Marketing Research Spring Test 4 Ch. 11 Set 3

Front 1

the data collection stage of a marketing research project can be the source of many -------- ------------, which are erros in the research process pertaining to anything except the sample size.

Back 1

non sampling errors

Front 2

errors committed by respondents when answering the questions in a survey

Back 2

respondent errors

Front 3

what are the three data collection errors with online surveys

Back 3

multiple submissions by same respondent, bogus respondents, misrepresentation of population

Front 4

the anonymity of the internet can inspire individuals to log into a questionnaire site as a fictious person or to disguise him/herself as another person

Back 4

bogus respondents and responses

Front 5

a problem with online data collection is --------- ex. not everyone you want to survey may be web illiterate

Back 5

mis representation

Front 6

defined as a failure on teh part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire.

Back 6

non response

Front 7

has been labeled as marekting research industry's biggest problem

Back 7

nonresponse

Front 8

what are the three types of non response?

Back 8

refusals to participate, break offs, and item ommission

Front 9

phrase often used to signify that some respondents refused to answer a particular question

Back 9

item omission

Front 10

in large scale projects, and especially in cases in which the data entry is performed by a subcontractor, researchers utilize a ------- which identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set.

Back 10

data code book

Front 11

basic data analyses goal with all summarization is to report as few pieces of information as possible that describe the most typical response to a question. at the same time it is vital to summarize the degree to which all the respondents share this typical response. this typical response is referred to as the ------ ----- while the expression of how typical repondents are is referred to as --------

Back 11

central tendency, variability

Front 12

what are the two types of variables based on their level of measurement:

Back 12

categorical and metric

Front 13

a summarization analysis measure for categorical variables. defined as the value in a string of values that occurs most often.

Back 13

mode

Front 14

rather than summarizing the mode, it is better to summarize the variability of responses to a categorical question using a ---------- ----------- or a summary of the PERCENT of times each and every category appears for the entire sample.

Back 14

percentage distribution

Front 15

a summary of the NUMBER of times each and every category appears for the entire sample. percentage distribution is more intutitive

Back 15

frequency distribution

Front 16

when summarizing metric variables it is best to take the ------

Back 16

mean (average)

Front 17

what are the two summarization analyses that help you to answer this question about the variability of respondents with respect to the mean.

Back 17

range and standard deviation

Front 18

identifies the distance between the lowest value and the highest values in a set of numbers

Back 18

range

Front 19

indicates the degree of variability in the metric values in such a way to be translatable into a normal bell shape curve distribution.

Back 19

standard deviation. typically 1.96