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82 Cards in this Set

  • Front
  • Back
The reason for collecting information is to make decisions in a manner that produces _______.
- desired results
The goal is to make decisions that refule the ________ among those considered. Decisions should be guided by reasoned and well documented ______, not by ________ or _________.
- best option
- choices
- guesses
- personal preferences
Information can be divided into two broad types, _______ and _______.
- subjective
- objective
______ refers to the percetion and experience of events of information from an individual's point of view.
- Subjective
When subjective data are collected, care must be taken to ensure that the data represent the ________ and _______ of all the customers being asked.
- opinions
- attitudes
Data can be divided into broad types, _____ and _______.
- quantitative
- qualitative
Both objective and subjective measures can be ________, or recorded as number.
- quantitative
__________ is the important first step in analyzing and solving problems. However, the meaningfulness of numerical data depends upon how they were _______ and howe they were __________.
- Collecting data
- gathered
- quantified
A selection of customers that somehow represents _______________ should be made. This select group, called a _________, should then be asked for their opinions.
- all the customers
- sample
Most data can be placed in one of four kings of scales called _______ scale, ______ scale, ______ scale, and ____ scale.
- nominal
- ordinal
- interval
- ratio
Scaling shows the __________ of each item on the scale. These __________ give the data their form. Each form also _______ the ways in which the data can be analyzed.
- relative importance
- scales
- limits
A nominal scale puts each piece information into a _______ or _______. The nomial scale cannot be used to organize data into ____ or ________ sequence.
- category
- class
- hierachy
- ranked
Nominal refers to _______ and thus to types of data that are simply _______, like "states" or "brown-eyed subjects."
- "naming"
- named
Ordinal scales use a ________ like "most to least" to rank the data on the scales. Ordinal scales can be used best to show the _________ based upon the individual customer's perception.
- single dimension
- relative quality
Ratings of job satisfaction ("like" versus "dislike," etc.), other workers attitudes, and evaluations based on _________ rather than actual behavior are examples of _____ scales.
- judgment
- ordinal
While _______ scales only place items in classes, like "states," _____ scales may arrange the states according to "population size" and "geographic area," thus creating an _______. However, the rank in population does not say anything about the _______ from first to second, and hten the second to third, and so on. The ranking does not indicate a _______ for the position on the scale.
- nominal
- ordinal
- "order"
- difference
- value
An interval scale measures the ______ or _______ between data.
- intervals
- differences
Behavioral evaluations, IQ test scores, frequency of on-time mailings (for example, three in four mailings are on time), and similar data can be placed on ______ scales.
- interval
In an ______ scale, unlike ordinal or nominal scale, the difference between each step in a scale is ______.
- interval
- clearly defined
A ratio scale is a special form of an _____ scale that has _______ as a starting point.
- interval
- zero
The number of performance errors per hour is a ______ scale. The lowest measure is ________. It is impossible to have a ____ number of errors per hour.
- ratio
- "zero errors per hour"
- negative
Qualitative data refers to _________ information.
- nonnumerical
_______ information includes descriptiongs of eents, time lines, or chronologies, customer comments, emotional responses, and similar material. These items can be on ______ or _________ scales, but not directly on ______ or _______ scales.
- Qualitative
- nominal
- ordinal
- interval
- ratio
_________: An observer can watch an event or series of events and record observations by preparing a script of the event, tallying how many occurences of a particular behavior are observed, or by using electronic recordings of the events.
Observational qualitative data
_________: Observational data must be check by having more than _________ collect observations. Often the observers are ________ and in turn regularly _______ each other by observing the same event and comparing how they rate events.
- Interjudge reliability
- one trained observer
- trained
- check
The outcome of research must be considered ____ and the methods of collecting and analysing data must be ________.
- valid
- reliable
Empirical validity
This form of validity refers to an outcome, result or conclusion actually being derived from evidence gathered from observation or other empirical means (results).
Face validity
This is the simplest form of validity, in which the question is whethter the claims actually follow from common sense.
Empirical validity: This form of validity refers to an _________, _______, or __________ actually being derived from evidence gathered from observation or other empirical means (_______).
- outcome
- results
- conclusion
- results
Face validity: This is the _______ form of validity, in which the question is whethter the claims actually follow from ___________.
- simplest
- common sense
Criterion validity
The action being measured can be called a criterion, such as completing 15 assemblies in an hour. If a test is found that predicts the ability to complete 15 assemblies in an hour, it is said to have criterion validity. A criterion may not even appear to be related. (Measuring)
Construct validity
A construct is something that is thought to represent a particular concept, but that concept may have no agreed-upon definition. Leadership traits like ambition and charisma are constructs. A test that measures these traits would be depending upon construct validty. If someone tests high in thse traits and then is separately recognized as a leader or accomplishes significant leadership results, then the test is said to have construct validity. The consturct must be compared to some other measure that supports the construct. (Concept)
Criterion validty: The action being _______ can be called a criterion, such as completing 15 assemblies in an hour. If a test is found that ________ the ability to complete 15 assemblies in an hour, it is said to have ___________. A criterion may not even __________. (________)
- measured
- predicts
- criterion validity
- appear to be related
- Measuring
______ validity: A __________ is something that is thought to represent a particular concept, but that concept may have no __________. Leadership traits like _______ and ________ are constructs. A test that measures these traits would be depending upon _______ validty. If someone tests high in thse traits and then is separately recognized as a leader or accomplishes significant leadership results, then the test is said to have _______. The consturct must be compared to some other _______ that supports the construct. (Concept)
- Construct
- construct
- agreed-upon definition
- ambition
- charisma
- construct
- construct validity
- measure
Reliability refers to the _______ and ________ of a measure, test, instrument, performance, or other behavior.
- consistency
- precision
List four types of validity
1. Empirical validity
2. Face validity
3. Criterion validity
4. Construct validity
List three ways to establish reliability
- Interjudge reliability
- Test-retest
- Split halves
Interjudge reliability
A means of cross-checking qualitative data. Sometimes, very sensitive instruments are checked against each other to be sure that both are reliable.
Test-retest
When measuring a worker's performance, repeated observations establish through "retesting" that the measures are reliable.
Split halves
Sometimes it is easier to measure half a group of participants at the beginning and then the other half at another time. For a test or intrument with several items, the test can be split and then measurements of all the participants can be taken in a test-retest format, only with a different version of the test being given each time.
When measuring a worker's performance, repeated ________ establish through "_______" that the measures are reliable.
- observations
- retesting
Split halves: Sometimes it is easier to measure half a group of participants _______ and then the other half __________. For a test or intrument with several items, the test can be _______ and then measurements of all the participants can be taken in a ______ format, only with a different version of the test being given each time.
- at the beginning
- at another time
- split
- test-retest
List five research methods.
1. Literature and archive search
2. Interview method
3. Survey method
4. Experimental method
5. Observational method
List the three principal applications of the survey method of research.
1. Gathering facts from respondents
2. Reporting their opinions
3. Probing the interpretations that individuals give to various matters
In scientif research, the experimental method involves carrying out a _______ to a problem on a _____ scale while attempting to control ______ relevant to the problem except the one being studied.
- trial solution
- small
- all factors
In the observational method, _________ are gathered, not through direct questioning of respondents, but by ______ and _____ their actions in a marketing situations.
- marketing research data
- observing
- recording
The main advantage of the observational method is that it results in ________ measurements of respondents' expressed _____ and _______ patterns. Its principle shortcoming is that it is of limited ________ in detecting buying _________ and other ______ factors. In its pure form, the observational method involves simply _______ or __________ or both, with no attempt to ____ for the reason behind actions and behavior patterns.
- quantitative
- actions
- behaviors
- usefulness
- motives
- psychological
- watching
- listening
- probe
When research is used to support planning, it must be formulated in such a way as to allow _______ as well as predict ________. For strategic planning, data must be collected on the current ________, the opportunities as well as the ____________ for responding to opportunities.
- comparisons
- outcomes
- climate
- potential
List 4 varieties of public institutions that preserve records.
1. Libraries and archives
2. Internet
3. News media
4. Research services and consultants
A variety of public institutions exist to preserve ___________ record and provide _________ to information.
- historical
- public access
_________, or _______ as it is more commonly called, is the systematice gathering, recording, and analyzing of data about marketing problems toward the goal of providing information useful in marketing decision making.
- Market analysis
- market research
Internal marketing studies focus on _____ and _______ within the company, However, the marketing decision maker must consider internal data in light of information obtained from _________.
- resources
- activities
- external sources
External marketing studies are concerned with the relations of the firm to its _________ and, particularly, it its _________. Information revealed by external studies must be considered in relation to data obtained from _______.
- environment
- markets
- internal sources
Internal and external marketing studies, therefore, are necessary _________ of each other. Both types of sources are essential elements in forming the information groundwork for _______. In fact, the art of management takes into account the ____ of the firm and its _______ with external forces simultaneously.
- complements
- marketing decision making
- inner workings
- interaction
Market research activities are primarily involved with finding facts in three areas; what are they?
1. consumer
2. competition
3. internal operations
Basically, a market research project is a ________ for information. Time spent in _______ should not only reduce the time required to conduct the project but also should ultimately result in securing more _____ and ____ information.
- planned search
- project planning
- reliable
- meaningful
List the four important decisions involved in developing any project plan for marketing research.
1. establishing research objectives
2. identifying specific information needed to achieve the objectives
3. selecting the sources to tap in seeking information
4. deciding on the research methods to employ in collecting the information
The statement of research objectives should, whenever possible, take the form of a ______________. Alternatively, they can be stated as a small number of __________. The number must be kept ____, for no research project can be expected to produce _____ and ________ information for managerial decisions if the project is directed toward finding __________.
- a list of a small number of hypotheses to test
- questions to be answered
- small
- timely
- reliable
- too much information
In pruning the list of possible hypotheses that might be tested, the researcher should consider the ______ by answering two questions:
a. If the information is obtained, how ___ will it be to the decision maker?
b. If the information is of possible usefullness to the decision maker, is it useful enough to justify the ______ of obtaining it?
- value of testing each hypothesis
- useful
- cost
List three types of sales analysis.
1. Sales by territories
2. Sales by products
3. Sales by customer
List five steps in time-and-motion study approach.
1. Sequencing steps
2. Determining required motions
3. Determining time required
4. Measuring time for work process
5. Using methods-time measurements
Time-and-motion-study approach: The basic methodology related to task analysis was established in 1900. Generally discussed as part of the _________, task analysis was largly developed around an _______.
- scientific management approach
- industrial engineering framework
In the time-and-motion-study approach, the "determining time required" step determines the amount of time necessary for an _____ person to perform the motion.
- average
In the time-and-motion-study approach, the "measuring time for work process" step determines the amount of time required for the ______, including _______. Calculated by accumulating all the ______ time-and-motion estimates.
- entire work process
- work flow
- individual
Methods-time measurement is a term applied to the porcess of _____. This method is still in use and is frequently applied to _____ as well as to more usual _______ operations
- task analysis
- clerical operations
- manufacturing
List five ways worker estimate task analyses may be conducted.
1. Interviewing employees
2. Interviewing employers
3. Using a questionnaire
4. Observing performance
5. Using computer measures
Supervisors or managers may be interviewed as well so that a ________ might be made of what the supervisor or manager ____ is done in a particular position and what the employee says is ______ done.
- comparison
- thinks
- actually
After reviewing specific job duties as perceived by the worker and the supervisor, managers should observe _________ job performance. These types of observations are a very ______, although __________, way of identifying job duties accurately.
- actual
- effective
- time-consuming
Many positions today require the use of the _______ or other _______ devices. Actual output can be _____ and ______ on a regular basis.
- computer
- technical
- measured
- quantified
The basic statistical methods most commonly used are divided into several classes of tools: _______, _________, and ________.
- descriptive statistics
- correlation
- probability
The branch of statistics that focuses on how to organize a set of data so that tendencies within the data become clear is called _____.
descriptive statistics
Descriptive statistics includes the ______, the most commonly repeated ______, and the _________.
- average (mean)
- score or response (mode)
- middle point (median)
Descriptive statistics also include measures that show ________. These include measures called the ______ and _______.
- how much the data vary
- range
- standard deviation
Standard deviation is most useful when comparing _______.
- two different data sets
A ________ is a relationship between two items in which one factor increases while the other factor also increases, and vice versa.
- positive correlation
A _______ is a relationship between two items in which one factor increases while the other factor decreases.
- negative correlation
A ____________ is a simple index that illustrates the direction and strength of a correlation; written as a number between ____ and _____. This correlation can be depicted using a _________, a graph on which each point represents the measure of two factors for that particular individual or item.
- correlation coefficient
- -1
- +1
- scatterplot
A method called the Pearson correlation is used to develop a simple index that illustrates the ______ and _______ of a correlation.
- direction
- strength
Unrelated factors have a correlation of ____.
- 0
Correlation does not show cause, but it does show ____ and ______ factors.
- influence
- interacting
_________ is a field of statistics that makes generalization about events.
- Inferential statistics
Significance is usually referred to as a the _________. A level of signifiance of .05 means that the chance of the event occuring _______ is 5 in 100. The _____ the number, the _____ confident they are that the results did not happen by chance. Another way of reading the .05 level is to say that researchers are ___ percent confident in their results.
- level of significance
- randomly
- smaller
- more
- 95