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Flashcards

Midterm

gerlacca MKT 335 Inglês 102 flashcards

Flashcards do conjunto (102)

  1. 1What are the 7 steps in the research process1. Formulate Problem
    2. Determine Research Design
    3. Determine Data Collection Method
    4. Design Data Collection Forms
    5. Collect Data
    6. Interpretation
    7. Recommendation
  2. 2Under which step does the inverted pyramid fallStep 2. Determine research design
  3. 3Three Levels of the inverted pyramidExploratory, Descriptive, Causal
  4. 4which are the most problematic steps in the process3 & 4
  5. 54 steps to making an ethical decision1. establish values
    2. take perspectives
    3. take responsibility
    4. express concern constructively
  6. 6Project approachdoing research focused on a particular project or issue
  7. 7Project approach is a compliment toinformation systems and ongoing data collection
  8. 84 ways to get the best data and remain ethical1. tell them what and why
    2. allow optout
    3. regain consent
    4. keep data secure
  9. 95 steps in defining a research issue1. Understand what's changing
    2. clarify the issue
    3. restate issue from client perspective
    4. discuss research issues
    5. selection of research issue
  10. 10Research DesignMethods used to perform research
  11. 11Exploratory Researchget a general feel of environment; flexible, fuzzy, qualitative
  12. 126 exploratory research methodsLiterature review, IDI, focus groups, projective techniques, observation, brand insights
  13. 13Literature Reviewsecondary sources, getting information on industry, brands, company etc.
  14. 14IDIPrimary data, key informant
  15. 15Focus Groupsqualitative, primary, 8-12 participants, 1.5-2 hrs, recruit via cattle call or invite list
  16. 165 types of focus groupPlay groups, online focus groups, Twitter, traditional, virtual environments
  17. 173 projective techniquesWord association, sentence completion, storytelling
  18. 183 observation/ethnography techniquesMove in/live in, Camera Essays, event or location observation
  19. 19Descriptive ResearchQuantitative, more specific, close ended
  20. 20Dummy tabledisplays the data you expect to collect
  21. 21longitudinal Panelinvolve passage of time, repeat measurement at different points in time
  22. 22cross sectional surveyone shot, photograph
  23. 23longitudinal panels are good at gatheringpurchase data
  24. 24benefit of longitudinal panalsbetter demographic information, it is done in real time, no memory recall
  25. 25Disadvantage of Cross Sectional Surveycan't detect change
  26. 26Causal ResearchFind Cause and Effects
  27. 273 conditions for Causality1. consistent variation
    2. time order events
    3. Eliminate Alternative Explanations
  28. 28Extraneous Variablesany variable causing an effect other than those manipulated
  29. 29Auspices Biaspeople responding how they think the sponsor would want them to respond
  30. 30History Effecthow environmental changes could effect the results
  31. 31Maturation EffectPeople change over time, changes in interest, get bored hungry or tired
  32. 32Mortalitypeople dropping out of a study or are removed
  33. 33Selection BiasPre-existing Bias
  34. 34instrument variationdifferences in equipment that may effect results
  35. 35experimenter Biasresearchers looking for a result usually find it; double blind
  36. 36Testing Effect errorsdirect/main testing effect or reactive interactive testing effect
  37. 37Direct/ Main Testing EffectMemory or opp. of memory
  38. 38Reactive/Interactive Testing Effectpretest frames and causes them to think about it in an unnatural way
  39. 39Experiment Design notations: O, X, R, EO = Observation
    X= Stimulus
    R = Randomization
    E = Experimental Effects
  40. 40Quasi Experimental DesignResearcher not in control of 'when' and 'to whom' of O and X
  41. 41One Shot Case Studyone O and one X ... nothing to compare to
  42. 42Pre/Post, One groupO --> X --> O2
    something to compare it to, history effects, mortality and maturation
  43. 43After only with Control GroupX1 --> O1
    X2 --> O2
    O1 - O2 = E + EXT
    compare results with control group
  44. 44True Experimental Designsrandomly assign treatments to randomly selected subjects and can control the 'when' and 'to whom' of O and X
  45. 45Before & After with Control GroupR O1 X O2 -- Treatment Group
    R O3 X O4 -- Control Group
    helps if measuring Direct Variable is nonintrusives
  46. 46Solomon 4 Group Designone pretest post test treated
    one pretest post test control
    one post test treated
    one post test control
  47. 47Post Test OnlyR X O1
    R O 2-- Control group
  48. 487 things Marketers MeasureDemographics, Psychographics, Awareness, attitudes, Motivation, Purchase Intention, Behaviot
  49. 49IRAGESIncome, Race, Age, Gender, Education, Sexual Orientation
  50. 50Psychographic MeasuresActivities, Interests, Opinions
  51. 513 measures of awarenessUnaided Recall, Aided recall, recognition
  52. 522 data collection techniquesQuestionnaire, Observation
  53. 533 Decision points for questionnaire and observation1. degree of structure
    2. degree of disguise
    3. specific methods/ settings
  54. 54Four levels of Measurementsnominal -> ordinal -> interval -> Ration
  55. 55Nominal MeasurementsClassification w/o judgement
    MODE
  56. 56Ordinalclassifying into distinct categories, ordered
    median & mode
  57. 57Interval ScaleEqual intervals between responses
    mean, median and mode
  58. 58Ratiohave a fixed and meaningful 0
    mean, median and mode
  59. 59Sampling Errora sample that leaves out the majority; 'good' error: controllable, estimable
  60. 60Non Sampling ErrorSystematic & Random
  61. 61Systematicconstant, biasing results (stopwatch at swim meet)
  62. 62Randomnonconstant
    environmental changes
  63. 63Reliabilitystability and Equivalence
  64. 642 ways to measure Stabilitytest/retest
    Alternate form
  65. 652 ways to measure EquivalenceSplit Halves
    Cronbach's Coefficient Alpha
  66. 66Validityhow close to actuality
  67. 673 types of validityPragmatic,
    Content, Construct
  68. 68Pragmatic validityextent to which measure correlates with other important measures (Predictive, concurrent)
  69. 69Predictive validitymeasure, test, predictive of an outcome
  70. 70Concurrent validitymeasure occur at same time as criterion variable
  71. 71Two types of Construct ValidityConvergent, Discriminant
  72. 72Likert Scalestrength of agreement
  73. 73semantic differentialtwo labels at different ends and choose point on scale
  74. 74Stapel Scaledegree of positive or negative feelings towards a word or detail
  75. 75Rank orderrank from most preferred to least preferred
  76. 76Constant/ fixed sumnumbers add up to a certain amount
  77. 77satisfactionmultidimensional construct
  78. 78Response Set Biaspeople get lazy and just keep saying the same thing
  79. 79# of Scale Itemsmore is more reliable
  80. 80# of scale pointsless than 5 is problimatic
    can collapse after data collected
    odd # gives a midpoint that people choose because its easy
  81. 818 steps in questionnaire design1. deciding what to ask
    2. structured/undisguised
    3. content
    4. Question format
    5. Question wording
    6. Sequencing
    7. physical Characteristics
    8. pre-test
    5.
  82. 82what can be done to jog memories during a surveyinstructions
  83. 83open ended questions give youhigh variance and can be difficult to interpret
  84. 84Dichotomoustwo possible responses
  85. 85multichotomousmany options, don't want to leave any out and don't want any overlap
  86. 86caution wordsalways, never, everyone, nobody, none, only
  87. 87ambiguous wordssometimes, occasionally, regularly, usually
  88. 88explicit Questionsclear and obvious, no doubt as to intended meaning
  89. 89implicit questionsnot directly stated, interpretive
  90. 90sequence of survey quesitonsbroad, midrange, specific
  91. 913 characteristics of a good samplerepresentative, accessible, low cost
  92. 92populationtotal group we are trying to study
  93. 93Censusinformation from entire population
    -parameter-
  94. 94samplepart of the population
    -statistic-
  95. 95sample framall of the units that could be sampled
  96. 962 types of samplesnon probability & probability
  97. 974 types of non probability samplesconvenient, snowball sample, judgement, quota
  98. 984 types of probability samplessimple random, systematic, stratified, cluster sampling
  99. 994 ways of determining sample sizeformula, Heuristic, dummy table considerations, company history
  100. 100n =(degree of confidence * variation)/ precision
  101. 101Proportional n =(z^2 * pi(1-pi))/(h^2)
  102. 102pi =the proportion of people who buy the item

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Descrição
MKT 335 FlashCards sobre Midterm, criado por gerlacca em 15-10-2013.
Criado por
gerlacca
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