marketing research exam 2

Quantitative Research

research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved

Qualitative Research

research involving collecting, analyzing, and interpreting unstructured data by observing what people do and say

Mixed methods research

combination of both quantitative and qualitative research methods in order to gain the advantages of both

Observation methods

techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information

Focus groups

are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem

​​Moderator

responsible for creating the correct atmosphere in the group and guiding discussion

Focus group report:

summarizes the information provided by the focus group participants relative to the research questions

Advantages of focus group

fresh ideas and clients can observe participants

Disadvantages of focus group

dependence on the moderator and difficult interpretation

In-depth interview (IDI)

one-on-one research technique that uses semi-structured or open-ended conversation to explore a participant's thoughts, feelings, motivations, and experiences in detail

Projective techniques (word-association test, sentence-completion test, picture test, balloon test, role playing)

participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning

Neuromarketing

the study of an individual’s involuntary responses to marketing stimuli, including eye movement and facial coding (measuring expressions by appearance on face)

Person-administered survey

interviewer reads questions and records the answers on paper

Computer-assisted survey

interviewer reads questions and records answers on computer

Self-administered survey

respondent reads questions on paper and answers on paper

Computer-administered survey

computer reads questions and records answers 

Advantages of survey:

provides standardization, easy to administer, easy to analyze

In-home survey

interviewer conducts interviews with respondents at home 

Mall-intercept survey

shoppers in a mall are approached and asked to take part in a survey 

In-office survey

interviewer makes an appointment with a business to interview the business

Central location telephone survey

involves a data collection company installing several telephone lines at one location where the interviewer makes calls

Computer-assisted telephone interviews (CATI)

computerized the central location telephone interviewing process

Fully automated survey

a computer is programmed to administer the questions, and respondents interact with the computer to give answers

Online surveys

respondents answer questions on internet

Group self-administered survey

entails administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale

Drop-off survey

survey representative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves it with the respondent to fill out on his or her own

Mail survey

questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail

Measurement

determining a description or the amount of some property of an object that is of interest to the researcher

Properties

specific features or characteristics of an object that can be used to distinguish it from another object

Objective properties are

physically verifiable (age, gender)

Subjective properties are

mental constructs (attitudes)

Nominal measures

assign a value to an object for identification or classification purposes (what is your gender)

Ordinal measures

those with which the researcher can rank-order the respondents or responses (father of likart scale)

Scale measures 

those in which the distance between each level is known

Ratio scale

those in which a true zero exists (age, money, how many times..)

Interval scale

known, equal distances between numerical values and an arbitrary zero point

Likert scale

respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for each of a series of statements

Semantic differential scale

respondents indicate their impressions of each property by indicating locations along its continuum: good = 1 bad =5

Reliable measure

respondent responds in the same or a similar manner to an identical or nearly identical measure

Valid measure

accuracy or exactness of the measurement

Leading question

a survey or interview question phrased in a way that subtly steers or pushes respondents toward a specific answer, thereby introducing response bias and skewing data 

Loaded question

a survey item that contains a hidden, unproven assumption, forcing the respondent to accept that premise no matter how they answer

Double-barreled question

a survey error that asks about two or more distinct topics or attributes while forcing respondents to provide a single answer

Question flow

pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire

Warm-up questions, transitions, skip questions, classification questions

simple and easy-to-answer questions that are used to get the respondents’ interest and to demonstrate the ease of responding to the research request

Skip logic

lets the questionnaire designer direct the online survey to ask questions based on previous answers

Display logic

asked questions that are appropriate based on the respondent’s prior answers