midterm exam Flashcards
(122 cards)
1
Q
marketing research definition
A
process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
2
Q
steps in the marketing research process
A
- clearly identify problem
- determine type of research design to use
- design the research instrument and administer to sample
- analyze results - hypothesis testing
- reach conclusions
3
Q
exploratory research design with ex
A
develop your hypothesis, just gettin basic info ex: who wants VR headsets and why
4
Q
descriptive research design with ex
A
measuring certain variables of interest ex: what are the characteristics of VR headset owners
5
Q
causal research design and ex
A
youre testing if one thing causes another thing to happen ex: if we let people pay later, will more people buy VR headsets
6
Q
when do you use exploratory research
A
conducted when the researcher does not know much about the problems
7
Q
what is descriptive research
A
describes answers to questions of who what where when BUT NOT WHY
8
Q
2 classifications of descriptive research
A
- cross sectional studies
- longitudinal studies
9
Q
Longitudinal studies:
A
measure variables repeatedly over time (ex: surveying the same group of customers every 6 months to see if their opinions about a brand have changed)
10
Q
Cross-sectional studies:
A
measures variables at one particular point in time (ex: black friday sales)
11
Q
Causality statement
A
“If X, then Y”
12
Q
correlation
A
observation that two things are occurring together
13
Q
causation
A
whether or not one thing is affecting the other
14
Q
Qualitative research definition
A
gather/analyze data by observing what people do or say
15
Q
in what type of research design do you use qualitative? why?
A
Mainly used in exploratory research designs when the objective is to gather background information, clarify the research problem, and/or create hypotheses or establish research priorities
16
Q
types of qualitative methods
A
- observation method
- focus groups
- in depth interviews
- projective techniques
- ethnographic research
- neuromarketing
17
Q
what are the advantages / disadvantages of focus groups
A
Advantages of focus groups:
- generate fresh ideas
- Allow people to observe their participates
- Understand wide variety of issues
- Access to special respondent groups
Disadvantages:
- Difficulty in the interpretation of results
- Groupthink: one or two members of the group state an opinion and others are influenced
- Results arent generalizable
18
Q
what is ethnographic research
A
Recording behavior in natural setting - understanding social and cultural influences
19
Q
what is participant observation in ethnographic research ?
A
researcher participates in key events or communities
20
Q
what is nonparticipant observation in ethnographic research ?
A
Nonparticipant observation: researcher observes without entering into events
21
Q
what are shopalongs in ethnographic research?
A
researcher accompanies a shopper on a shopping trip to record their activities
22
Q
what is mobile ethnography?
A
day in the life, people document their own experiences of the product through their phones
23
Q
what is netnography in ethnographic research
A
ethnographic study of online activities
24
Q
what is neuromarketing
A
The study of individuals involuntary responses to marketing stimuli
25
types of neuromarketing
1. neuroimaging
2. eye tracking
3. facial coding
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advantage of neuromarketing
its the truth! Respondents cant control their eye movements or facial expressions, but they can control their words
27
Quantitative research def
using surveys or numbers to measure things - predetermined response options to large number of people
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what types of research designs are quantitative research designs used in
descriptive research and causal research
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2 types of quantitative research
surveys and experiments
30
advantages of surveys
Standardization
Ease of administration (esp to large samples)
Easier to convert to numbers
31
ways surveys can be administered
1. person administered (1 on 1)
2. computer
3. self administered
4. mixed mode
32
Measurement def
determining a description or amount of some property
33
Properties
features that make something different from other things
34
two types of properties in experiments
1. objective properties
2. subjective properties
35
what are objective properties
observable and tangible, facts (ex: age, income, gender, number of units purchased)
36
what are subjective properties
unobservable, intangible (ex: attitudes, opinions, intentions) → translate subjective properties into measurement such as a rating scale
37
main differences between qualitative and quantitative research methods
QUALITATIVE = small samples, exploratory designs, in-depth understanding, subjective interpretations
QUANTITATIVE = large samples, descirptive and causal designs, generalizable findings, mainly statistical analysis
38
4 basic scale levels
1. nominal
2. ordinal
3. interval
4. ratio
39
explain nominal scale and give ex
no numbers, no rank order, people pick from the given possible responses
ex: race, religion, favorite color, gender
40
what type of measurement is a nominal scale
categorical measure
41
what type of measurement is an ordinal scale
categorical measure
42
what is ordinal scale + give ex
rank order, give a rank of something but wont tell you how much more a consumer likes that one thing over another
ex please rank the soda brands from least preferred to most preferred
43
what type of measurement is an interval scale
continuous measure
44
what is interval scale and give examples
equal increments, typical 1-7 scale
Ex: on a scale from 1-7, how much do you like sprite → 1=not at all, 7=a lot
45
2 types of interval scales
1. likert
2. semantic differential
46
what is a likert scale?
when respondents have to note their degree of agreement or disagreement on a scale (ex: 1=strongly disagree, 2=disagree, 3=somewhat disagree, 4=neutral, 5=somewat agree, 6=agree, 7=strongly agree)
47
issues with likert scale
should it include a middle or neutral point? Neutral could be used as a method to hide opinions
48
what is Semantic differential scale:
a scale where you have two end points representing “opposites of each other”
49
example of Semantic differential scale:
how much do you like apple as a brand? (1= not at all, 7=a lot)
50
explain Ratio scales
interval scale with a fixed 0, someone could drink coffee 0 times per month
51
what type of measure is a ratio scale
continuous measure
52
example of ratio scale
Ex: how many times per month do you drink coffee? (ex: 0,1,2,3+)
53
questionaire design process
1. determine what to measure
2. design on wording
3. organize questionaire
4. finalize and launch
54
2 types of question formats
1. unstructured
2. structured
55
explain unstructured question formats and why you may use them
open ended questions - may be needed when researchers aren't confident of coming up with all possible answers a respondent could choose from
56
issues with unstructured questions
hard to turn into numbers, people may skip because they take more effort than multiple choice
57
explain structured questions
lose-ended questions that require people to chose from predetermined scale or responses
58
what are Scale descriptors
descriptions used for the scale points
Ex: 1 = completely disagree, 2 = disagree, etc
59
what is Discriminatory power
the more a scale's points, the greater the discriminatory power
When you increase the number of points on a scale you can detect differenced between how people truly feel instead of lumping everyone into the same answer
60
explain Rank order scales
allows participants to select their own preference (1st, 2nd, etc)
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explain Constant sum scales:
allocate points to each category given their weight
62
explain Question bias:
ability of a questions wording or format to influence a respondents answers
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4 bad question types
1. unanswerable
2. leading (loaded)
3. double barreled
4. vague
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what are Unanswerable questions
the choices do not apply to respondent or the respondent does not have information required to answer the question
65
what are leading/loaded questions? give example.
respondent is directed to a particular response
Ex: most individuals feel the apple brand promotes creativity. Do you feel owning an apple product has made you more creative?
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what are Double barreled questions? give example.
respondent is asked about more than one issue at a time
Ex: do you feel that owning an apple phone has made you more creative and successful?
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what are vague questions? give example.
people may have different interpretations of what questions/words mean
Ex: have you recently purchased a new smartphone? - recently can mean multiple things
68
what is Construct development
process of identifying characteristics that define the concept being studied
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when do you use construct developemnt
when measuring subjective properties
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construct is made up of multiple ____
indicator variables
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what are indicator variables
variables which make up a construct and can be measured directly, they have to be related to make up a construct
72
explain why you need scale development for constructs
You cant just ask a yes or no question for something like “Do u care about the environment?”
Instead, you create a scale with multiple questions to get a full picture of that big idea
73
what are 2 ways to measure if a scale is good?
1. reliability
2. validity
74
what does it mean when a scale is reliable
will it always measure the same construct if i were to administer it across different populations and at different time periods?
75
what are some reasons why your scale may not be reliable?
Sometimes it may not be reliable, as you may not be able to get the same respondents for a second time, or peoples opinions may have changed between now and then
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how can you test if your scale is reliable?
You can measure if your scale is reliable through test-retest: 1. Administer scale 2. Administer scale to a different set of people within same population or administer it again to same original group but at different time
77
what is internal consistency
the degree to which the individual questions of a construct are correlated / relate to each other
78
how can you test a scales internal consistency?
through cronbach's alpha
79
what is cronbach's alpha
split the scale’s questions into pairs of 2 and examine them against each other to make sure they are all related (ex: Q1+Q2, Q3+Q4, Q2+Q3, Q1+Q4) etc
Value between 0 and 1
Value of 0.7+ is acceptable
## Footnote
way to determine internal consistency
80
what does validity mean when measuring if a scale is good?
am i measuring what i had intended to?
81
what is face validity
subjective assessment, at face value do these questions seem to be measuring my construct
82
what is content validity
extent to which a construct represents all relevant dimensions (ex: have i accounted for all aspects of green consumption in my construct or have i left something out?)
83
what is convergent validity?
checking if your new scale matches up with other things that it should be similar to (ex: if your test measures “eco friendly values” it should give similar results to other test about caring for the environment
84
what is divergent validity
your construct should be different from those that it should be different from (ex: is a scale that measures green consumption the same scale that measures materialism?
85
4 steps in questionnaire layout
1. intro section
2. screening questions
3. research questions
4. sensitive and demographic questions
86
what are screening questions
makes sure that the people taking the questionnaire should be a part of the sample or not (ex: exclusively coffee drinkers should not be a part of the tea drinking survey)
87
what is response order bias
When the order of the responses to a question influences the answer given
Ex: select how much youd be willing to pay for a newley released movie? And you give a scale from $5-$50. This may influence peoples decision because people might gravitate towards the middle. So you randomize the order or ask an open ended question
88
what is Common methods variance
when there is bias due to the measurement method used in a questionnaire
89
example of common methods variance
Ex: if you are testing whether food quality determines customer satisfaction, you shouldnt put these two variables together in a questionnaire
90
how can common methods variance be cured
1. Asking the dependent variable questions after a certain period of time
2. Using different scales for measuring the independent variable and dependent variable
91
what does Pretesting the questionnaire
mean
Small set of respondents test the questionnaire to make sure its running smoothly
92
what are within subject designs for questionaire
everyone is given the same set of scenarios to respond to
93
what are Between subjects design for questionnaires
participants are either randomly assigned to conditions or they are assigned to a condition based on a pre-set criteria
94
what is Secondary research
relying on existing data for your research
95
what are experiments really good for
Test cause and effect relationships
96
what are the 3 things you need to determine a cause and effect relationship
1. Needs to be a relationship between the independent and dependent variables
2. temporal order
3. no extraneous variables
97
what is temporal order
independent variable occurs first (manipulated first) and dependent variable comes second
98
what is an extraneous variable
no third variable which is leading to a relationship between independent and dependent variable
99
surveys test _____, experiments test ______
1. correlations
2. cause and effect
100
what is primary research
collecting new data for your research
101
what type of research designs are experiments best used in
causal research designs
102
what do experiments do
manipulate an independent variable to see how it affects a dependent variable while also controlling the effects of additional extraneous variables
103
what is an independent variable
Those that the researcher has control over and wishes to manipulate
104
examples of independent variables
display type, packaging type, framing of product info, price, type of ad appeal, display location
105
what is a Dependent variable
those variables that we have little or no direct control over but an interest in changing
106
examples of dependent variables
sales, consumer attitudes towards our product, brand image
107
what is a extraneous variable
Those variables that may have some effect on a dependent variable yet are not independent variables
108
2 types of experimental design classifications
1. “True” experiment design
2. Quasi-experimental designs
109
what is a Quasi-experimental designs
ones that dont properly control for the effects of extraneous variables on our dependent variable
110
what is a true experiment design
shows how the independent variable changes the dependent variable while making sure that extraneous variables dont mess up the results
111
an experiment is valid if the following are true:
1. The observed change in the dependent variable is due to the independent variable
2. The results of the experiment apply to the real world outside the experimental setting
112
two forms of validity in an experiment
1. internal validity
2. external validity
113
what is internal validity in an experiment
extent to which the change in the dependent variable is actually due to the change in the independent variable
114
what is external validity in an experiment
extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the real world
115
two types of experiments
1. Lab experiments:
2. Field experiments:
116
what are lab experiments and what are the cons
Laboratory experiments are done in a controlled, fake setting where you change one thing (independent variable) and measure the result (dependent variable).
Cons: concern for generalizability
117
what are field experiments and what are the cons
Field experiments are when you change something (independent variable) and measure the results (dependent variable) in a real-world setting, not in a lab
Cons: expensive, time-consuming, extraneous variables are too difficult to control (bad internal validity)
118
what is Between subjects in experiments
Participants are either randomly assigned to conditions or they are assigned to a condition based on a pre set criteria
119
what is within subject for experients
Everyone is given same set of scenarios to respond to
120
steps in Cause and effect research project
1. start off with an idea that you want to test
2. come up with a hypothesis in the form of a cause and effect statement
3. moderator hypothesis
121
what is a moderator hypothesis
Something that changes when or how a cause and effect happens. Looks at if the effect happens all the time or only in certain situations for certain people?
122
how many conditions are in this experiment:
H1: focusing on the future leads consumers to prefer a healthy option over an indulgent option
H2: when individuals are low in self-efficacy, focusing on the future will lead to healthier choices. When individuals are high in self-efficacy, focusing on the future will lead to more indulgent choices
You will need 4 conditions
Future focus + low self efficacy condition
Future focus + high self efficacy condition
Present focus + low self efficacy condition
Present focus + high self efficacy condition
