Marketing Research Exam 2 - Chapter 5

Front 1

When selecting a Descriptive Research Design, what are 3 factors you should consider?

Back 1

1) Nature of problem

2) Research questions

3) Research objectives

Front 2

Define Survey Research Methods.

Back 2

Collecting large amounts of data using question—answer formats.

Front 3

What is the goal of Survey Research Methods?

Back 3

Provide facts/estimates that can be used to….

- Make relationship predictions between market factors and
behaviors

- Give insight to understanding those relationships and differences

- Verify/validate existing relationships

Front 4

Name the 4 Advantages of Survey Research Design.

Back 4

1) Accommodates large sample sizes

2) Generalizable

3) Easy to give out and record
answers

4) Facilitates advanced stat analysis

Front 5

Define Generalizable.

Back 5

Projectable to the population represented by the sample.

Front 6

Define Topic Sensitivity.

Back 6

Degree to which a survey question leads the respondent to give a socially acceptable answer.

Front 7

Define Incidence Rate.

Back 7

The % of the general population that is the subject of the research.

Front 8

Define Ability to Participate.

Back 8

Ability of interviewer and respondent to get together for Q & A.

Front 9

Define Willingness to Participate.

Back 9

The respondent’s desire or no desire to share their thoughts.

Front 10

Define Knowledge.

Back 10

Degree to which the respondents have knowledge or experience with the topics.

Front 11

Name the 3 Disadvantages of Survey Research Design

Back 11

1) Questions that accurately measure variables can be difficult to develop

2) In-dept data difficult to get

3) Low response rates

Front 12

Name the 2 kinds of Errors in surveys.

Back 12

1) Sampling error

2) Nonsampling error

Front 13

Name the 3 forms of Nonsampling Errors.

Back 13

1) Respondent errors

2) Nonresponse errors

3) Response error

Front 14

Define Respondent Errors.

Back 14

Consist of both nonresponse error and response error.

Front 15

Define Nonresponse Error.

Back 15

Bias that occurs when the final sample differs from the planned sample.

Front 16

Define Response Error.

Back 16

When respondents have impaired memory or do not respond accurately.

Front 17

Name the 3 types of Survey Research Methods.

Back 17

1) Person-administered

2) Phone-administered

3) Self-administered

Front 18

Name the 3 Advantages of Person-Administered Surveys.

Back 18

( + )
1) Adaptability

2) Rapport

3) Feedback

Front 19

Name the 3 Disadvantages of Person-Administered Surveys.

Back 19

( - )
1) Possible recording errors

2) Interaction errors

3) High expense

Front 20

Name the 6 Advantages of Phone Surveys.

Back 20

( + )
1) Interviewers technology

2) Less expensive than F—F

3) Geographic flexibility

4) Callbacks possible

5) Fast

6) Good for large samples

Front 21

Name the 4 Disadvantages of Phone Surveys.

Back 21

( - )
1) Difficult for complex tasks, long surveys, or using visual
aids

2) Perception of telemarketing

3) Change in behavior (caller
ID, voicemail)

4) Limited to domestic research

Front 22

Define Self Administered Survey.

Back 22

Respondents read questions and records answer without assistance.

Front 23

Name the 4 types of Self-Administered Survey Research.

Back 23

1) Mail survey

2) Mail panel

3) Drop-off

4) Internet

Front 24

Name the 4 Advantages of Self Administered Surveys

Back 24

( + )
1) Low cost per survey

2) Respondent control

3) No interviewer-response
bias

4) Anonymity in response

Front 25

Name the 5 Disadvantages of Self Administered Surveys.

Back 25

( - )
1) Minimal flexibility

2) High response rates

3) Potential response errors

4) Slow data collecting

5) Lack of monitoring

Front 26

Name 4 Task Factors.

Back 26

1) Difficulty of the task
2) Amount of information
3) Stimuli needed
4) Topic sensitivity

Front 27

In Experimental Designs, what are the Independent Variables?

Back 27

Values manipulated by researcher.

Front 28

In Experimental Designs, what are the Dependent Variables?

Back 28

Measures of effect.

Front 29

In Experimental Designs, what are the Control Variables?

Back 29

Conditions that make the design a true experiment.

Front 30

In Experimental Designs, what are the Extraneous Variables?

Back 30

Uncontrolled, unmeasured variables that may affect dependent variable.

Front 31

Name 4 factors to consider when conducting Field Experiments.

Back 31

1) Realism and control

2) Time frame

3) Costs

4) Competitive reactions

Front 32

Define Test Marketing.

Back 32

Using a controlled field experiment to get info on market performance indicators.

Front 33

Define Casual Research.

Back 33

Assessing a cause—effect relationships between 2+ variables.

Front 34

Define Validity.

Back 34

Extent to which conclusions drawn from an experiment are true.

Front 35

Define Internal Validity.

Back 35

The extent to which the research design correctly identifies causal relationships.

Front 36

Define External Validity.

Back 36

The extent to which a casual relationship found, can be expected to be true for the entire target population.

Front 37

Define Test Marketing.

Back 37

Using field experiments to gain information on market performance.