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Marketing and Survey Research > Week Ten > Flashcards

Week Ten Flashcards

Descriptive Data Analysis

1
Q

Analytical models that provide written representations of the relationships among variables are _________ models.

A

Verbal.

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2
Q

The task of marketing research is to:

A

Provide management with the info needed to identify and solve marketing problems.

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3
Q

Which technique can be based on the philosophy of inductive reasoning?

A

Repertory grid, focus groups and observation.

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4
Q

Surveys provide the following key advantage:

A

The questionnaire is simple to administer.

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5
Q

In ___________, the researcher collects data by performing inventory analysis.

A

an audit.

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6
Q

Independent-samples t-test is?

A

T-test is between 2 groups.

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7
Q

ANOVA is?

A

ANOVA means Analysis of Variance. It is with 2 or more groups.

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8
Q

What is Malhotra’s data-preparation process?

A
  1. Prepare preliminary plan of data analysis.
  2. Check questionnaire.
  3. Edit.
  4. Code.
  5. Transcribe.
  6. Clean data.
  7. Statistically adjust the data.
  8. Select a data-analysis strategy.
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9
Q

What is questionnaire coding?

A

Reviewing all questionnaires for completeness and interviewing quality.

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10
Q

What do you do with unsatisfactory responses?

A
  • Return to the field.

- discard unsatisfactory respondents.

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11
Q

What is the difference between structured and unstructured questionnaires?

A

Structured questionnaires are pre-coded. Unstructured questions are post-coded.
One questionnaire with different style questions could be pre-coded and post-coded because the exploratory, pilot and census questions (yes/no, etc) are pre-coded (structured), whereas the questions asking for respondents opinion are post-coded (unstructured).

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12
Q

How do you treat missing responses when data cleansing?

A
  • Substitute a neutral value.
  • Substitute a non-response code (e.g. 9, 99).
  • Substitute an imputed response.
  • Casewise deletion - omit participant.
  • Pairwise deletion - omit the question only.
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13
Q

What to consider when selecting a data analysis strategy:

A
  • Depends on MRP and ROs.
  • Characteristics of the data. Eg. is it nominal, ordinal, interval, ratio scales. What is the sample size?
  • Background and philosophy (paradigm) of the researcher.
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14
Q

What is a bar chart and what’s it useful for?

A
  • horizontal or vertical chart.
  • useful for plotting frequencies.
  • for categorical scales Eg. ordinal, nominal.
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15
Q

What is a histogram useful for?

A
  • for metric scales Eg. interval, ratio.
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16
Q

What does frequencies mean in data cleansing?

A

How many people completed it.

17
Q

What is SERVQUAL?

A

A secondary data instrument.

18
Q

What is the ideal bracket number of segments in a pie chart?

A

> 2 slices but < 7 slices.

19
Q

What are line graphs useful for?

A
  • Showing relationships over time. Eg. Weekly sales.

- Showing comparisons between groups over time. Eg. Gap analysis.

20
Q

What are cross-tabulations?

A

It merges the ‘frequencies’ of two variables simultaneously. It shows nominal and ordinal data.

21
Q

What is chi-square?

A
  • Non-parametric tests.
  • Determines whether an observed pattern of frequencies corresponds to an ‘expected’ pattern.
  • It tests the ‘goodness of fit’ of the observed distribution to an expected distribution.
  • Tests statistical significance of cross tabulations.
  • Compares observed frequencies with expected frequencies. Eg. Internet usage. Null hypothesis = there is NO difference in internet usage by age.
22
Q

What is mean?

A

Arithmetic average. Eg. 1,1,3,3,3,3,3,5,9,9. Mean = 4 for interval/ratio data.

23
Q

What is median?

A

Midpoint of the distribution. Eg. 1,1,3,3,3,3,3,5,9,9,17. Median = 3 for ordinal data.

24
Q

What is mode?

A

The value that occurs most often. Eg. 1,1,3,3,3,3,3,5,9,9,17. Mode = 3 for nominal data.

25
Q

What is a null hypothesis?

A

There is NO significant difference or relationship between the variables.

26
Q

What is an alternate hypothesis?

A

There IS a significant difference or relationship between the variables of question.

27
Q

What is P value?

A

Probability.

28
Q

The difference between groups:

A

Is finding what the non-metric IV is. Eg:

  • Do retailers, wholesalers, and agents differ in their attitudes towards the firm’s distribution system?
  • Is there a difference in satisfaction with AMN403 between students from Australia, Malaysia and Norway?
  • Is brand image affected by high, medium, or low usage customers?

Marketing and Survey Research (11 decks)

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