Mkt 232 Test 2 Notecards

Front 1

Casual relationships are determined by...

Back 1

the use of experiments

Front 2

Regarding Casual Inference, surveys can help you infer ____, but not strong enough for ____ ____

Back 2

1. Causality

2. Scientific evidence

Front 3

Casual research design

Back 3

(X -> Y)

Front 4

Independent Variable

Back 4

X

AKA: casual variable, treatment, or stimulus

Front 5

Dependent Variable

Back 5

Y

AKA: Outcome, caused variable

Front 6

May be thought of as understanding a phenomenon in terms of conditional statements of the form "If X, then Y.

Back 6

Causality

Front 7

Describe the sample (hence the name descriptive study) - after running an ad, you may ask a # of questions.

Back 7

Survey

Front 8

2 groups, one group sees the new ad, other group doesnt. Outcome could be attitude toward the brand.

Back 8

Experiment

Front 9

If treatment X is given, the outcome Y occurs.

If treatment X is not given, then the outcome Y should not occur.

Which two groups?

Back 9

Experimental group

Control group

Front 10

Variables that may have some effect on a dependent variable but yet are not independent variables.

Back 10

Extraneous Variables

Front 11

Methods for controlling Extraneous Variables:
(3)

Back 11

Randomization
Physical Control
Design Control

Front 12

The random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics

Back 12

Randomization

Front 13

Holding constant the extraneous variables throughout the course of an experiment (Ex. matching participants on personal demographic characteristics)

Back 13

Physical Control
(used when randomization is NOT possible)

Front 14

Using the experimental design itself to control extraneous casual factors

Back 14

Design Control

Front 15

An ___ ___ is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.

Back 15

Experimental design

Front 16

When a measurement of the dependent variable is taken prior to changing the independent variable, the measurement is sometimes called a ____

Back 16

Pretest

Front 17

When a measurement of the dependent variable is taken after changing the independent variable, the measurement is sometimes called a ____

Back 17

Posttest

Front 18

A "___" ___ design is one that truely isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables

Back 18

"True" Experimental Design

Front 19

Designs that do not properly control for the effects of extraneous variables on our dependent variable are known as ___ ____

Back 19

quasi-experimental designs

Front 20

There is no ___ ____ in quasi-experimental designs

Back 20

experimental effect

Front 21

Internal Validity

Back 21

the observed change in the dependent variable is, in fact, due to the independent variable. (establish casual relationship X-Y)

Front 22

External Validity
(responsiveness of your sample)

Back 22

the results of the experiment apply to the "real world" outside the experimental setting.

Front 23

___ experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artifical setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.

Back 23

Laboratory Experiments

(adantages: quick, less expensive)
(disadantage: artifical setting)

Front 24

____experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.

Back 24

Field Experiments

(adv: should hold true in real world)
(disadv: expensive, time-consuming)

Front 25

8 Threats to Internal Validity in Experiments
(name 6)

Back 25

Selection Bias
History
Maturation
Testing
Instrumentation
Martality

Front 26

___ ___ may have been present if the experiment was only given to those who showed interest.

Back 26

Selection Bias

Front 27

AC Nielsen's ___ Index

Back 27

Television

Front 28

A form of field experiment for assessing the market's reactions to new/existing product and its associated marketing mix.

Back 28

Test Marketing

Front 29

Tests a products marketing mix variables through existing (normal) distribution channels.

Back 29

Standard test Market

Front 30

Performed by an outside firm that guarantees distribution of the test product through outlets of selected cities.

Back 30

Controlled Test Market

Front 31

___ ___ markets are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.

Back 31

Simulated Test Markets (Virtual)

Front 32

Advantages of Simulated Test Markets
(and provide example)

Back 32

Convienence, Cost Savings (dont have to buy shelf space), Don't have to have physical product ready.

Example: CyberScan.com

Front 33

___ ____ markets are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services.

(example and advantage)

Back 33

Electronic Test Markets

Example: Kroger Card
Advantage: Gives individual specific data

Front 34

- multiple versions of semi-finished product are tested by consumers

Back 34

B2C

Front 35

- they key technology is presented to select clients

Back 35

B2B (Industrial Market)

Front 36

Possible negatives with industrial test market..

Back 36

Confidence agreement is not very effective
~must give prototype to clients you trust, like long term clients

Front 37

A ___ ___ ___ market is test marketing conducted in specific foreign countries that seem to be good predictors for an entire continent.

Examples: 2

Back 37

Lead Country Test Maket

Colgate-Palmolive's new shampoo and conditioner
Swiffer - first in Japan.

Front 38

Colgate-Palmolive tested their new shampoo/conditioner in what countries first?
(4)

Back 38

Philipines, Autralia, Mexico, and Hong Kong
for 1 year

Front 39

Test Marketing Examples:

McDonald's Tests McPizza in __ stores in ___ ___

Back 39

24 stores in Evansville, Indiana

Front 40

Subway Pizza started in a handful of stores in __, then expanded to __ resturants, then went ___

Back 40

New York City
15
Nationwide

Front 41

Startbucks $1 coffee started in _____

Back 41

Seatle, Washington

Front 42

Nature of manipulation in test markets

Back 42

4 P's

Front 43

Top 5 test market cities are:

Back 43

Albany (NY), Charlotte(NC), Rochester(NY), Nashville(TN), and Eugene(OR)

Front 44

Advantages of Test Marketing

Back 44

Most accurate method for forcasting future sales, allows opportunity to pretest marketing mix variables

Front 45

Disadvantages of Test Marketing

Back 45

Results may be wrong (not guaranteed), competitors can sabatoge test marketing efforts (ex. mountain dew sport), expensive, and time-consuming.

Front 46

Total Error =

Back 46

Sampling Error + Non-sampling Error

Front 47

Sampling error is the same thing as ___ validity

Back 47

External

Front 48

Non Sampling (systematic error) error is the same thing as ___ validity.

Back 48

Internal

Front 49

4 Types of Internal Validity issues.

Back 49

Respondent error (no response, refusal, hostility)
Researcher Biases, Measurement (bad questionaire), Design Errors (bad experimental design)
Problem with definitional Errors (bad MRP's)
Researchers Administrative errors (loosing data, mistakes processing data)

Front 50

___ ___ is any error in a survey that occurs because a sample is used.

Caused by what 2 factors?

Back 50

Sampling Error

1. Method of sample selection
2. Size of the sample

Front 51

"Large Sample Size Bias"

Back 51

People think larger sample size is always better, which is not the case.

1000 frat guys vs 500 randoms

Front 52

Statistical consideration for survey.

Back 52

minimum of 50 people in sample. Stat analysis reuires at least that.

Front 53

The only perfectly accurate sample is a ____

Back 53

Census

Front 54

The ___ ___ ___ is the correct method by which to determine sample size, which applies the concepts of accuracy (sample error), variability, and confidence interval to create a "correct" sample size.

Back 54

Confidence Interval Approach

Front 55

____.com uses national opinion polls.

Back 55

Gallop.com

+ or - 3% sample error (which is standard)

Front 56

National opinion polls tend to use sample sizes ranging from _____-____.

Why?

Back 56

1000-1200

With a sample size of 1000 or more, very little gain in accuracy occurs even with doubling or trippling the sample to 2000 or 3000.

Front 57

____refers to how similar or dissimilar responses are to a given question.

Represented by _ and _

Back 57

Variability

p and q

Front 58

The larger the size of the (probability) sample, the less is its sample error.
T or F?

Back 58

True

Front 59

3 Types of Probability Sampling:
Simple Random -
Stratified Random -
Cluster -

Back 59

Simple Random - each element (individual) in the population has a known and equal chance of being selected
Stratified Random - population is partitioned into sub-populations, then elements are randomly selected from each strata at random.
Cluster - Population is partitioned into sub-populations, or clusters, then clusters are selected at random, then either all or some of each selected cluster taken as part of the sample.

Front 60

Advantages of Simple Random Sampling (2)

Back 60

Representative and generalizable.

Front 61

Types of Non-Probability Sampling:

Back 61

Convenience
Quota
Snowball

Front 62

____ sampling attempts to obtain a sample of convenient elements.

Adv / Disadv.?

Back 62

Convenience Sampling

Adv: Least expensive, and time consuming
Disadv: findings generalizability

Front 63

___ sampling is a two stage, restricted judgmental sampling. First stage, develop control categories or quotas of population elements. Second, sample within categories.

Back 63

Quota Sampling

Non-equal chance of being selected!

Front 64

___ Sampling: initial random sample selected, then each respondent identifies others in target population.

Back 64

Snowball Sampling

Front 65

Sampling techniques in which each element has a fixed probability of being selected.

Back 65

Probability Sampling

Front 66

Sampling techniques that do not use chance selection procedures. Rather they rely on the personal judgement of the researchers.

Back 66

Non-Probability Sampling

Front 67

a master lsit of all the smaple units in the population is called a ___ ___

Back 67

sample frame

Front 68

The degree to which the sample frame fails to account for all of the population

Back 68

Sample frame error

Front 69

A structured questionaire given to a sample of a population (sampling frame) and designed to elicit specific information from respondents

Back 69

Survey

Front 70

Descriptive research is undertaken to describe answers to questions of __, ___, ___, __, and ___.

Not ___

Back 70

Who, What, Where, When and how

Not: Why

Front 71

Surveys tend to be:
(2)

Back 71

Based on large samples
Structured (everyone asked same questions)

Front 72

Advantages of Surveys

Back 72

Standardization
Easy to Administer and record
Ability to use advanced statistical analysis, esy to analyze
Can detect small differences among subgroups.

Front 73

Disadvantages of Surveys

Back 73

Difficult to design good questionaire
Limits to the in-depth detail of data
Limited control over timeliness, and potentially low response rates
Participants may lie

Front 74

All scales have this characteristic. Discriptors such as Male/Female, Married/Single, etc.

Back 74

Description

Front 75

___ refers to the relative sizes of the descriptors, such as great than, less than, and equal to.

Which scales have this characteristic?

Back 75

Order

Ordinal, Interval, and Ratio scales

Front 76

___ refers to the absolute differences between the descriptors which are expressed in units.

Which scales have these characteristics? Exception?

Back 76

Distance

Interval and Ratio scales
Exception: True Class Interval

Front 77

A scale is said to have the characteristic of ____ if there is a unique beginning or true zero point for the scale.

Which scale has this characteristic?

Back 77

Origin

Ratio scale

Front 78

A ___ ____ is not a ___ ___ value for a scale

Back 78

Neutral Category

Zero Value

Front 79

A ___ ___ is one that is typically composed of small number of distant values or categories.

Two Types?

Back 79

Categorical Scale

Nominal and Ordinal

Front 80

A ___ ___ is composed of numbers or labels that have an underlying measurement continuum.

Two Types?

Back 80

Metric Scale

Interval and Ratio scales

Front 81

A scaled-response for commonly used by marketing researches that measures intensity of agreement or disagreement.

Back 81

Likert Scale

Front 82

The ___ ___ scale is a good way to measure a brand, company, or store by listing a series of bi-polar adjectives to choose from.

Back 82

Semantic Differential scale

Front 83

___scales simply label objects

Back 83

Nominal

Front 84

___scales indicate only relative size differences between objects by rank-ordering

Back 84

Ordinal

Front 85

___scales use descriptors that are equal distances apart for construct measurement.

Adjectives are ___descriptors
Numbers are ____ descriptors

Back 85

Interval

Primary
Secondary

Front 86

Scale that uses unequal descriptor distances.

Back 86

True Class Interval Scale

Front 87

___scales have a true zero origin exists, variable can be measured directly.

Back 87

Ratio scale

Front 88

Use ___ and ___ scales as much as possible because ___ and ___ can be derived

Back 88

Ratio and Interval

Mean and Standard Deviation

Front 89

A ___ is an abstract idea inferred from specific instances that are thought to be related.

Can only be measured ____

Back 89

Construct

Indirectly

Front 90

The first step in constructing a scale is to ___ your construct.

Back 90

Operationalize

Front 91

The mental vision of how each construct will be measure is called an ___ ___

Back 91

Operational Definition

Front 92

___is the truthfulness of responses to a measure

Back 92

Validity

Front 93

___ ___ determines if the question "looks like" it measures what it is suppose to measure.

Back 93

Face Validity

Front 94

When using semantic differential scale, avoid Halo Effect by ...

Back 94

Flipping adjectives randomly.

Front 95

___ ___ is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, words the questions carefully, and organizes the questionaires layout.

Back 95

Questionaire Design

Front 96

___ ___ is defined as the ability of a question's wording or format to influence respondents' answers.

Back 96

Question Bias

Front 97

In questionaire organization, the introduction includes what: (4)

Back 97

Disguised/Undisguised (purpose of study)
Incentives
Anonymity/confidentiality
Screening questions

Front 98

The researcher uses question ____ to scrutinize a possible question for its question bias

Back 98

Question evaluation

Front 99

Survey questions should be:
(4)

Back 99

Focused
Brief
Simple
Crystal Clear

Front 100

10 Words to avoid in question development

Back 100

All
Always
Any
Anybody
Best
Ever
Every
Most
Never
Worst

Front 101

Survey questions should not be: (4)

Back 101

Leading
Loaded
Double-barreled
Overstated

(know what each of these is)

Front 102

Question flow is important in a survey. __ and ___ should be used to accomlish this.

Back 102

Warm up Questions
Transitions

Front 103

___ __ refers to the introduction and the actual flow of questions on the questionaire

Back 103

Questionaire Organization

Front 104

The use of numbers associated with the question responses to facilitate data entry during data collection and data analysis after the survey has been conducted.

Back 104

Coding

Front 105

3 types of Non-Probability Sampling:
Convienence Sampling
Quota Sampling
Snowball Sampling

Back 105

Convenience - obtain sample of convenient elements. (people nearby)
Quota - A two-stage, restricted judgemental sampling. First stage, develop control categories or quotas of population elements. Second stage, sample within categories
Snowball - Initial random sample selected. Then respondent identifies others in target population.

Front 106

Convenience Sampling is used most often because its:

Limitation?

Back 106

Easy
Cheap
Saves time

Findings generalizability

Front 107

Establishing internal validity means....

Back 107

your observations are correct, at least within your sample.