Market Research for Managers Exam 2

Netnography purpose

understand social interaction in contemporary digital communication contexts by applying an online research method originating in ethnography

Netnography step 1

Definition of research questions, topics, and social sites to investigate

netnography step 2

community identification and selection

netnography step 3

community participant-observation and data collectionn

netnography step 4

data analysis and iterative interpretation of findings

netnography step 5

write, present, and report research findings

Conducting a netnography

analyze conversations of consumers in online brand communities for product category relevant to you

Basic concepts in Measurment

• Degree of difficulty in obtaining accurate measures

• Alternate measurement procedures for obtaining the information

• Cost of measurement relative to the accuracy of measurement

Nominal variable

each number is merely a label

Ex: Sex as birth labeled as 0= male, 1=female

Ordinal variable

ordered in amount of characteristic. No info on how much more or less of the characteristic, can apply mean, median, and percentiles

interval variable

Distance between then numerals is proportional to amounts of characteristic

ratio variable

interval, but in equal differences and absolute zero point

Construct

mental abstractions that form the basis for modeling the behavior of larger systems involving many individuals

Difficulty in measurement

• marketing often employs the lower scales of measurment like ordinal and nominal

• Often measuring internal subjective states of individual customers

• constructs

constitutive construct

defines a construct with other constructs, as in a dictionary

Operational construct

specifies how a construct is to be measured

Validity

the quality of being logically or factually sound

Reliability

the quality of performing consistently well

Validity & reliability issues

• respondent characteristics such as mood

• Situational factors, such as time of day

• Data collection factors, such as influence of the interviewing method

• Measuring instrument factors, such as flawed survey questions

• Data analysis factors, such as coding error

total measurement error

systematic error + random error

construct validity

compares measurements from the construct of interest and related constructs

content (face) validity

Compares measurements with judgements by experts

concurrent validity

compares two different measurements of the same marketing phenomenon at the same point in time

predictive validity

compares current measurements with predicted measurements

estimating reliability

• test-retest reliability

• alternative-forms reliability

• split-half reliability

test-retest reliability

compares repeated measurements using the same scaling device under similar conditions on the same subjects

alternative-forms reliability

compares measurements between two equivalent but not identical forms, administered to the same subjects

split-half reliability

compares measurements between equivalent groups of item responses in a multi-item measurement device

Independent variables in marketing

• marketing mix

• situational factors

dependent variables in marketing

• behavioral responses/attitudes

• performance measures

Attitude

A person’s perceptual, knowledge based, and action oriented process relative to an object

• cognitive, affective, and behavioral components

• exists in minds of individuals- not directly observable

• involves nominal and ordinal scales of measurement