Week 1/2- Intro, theory and principles of stats

Question 1

what is market research?

Answer 1

It uses the statistical and analytical methods and techniques of the applied social, behavioural and data sciences to generate insights and support decision making

Question 2

what is a marketing symptom?

Answer 2

something to be made better eg. declining sales or weakening brand awareness

Question 3

what is a marketing opportunity?

Answer 3

a potential benefit to be developed eg. new marketing channels or market niche to be developed

Question 4

what type of research do we use for ambiguous problems?

Answer 4

exploratory research

Question 5

give examples of exploratory research methods

Answer 5

face to face interviews, telephone interviews

Question 6

what type of questions does exploratory research pose?

Answer 6

open ended questions

Question 7

what type of research do we use when we have somewhat defined problems?

Answer 7

descriptive research- based more on measurements

Question 8

what type of research do when use when we have clearly defined problems?

Answer 8

causal research

Question 9

give examples of causal research methods

Answer 9

surveys, and questionnaires

Question 10

what type of questions does causal research pose?

Answer 10

mostly closed answer questions

Question 11

which research type is based on qualitative data and which one is based on quantitative data?

Answer 11

Exploratory: qualitative
Causal: quantitive

Question 12

which research type is theory building and which is theory-testing?

Answer 12

exploratory: theory building
Causal: theory testing

Question 13

what is pragmatism?

Answer 13

pragmatists recognise that there are many different ways of interpreting the world and undertaking research

Question 14

what is secondary data?

Answer 14

data compiled for a reason other than the one at hand

Question 15

what are the advantages of secondary data?

Answer 15

cheaper and quick to access

Question 16

what are the disadvantages of secondary data?

Answer 16

maybe outdated and may not fully fit the problem

Question 17

what is primary data?

Answer 17

data collected yourself

Question 18

what are the advantages of primary data?

Answer 18

recent and specific for the purpose

Question 19

what are the disadvantages of primary data?

Answer 19

usually more expensive and takes longer to collect

Question 20

what are the advantages of face to face interviews?

Answer 20

good for information-rich data, open-ended questions,

Question 21

what are the advantages of telephone interviews?

Answer 21

allow quick data collection, support open ended questions, a good compromise between mail interviews low cost and the richness of f2f interviews, lots of people have mobile phones

Question 22

what are the advantages of web and mail survey?

Answer 22

good for quick data collection and good for closed answer questions

Question 23

what are the disadvantages of f2f interviews?

Answer 23

interviews can be lengthy and go off-topic, costly and time-consuming, could have interviewer bias

Question 24

what are the disadvantages of telephone interviews?

Answer 24

can see visual expressions and emotions like in a f2f interview

Question 25

what are the three rules on item content within a survey?

Answer 25

1) Ensure all questions are answerable
2) Consider respondents ability to recall info ( recall may not be good for historical events)
3) consider the sensitivity of the questions

Question 26

what is a leading question?

Answer 26

when the question suggests an answer that the respondent should pick

Question 27

what is back translation?

Answer 27

translate into the target language and then get someone else to translate it back to the original

Question 28

what are Likert scales used for?

Answer 28

to measure customers opinions or behaviours

Question 29

how many points do Likert scales most commonly have?

Answer 29

5 or7

Question 30

why should not have even-numbered Likert scales?

Answer 30

it forces people into agreeing or disagreeing with your statement

Question 31

why are ikert scaes with less than four points not recommended?

Answer 31

maths reasons

Question 32

what is a semantic differential scale?

Answer 32

respondents indicate where, between the two endpoints, their opinion is best described

Question 33

what is a rank order scale?

Answer 33

respondents rank the importance of their views

Question 34

what is the constant sum scale?

Answer 34

respondents are given 100 points to distribute between their preferred options

Question 35

what is included in the starting pages of the questionnaire?

Answer 35

an intro, why it is being done, background, what will be generated

Question 36

why are research ethics important?

Answer 36

respondents should be able to provide their informed consent

Question 37

what are the main ethical issues?

Answer 37

anonymity is assured, right to withdraw from the study, data is secured safely, no harms to participants will occur

Question 38

what are screening questions important for?

Answer 38

ensuring you have the correct type of respondents and determining the parts of the survey a respondent should go to next

Question 39

why should dependant variables go before indepandant variables in a survey?

Answer 39

questions related to demographics are quite sensitive and may put people off the survey if they are asked first

Question 40

what is the funnel approach?

Answer 40

ask questions that are more general first and then move on to details. put all sensitive questions at the end of each section

Question 41

who should you get to pretest your survey?

Answer 41

Ask experts or at the very least friends and family to read the survey, fill it out and comment on it

Question 42

for a high quality survey who should pretest it?

Answer 42

you should send out a pilot to a small sample of respondents (50-100)