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44 Cards in this Set
- Front
- Back
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Situational analysis |
Gathers and synthesizes background information to familiarize researchers with the overall complexity of a specific business problem |
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Causal research |
Data that enables decision makers to determine cause-and-effect relationship between two or more variables |
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Target population |
The population from which a researcher wants to collect data |
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What should researchers ensure if predictions are to be made about a market phenomenon |
A representative sample |
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May be the best approach for small populations |
May be the best approach for small populations |
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A general plan of the methods used for data collection and analysis in research |
The research design |
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Pretesting |
Used to obtain data from people representative of those who will be questioned in the actual survey respondents are requested to fill out the questionnaire and remove and make remarks on issues such as clarity of instruction and questions, sequence of the topics and questions, and other potentially difficult or confusing aspects of the questionnaire |
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The examination of measurement issues and scales is crucial in the research process for __________ |
Causal design |
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A database set up through retail optical scanner methods is a prime example of _______ |
A syndicated business service |
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True or false: respondents in any research endeavor can be psychologically or physically harmed if the study involves deception |
False - sometimes it’s necessary to deceive consumers - at the end just debrief them |
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True statements about a literature review |
It helps clarifying and define research questions and the research problem It recommends research hypotheses that can be investigated It helps researchers stay informed about the latest thinking related to their topic of interest |
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Criteria used by researchers to evaluate the quality of information gained from secondary data sources |
Consistency, purpose, credibility, accuracy, Consistency, methodology, bias |
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Key variables measured in a store audit |
• Product/ brand sales and relations competition Effectiveness of shelf space and Pop displays Sales at various price points and levels Effectiveness of in-store promotions and point-of-sale coupons Direct sales by store-type, product-location, territory, and region
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Collected by an individual company for accounting purposes or marketing activity |
Internal secondary data |
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Collected by outside agencies such as the federal government trade associations or periodicals |
External secondary data |
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_____ Refer to theoretical statements about relationships between variables |
Causal hypotheses |
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What type of research is used to obtain preliminary insights into research problems and explore more deeply into areas that quantitive research may be too sacrificial to access |
Qualitative research |
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Disadvantages of qualitive research |
Lack of generalizability Difficulty in estimating the magnitude of phenomenon investigated Low reliability Well trained interviewers or observers needed Reliance on subjective interpretive skills |
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Advantages of qualitative research |
Except for ethnographic data can be collected relatively quickly at lower cost Richness of data Accuracy/validity of recording marketplace behaviors Insight into building models and scale measurements Insights from qualitative researchers with training in social and behavioral sciences |
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The ideal number of group members in face-to-face focus group interviewsWhat is an in-depth interview |
10 to 12 |
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In-depth interview |
A one on one interview with a trained interviewer asks a respondent a set of semi-structured, probing questions, usually in a face-to-face setting |
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Major advantages of in-depth interviewing over focus groups |
1. Rich detail that can be uncovered when focusing on one participant at a time 2. Lower likelihood of participants responding in a socially desirable manner 3. Let’s cross talk that may inhibit some people from participating in a focus group |
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The main Goals of Quantitive research or obtain information to: |
- Make accurate predictions about relationships between market factors and behaviors - Gain meaningful insights into relationships - validate relationships - Test hypotheses (Validate facts, estimates, and relationships) |
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Which approach is particularly good to use with projective techniques |
In-depth interviewing |
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A survey format used for very short service and simple pulling |
Text-based format |
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A survey format that can be combined with computer assisted telephone interview systems to create computer aided mobile interviewing |
Web-based format |
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Disadvantages of mobile phone surveys |
Due to limited screen space - no long or complex questions The capacity of mobile phones to handle graphics is limited Relatively small sample sizes |
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Drop-advantages of drop off serviceoff survey method |
A research representative delivers survey forms to respondents - completed surveys are returned by mail or picked up by representatives |
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Advantages of drop-off surveys |
The availability of a person who can answer general questions, screen potential respondents, and create interest in completing the questionnaire |
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Disadvantage of drop-off surveys |
More expensive than Mail-in surveys |
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A systematic buyers that occurs when the final sample differs from the planned sample |
Nonresponse error |
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Response error is caused by____ |
The fact of selective perception on a respondents memory |
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A researcher makes subjective intuitive judgments based on either past studies or the amount of resources available when deriving samples -when determining the sample size for ______ |
Nonprobability samples |
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The blueprint, or framework needed to ensure that the data collected are representative of the defined target population is called a _____ |
Sampling plan |
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Steps of a sampling plan |
Define the target population Select the data collection method Identify the sampling frames needed Select appropriate sampling method Determine necessary sample sizes and overall contact rates Create an operating plan for selecting sample units |
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____ sampling results cannot be used to make statistical inferences about the true population parameters |
Nonprobability sampling |
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Rank order scales |
Rank order scales |
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Ambiguous questions |
Ambiguous questions |
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Rank order scales can only produce___data |
Ordinal |
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Complex questions |
Situations where the question is worded in a way where the correspondence are not sure how They should respond |
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A formal framework consisting of a set of questions and scales designed to generate primary raw data is called |
questionnaire |
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A separate written communication to a prospective respondent designed to enhance a persons willingness to complete and return a survey in a timely manner is called a |
Cover letter |
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A process that involves building a store line around one Core category or theme which the other categories will be related to or subsumed |
Selective coding |
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Unlike quantitive analysis, qualitative analysis___ |
Tends to be continuous and iterative |
