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30 Cards in this Set
- Front
- Back
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The “magic” p-value
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(.05)
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internal validity in which the independent variable directly causes the dependant variable
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no confounds
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There is a positive correlation between the number of fire trucks at a fire and the amount of the damage.
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A.K.A. spurious correlation
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Settling for acceptable responses (vs. Optimizing)
Encouraged by high task difficulty (questionnaire length) and low motivation |
Satisficing-a threat to internal validity
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Responding in a way that will be viewed favorably by others.
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Social desirability response - a threat to internal validity
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Social desirability response is measured using the
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Crowne-Marlowe Scale
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Whether or not the observed relationship can be generalized across different measures, groups of people, settings, etc.
Due to sample, setting, or timing |
external validity
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Most Academic CB research is done using college students
Potentially a bad idea due to homogeneity etc. |
Peterson (2001)
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non response bias is also known as ----------. a form of external validity
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self selection bias
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Degree to which conclusions reached about relationships in the data are reasonable.
Different from internal validity Only concerned about whether there is a relationship Not concerned with whether it is spurious |
Statistical Conclusion Validity i.e. statistical significance
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Do your items measure what you think they are measuring.
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construct validity
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Any type of research that produces findings not arrived at by statistical procedures or other means of quantification. The bulk of the analysis is interpretive. The primary purpose is to ‘discover’ new insights which later can be tested and quantified
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qualitative research
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Typically involve about 6-12 participants (consumers)
Led by a trained “moderator” Discussion transcribed or recorded |
focus groups
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Most managers agree that focus groups are misused and ----------yet they still use them because they are ----------------------------
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overused, fast, simple, and affordable
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Involve direct 1-on-1 contact with consumer
Usually require trained interviewer Often recorded/transcribed so answers can be studied through qualitative/quantitative analysis |
one on one interviews
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how consumers feel when they experience a service/product failure
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meaning
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Assign codes
Group into themes Create maps linking the themes together Compare and combine maps of different consumers |
“Grounded Theory Approach” for analyzing qualitative data
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directed questions are cons of
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one on one interviews
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Numbers
And therefore statistical analysis |
Quantitative Research
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customer relationship management is a form of -------and can be difficult and expensive to implement
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data mining
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The key issue you should be aware of
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Statistical Significance
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In statistics, a result is called -------- if it is unlikely to have occurred by chance.
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significant
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The standard in marketing is that something is statistically significant when the probability that it occurred by chance is less than-----. i.e. a “p-value” less than -----
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5% .05
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the ability to find a difference when there really is a difference
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Statistical Power
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more data =more power
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sample size
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bigger effect = more power
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effect size
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A general rule of thumb is that you should have at least-------data points in order to have a shot at finding statistically significant results.
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30
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Can involve
Pictures Story telling laddering observation Example: ZMET Zaltman Metaphor Elicitation Technique |
indepth interview
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The more data you have the easier it is to find ------
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significance
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Hence analysis of variance (ANOVA) is the statistical technique often used to
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compare groups
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