Exam 1 Review - Marketing Research

info collected for a current research problem or opportunity

info previously collected for some other problem or issue

Places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of responders

Collection of data in the form of text or images using open-ended questions, observation, or "found" data

the variable that is measured to answer the research question

variable that is manipulated

do not vary freely or systematically with independent variables

A one-on-one interview between a professional researcher and a research respondent

responses to open ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher

have someone live in a certain culture

a standard series of ambiguous stimuli designed to elicit unique responses that reveal inner aspects of an individual's personality

a scale in which objects or individuals are assigned to categories that have no numerical properties

a scale that allows a respondent to express relative magnitude between the answers to a question (answers can be ranked in order)

a scale of measurement in which the intervals between numbers on the scale are all equal in size

Asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object

A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object

has an equal number of positive (favorable) and negative (unfavorable) response alternatives

has a larger number of response options on one side, either positive or negative

A scale that doesn't have a neutral descriptor to divide the positive and negative answers

a scale that has a neutral descriptor

the extent to which the conclusions drawn from an experiment are true

the extent to which the research design accurately identifies causal relationships

the extent to which a causal relationship found in a study can be expected to be true for the entire target population

causal research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting

The process of selecting representative units from a total population

each sampling unit in the defined target population has a known probability of being selected for the sample

sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgment of the researcher and may or may not be representative of the target population.

a probability sampling procedure in which every sampling unit has a known and equal chance of being selected

similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster, and selected systematically

separation of the target population into different groups, called strata, and the selection of samples from each stratum

all populations of customers divided based on their state (or zip code or street) and sample is picked randomly from each cluster

a nonprobability sampling method in which samples are drawn at the convenience of the researcher

a nonprobability sampling method in which participants selected according to an experienced individual's belief that they will meet the requirements of the study

a nonprobability sampling method in which elements are selected according to pre-specified quotas regarding demographics, attitudes, behaviors, or some other criteria

a set of respondents is chosen and they help the researcher identify additional people to be included in the study

open-ended questions that allow respondents to answer in their own words

closed-ended questions that require the respondents to choose from a predetermined set of responses or scale points

Identify qualified prospective respondents

the second section of the questionnaire that focuses on the research questions

when the order of the questions or the closed-end repsonses to a particular question, influences the answer given

a biased variance that results from the measurement method used in a questionnaire

Step 1: Confirm Research Objectives:
Step 2: Select Appropriate Data Collection Method
Step 3: Develop Questions and Scaling
Step 4: Determine Layout and Evaluate Questionnaire
Step 5: Obtain Initial Client Approval
Step 6: Pretest, Revise, and Finalize the Questionnaire
Step 7: Implement the Survey