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42 Cards in this Set
- Front
- Back
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Marketing Research Process
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1. Problem Definition
2. Development of an approach to problem 3. Research design formulation 4. Fieldwork/data collection 5. Data Prep/Analysis 6. Report Prep/Presentation |
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Research Designs
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1. Exploratory (Focus groups)
2. Descriptive (Surveys) 3. Causal (experiments) |
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Sources of Error
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1. Random Sampling
2. Non Sampling By researcher By Interviewer By Respondent |
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Extraneous Variables
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1. History
2. Maturation 3. Testing 4. Instrumentation 5. Statistical Regression 6. Mortality |
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Control Measures
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1. Randomization
2. Statistical Control (ANCOVA) 3. Design Control (Blocking) |
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Sampling
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Probabilistic
-Simple -Systematic -Stratified -Cluster |
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Non Probability Approaches
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1. Snowball referrals
2. Convenience 3. Judgmental 4. Quota/Ratio |
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Sample Size Determination
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1. Classical
2. Bayesian/Sequential |
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Reliability
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-Test retest reliability
-Alternate Forms reliability -Internal consistency of measure |
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Validity
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-Face Validity
-Criterion -Construct Validity |
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Overcoming Unwillingness
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-Anonymity
-Placing at end -Categories -Counter biasing Statement -Bury it -Third Party -Randomized Response Technique |
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Improving Response Rate
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Incentives
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Exploratory Research Design
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-Open
Focus Groups Depth Interviews -Clandestine Projective Mystery shoppers |
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Focus Groups
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-8-12 people
-Moderator -opposing groups Advantages: -Rich Data Set -Non Verbals -Serendipity Disadvantages: -Hard to analyze/summarize -Poor representation -Reliability of findings |
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Depth Interviews
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-15 min to 1 hr
Advantages: -More control -Serendipity -Non Verbals Disadvantages -Hard to analyze/summarize -Poor representation -Reliability of findings |
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Projective Techniques
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-Quantitatively oriented
-Completion -Cartoons -Expressive Techniques 0Association |
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Physiological Measures
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-Pupilometer
-Psychogalvanometer |
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Mystery Shoppers
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-Good External Validity
-Reliable |
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Survey Methods
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-Mail
-Personal Interview -Telephone -e-interviews -Observation -Trace Analysis -Trash -Content Analysis -Market Audits -Videotape |
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Causal Research
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Experiments
Evidence: 1. Covariation 2. Time order of occurance 3. No alternative explaination |
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Experiment v. pseudo experiment
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1. Dependent/criterion variable
2. Predictor (cause) 3. Treatment and Control Groups 4. Randomization 5. Before and after measures |
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Categories of Experiments
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-Lab
-strong internal validity -weak external validity -Field -weak internal validity -strong external validity |
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Cross Sectional Design
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Type of descriptive research that involves the collection of information from any given sample of the population only once
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Cohort Analysis
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Type of multiple cross sectional design consisting of a series of surveys conducted at appropriate time intervals.
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Cohort
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group of respondents who experience the same event within the same interval
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Longitidunal Design
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Type of research design involving a fixed sample of population elements that is measured repeatedly on the same variables
Provides a series of pictures that portray a vivid illustration of the situation and changes that are taking place over time |
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Simple Random Sampling
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All elements have an equal chance of selection
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Systematic Random Sample
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1 in k sampling
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Stratified Random Sampling
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Includes all important subpopulations, precise
Good Strata: Homogeneous within, Heterogeneous between |
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Cluster Sampling
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Cost efficient, easy to implement
Good Cluster: Heterogeneous within, Homogeneous between |
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Bayesian/Sequential sample size determination
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Draw info and test. When pattern develops, stop.
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Ratio Level Data
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-zero has absolute meaning
-Things talked about in proportion |
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Interval Level Data
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-Consistent interval between each of the points on the continuum
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Rank order (ordinal) data
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-Items ranked
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Nominal/Categorical Data
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# associated with stimulus identifies it
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Test-retest reliability
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ability to do the same thing twice
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Alternate forms reliability
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asking the same thing in different ways
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Internal consistancy of measure
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defined for multi item measure
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Chronbach's Alpha (coefficient alpha)
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Average inter item correlation
>0.7 demonstrates evidence of internal consistency |
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Face Validity
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Do the items appear to make sense
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Criterion (predictive)
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degree to which measure predicts related behavior/attitudes
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Construct Validity
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addresses the question of what construct/characteristic the scales in measuring
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