Reading...
Play button
Play button
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;
34 Cards in this Set
- Front
- Back
|
What are the three conditions required to infer causality?
|
Associative Variation: X & Y varies together!
Temporal Sequence: X precedes Y Non-spurious Association: Absence of alternative plausible explanations |
|
|
Critiquing Experimental Studies: Internal & External
|
Internal: MSM HT
1. Maturation (drinking store brand second) 2. Selection Bias (self-selected samples, not randomly assigned) 3. Mortality (those who drink less soda might drop out) 4. History (time of day) 5. Testing (knowing brand names and then taste tested) External 1. Not Realistic |
|
|
Why would you choose observational research?
|
Advantage
1. Gain insight into what respondent cannot or will not verbalize. Disadvantage 1. Cannot explain why the recorded event occurred (or did not). 2. Cannot observe cognitive phenomena (e.g., attitudes, beliefs) 3. Interpretation of data may be a problem Not all activity can be recorded (e.g., private, infrequent) 4. Observation over long periods is expensive or even impossible. 5. Observer bias possible 6. Possible invasion of privacy (especially if unobtrusive) |
|
|
Why would you choose survey research?
|
Advantage
1. Cannot explain why the recorded event occurred (or did not). 2. Cannot observe cognitive phenomena (e.g., attitudes, beliefs) 3. Interpretation of data may be a problem Not all activity can be recorded (e.g., private, infrequent) 4. Observation over long periods is expensive or even impossible. 5. Observer bias possible 6. Possible invasion of privacy (especially if unobtrusive) Disadvantage 1. Hawthorne Effect |
|
|
T/F: Qualitative research (e.g. focus groups) can be used to test hypothesis.
|
FALSE
|
|
|
Types of Observations Research
|
Obtrusive/Open - e.g., ethnography
Unobtrusive/Disguised - e.g. trace measures |
|
|
What is survey research?
|
Using a questionnaire to gather facts, beliefs or attitudes.
It is the most popular primary research method, especially online surveys. |
|
|
What is observation research?
|
Observation is a tool for scientific inquiry when it:
1. Serves a research purpose/objective. 2. Is related to general propositions rather than simple curiosities. 3. Is planned and recorded systematically. 4. Is subjected to checks on validity and reliability. |
|
|
What are the different types of variables?
|
1. In general, you should know ahead of time what are your independent and dependent variables.
2. Independent Variable (a.k.a., experimental or treatment variable) - The proposed cause (X) - May be measured > The researcher measures the variable OR Manipulated > The researcher alters the presence and/or levels in specific increments 3. Dependent Variable - The effect (outcome of interest; Y or O) |
|
|
Basic Symbols and Notations
|
X - The independent variable (a.k.a., treatment variable)
O - The dependent variable (the effect, or Y) EG - The experimental/test group - the group exposed to the experimental treatment CG - The control group - the group not exposed to the experimental treatment R - Random assignment of participants to experimental treatments. |
|
|
How would you represent these designs?
Gatorade Study Google Study Ford Study |
1. Gatorade Study: Interrupted Time Series (Time-Series)
2. Google Study: After Only with Control (True Experimental) 3. Ford Study: Pre-Post (Quasi-Experimental) |
|
|
Reducing Group Discussion Bias & Problems Associated
|
1. Ask participants to report their opinions and thoughts before discussion.
- Problem: People will rehearse what they'll say. 2. Discuss the product via computers. - Problem: People will appear autonomous rather than socially influenced |
|
|
Qualitative Research: What focus groups can and cannot tell you?
|
Can
1. How groups of people think or feel about a particular topic 2. What consumers might say to each other about this topic Cannot 1. About individual decision-making 2. What consumers privately think about a topic (what they cannot or will not tell you publicly) |
|
|
Qualitative Research: What IDIs can and cannot tell you?
|
Can
1. About individual decision-making 2. What consumers privately think about a topic AND are willing to share with an interviewer Cannot 1. how groups of people think or feel about a particular topic 2. What consumers might say to each other about this topic 3. What consumers privately think about a topic AND are unwilling to share with an interviewer (what they cannot or will not tell you) |
|
|
Qualitative Research: What projective techniques can and cannot tell you?
|
Can
1. About individual decision-making 2. What consumers are unable or unwilling to share Cannot 1. How groups of people think or feel about a particular topic 2. What consumers might say to each other about this topic |
|
|
What is projective techniques?
|
Presentation of an ambiguous, unstructured object, activity, or person that a respondent interprets and explains.
(Examples: Word association, completion test, third person techniques, character associations, collaging) |
|
|
When do I use projective techniques?
|
1. Used when SDR is high
2. Objective: To reveal hidden feelings and opinions 3. Basic Idea: Respondent projects opinion on something else. |
|
|
Focus Group Guidelines: FOCUS
|
Focused (on a particular topic) Outline prepared for discussion Characteristics of the moderator Unstructured
Size of 8-10 |
|
|
Focus Group Guidelines: GROUP
|
Group composition: homogeneous Recorded (audio and video tapes) Observation (one-way mirror) Undisguised
Physical setting is relaxed Several sessions needed (3-4 group sessions) |
|
|
Three Ways of:
Reporting Qualitative Results |
1. Raw Data
2. Summaries with Illustrative Statements 3. Interpretation |
|
|
Caution: Be reflective of your own___________...
|
Be reflective of your own biases (e.g. confirmation bias).
|
|
|
Why is marketing research important? Which 3 biases?
|
Our judgment and beliefs are subject to biases, such as:
False Consensus Bias Confirmation Bias Hindsight Bias |
|
|
What must marketing research be in order to be useful?
|
Accurate
Relevant Timely |
|
|
How do we increase our chances of obtaining ART research? By ______________ of the research process. What does iMAP stand for?
|
By systematically manage each stage of the research process.
Identify Measure Analyze Present |
|
|
IMAP: Identify & Measure
|
Identify
1. Ask the right questions: Research Objectives + Knowledge Gaps Measure 1. Ask questions the right way - Ask the right people: Methods + Measurement + Sampling |
|
|
IMAP: Analyze + Present
|
Analyze
1. Obtain answers to questions: Descriptive Statistics + Test Statistics Present 1. Relate answers to needs; communicate effectively: Recommendations + Limitations |
|
|
What is marketing research?
|
Links the consumer, customer, and public to the marketer through information used to:
• Identify and define marketing opportunity and problems • Generate, redefine and evaluate marketing actions • Monitor marketing performance • Improve understanding of marketing as a process Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. |
|
|
The 5 Questions Marketing Managers Should Ask Before Conducting Marketing Research
|
1. Relevance/Decision Importance
- Is the decision of considerable strategic or tactical importance? 2. Information Sought - Is the information already on hand inadequate for making the decision? 3. Time Constraints - Is there sufficient time available before a managerial decision must be made? 4. Resource Constraints - Are there sufficient resources available for conducting research? 5. Value vs. Costs - Does the value of the research information exceed the cost of conducting research? |
|
|
What is ethical marketing research?
|
Ethical sensitivity is a necessary precursor to ethical decision making.
Ethical questions are philosophical questions. |
|
|
What is marketing ethics?
|
The application of morals to behavior related to the
exchange environment. |
|
|
Ethics for Each Party: Marketing Researcher
|
Unethical behavior of the Supplier
- Violate participants’ rights - Choose (e.g., privacy invasion) - Be safe (e.g., lack consideration) - Be informed (e.g., deception) |
|
|
Ethics for Each Party: Marketer/Firm
|
Unethical behavior of the Supplier
- Misrepresent research or results (research integrity) - Violating client or respondent confidentiality - Improper execution of research/ “black box” - Unfair pricing (e.g., unnecessary upsell) |
|
|
Ethics for Each Party: Sponsor
|
Unethical behavior of the Sponsor
- Overt and covert purposes - Dishonesty in dealing with suppliers - Misuse of research information |
|
|
Ethics for Each Party: Respondents
|
Unethical behavior of Respondents
- Satisfying answers (choosing first option, agreeing with all options) - Falsifying answers (creating multiple identities/bots, lying to qualify) |
