Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
85 Cards in this Set
- Front
- Back
|
What are methods of estimating reliability? |
Test-Retest, Stability, Alternate forms of equivalence, internal consistency |
|
|
Operational Definition |
Specifies what the researcher must do to measure the concept under investigation |
|
|
Face Validity |
Something looks as if it is valid. You look at a multiplication test and it looks like its testing you on multiplication |
|
|
Content Validity |
measure represents all facets of a given construct. need to reflect knowledge
|
|
|
what questions are good for introductory |
questions that dont ask much about the person.age zip code etc |
|
|
3 questions when developing questionnaire |
open ended questions :answer in your own words.
Fixed-alternative: gives specific responses. Filter questions: getting unqualified people out before asking more specified questions. |
|
|
Quantitative vs Qualitative |
Qualitative used when you can discover what question to ask and more depth. Quantitative is numerically assessed |
|
|
what is in a discussion guide? |
written introductory comments to tell the group about outlines of topics and questions. Welcome and intros first, broad icebreaker, questions become more specific as time goes on, finally debriefing statement |
|
|
physical trace evidence |
someones garbage, wear and tear on a book |
|
|
simple dichotomy |
division in two parts |
|
|
funnel technique |
asking general questions before specific ones to obtain unbiased responses |
|
|
Data must be.... |
relevant, be quality information, be timely, be complete |
|
|
Response latency |
takes you a long time to decide between pepsi and coke, you probably don’t care. |
|
|
3 types of bias and what they are |
acquiescence bias (you agree with everything), extremity bias (always going to extremes or never going), and interviewer bias (who the interviewer is and how they frame the questions) |
|
|
what is marketing research |
Systematic & objective process of generating information |
|
|
basic research |
academic, research labs, conducted without a specific decision in mine. |
|
|
applied research |
Business, going out into the field used to address a specific marketing decision. BOTH use scientific method |
|
|
Marketing mix and what market research looks at in each step |
Product testing – formulas, packaging, names positioning Promotions - advertising, coupons, promotions, sampling Pricing- determine perceived value, price, coupons Distribution – sales rep relationship, delivery |
|
|
exploratory research |
Clarify ambiguous information. NOT intended to provide conclusive evidence to determine action. Initial research to clarify/define nature of problem. Why are you using our product?. Usually qualitative to define problem. Diagnosis situation, creates hypothesis. Focus groups, experience surveys, case studies, secondary data analysis.
|
|
|
descriptive research |
What is your age, gender Who,what,when,where,how, but not why. Helps target advertising/estimate market potential/examine subgroup differences |
|
|
causal research |
New formula, want to see how well it does (experiment) Explores cause & effect relationship among variables. The researcher typically knows a lot about the problem at this point |
|
|
stages of the research process |
Problem discovery & definition, Research design, Sampling, Data gathering, Data tabulation, processing & analysis Report/presentation Includes conclusions, implications, next steps |
|
|
stages of problem discovery |
1. Ascertain objectives (of decision maker) 2. Do “situation analysis”/background 3. Isolate/identify likely causes of problem (may do exploratory research) 4. Determine unit of analysis 5. Determine relevant variables -discrete/categorical, or -continuous 6. State research hypotheses/objectives |
|
|
what is in a research proposal |
Purpose, Research design, Sample, Data gathering/location/dates, Data processing and analyses, Report preparation, Costs/Time Schedule (Date of delivery) |
|
|
Psuedo research |
push-pull:calling you house during election time |
|
|
screening questionnaire |
what makes you qualify for survey/focus group etc. |
|
|
reliability |
The degree to which measures are free from random error and therefore yield consistent results. Consistent and stable. You can be reliable but not valid. Example : step on a scale and It gives you a different answer every time. |
|
|
validity |
can’t ask students questions about henry the 8th because those are not valid questions. The ability of a scale to measure what was intended to be measured. Concurrent, predictive. Step on a scale and it gives you your IQ instead of you weight |
|
|
can an open ended question be in a quantitative survey |
IGEN |
|
|
leading question |
makes respondent feel they have to go a certain way “would you be against guns if there was a violent person in your house trying to hurt your family?” |
|
|
loaded question |
Most people feel that $8.00 is way too much money to pay for a simple burrito. Would you pay $8.00 for a burrito? |
|
|
aided question |
recognition (pictures, names listed) |
|
|
Unaided |
recall (have to think yourself) |
|
|
double barrel question |
are you a leader and a reader? When should not be used? |
|
|
secondary data and what its used for |
gathered by outside agency Used for : fact finding (consumptions, trends), finding relationship between two variables, predicting, database marketing, data mining |
|
|
pros of secondary data |
fast, easy, less expensive, lots of data |
|
|
cons of secondary data |
commitment of money, no control over data, population may not be directly comparable, may not go towards time period of interest, differing units of measurement. |
|
|
syndicated data |
secondary data users subscribe to |
|
|
focus group attributes |
6/10 people, gender can be mixed but not for younger people, c offee klatch atmosphere, Not at sponsor’s location One way mirrors Audio & video taping Refreshments providedC offee klatch” atmosphere Working” atmosphere best Table, not armchairs |
|
|
focus group pros |
Find deeper motivation, fast, easy to do, inexpensive per group, flexible, consumer language, shared feelings |
|
|
focus group cons |
Only 8/10 people representing entire population, cost of respondent high, group think, may not be truthful, moderator may be inexperienced. |
|
|
what is the prizm test |
PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and reach their customers and prospects. SEGMENTS BY ZIPCODE |
|
|
what is the vals test |
values attitude and lifestyles test. What motivates someone |
|
|
experience survey |
respondents are knowledgeable : butchers and mad cow |
|
|
projective techniques |
TAT thematic apperception indirect questioning amphimorphic (?) thematic perception word association |
|
|
nominal scale |
uniquely classifieds – Sammy sosa #21. Postal code. Yes-no |
|
|
ordinal scale |
uniquely classifies but remains order. Your pain is a 7 out of 10. But intervals may not be equal. The difference between 7 and 10 may not be the same as the difference between 4 and 7. Level of education, ranking. |
|
|
interval scale |
remains order and interval are equal |
|
|
Ratio scale |
remains order, intervals even, 0 is constant |
|
|
affective behavior |
I like it. The feelings or emotions toward an object |
|
|
behavioral behavior |
I bought two cartons (they like it). Predisposition to action, Intentions, Behavioral expectations |
|
|
cognitive behavior |
its creamy, its rich. Knowledge and beliefs |
|
|
when would you want an unbalance scale |
kids and candy because they most likely are always happy about candy |
|
|
hypothetical construct |
used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior |
|
|
attitude |
An enduring disposition to consistently respond in a given matter |
|
|
monadic scale |
asks about a single concept and rates that concept “how do you feel about your new car” dissatisfied, satisfied etc. |
|
|
comparative scale |
asks about a single concept and has you rate against certain benchmarks “too little” “too much” |
|
|
semantic differential scale |
scale of 7,bipolar rating scale good on one end and bad on the other. Each answer gets a ranking. NO NUMBERS for person filling out scale. |
|
|
numerical scale |
7 scale. Numerical scales use numbers as response options, rather than “semantic space’ or verbal descriptions, to identify categories (response positions). |
|
|
behavioral scale |
7 scale no numbers the behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. “a 25 year old salesperson” I would _ _ _ _ _ _ _would not ask for advice. |
|
|
likert scale |
5. Five response alternatives: Example: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”. |
|
|
stapel scale |
the direction and intensity of an attitude Stapel scale uses a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. For example it will ask “wide selection” and you will do +3 for positive or -3 for negative etc. |
|
|
paired comparison |
forced choice In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). |
|
|
physiological measures |
Pupillometry, Galvanic Skin Response (GSR), Eye tracking, Voice analysis. Makes respondent nervous! |
|
|
rating vs ranking |
rank beyonce and taylor swift (cant be same number) , rate beyonce and taylor swift (can be same number) |
|
|
panel research |
consumers who use the product and want to be involved. Can use to see change, can reference more than once. |
|
|
constant sum |
always 3 choices that add to 10 or 100 |
|
|
Dichotomous |
2 |
|
|
ethics of researcher |
Privacy/confidentiality of Ss, Non-invasive/no harm to Ss, No data changing |
|
|
Researcher DONTS |
No unwarranted/faulty conclusions. DON’T Elicit proposals have no intention of using, Give study to friends, Just satisfy demand for multiple bids, Phone just to get ideas, Do “pseudo-pilot” studies: “do cheap, get money for , big study later, Use information for telemarketing/direct marketing. |
|
|
ERNES DICHTER |
father of motivational research coined the term focus group. |
|
|
problem with self select survey |
biased, most likely to answer if you’re unhappy |
|
|
phone survey pros |
Large, representative samples/good response rate, Less costly than personal, Greater anonymity, Some rapport with interviewer, Clients can tap into |
|
|
phone survey cons |
Shorter than personal: 10-30 min., No visuals/samples/No complex questions, Becoming difficult to reach Ss. |
|
|
CATI |
computer assisted telephone interview |
|
|
PROS of CATI |
Questionnaire programmed on screen, Fast to download data, Minimizes interviewer errors |
|
|
Cons of CATI |
expensive to set up |
|
|
door to door pros |
Assured sample meets desired specifications Long: 1-2 hours Private Good rapportQuality feedback, can ask complex questions, and probe responses Present visuals/concepts/samples |
|
|
door to door cons |
No anonymity- High social desirability, Expensive, Hard to access areas, Interviewer influence Low control of field force |
|
|
mail survey pros |
Get hard to reach, Economical, Respondent convenience, Highly standardized, No interviewer error/ No bias, Low social desirability , Better response rate, Better sample control |
|
|
mail survey cons |
Minimal self selection bias, 6 pages or less, Slow, No visuals/no samples/, No complex ?’s, No changes midstream |
|
|
email survey pros |
Standardized Quick Easy to download data No interviewer error Good to hard to reach consumers |
|
|
email survey cons |
Somewhat impersonal No changes midstream Time and Cost to set up Cannot guarantee response rate |
|
|
internet survey pros |
Economical/ Quick Low social desirability Standardized No interviewer error Show visuals/concepts/no tasting or samples |
|
|
internet survey cons |
Self selection bias May not be who think Computer literate Low response rate |
