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Marketing research > test 3 > Flashcards

test 3 Flashcards

1
Q

Operationalization

A

The process of identifying scale devices that correspond to properties of a concept involved in a research process

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2
Q

Scales

A

A device providing a range of values that correspond to different characteritstics or amounts of a characteristic exhibited in observing a concept

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3
Q

Correspondence rules

A

Indicate the way a certain value on a scale corresponds to some true value of a concept (provided by scales)

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4
Q

Ordinal scales

A

Ranking scales allowing things to be arranged based on how much of some concept they possess (can tell you horses finished 1,2,3. But not by how much time they won by) (rankings)

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5
Q

Interval scales

A

Scales that have both nominal and ordinal properties. Does not exactly represent a phenomenon (0 means worst performance, 10 Is the best)

Represent by how much one thing finished ahead of another (Shows horse rankings and that the third place horse finished 20 secs behind)

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6
Q

Nominal scales

A

Represent the most elementary level of measurement in which values are assigned to an object for identification or classification purposes only

Qualitative, and used often by researchers (Football players numbers. Can be anything they want and it does not affect who they are as a player. Its just an identification system)

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7
Q

Ratio Scales

A

Represents absolute meaning. Represents the highest form of measurement

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8
Q

Attribute

A

An attribute is a single characteristic or fundamental feature of an object, person, situation, or issue

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9
Q

What is an index measure?

A

An index measure assigns a value based on how much of the concept being measured is associated with an observation

Often formed by putting several variables together

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10
Q

Composite scales?

A

Composite scales assign a value based on a mathematical derivation of multiple variables

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11
Q

Summated Scale

A

A summated scale is created by summing the response to each item making up the composite measure

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12
Q

when is a measure reliable?

A

when different attempts at measuring something converge on the same result

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13
Q

What is the split half measure?

A

Measures how reliable a study is.

Take half the items from the scale and checking them against the results from the other half

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14
Q

Test retest method

A

Measures reliability

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

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15
Q

What is validity

A

the accuracy of a measure or the extent to which a score truthfully represents a concept

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16
Q

Three approaches to establishing validity

A
  1. Face (content) - refers to the subjective agreement among professionals that a scale logically reflects the concept being measured
  2. Criterion - “Does my measure correlate with measures of similar concepts or known quantities?”
  3. Construct - Exists when a measure reliably measures and truthfully represents a unique concept and consists of several components:
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17
Q

3 components of attitude

A
  1. Affective component - expresses how much liking someone has toward the relevant matter
  2. Cognitive component - represents an individual’s awareness of the relevant matter
  3. behavioral component - represents the action that corresponds to a certain type of attitude
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18
Q

What are category scales?

A

Rating scales that consist of several response categories, often providing respondents with alternatives to indicate positions on a continuum. (Very good, good, fair, poor)

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19
Q

Likert scale

A

Individuals generally choose from approximately five, e.g., “strongly agree,” “agree,” “uncertain,” “disagree,” and “strongly disagree”

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20
Q

Sematic differential

A

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

How does my ding dong make you feel?

Sad * * * * * Happy
Turn off * * * * * Turn on

21
Q

Constant Sum Scores

A

respondents are asked to divide a fixed number of points among several attributes to indicate their relative importance

The scale is flawed because the last response is completely determined by the way the respondent has scored the other choices

(picking bowl mania back in the old days)

22
Q

Graphic rating scales

A

Respondents are allowed to choose any point on the continuum to indicate their attitude

Given an amount of attributes and move the scale based on what they feel. (Measure the length (in millimeters) from one end of the continuum to the point marked by the respondent

23
Q

Paired comparisons

A

the respondents are presented with two objects at a time and asked to pick the one they prefer

Works much better when fewer things are being compared

24
Q

When are open ended questions useful?

A

When researcher is gaining exploratory research. Gives person being interviewed a chance to warm up

25
Q

Fixed alternative responses

A

give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoint

26
Q

Fixed alternative questions

A

If a researcher is unaware of the potential responses to a question, fixed-alternative questions cannot be used

Unanticipated alternatives emerge when respondents believe that closed answers do not adequately reflect their feelings

27
Q

Four types of fixed alternative questions

A

Simple dichotomy - 2 alternatives
Multiple choice - multiple choices
Frequency determination - asks for an amount of occurrence of something
Checklist - Allows for multiple answers

28
Q

Things to avoid with questioners

A 
Simpler is better
Avoid leading and loaded questions
Avoid ambiguity: be as specific as possible
Avoid double-barreled items
Avoid making assumptions
Avoid taxing respondents’ memory
29
Q

Loaded and leaded questions

A

leaded questions - Threaten the study’s validity and may promote the bandwagon effect

loaded questions - Certain answers to questions are more socially desirable than others

30
Q

Avoiding ambiguity

A

Do not use words such as frequent, often, ready etc because they have different meanings to everyone

31
Q

Double Barreled Items

A

A question covering several items at once is referred to as a double-barreled question and should always be avoided

32
Q

unaided recall questions

A

Questions that do not give a clue to the respondent to remind them of what product/thing is being talked about

33
Q

Order Bias

A

Order bias can result from an alternative answer’s position in a set of answers or from the sequencing of questions

34
Q

Funnel Technique

A

helps avoid order bias.

Asks general questions before specific questions to get unbiased results

35
Q

Survey Flow

A

Refers to the ordering of the questions

Asking a question that does not apply to the respondent or that the respondent is not qualified to answer may be irritating or cause a biased response or even a survey breakoff

36
Q

Key advantages of survey Technology

A
  1. Response quality
  2. Timing
  3. Randomized assignment
37
Q

Key physical features of survey technology

A
  1. Tracking interest - a heat map that tracks the part of an image or advertisement that most capture attention
  2. Status bar - provides a visual indicator of a questioneers length
  3. Prompting
  4. Piping - allows responses to a previous question to be inserted into later questions
38
Q

Stages in the selection of a sample

A
  1. Define target population
  2. Select sampling frame
  3. Determine if probability or non probability sampling method will be used
  4. Plan procedure for selecting sampling units
  5. Determine sample size
  6. Select actual sample units
  7. Conduct fieldwork
39
Q

Sampling frame

A

A list of elements from which the sample may be drawn (working population)

errors occur when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame

40
Q

Online panels

A

List of people who have agreed to participate in research.

More specific the profile requested, the more expensive the panel is

41
Q

Statistical error

A

a difference exists between the value of a sample statistic and the value of the corresponding population parameter

42
Q

Random sample error

A

the difference between the sample result and the result of a census conducted using identical procedures

The greater the sample size, the less the error is

43
Q

less than perfectly representative

A

Random sampling errors and systematic errors associated with the sampling process

44
Q

Probability Sampling vs nonprobability

A

Probability - Simple random sample is the best-known probability sample
Non prob - Probability of a member of population being chosen is unknown (used in market research)

45
Q

Convenience sampling

A

Used to obtain a large number of completed questionnaires quickly and economically, or when obtaining a sample through other means is impractical

46
Q

Judgement sampling

A

A nonprobability technique in which an experienced individual selects the sample based on his or her judgment (purposive sampling)

47
Q

Major advantages of quota sampling (3)

A

Speed of data collection
Lower costs
Convenience

48
Q

Snowball sampling

A

Initial Respondents are gotten by probability methods. From there, additional respondents are obtained from information provided by the initial respondents

This technique is used to locate members of rare populations by referrals
Advantages - sample sizes and reduced costs

49
Q

Systematic Sampling

A

An initial starting point is selected by a random process; then every nth number on the list is selected

Marketing research (4 decks)

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