Quiz
MARK 302 MIDTERM
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Fragen in diesem Quiz (162)
1Organize the problem definition process:
[blank_start]1[blank_end]. Recognize the problem or opportunity.
[blank_start]7[blank_end]. Determine whether the question really can be answered
[blank_start]2[blank_end]. Find out why the information is being sought.
[blank_start]5[blank_end]. Translate the management problem into a marketing research problem.
[blank_start]4[blank_end]. Use the symptoms to help clarify the problem.
[blank_start]8[blank_end]. State the research objectives.
[blank_start]6[blank_end]. Determine whether the information already exists
[blank_start]3[blank_end]. Understand the decision-making environment (the industry, company, products, and target market).- A1
- B7
- C2
- D5
- E4
- F8
- G6
- H3
2Opportunity identification is
- Ausing marketing research to evaluate products and services, promotion, distribution and pricing alternatives.
- Busing marketing research to find and evaluate new opportunities.
- Cusing marketing research to help managers solve problems.
3Marketing research can be used to
- Ahelp managers solve problems
- Bidentify opportunities
- Cevaluate the existing marketing mix
- Dpromote a new product
4Before starting the research, marketers need to first understand why information is being sought by discussing things with the managers.
- ARichtig
- BFalsch
5The better the marketing researcher understands the decision-making environment, including the industry, the firm, its products or services, and the target market, the more likely it is that the problem will be defined correctly. This step may be referred to as conducting a [blank_start]situation analysis[blank_end]
- Asituation analysis
6Explanatory research is the definitive research used to determine a course of action.
- ARichtig
- BFalsch
7[blank_start]Explanatory research[blank_end] is preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.
- AExplanatory research
8Explanatory research can take the following forms:
- APilot research
- BPilot studies
- CExperience surveys
- DBehavior surveys
- ESecondary data
- FCase analysis
- GFocus groups and interviews
- HInternet
- IIntranet
9- [blank_start]Pilot studies[blank_end] are surveys that use a limited number of respondents and often employ less rigorous sampling techniques than employed in large, quantitative studies.
- [blank_start]Experience surveys[blank_end] are discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem.
- [blank_start]Secondary data analysis[blank_end] is data that have been gathered for some purpose other than the one at hand.
- [blank_start]Case analysis[blank_end] is the review of information from situations that are similar to the current one.
- [blank_start]Focus groups[blank_end] are in-depth discussions, usually consisting of 8 to 12 participants, which are led by a moderator and are generally limited to one particular concept, idea, or theme.
- [blank_start]Intranets[blank_end] are systems created by organizations to permit more effective managerial use of information resources. The provide easy access to internal data.- APilot studies
- BExperience surveys
- CSecondary data analysis
- DCase analysis
- EFocus groups
- FIntranets
10Explanatory studies end when the marketing researchers are convinced that they have found the major dimensions of the problem.
- ARichtig
- BFalsch
11Managers often talk about poor sales, declining profits, increased customer complaints, or defecting customer. These are examples of
- Aproblems
- Bsymptoms
12Focusing on the symptoms and not the true problem is often referred to as the [blank_start]iceberg[blank_end] principle.
- Aiceberg
13The [blank_start]marketing research problem[blank_end] specifies what information is needed to solve the management problem and how that information can be obtained efficiently and effectively.
- Amarketing research problem
- Bmarketing research objective
- Cmanagement decision problem
14The [blank_start]marketing research objective[blank_end] is the goal statement, defining the specific information needed to solve the marketing research problem.
- Amarketing research problem
- Bmanagement decision problem
- Cmarketing research objective
15The [blank_start]management decision problem[blank_end] is a statement specifying the of managerial action required to solve the problem.
- Amarketing research problem
- Bmanagement decision problem
- Cmarketing research objective
16" should we offer web ordering for groceries including wine" is an example of:
- AMarketing research problem
- BMarketing research objective
- CManagement decision problem
17Researchers find it preferable to work with existing information.
- ARichtig
- BFalsch
18"The Nice-to-know syndrome refers to
- Aresearchers trying to know everything through their surveys
- Bmanagers tending to discuss research objectives in terms of broad areas of ignorance.
- Cthe fact that research must be actionable and the finding must provide decision-making information.
- Dreducing management's level of ignorance.
19Marketers can discern in advance the likelihood of success by identifying instances that:
- Ayou're certain the information required can be readily obtained
- Byou're not sure if the information can be gathered or not but you want to try
- Cyou're fairly certain that the information can be gathered
- Dyou know that you're trying something quite new and there is a real risk of not getting anywhere
20Well formulated objectives serve as a roadmap in perusing the research project.
- ARichtig
- BFalsch
21Marketing research objectives
- Acan be stated as hypothesis
- Bare stated in terms of general information needed to make a decision
- Cmust be testable
- Dare stated in terms of precise information needed to make a decision
- Emust be specific and ambiguous
- Fmust be clear
- Ghave to be approved by the manager
- Hare task lists for what the study will be doing
22A [blank_start]hypothesis[blank_end] is a conjectural statement about a relationship between two or more variables that can be tested with empirical data.
- Ahypothesis
23Researchers should ask the manager to sign off the objectives.
- ARichtig
- BFalsch
24"To collect data on consumers' smartphones usage, analyze it, and report the results to management" can be a research objective.
- ARichtig
- BFalsch
25The marketing research process:
[blank_start]4[blank_end]. Selection of the sampling procedure
[blank_start]1[blank_end]. identification of the problem and statement of the research objectives
[blank_start]7[blank_end]. Writing and presentation of the report
[blank_start]2[blank_end]. Creation of the research design
[blank_start]3[blank_end]. Choice of method of research
[blank_start]5[blank_end]. Collection of the data
[blank_start]8[blank_end]. Follow-up
[blank_start]6[blank_end]. Analysis of the data- A4
- B1
- C7
- D2
- E3
- F5
- G8
- H6
26[blank_start]Research design[blank_end] is the plan to be followed to answer the marketing research objectives.
- AResearch design
27- [blank_start]Descriptive research studies[blank_end] answer the who, what, where, when and how questions. It is used when wants to better understand the specifics or details of the research issue.
- [blank_start]Causal research studies[blank_end] examine whether the value of one variable causes or determines the value of another variable. It attempts to create linkage between them.- ADescriptive research studies
- BCausal research studies
28It is implicit in causal research that management already knows or understands the underlying relationships among the variables in the problem.
- ARichtig
- BFalsch
29A [blank_start]variable[blank_end] is simply a symbol or a concept that can assume any one of a set of values.
- Avariable
30To measure causality we use experiments.
- ARichtig
- BFalsch
31- [blank_start]Dependent variable[blank_end] symbol or concept expected to be explained or influenced by the independent variable.
- [blank_start]Independent variable[blank_end] is a symbol or concept over which a researcher has some control that is hypothesized to cause or influence the dependent variable.- ADependent variable
- BIndependent variable
32State the dependent and independent variable in this examples:
- Boston Pizza wants to know whether offering the new chicken wings ([blank_start]independent variable[blank_end]) determines the level of sales ([blank_start]dependent[blank_end] variable)- Aindependent variable
- Bdependent variable
- Cdependent
- Dindependent
33- A [blank_start]temporal[blank_end] sequence is an appropriate causal order of events; the effect follows closely the hypnotized cause.
- Atemporal
34A [blank_start]concomitant variation[blank_end] is the degree to which a presumed cause and a presumed effect occur or vary together.
- Aconcomitant variation
35Most cause-and-effect relationships are linear
- ARichtig
- BFalsch
36Purposes of descriptive research design
- Aconfirm theories
- Bfind relations between variables
- Cbrand loyalty measure
- Ddescribe population
- Ebuild customer profile
- Fgain specific information
37Purposes of causal research design
- Afind relations between variables
- Bconfirm theories
- Cgain specific information
- Ddescribe population
38Secondary data, cross sectional surveys, longitudinal surveys and statistical data analysis are all key methods of
- Adescriptive research design
- Bcausal research design
- Cconcomitant variation
- Dtemporal sequence
39The only method used for causal research design is experiments
- ARichtig
- BFalsch
40Choose the right research method:
I want to monitor respondents' actions without direct interaction. I use [blank_start]observation research[blank_end].
I want to obtain facts, opinions, and attitudes from respondents through telephone or internet, I use [blank_start]survey research[blank_end].
I want to measure causality by changing one or more independent variables and observing the effect of the change on the dependent variable, I use [blank_start]experiments[blank_end].
I want to do focus groups and case studies, these would be considered [blank_start]qualitative research[blank_end].- Aobservation research
- Bsurvey research
- Cexperiments
- Dqualitative research
41Selecting a sampling procedure is a separate step from choosing the nature of sample in the research design.
- ARichtig
- BFalsch
42The first thing to do before sampling procedure is selected is to
- Adefine the population or universe of interest
- Bchoose the type of sample (probability or nonprobability sample)
43A probability sample
- Ais a subset of the population
- Bis assumed to be a representative cross-section
- Cis a sample for which every element in the population has a known nonzero chance of being selected
- Dallows the researcher to estimate how much sampling error is present in a given study.
- Eis a study in which the chances of selection for the various elements in the population are unknown
- Fis ususally based on convenience
- Gdoesn't allow the researcher to estimate how much sampling error is present in a given study.
44A non-probability sample
- Ais a subset of the population.
- Bdoesn't allow the researcher to estimate how much sampling error is present in a given study.
- Cis usually based on convenience.
- Dis a study in which the chances of selection for the various elements in the population are unknown
- Eallows the researcher to estimate how much sampling error is present in a given study.
- Fis a sample for which every element in the population has a known nonzero chance of being selected.
- Gis assumed to be a representative cross-section.
45[blank_start]Field service firms[blank_end] specialize in collecting data through personal and telephone interviewing on subcontract basis.
- AField service firms
- BMarketing research firms
- CField research firms
46The _____________ purpose is to interpret and draw conclusions from the mass of collected data.
- Adata analysis
- Bdata collection
- Cdata sampling
- Dreporting
47[blank_start]Writing and presenting the report[blank_end] is a key step in the process because a marketing researcher who wants project conclusions acted on must convince the manager that the results are credible and justified by the data collected.
- AWriting and presenting the report
- BAnalyzing the data
- CChoosing the best research method
48The oral report should begin with a clear statement of the methodology, followed by a list of research objectives.
- ARichtig
- BFalsch
49Organization of the oral report:
[blank_start]3[blank_end]. summary of major findings
[blank_start]1[blank_end]. a clear statement of the research objectives
[blank_start]4[blank_end]. conclusions and recommendations for management
[blank_start]2[blank_end]. an outline of the methodology- A3
- B1
- C4
- D2
50Secondary data
- Ais research that has already been gathered and published
- Bis survey, observation, experiment data collected to solve the particular problem under investigation
- Cmay be found internally (within a company) or externally
- Dmust be collected first, before primary data
- Eis logically collected second, after primary data
51Which are the advantages of secondary data?
- ASave time, money, and the inconvenience associated with primary data collection
- BAlways available
- CHelp clarify or refine the issue or problem
- Dalways provide accurate information
- EMay provide primary data research method alternatives
- FAlert the marketing researcher to potential problems and difficulties
- GProvides background information, enhancing credibility
- HMay provide the sample frame
52Which are the disadvantages of secondary data?
- AExpensive
- BLack of availability
- CLack of credibility
- DLack of relevance
- EInsufficiency
- FInaccuracy
- GInconvenience
53To determine the accuracy of secondary data, you need to ask the following questions:
-[blank_start]Who[blank_end] gathered the data?
-What was the [blank_start]purpose[blank_end] of the study?
-[blank_start]What[blank_end] information was collected?
-[blank_start]When[blank_end] was the information collected?
-What was the [blank_start]method[blank_end] of information collection?
-Is the information [blank_start]consistent[blank_end] with other information?- AWho
- Bpurpose
- CWhat
- DWhen
- Emethod
- Fconsistent
54An [blank_start]internal[blank_end] database is a collection of related information developed from data within the organization.
- Ainternal
55[blank_start]Database[blank_end] marketing: marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix.
- ADatabase
56Database marketing is sometimes called [blank_start]micromarketing[blank_end].
- Amicromarketing
57Powerful CRM software is helping marketers enhance their recruitment of new customers and their current customers.
- ARichtig
- BFalsch
58- [blank_start]Data mining[blank_end] is the use of statistical and other advanced software to discover nonobvious patterns hidden in a database.
- [blank_start]The neural network[blank_end] is a computer program that mimics the process of a human brain and thus is capable of learning from examples to find patterns in data.
- [blank_start]Behavioral targeting[blank_end] is the use of online and offline data to understand a consumer's habits, demographics, and social networks in order to increase the effectiveness of online advertising.
- [blank_start]Database marketing[blank_end] is marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix.- AData mining
- BThe neural network
- CBehavioral targeting
- DDatabase marketing
- EAn internal database
59Uses of data mining in marketing:
- [blank_start]Customer acquisition[blank_end]: use data mining to discover customer attributes that predict their responses to special offers and communications such as catalogs.
- [blank_start]Customer retention[blank_end]: data mining identifies those customers who contribute to the company's bottom line but who are likely to leave and go to a competitor.
- [blank_start]Customer abandonment[blank_end]: some customers cost more than they contribute and should be encouraged to take their business elsewhere.
- [blank_start]Market basket analysis[blank_end]: use data mining to identify the associations among product purchases in point-of-sale transactions to spot product affinities and develop focused promotion strategies.- ACustomer acquisition
- BCustomer retention
- CCustomer abandonment
- DMarket basket analysis
60Big data is
- A3billion bytes more of data
- B4 terabytes or more of data
- C6 terabytes or more of data
- D5 billion bytes or more of data
61Big data is more about "why" than "what"
- ARichtig
- BFalsch
62The downside to behavioral targeting is [blank_start]consumer privacy[blank_end].
- Aconsumer privacy
63In the middle of the 20th century, we began to produce information faster than we could process it.
- ARichtig
- BFalsch
64[blank_start]Geographic information system[blank_end] (GIS) is a computer-based system that uses secondary and/or primary data to generate maps that visually display various types of data geographically.
- AGeographic information system
65A [blank_start]decision support system[blank_end] (DSS) is an interactive, personalized information management system, designed to be initiated and controlled by individual decision-makers.
- Adecision support system
66[blank_start]Single-source data[blank_end]: diverse types of data offered by a single company such as Nielsen Scantrack.
[blank_start]Competitive intelligence[blank_end]: obtaining information using legal means, and protecting yourself from economic espionage.- ASingle-source data
- BCompetitive intelligence
67Classification of descriptive studies:
- ALongitudinal and cross-sectional
- BLongitudinal and sample surveys
- Ctrue panel and omnibus panel
- Dsample survey and omnibus panel
68[blank_start]Qualitative research[blank_end] refers to research whose findings are not subject to quantification or quantitative analysis.
- AQualitative research
- BQuantitative research
69While [blank_start]quantitative research[blank_end] might be used to find statistically significant differences between the heavy and light users, [blank_start]qualitative research[blank_end] could be used to examine the attitudes, feelings, and motivations of the heavy user.
- Aquantitative research
- Bqualitative research
70[blank_start]Quantitative[blank_end] research uses mathematical analysis.
- AQuantitative
71Why does the popularity of qualitative research continue to grow?
- AQualitative research is much cheaper than quantitative research
- BCan provide "first-hand" impressions of consumer behavior
- CCan improve efficiency of quantitative research
- DCan discern the small difference in attitudes or opinions about a marketing mix
- EA representative sample of the population of interest to the researcher
72Opinions in groups may be swayed significantly by a strong-willed respondent which affects the quality of the qualitative research.
- ARichtig
- BFalsch
73If a sample is non-representative, results are subjective and may be replicable.
- ARichtig
- BFalsch
74In a [blank_start]focus group[blank_end], the emphasis is on getting people to talk at length and in detail about the subject at hand. The intent is to find out how they fee about a product, concept, idea, or organization; how it fits into their lives; and how their emotional involvement with it.
- Afocus group
75Focus groups are question-and-answer interviews
- ARichtig
- BFalsch
76Group [blank_start]dynamics[blank_end] refers to the interactions among people in a group.
- Adynamics
77People of all walks of life and in all occupations would talk more about a topic and do so in greater depth if they were encouraged to act spontaneously instead of reacting to questions.
- ARichtig
- BFalsch
78The term qualitative research and focus groups are often used as synonyms by marketing research practitioners.
- ARichtig
- BFalsch
79Today, a fraction of marketing research expenditures for qualitative research is spent on focus groups.
- ARichtig
- BFalsch
80Steps for conducting a focus group:
[blank_start]1[blank_end]. Decide on research objectives for the focus group
[blank_start]4[blank_end]. Select a moderator
[blank_start]7[blank_end]. Review videotape, notes, and analyze results
[blank_start]3[blank_end]. Select focus group facility and recruit ideal focus group participants.
[blank_start]5[blank_end]. Create a discussion guide to ensure flow - avoid too many questions.
[blank_start]8[blank_end]. Prepare a written report for the client - instant analysis first
[blank_start]6[blank_end]. Conduct the focus group
[blank_start]2[blank_end]. Use secondary research to refine group questions.- A1
- B4
- C7
- D3
- E5
- F8
- G6
- H2
81[blank_start]Focus[blank_end] [blank_start]Group[blank_end] [blank_start]Facility[blank_end]: research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual fee.
- AFocus
- BGroup
- CFacility
82It's better to have repeat respondents in focus groups because it's more convenient.
- ARichtig
- BFalsch
83What makes a good moderator?
- Agood oral, written and organizational skills
- Bable to manage conversation flow
- Cgood at follow-up questioning and probing
- Dexcellent attention to detail and is precise
- Eunderstand the client's business and industry
- Freliable, responsive, trustworthy
- Gability to provide feedback and be a sounding board for a client
84Focus group trends:
- [blank_start]Video transmission[blank_end]: online focus groups and/or observation.
- [blank_start]Focus group panels[blank_end]: a group of respondents who agree to meet for a series of focus groups on a topic over 6 months.
- [blank_start]Adding marketing professionals[blank_end]: helps when the company is not receiving the required insights from consumers.- AVideo transmission
- BFocus group panels
- CAdding marketing professionals
85Advantages of focus groups:
- Athe interaction among participants can stimulate new ideas and thoughts that might not arise during one-on-one interviews.
- BGroup pressure keeps respondents' thinking realistic
- Callow clients to observe and comment on site
- DCan be executed more quickly than other research techniques
- ECan enhance other data collection methods
- FFindings from groups are easier to understand and have a compelling immediacy and excitement
- GThe interpretation is subjective
- HA focus groups can represent the larger population
86Types of qualitative methodologies:
- [blank_start]Individual[blank_end] [blank_start]depth[blank_end] [blank_start]interviews[blank_end] (IDIs) one-on-one interviews that probe and elicit [blank_start]detailed[blank_end] answers to questions, often using non-[blank_start]directive[blank_end] techniques to uncover hidden motivations.
- [blank_start]Customer[blank_end] [blank_start]care[blank_end] research: similar to depth interview
- [blank_start]Hermeneutics[blank_end]: spontaneous conversations with consumers over time. They are two-way dialogues, unlike individual depth interviews.
- [blank_start]Delphi[blank_end] method: rounds of individual data collection from knowledgeable people. Results are summarized and [blank_start]returned[blank_end] to the participants for further [blank_start]refinement[blank_end].- AIndividual
- Bdepth
- Cinterviews
- Ddetailed
- Edirective
- FCustomer
- Gcare
- HHermeneutics
- IDelphi
- Jrefinement
- Kreturned
87The success of any depth interview depends mainly on
- Athe skills of the interviewer
- Bproper interpretation
- Cthe place the interview is conducted in
- Dthe response of the interviewee
88Advantages of Individual Depth Interviews:
- Group [blank_start]pressure[blank_end] is eliminated
- Respondents answers can be followed up ([blank_start]probed[blank_end])
- The interviewer becomes more sensitive to [blank_start]nonverbal[blank_end] clues
- The respondent feels the [blank_start]focus[blank_end] is on them, so they may open up more
- An interview can be conducted [blank_start]anywhere[blank_end]
Disadvantages of IDIs:
- Maybe more [blank_start]costly[blank_end] than a [blank_start]focus[blank_end] [blank_start]group[blank_end] or not
- An interview lacks the advantage of group [blank_start]dynamics[blank_end]
- Less client [blank_start]involvement[blank_end]- Apressure
- Bprobed
- Cnonverbal
- Dfocus
- Eanywhere
- Fcostly
- Gfocus
- Hgroup
- Idynamics
- Jinvolvement
89An individual depth interview is always more expensive than a focus group.
- ARichtig
- BFalsch
90Hermeneutics focuses on interpretation as a basis for understanding the consumer.
- ARichtig
- BFalsch
91The Individual depth interview method is often used in new product development when firms are looking for creative new ideas to incorporate in products or services.
- ARichtig
- BFalsch
92The Delphi method relies on
- Apeople who are experts in some area
- Bthe expertise of the interviewer
- Cspontaneous conversation between the interviewer and the consumer
93The key characteristics of Delphi are a[blank_start]nonymity[blank_end], i[blank_start]teration[blank_end], f[blank_start]eedback[blank_end], and ag[blank_start]gregation[blank_end] of group responses.
- Anonymity
- Bteration
- Ceedback
- Dgregation
94[blank_start]Projective[blank_end] [blank_start]test[blank_end]: a technique for tapping respondents' deepest feelings by having them [blank_start]project[blank_end] those feelings into [blank_start]unstructured[blank_end] situations.
- AProjective
- Btest
- Cproject
- Dunstructured
95Projective tests are techniques for penetrating a person's defense mechanism to allow true feelings and attitudes to emerge.
- ARichtig
- BFalsch
96The most common forms of [blank_start]projective[blank_end] techniques used in marketing research are word [blank_start]association[blank_end] tests, sentence and story [blank_start]completion[blank_end] tests, [blank_start]cartoon[blank_end] tests, photo [blank_start]sorts[blank_end], customer [blank_start]drawings[blank_end], [blank_start]storytelling[blank_end] (ZMET), and [blank_start]third-person[blank_end] techniques, [blank_start]analogies[blank_end], personification.
- Aprojective
- Bassociation
- Ccompletion
- Dcartoon
- Esorts
- Fdrawings
- Gstorytelling
- Hthird-person
- Ianalogies
97[blank_start]Word association tests[blank_end] are among the most practical and effective projective tools for marketing researchers.
- AWord association tests
- BPersonification
- CSentence and story completion tests
- Danalogies
98[blank_start]Multi[blank_end]-[blank_start]sensory[blank_end] [blank_start]sorts[blank_end] (MuSeS): a projective technique that uses consumers' senses of sight, touch, hearing, smell, and taste to measure the perception of brands.
- AMulti
- Bsensory
- Csorts
99Other less mainstream qualitative methodologies:
- [blank_start]Culture[blank_end] [blank_start]code[blank_end] approach by Clotaire Rapaille: we all have a "code" imprinted into each of us in childhood and products have to be in line with the code.
- [blank_start]Human[blank_end] [blank_start]Sciences[blank_end] approach by Madsbjerg & Rasmussen: based on cultural anthropology and philosophy.- ACulture
- Bcode
- CHuman
- DSciences
100[blank_start]Measurement[blank_end] is the process of assigning numbers or [blank_start]labels[blank_end] to people, objects, or events in accordance with specific rules for representing quantities or [blank_start]qualities[blank_end] of attributes.
- AMeasurement
- Blabels
- Cqualities
101A [blank_start]rule[blank_end] is a guide, a method, or a command that tells the [blank_start]researcher[blank_end] what to do.
- Arule
- Bresearcher
102a common problem with rules is lack of specificity or clarity.
- ARichtig
- BFalsch
103Order the measurement process steps from 1 to 7:
[blank_start]6[blank_end]. evaluate the reliability and validity of the scale
[blank_start]8[blank_end]. research findings
[blank_start]2[blank_end]. develop a construct
[blank_start]3[blank_end]. create a constitutive definition
[blank_start]1[blank_end]. identify the concept of interest
[blank_start]4[blank_end]. develop an operational definition
[blank_start]7[blank_end]. utilize the scale
[blank_start]5[blank_end]. create a measurement scale- A6
- B8
- C2
- D3
- E1
- F4
- G7
- H5
104A [blank_start]concept[blank_end] is an abstract idea generalized from particular facts.
- Aconcept
105[blank_start]constructs[blank_end] are specific types of [blank_start]concepts[blank_end] that exist at higher levels of [blank_start]abstraction[blank_end]. They are invented for [blank_start]theoretical[blank_end] use and they are not directly [blank_start]observable[blank_end]. Instead, they are inferred by some [blank_start]indirect[blank_end] method from results and findings on a questionnaire.
- Aconstructs
- Bconcepts
- Cabstraction
- Dtheoretical
- Eobservable
- Findirect
- Gdirect
106A [blank_start]constitutive[blank_end] or theoretical or [blank_start]conceptual[blank_end] definition is a statement of the meaning of the central idea or concept under study, establishing its [blank_start]boundaries[blank_end]
- Aconstitutive
- Bconceptual
- Cboundaries
107A [blank_start]constitutive[blank_end] definition should fully distinguish the concept under investigation from all other concepts, making the study concept readily [blank_start]discernible[blank_end] from very similar but different concepts.
- Aconstitutive
- Bconstructive
- Cdiscernible
- Dobservable
108[blank_start]An operational[blank_end] definition specifies which observable characteristics will be measured and the process for assigning a value to the concept.
- AAn operational
- BA constructive
- CA constitutive
109Operational definitions transform constructs into observable events.
- ARichtig
- BFalsch
110A [blank_start]scale[blank_end] is a set of symbols or [blank_start]numbers[blank_end] so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behavior or [blank_start]attitudes[blank_end]) to whom the [blank_start]scale[blank_end] is applied.
- Ascale
- Bnumbers
- Cscale
- Dattitudes
111The 4 basic levels of measurement:
- [blank_start]Nominal[blank_end] scales: [blank_start]partition[blank_end] data into mutually [blank_start]exclusive[blank_end] and collectively [blank_start]exhaustive[blank_end] categories, implying that every bit of data will fit into [blank_start]one[blank_end] and [blank_start]only[blank_end] one category.
- [blank_start]Ordinal[blank_end] scales: maintain [blank_start]labeling[blank_end] characteristics of nominal scales and have the ability to order data.
- [blank_start]Interval[blank_end] scales: maintain labeling characteristics of [blank_start]ordinal[blank_end] scales and have the ability to order data, plus [blank_start]equal[blank_end] [blank_start]intervals[blank_end] between points to show relative amounts. May include an arbitrary [blank_start]zero[blank_end] point.
- [blank_start]Ratio[blank_end] scales: have the characteristics of [blank_start]interval[blank_end] scales, plus a meaningful zero point so that magnitudes can be compared [blank_start]arithmetically[blank_end].- ANominal
- BOrdinal
- CInterval
- DRatio
- Epartition
- Fexclusive
- Gexhaustive
- Honly
- Ione
- Jlabeling
- Kordinal
- Lequal
- Mintervals
- Nzero
- Ointerval
- Parithmetically
112Nominal data
- Aare scales that have labeling characteristics
- Bcan be yes/no questions
- Ccan be gender questions
- Dcan be analyzed with the average/ mean
- Ecan be analyzed with the mode
113Errors can be eithr systematic or random.
A [blank_start]systematic error[blank_end] results in constant bias in the measurements, caused by faults in the measurement instrument or process.- Asystematic error
- Brandom error
114A person not answering a question truthfully because they're in a bad mood that day is an example of systematic error.
- ARichtig
- BFalsch
115Criteria for good measurement:
- [blank_start]Reliability[blank_end]: the degree to which measures are free from random error and therefore yield consistent results.
- [blank_start]Validity[blank_end]: the extent to which what you're trying to measure is actually measured.
- [blank_start]Sensitivity[blank_end]: The ability to accurately measure variability in stimuli or response.- AReliability
- BValidity
- CSensitivity
116Methods to assess reliability:
- [blank_start]Test-retest method[blank_end]: administering the same scale or measure to the same respondents at two separate points in time to test for [blank_start]stability[blank_end].
- [blank_start]Equivalent-from method[blank_end]: measures the correlation between instruments (scales) designed to be equivalent, administered to the same group of subjects.
- [blank_start]Internal consistency[blank_end]: the ability of an instrument to produce [blank_start]similar[blank_end] results when used on different samples during the same time period to measure a phenomenon.- ATest-retest method
- BEquivalent-from method
- CInternal consistency
- Dstability
- Esimilar
117Internal consistency assesses [blank_start]equivalence[blank_end] by assessing the [blank_start]homogeneity[blank_end] of a set og items, or how well they " hang together". it used to be checked by the [blank_start]split[blank_end]-[blank_start]half[blank_end] technique, splitting the set of items into 2 halves, looking at the [blank_start]correlation[blank_end]. Now it's always done with Cronbach's [blank_start]alpha[blank_end] technique which involves computing [blank_start]mean[blank_end] reliability coefficient estimates for all possible ways of splitting a set of items in half. Or done with [blank_start]KR[blank_end]-[blank_start]20[blank_end] technique applicable on all dichotomous or nominally scaled items.
- Aequivalence
- Bhomogeneity
- Csplit
- Dhalf
- Ecorrelation
- Falpha
- Gmean
- HKR
- I20
118[blank_start]Validity[blank_end] is the degree to which what the researcher was trying to measure was actually measured.
- AValidity
119Types of validity:
- [blank_start]content validity[blank_end]: the degree to which the measure or scale overs the entire domain of the construct, and nothing else.
- [blank_start]face validity[blank_end]: the degree to which a measurement instrument seems to measure what it is supposed to, as judged by researchers. It's the weakest form of validity.
- [blank_start]criterion-related validity[blank_end]: the degree to which a measurement instrument can predict a variable that is designated as a criterion.
- [blank_start]construct validity[blank_end]: the degree to which measurement instruments confirms a hypothesis created from a theory based on the concepts under study.- Acontent validity
- Bface validity
- Ccriterion-related validity
- Dconstruct validity
120There's two types of criterion-related validity:
1. [blank_start]predictive[blank_end]: predict criterion variable at a different time
2. [blank_start]concurrent[blank_end]: predict criterion variable at the same time- Apredictive
- Bconcurrent
121There are two types of construct validity:
- [blank_start]convergent[blank_end]: the degree of association amon different measurement instruments that purport to measure the same concept.
- [blank_start]discriminant[blank_end]: a measure of the lack of association among constructs that are supposed to be different.- Aconvergent
- Bdiscriminant
122Measurement reliability is a necessary condition for validity.
- ARichtig
- BFalsch
123You can always go from ordinal to metric when choosing your measurement levels>
- ARichtig
- BFalsch
124It's sometimes better to use nominal and ordinal level of measurement
- ARichtig
- BFalsch
125An [blank_start]attitude[blank_end] is an enduring disposition to consistently respond in a given manner to various aspects of the world.
- Aattitude
126Attitudes are [blank_start]hypothetical[blank_end] [blank_start]constructs[blank_end]: not directly observable but measurable through indirect [blank_start]indicators[blank_end] (verbal expressions or behavior)
- Ahypothetical
- Bconstructs
- Cindicators
127Attitude measurement scales: motivations, e[blank_start]motions[blank_end], p[blank_start]erceptions[blank_end] and [blank_start]cognitive[blank_end] processes.
- Amotions
- Berceptions
- Ccognitive
128[blank_start]Non-comparative scales[blank_end]: measurement scales in which judgment is made without reference to another object, concept, or person.
[blank_start]Comparative scales[blank_end]: measurement scales in which one object, concept, or person is compared with another on a scale.
[blank_start]Rank-order scales[blank_end]: measurement scales in which the respondent compares two or more items and ranks them.- ANon-comparative scales
- BComparative scales
- CRank-order scales
129Itemized and graphic scales are considered to be comparative scales
- ARichtig
- BFalsch
130Scales that are often used when interviewing children
- Agraphic rating scales
- Bcomparative scales
- Cpaired comparison scales
131All the following are non-comparative attitude scales except:
- Aitemized rating scales
- Bgraphic rating scales
- Cstaple scale
- Dsemantic differential scale
- ELikert scale
- FQ-sorting
- Gconstant sum scale
132[blank_start]Scaling[blank_end]: procedures for assigning numbers to properties of an object in order to impart some numerical characteristics to the properties in question.
- AScaling
133Type N for non-comparative scales and C for comparative scales:
Graphic scale - [blank_start]N[blank_end]
Staple scale - [blank_start]N[blank_end]
Constant sum scale - [blank_start]C[blank_end]
Purchase intent scale - [blank_start]N[blank_end]
Rank order scale -[blank_start]C[blank_end]
Q-sorting - [blank_start]C[blank_end]
Likert scale - [blank_start]N[blank_end]
Paired comparisons - [blank_start]C[blank_end]
Itemized rating - [blank_start]N[blank_end]
Semantic differential scale - [blank_start]N[blank_end]- AN
- BN
- CC
- DN
- EC
- FC
- GN
- HC
- IN
- JN
134How to select a scale?
- Aspeed/cost issue
- Bsurvey mode
- Cavailability of validated scales
- Dbalanced or unbalanced scale
- Enumber of scale categories
- Fforced vs non-forced choices
- Gsurvey format
- Hlength of the survey
135Questionnaire design process:
[blank_start]1[blank_end]. Determine survey objectives, resources, and constraints
[blank_start]4[blank_end]. Decide on the question wording
[blank_start]9[blank_end]. Prepare final questionnaire copy
[blank_start]2[blank_end]. Determine the data-collection method
[blank_start]5[blank_end]. Establish questionnaire flow and layout
[blank_start]6[blank_end]. Evaluate the questionnaire
[blank_start]7[blank_end]. Obtain approval of all relevant parties
[blank_start]10[blank_end]. Implement the survey
[blank_start]8[blank_end]. Pretest and revise
[blank_start]3[blank_end]. Determine the question response format- A1
- B4
- C9
- D2
- E5
- F6
- G7
- H10
- I8
- J3
136Check all that relates to open-ended questions:
- Arespondent replies in his/her own words
- BRespondents choose from a list of potential responses
- CThe response is verbatim recorded
- DProbing is helpful to achieve a better understanding
137[blank_start]Close[blank_end]-[blank_start]ended[blank_end] questions are questions that require the respondents to choose from a list of answers. Types:
- [blank_start]Dichotomous[blank_end] questions: ask the respondent to choose between 2 answers.
- [blank_start]Multiple[blank_end]-[blank_start]choice[blank_end] questions: ask the respondent to choose among several answers.
- [blank_start]Scaled[blank_end] responses: the response choices are designed to capture the intensity of the respondent's feelings.- AClose
- Bended
- CDichotomous
- DMultiple
- Echoice
- FScaled
138When deciding on the question wording, make sure to:
- use [blank_start]everyday[blank_end] vocabulary
- avoid double-[blank_start]barrelled[blank_end] questions
- provide a frame of reference in time and [blank_start]space[blank_end]
- define your [blank_start]terms[blank_end]
- avoid [blank_start]biasing[blank_end] questions (leading questions and loaded questions)
- consider the respondent's [blank_start]ability[blank_end] to answer
- consider the respondent's willingness to answer- Aeveryday
- Bbarrelled
- Cspace
- Dterms
- Ebiasing
- Fability
139Questionnaire design considerations:
- AStart with an opening script: who you are, why you're doing the survey, how long will it take?
- BTry to fit all question on fewer pages in order to make the questionnaire look shorter
- CUse plenty of white space between questions
- DEnsure the format, font, layout... is consistent
- EState the instructions clearly
- FMinimize extra words like additional explanations to make the survey less crammed
- GClarify questions as they are asked if necessary
- HAllow enough space for open-ended questions
- INumber questions and make sure they are interrelated; no "stand alones"
- JInclude a closing: THANK YOU, YOUR OPINION COUNTS!
140The questionnaire flow:
[blank_start]6[blank_end]. Ask questions about the [blank_start]dependent[blank_end] variable before questions about the [blank_start]independent[blank_end] variable.
Respondents can’t guess your hypothesis, so reduced response biases
[blank_start]1[blank_end]. [blank_start]Screeners[blank_end]: Establish if the respondent qualifies, excuse those who don’t
Example: “Have you shopped for groceries in the past week?”
[blank_start]5[blank_end]. [blank_start]Classification[blank_end]: Sensitive personal and demographic questions
Always ask last or the respondent may abort the interview
Example: “What is your total annual household income?”
[blank_start]2[blank_end]. [blank_start]Warm-ups[blank_end]: Get the respondent thinking about the topic, develop rapport
Example: “How often do you go shopping?”
[blank_start]4[blank_end]. [blank_start]Complicated Questions[blank_end] - Main Section of the Questionnaire
Use of rating scales for behaviors, attitudes, beliefs, opinions, etc.
Tackling controversial issues: like using P2P services to get free movies
[blank_start]3[blank_end]. [blank_start]Transitions[blank_end]: Set the tone for the more difficult questions to come
Example: “Now I’m going to ask some questions about movies you watch”- A6
- Bdependent
- Cindependent
- DScreeners
- E1
- FClassification
- G5
- HWarm-ups
- I2
- J4
- KComplicated Questions
- L3
- MTransitions
141Evaluate the questionnaire by answering these questions:
- Is the question [blank_start]necessary[blank_end]?
- Is the questionnaire too [blank_start]long[blank_end]?
- Will the questions provide the [blank_start]information[blank_end] needed to accomplish the research [blank_start]objectives[blank_end]?- Anecessary
- Blong
- Cobjectives
- Dinformation
142Select all the reasons why survey research is so popular
- ANeed to know WHY. why consumers do or do not do something?
- BNeed to know WHAT. what do consumers do?
- CNeed to know WHO. who the person is, from a demographic and lifestyle perspective.
- DNeed to know WHERE. where was the decision made?
- ENeed to know HOW. what's the process consumers go through before taking some action. how did they make the decision?
143Types of surveys:
- [blank_start]Door[blank_end]-to-[blank_start]door[blank_end] interviews: conducted face to face with consumers in their homes. It's nearly obsolete.
- [blank_start]Executive[blank_end] interviews: conducted face to face with business people in their offices.
- [blank_start]Mall[blank_end]-[blank_start]intercept[blank_end] interviews: conducted by intercepting mall shoppers (or shoppers in other high-traffic locations) and interviewing them face to face.- ADoor
- Bdoor
- CExecutive
- Dintercept
- EMall
144Executive interviews PROS
- Atalking with decision-makers is valuable
- Ballows for complicated questioning
- Cdirect customer contact
- Dcan test products
145Mall intercept interviews CONS
- ALimited sample size
- Bnot representative of the population
- Ca busy and distracting environment
- Dexpensive
146Types of sample design errors:
1. [blank_start]selection[blank_end] error: results from incomplete or improper sample selection procedures or not following appropriate procedures.
2. [blank_start]population[blank_end] [blank_start]specification[blank_end] error: results from incorrectly defining the population or universe from which a sample is chosen
3. [blank_start]frame[blank_end] error: results from an inaccurate or incomplete sampling frame - a list of population elements or members from which units to be sampled are selected.- Aselection
- Bspecification
- Cpopulation
- Dframe
147Main kinds of survey research errors:
- [blank_start]Random[blank_end] [blank_start]Sampling[blank_end] Error: due to chance variation, elements that are randomly selected may still turn out not to be representative
So we may reach the wrong conclusion ‘19 times out of 20’
- [blank_start]Systematic[blank_end] Error or [blank_start]Bias[blank_end]: Results from flaws in research design or execution.
Not accounted for in error figures reported as +/- 5%, that’s only the random sampling error.- ARandom
- BSampling
- CSystematic
- DBias
148There are 2 types of systematic error (bias): measurement errors and selection errors.
- ARichtig
- BFalsch
1496 Kinds of Measurement Error:
- [blank_start]Surrogate[blank_end] [blank_start]Information[blank_end] Error: Due to discrepancy between information needed to solve a problem and information asked for by researcher
- [blank_start]Interviewer[blank_end] Error or [blank_start]Interviewer[blank_end] Bias: Due to interviewer influencing – consciously or unconsciously – respondent’s answers
- [blank_start]Measurement[blank_end] Instrument Bias: Due to the design of the questionnaire or measurement instrument, also called questionnaire bias.
- Non-[blank_start]response[blank_end] bias: Due to a systematic difference between those who do and those who do not respond to the questionnaire
- [blank_start]Processing[blank_end] Error: Due to incorrect data entry of information from a survey – minimized with phone/web surveys, also due to incorrect coding
- [blank_start]Response[blank_end] Bias: Results from respondents’ deliberate falsification or unconscious misrepresentation (note: not the opposite of non-response bias)- ASurrogate
- BInformation
- CInterviewer
- DInterviewer
- EMeasurement
- Fresponse
- GProcessing
- HResponse
15080% of the world's population is online
- ARichtig
- BFalsch
151Advantages and disadvantages of online focus groups:
Advantages:
- Lack of [blank_start]geographic[blank_end] barriers, so access to hard-to-reach customers
- [blank_start]Lower[blank_end] costs
- Faster [blank_start]turnaround[blank_end] time
- Increased [blank_start]openness[blank_end] of respondents
- Efficient moderator-client [blank_start]interaction[blank_end]
Disadvantages:
- Fewer group [blank_start]dynamics[blank_end]
- [blank_start]Nonverbal[blank_end] inputs hard to obtain
- Client [blank_start]involvement[blank_end] reduced
- Exposure to [blank_start]external[blank_end] stimuli (e.g. product) more difficult
- More difficult task for [blank_start]moderator[blank_end]- Ageographic
- BLower
- Cturnaround
- Dopenness
- Einteraction
- Fdynamics
- GNonverbal
- Hinvolvement
- Iexternal
- Jmoderator
152[blank_start]Web[blank_end] [blank_start]Community[blank_end] (or MROC for ‘Marketing Research [blank_start]Online[blank_end] Community’): A carefully selected group of consumers who agree to participate in an [blank_start]ongoing[blank_end] dialogue with a corporation.
- AWeb
- BCommunity
- Congoing
- DOnline
153Benefits of web communities:
- Engage customers in a space where they are [blank_start]comfortable[blank_end].
- Uncover “exciters” and “[blank_start]eureka[blank_end] moments” and drive customer-derived [blank_start]innovations[blank_end]
- Establish brand [blank_start]advocates[blank_end] who are emotionally [blank_start]invested[blank_end] in a company’s success
- Offer [blank_start]real-time[blank_end] results, enabling your clients to [blank_start]explore[blank_end] ideas that normal time constraints would prohibit
- Create a [blank_start]forum[blank_end] in which natural dialogue allows customers to [blank_start]initiate[blank_end] topics important to them- Acomfortable
- Beureka
- Cinnovations
- Dadvocates
- Einvested
- Freal-time
- Gexplore
- Hforum
- Iinitiate
154Disadvantages of online surveys:
- If [blank_start]unrestricted[blank_end] Internet sample – Anyone who wishes to complete the questionnaire may do so; problems arise if the user can access the questionnaire over and over
- Too [blank_start]broad[blank_end] – Difficulty may occur in gathering data for smaller/local companies;
Lack of “[blank_start]callback[blank_end]” – there is no way to clarify open-ended responses
- [blank_start]Programming[blank_end] errors – can cause problems when taking the questionnaire or processing data collected
- Lack of [blank_start]bandwidth[blank_end] – some respondents cannot download photos or complete the survey in a timely fashion
- Limited [blank_start]Range[blank_end] – Cannot be used in all countries- Aunrestricted
- Bbroad
- Ccallback
- DProgramming
- Ebandwidth
- FRange
155Data Analysis overview:
Step One:
[blank_start]Validation[blank_end]: Confirming the interviews/surveys occurred
[blank_start]Editing[blank_end]: Determining the questionnaires were completed correctly
Step Two:
[blank_start]Coding[blank_end]: Grouping and assigning numeric codes to the question responses
Step Three:
[blank_start]Data Entry[blank_end]: Process of converting data to an electronic form
[blank_start]Scanning[blank_end] the questionnaire into a database
Step Four:
[blank_start]Clean the Data[blank_end]: Check for data entry errors or data entry inconsistencies
[blank_start]Machine cleaning[blank_end]: Computerized check of the data
Step Five:
[blank_start]One-Way Frequency Tables,[blank_end] Cross Tabulations- AValidation
- BEditing
- CCoding
- DData Entry
- EScanning
- FClean the Data
- GMachine cleaning
- HOne-Way Frequency Tables,
156Measuring central tendency:
[blank_start]Mean[blank_end]: The sum of the values for all observations of a variable divided by the number of observations
[blank_start]Median[blank_end]: In an ordered set, the value below which 50 percent of the observations fall
[blank_start]Mode[blank_end]: The value that occurs most frequently- AMean
- BMedian
- CMode
157Measures of dispersion:
- [blank_start]Variance[blank_end]: Sums of the squared deviations from the mean divided by the number of observations minus one
- [blank_start]Range[blank_end]: Maximum value for variable minus the minimum value for that variable
- [blank_start]Standard Deviation[blank_end]: Calculate by
Subtracting the [blank_start]mean[blank_end] of a series from each value in a series
[blank_start]Squaring[blank_end] each result then summing them
[blank_start]Dividing[blank_end] the result by the number of items minus 1
Take the [blank_start]square root[blank_end] of this value- AVariance
- BRange
- CStandard Deviation
- Dmean
- ESquaring
- FDividing
- Gsquare root
158Types of differences:
- [blank_start]Mathematical[blank_end]: Estimates from different surveys of means, etc. will almost always be different due to random sampling error
- [blank_start]Statistical[blank_end]: Is the difference between means found in the sample unlikely to be the result of sampling error?
With a bigger sample, you have more statistical power, so you’re more likely to get a significant result
Statistical tests assume that sample is representative of the population – i.e., sample is a [blank_start]probability sample[blank_end] – if not, the test is meaningless
- [blank_start]Managerially Important[blank_end]: A difference can be statistically ‘significant’ but unimportant if the amount of difference is small- AMathematical
- BStatistical
- CManagerially Important
- Dprobability sample
159Hypothesis testing steps:
1. Stating the [blank_start]hypothesis[blank_end]
2. Choosing the appropriate [blank_start]test statistic[blank_end]
3. Developing a [blank_start]decision rule[blank_end]
4. Calculating the [blank_start]value of the test statistic[blank_end]
5. Stating the [blank_start]conclusion[blank_end]- Ahypothesis
- Btest statistic
- Cdecision rule
- Dvalue of the test statistic
- Econclusion
160Null Hypothesis
The hypothesis of [blank_start]status quo[blank_end], no difference, no effect – ‘coupons delivered to mobile phones will not affect sales’
This is [blank_start]conservative[blank_end], we want to reject this
Alternative Hypothesis
What we [blank_start]propose[blank_end] or believe - if we can reject the null we can say we found [blank_start]support[blank_end] for this one: ‘coupons delivered to mobile phones will increase sales’
It is never ‘[blank_start]proven[blank_end]’ since it can always be [blank_start]disconfirmed[blank_end] by new evidence - Ptolemy and Galileo, black swans in Australia- Astatus quo
- Bconservative
- Cpropose
- Dsupport
- Eproven
- Fdisconfirmed
161How to manage online panels?
Panel [blank_start]Recruitment[blank_end]:
- [blank_start]Open[blank_end] recruitment: anyone can self-select – be wary of ‘professionals’
- [blank_start]Closed[blank_end] recruitment: only pre-validated individuals are invited
Respondent [blank_start]Cooperation[blank_end]:
- Pay-all [blank_start]incentives[blank_end]
- [blank_start]Sweepstakes[blank_end] model
- Varies but the panel response rate is relatively good
[blank_start]Controlling[blank_end] the panel:
- [blank_start]Frequency[blank_end] controls
- [blank_start]Continual[blank_end] recruiting
- Ensuring panel [blank_start]freshness[blank_end]- ARecruitment
- BOpen
- CClosed
- DCooperation
- Eincentives
- FSweepstakes
- GControlling
- HFrequency
- IContinual
- Jfreshness
162Advantages of online surveys:
- [blank_start]Real-time[blank_end] reporting: surveys are potentially broadcasted to thousands and results are viewed instantly by corporate clients
- Reduced [blank_start]costs[blank_end]: low data collection costs; solicitations can grow in volume with little added cost
- [blank_start]Personalization[blank_end]: only pertinent questions being asked
- High [blank_start]response[blank_end] rates: take less time than other forms of surveys; surveys are taken at the respondents’ convenience
- Contact the hard-to-[blank_start]reach[blank_end]: allows for busy professionals to take surveys on their own time
- [blank_start]Simplified[blank_end] and [blank_start]enhanced[blank_end] panel management: online panels built and maintained at less cost and time than traditional panels
- Increased profitability- AReal-time
- Bcosts
- CPersonalization
- Dresponse
- Ereach
- FSimplified
- Genhanced
Informationen
- Beschreibung
- Marketing research
- Autor
- sara neji
- Sprache
- English
- Aufrufe
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