CH 2

Question 1

***Research Design

Answer 1

delineates what data to collect and how to collect it

Question 2

research design must specify

Answer 2

type of info to be collected, possible data sources, data collection procedure

Question 3

***components of research design

Answer 3

1. define info needed 2. design exploratory descriptive causal research 3. specify measurement/scaling process 4. construct/pretest a questionnaire 5.specify sampling process/sample size 6.develop data analysis plan

Question 4

**exploratory

Answer 4

improve research to find course of action, provide insight and understanding,flexible/unstructred, tentative, more research after

Question 5

*****causal

Answer 5

experiments, gathers info on cause and effect relationships through experimentation, manipulation of independent variables, effect on dependent variables

Question 6

****conclusive

Answer 6

help choose course of action, test specific hypothesis and examine results, clearly defined, conclusive, findings used to make desicions

Question 7

performance-monitoring

Answer 7

feedback on chosen course of action

Question 8

***descirptive

Answer 8

doesn’t test for cause and effect, secondary data,prior formulation of specific research, preplanned and structured design

Question 9

**cross sectional surveys

Answer 9

snapshot of current status same survey different people

Question 10

**longitudinal surveys

Answer 10

gathering data over a period of time same survey same sample

Question 11

single cross sectional

Answer 11

info obtained only once

Question 12

multi cross sectional

Answer 12

two or more samples but info obtained only once

Question 13

cohort analysis

Answer 13

series of surveys at appropriate time intervals

Question 14

***advs of longitudinal panels

Answer 14

more accurate data, gather extensive background, reduce bias, tend to cost less, analyze heavy buyers

Question 15

***Dis of longitudinal panels

Answer 15

unrepresentative sample, response bias (selection not changing), over reporting, mortality effect, testing effect

Question 16

detective funnel

Answer 16

exploratory- generate all possible research for a problem descriptive/causal-narrow the problem down

Question 17

***sampling error

Answer 17

difference btw measure obtained from the sample population and and true measure from entire population

Question 18

**non-sample error

Answer 18

all other errors

Question 19

**total error

Answer 19

true mean vs observed mean

Question 20

research proposal

Answer 20

exec summary, research process, research design, time and cost estimates, appendic

Question 21

market plan and info systems

Answer 21

1. agree research process 2. eat research objectives- research question/hypothesis 3. est. value of info 4. design research 5. collect data 6. prepare/analyze data 7. report data

Question 22

research question

Answer 22

what researcher wants to learn without making a claim

Question 23

hypothesis

Answer 23

unproven statement possible answer to research question

Question 24

**hypothesis development

Answer 24

prior research, borrow from other disciplines, own experiences

Question 25

value

Answer 25

descion importance

Question 26

Errors in research design

Answer 26

Total error: the variation between the true mean value in the population of the variable of interest, and the observed value that was obtained in the marketing research project Sampling Error: difference between the measure obtained from the sample and the true measure that can be obtained only from the entire population Non-sampling error: All other errors associated with a research project Response error: when respondents give inaccurate answers or their answers are misrecorded are misanalyzed Non-response error: when some of the respondents included in the sample do not respond Design error: selection error, population specification error, sampling frame error, surrogate information error, measurement error, experimental error. Administering error: questioning error, recording error, interference error

Question 27

syndicated secondary data

Answer 27

consumer, retail, wholesale,advertising, media

Question 28

*****assessing secondary data

Answer 28

who gathered the data? purpose of study? (is it relevant to your case) when was info collected? (technology) info consistent w other info? (was info collected ethically?)

Question 29

analytical model

Answer 29

real system or process

Question 30

verbal model

Answer 30

stated in prose form- restatement

Question 31

graphical

Answer 31

visual, used to isolate variables

Question 32

standardized sources growth contributing factors

Answer 32

common info needs amongst consumers, cost of satisfying consumer needs is prohibited, increase use of scanner systems at check out points

Question 33

MDSS

Answer 33

combine data from a diverse database into a single database (avail to production, sales etc.)

Question 34

****characteristics of MDSS

Answer 34

INTERACTIVE, FLEXIBLE, USER FRIENDLY, DISCOVERY ORIENTED

Question 35

*****components of MDSS

Answer 35

database, reports/displays, analysis capabilities, model

Question 36

international marketing research avoid mistkaes

Answer 36

profile target customers and clients

Question 37

greater attention to issues such as

Answer 37

understand nature and type of info sought

Question 38

decide

Answer 38

units of analysis global- simultaneous regional -homogeneous country- separate unit

Question 39

***construct equivilant

Answer 39

deals w how both the subject and the researcher see, and understand

Question 40

*****measurement equvilant

Answer 40

are they measured in the same way?

Question 41

*****sampling equvilant

Answer 41

are the samples in country x and y the same?

Question 42

pitfalls

Answer 42

selecting local companies for research stanraizing methidoligty internationally

Question 43

***non-response error

Answer 43

failure to contact all members, no response

Question 44

***response error

Answer 44

data error

Question 45

***admin error

Answer 45

questioning error

Question 46

***design error

Answer 46

selection error, measurement, experimentation error

Question 47

Secondary data sources

Answer 47

Internal secondary data generated within the organization (sales reports, customer database etc) Lower cost Accurate More available External secondary data - generated by government or syndicated sources

Question 48

*secondary data advs

Answer 48

Less expensive and time-consuming to collect Aid formulation of decision problem Suggest methods for meeting information needs Source of comparative data for primary data Might provide a solution to a research problem Can alert the researcher to other problems Provides backgrounds information enhancing research credibility

Question 49

*Secondary data dis

Answer 49

Don’t exactly fit the information needs of the project Aggregated without the breakdown required by the project Accuracy difficult to evaluate - might be biased - intentionally or unintentionally May be outdated (lack of relevance) Might not be any available data on your topic (lack of availability) Insufficiency - not enough information exists

Question 50

**Equivalence considerations in international marketing research

Answer 50

Construct equivalence: deals with how both the researcher and the subjects see, understand, and code a particular phenomenon Ex. “Are we studying the same phenomenon in countries X and Y?” Measurement equivalence: deals with with methods and procedures used by the researcher to collect and categorize essential data and information Ex. “Are the phenomenon in countries X and Y measured in the same way?” Sampling equivalence: “Are the samples in countries X and Y equivalent?”