Week 1/2- Intro, theory and principles of stats Flashcards
what is market research?
It uses the statistical and analytical methods and techniques of the applied social, behavioural and data sciences to generate insights and support decision making
what is a marketing symptom?
something to be made better eg. declining sales or weakening brand awareness
what is a marketing opportunity?
a potential benefit to be developed eg. new marketing channels or market niche to be developed
what type of research do we use for ambiguous problems?
exploratory research
give examples of exploratory research methods
face to face interviews, telephone interviews
what type of questions does exploratory research pose?
open ended questions
what type of research do we use when we have somewhat defined problems?
descriptive research- based more on measurements
what type of research do when use when we have clearly defined problems?
causal research
give examples of causal research methods
surveys, and questionnaires
what type of questions does causal research pose?
mostly closed answer questions
which research type is based on qualitative data and which one is based on quantitative data?
Exploratory: qualitative
Causal: quantitive
which research type is theory building and which is theory-testing?
exploratory: theory building
Causal: theory testing
what is pragmatism?
pragmatists recognise that there are many different ways of interpreting the world and undertaking research
what is secondary data?
data compiled for a reason other than the one at hand
what are the advantages of secondary data?
cheaper and quick to access
what are the disadvantages of secondary data?
maybe outdated and may not fully fit the problem
what is primary data?
data collected yourself
what are the advantages of primary data?
recent and specific for the purpose
what are the disadvantages of primary data?
usually more expensive and takes longer to collect
what are the advantages of face to face interviews?
good for information-rich data, open-ended questions,
what are the advantages of telephone interviews?
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
what are the advantages of web and mail survey?
good for quick data collection and good for closed answer questions
what are the disadvantages of f2f interviews?
interviews can be lengthy and go off-topic, costly and time-consuming, could have interviewer bias
what are the disadvantages of telephone interviews?
can see visual expressions and emotions like in a f2f interview
what are the three rules on item content within a survey?
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
what is a leading question?
when the question suggests an answer that the respondent should pick
what is back translation?
translate into the target language and then get someone else to translate it back to the original
what are Likert scales used for?
to measure customers opinions or behaviours
how many points do Likert scales most commonly have?
5 or7
why should not have even-numbered Likert scales?
it forces people into agreeing or disagreeing with your statement
why are ikert scaes with less than four points not recommended?
maths reasons
what is a semantic differential scale?
respondents indicate where, between the two endpoints, their opinion is best described
what is a rank order scale?
respondents rank the importance of their views
what is the constant sum scale?
respondents are given 100 points to distribute between their preferred options
what is included in the starting pages of the questionnaire?
an intro, why it is being done, background, what will be generated
why are research ethics important?
respondents should be able to provide their informed consent
what are the main ethical issues?
anonymity is assured, right to withdraw from the study, data is secured safely, no harms to participants will occur
what are screening questions important for?
ensuring you have the correct type of respondents and determining the parts of the survey a respondent should go to next
why should dependant variables go before indepandant variables in a survey?
questions related to demographics are quite sensitive and may put people off the survey if they are asked first
what is the funnel approach?
ask questions that are more general first and then move on to details. put all sensitive questions at the end of each section
who should you get to pretest your survey?
Ask experts or at the very least friends and family to read the survey, fill it out and comment on it
for a high quality survey who should pretest it?
you should send out a pilot to a small sample of respondents (50-100)
