Marketing Research 2

Quantitative survey research methods

Research methods designed to provide facts and estimates from a large, representative sample of respondents.

Sampling error

The difference between the findings based on the sample and the true values for a population, resulting from mistakes in the selection process of sampling units or determining sample size.

Nonsampling error

Errors occurring in research regardless of whether a sample or a census is used, including respondent errors, measurement errors, and administration errors.

Respondent errors

Errors that occur when respondents cannot be reached, are unwilling to participate, or respond untruthfully.

Independent variable

The variable or construct that predicts or explains the outcome variable of interest.

Dependent variable

The variable or construct researchers are seeking to explain.

Control variable

Variables that the researcher does not allow to vary freely or systematically with independent variables and should not change as the independent variable is manipulated.

Extraneous variables

Any variables that experimental researchers do not measure or control that may affect the dependent variables.

Validity

The extent to which the conclusions drawn from a particular research design, such as an experiment, are true.

Internal validity

The extent to which the research design accurately identifies causal relationships.

External validity

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

Lab experiments

Causal research designs conducted in an artificial setting that have high internal validity but lack external validity.

Field experiments

Experiments that manipulate independent variables in order to measure the dependent variable in a natural setting, offering high realism.

Test marketing

The use of controlled field experiments to gain information on specified market performance indicators.

Mean

The average of a set of numbers.

Median

The value in a set of numbers separating the higher half from the lower half.

Mode

The value that appears most often in the data.

Sampling

A selection of a small number of elements from a larger defined target group of elements.

Census

A research study that includes data about every member of a defined target population.

Population

An identifiable group of elements of interest to the researcher and pertinent to the information problem.

Defined target population

The complete set of elements identified for investigation based on the objectives of the research project.

Sampling units

Target population elements actually available to be used during the sampling process.

Probability sampling

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

Nonprobability sampling

A sampling approach where the probability of selecting each sampling unit is unknown.

Simple random sampling

A probability sampling design occurring when every sampling unit has a known and equal chance of being selected.

Systematic random sampling

A probability sampling design that requires the target population to be ordered in some way; it is inexpensive and can be done quickly.

Stratified random sampling

A probability sampling design that separates the target population into strata and selects samples from each stratum.

Cluster sampling

A probability sampling design that divides sampling units into mutually exclusive and collectively exhaustive subpopulations called clusters.

Convenience sampling

A nonprobability sampling design that draws samples at the convenience of the researcher.

Snowball (referral) sampling

A nonprobability sampling design where a set of respondents is chosen and helps the researcher identify additional respondents.

Judgment sampling

A nonprobability sampling design where respondents are selected because the researcher believes they meet the requirements of the study.

Quota sampling

A nonprobability sampling design that involves the selection of prospective participants according to prespecified quotas.

Measurement

The integrative process of determining the intensity or amount of information about constructs, concepts, or objects.

Construct

An unobservable concept measured indirectly by a group of related variables.

Nominal scale

A scale that uses questions requiring respondents to provide only some type of descriptor as the raw response. ABCD

Ordinal scale

A scale that allows a respondent to express relative magnitudes between the answers to a question.

Interval scale

A scale that demonstrates absolute differences between each scale point.

Ratio scale

A scale that allows the researcher to not only identify absolute differences between each scale point but also make comparisons between responses.

Internal consistency

The degree to which the individual questions of a construct are correlated.

Scale validity

An assessment of whether a scale measures what it is supposed to measure; a measure of accuracy.

Face validity

A form of scale validity where researchers use expert judgment to assess whether a scale measures what it is intended to measure.

Content validity

A measure of the extent to which a construct represents all relevant dimensions, requiring rigorous statistical assessments and evaluated before data is collected.

Forced-choice scale

A scale format that does not have a neutral descriptor.

Non-forced choice scale

A scale format that includes a neutral response descriptor.

Balanced scale

A scale that has an equal number of positive and negative response alternatives.

Unbalanced scale

A scale that has more response options on one side than the other.

Likert scale

An ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object.

Semantic differential scale

A unique bipolar ordinal scale format that captures a person's attitude or feelings on a given object.

Noncomparative rating scale

A scale format that requires a judgment without reference to another object, person, or concept.

Comparative rating scale

A scale format that requires a judgment comparing one object, person, or concept against another on the scale.

Graphic rating scale

A scale format that presents a response with a continuous line as a set of possible responses.

Rank order scale

A scale that enables respondents to compare objects by indicating their order of preferences or choice from first to last.

Constant sum scale

A scale that requires the respondent to allocate a given number of points, usually $100$, among each separate attribute or feature relative to all other listed ones.

Double-negative question

A survey question that contains two negative thoughts in the same question.