error
Nonrespondents, no contacts, Refusals, self selection bias
4 types of response error
Acquiescene bias - respondent agreeing with survey
Extremity bias - some people use extremes when responding to questions
Interviewer bias - presence of interviewer makes respondents answer differently
Social desirability bias - respondents answering differently to try and gain some sort of prestige
Administrative error
An error caused by improper research or execution of the research task
- data processing data
- sample selection error
- Interviewer error
- Interviewer cheating
Interactive vs noninteractive surveys
Interactive allows spontaneous 2 way conversation while non interactive does not allow for dynamic dialogue
unobtrusive observation
no communication with the person being observed is necessary so that he or she is unaware that he or she is an object of research
Visible observation
observation in which the subject is well aware that they are being studied
contrived observation
observation in which the investigator creates an artificial environment in order to test a hypothesis
observer bias
The observer should record as much evidence as possible because what they may be recording as “important information” could be subjective
Response latency
The amount of time it takes to make a decision between two alternatives
Click through rate
The percentage of people who see a hyperlinked ad and actually click on it
How much money should the company make per click through to be effective?
50 cents
Pupliometer and Psychogalvanometer
Pupil - used to observe and track changes in subjects pupils
Psycho - measures skin responses..involuntary changes to the skin
