Marketing Research Midterm

filter question

A question used to determine whether a respondent is likely to possess the knowledge being sought; also used to determine whether an individual qualifies as a member of the defined population.

response order bias

An error that occurs when the response to a question is influenced by the order in which the alternatives are presented.

split-ballot technique

A technique used to combat response order bias, in which response options are reordered or randomized to create different versions of the survey.

leading question

A question framed so as to give the respondent a clue as to how he or she should answer.

unstated alternative

An alternative answer that is not expressed in a question’s options.

assumed consequence

A problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences.

double-barreled question

A question that calls for two responses and creates confusion for the respondent.

funnel approach

An approach to question sequencing that gets its name from its shape, starting with broad questions and progressively narrowing down the scope

question order bias

The tendency for earlier questions on a questionnaire to influence respondents’ answers to later questions

branching question

A technique used to direct respondents to different places in a questionnaire, based on their response to the question at hand

pretest

Use of a questionnaire (or observation form) on a trial basis in a small pilot study to determine how well the questionnaire (or observation form) works

measurement

Rules for assigning numbers to objects to represent quantities of attributes

nominal scale

Measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification

ordinal scale

Measurement in which numbers are assigned to data on the basis of some order (e.g., more than, greater than) of the objects

interval scale

Measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members

ratio scale

Measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers

self-report

A method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings toward an object or class of objects

itemized rating scale

A scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object

summated rating scale

A self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements

semantic differential scale

A self-report technique for attitude measurement in which respondents are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object

sanke diagram

A diagram that connects the average responses to a series of semantic differential statements, thereby depicting the profile of the object or objects being evaluated

graphic-ratings scale

A scale in which individuals indicate their ratings of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other

comparative ratings scale

A scale requiring subjects to make their ratings as a series of relative judgments or comparisons rather than as independent assessments

constant-sum method

A comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability

global measure

A measure designed to provide an overall assessment of an object or phenomenon, typically using one or two items

composite measure

A measure designed to provide a comprehensive assessment of an object or phenomenon, with items to assess all relevant aspects or dimensions

systematic error

Error in measurement that is also known as constant error because it affects the measurement in a constant way

random error

Error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways

validitiy

The extent to which differences in scores on a measuring instrument reflect true differences among individuals, groups, or situations in the characteristic that it seeks to measure, or true differences in the same individual, group, or situation from one occasion to another, rather than systematic or random errors

reliability

Ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure

structure

The degree of standardization used with the data collection instrument

fixed-alternative questions

A question in which the responses are limited to stated alternatives

open-ended questions

A question for which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives

disguise

The amount of knowledge about the purpose or sponsor of a study communicated to the respondent. An undisguised questionnaire, for example, is one in which the purpose of the research is obvious

debriefing

The process of providing appropriate information to respondents after data have been collected using disguise

personal interview

Direct, face-to-face conversation between an interviewer and the respondent

mall intercept

A method of data collection in which interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if they would be willing to participate in a research study

telephone interview

Telephone conversation between an interviewer and a respondent

random-digit dialing (RDD)

A technique used in studies using telephone interviews in which the numbers to be called are randomly generated

computer-assisted interviewing (CAI)

Using computers to manage the sequence of questions and to record the answers electronically through the use of a keyboard

mail questionnaire

A questionnaire administered by mail to designated respondents with an accompanying cover letter. The respondents return the questionnaire by mail to the research organization

internet questionaire

A questionnaire that relies on the Internet for recruitment and/or completion; two forms include e-mail surveys and questionnaires completed on the Web

personality

Normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another

attitude

An individual’s overall evaluation of something

awareness/knowledge

Insight into, or understanding of facts about, some object or phenomenon

intentions

Anticipated or planned future behavior

motive

A need, want, drive, urge, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs behavior toward goals

behavior

What individuals have done or are doing

communication

A method of data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire

observation

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded

structured observation

The problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation

unstructured observation

The problem has not been specifically defined, so a great deal of flexibility is allowed the observers in terms of what they note and record

undisguised observation

The subjects are aware that they are being observed

disguised observation

The subjects are not aware that they are being observed

natural setting

Subjects are observed in the environment where the behavior normally takes place

contrived setting

Subjects are observed in an environment that has been specially designed for recording their behavior

human observation

Individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place

electrical or mechanical observation

An electrical or mechanical device observes a phenomenon and records the events that take place

response latency

The amount of time a respondent deliberates before answering a question

galvanometer

A device used to measure changes in the electrical resistance of the skin that are associated with changes in emotion

voice-pitch analysis

Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal

eye tracker camera

A device used by researchers to study a subject’s eye movements while he or she is reading advertising copy

secondary data

Information not gathered for the immediate study at hand but for some other purpose

primary data

Information collected specifically for the Investigation at hand

primary source

The originating source of secondary data

secondary source

A source of secondary data that did not originate the data but rather secured them from another source

decision support system (DDS)

A combination of database, analytical models, and dialog system that allows managers to develop and access customized information

expert system

A computer-based, artificial intelligence system that attempts to model how experts in the area process information to solve the problem at hand

data mining

The use of analytic techniques to explore the data held within a dataset in order to isolate useful information

geo demography

The availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small

scanner

An electronic device that automatically reads the Universal Product Code imprinted on a product, looks up the price in an attached computer, and instantly prints the description and price of the item on the cash register receipt

single-source data

Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level

people meter

A device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it

exploratory research

Research design in which the major emphasis is on gaining ideas and insights

descriptive research

Research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary

causal research

Research design in which the major emphasis is on determining cause-and-effect relationships.

hypothesis

A statement that describes how two or more variables are related.

literature search

A search of popular press (newspapers, magazines, and so forth), trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand

depth interviews

Interviews with people knowledgeable about the general subject being investigated

focus group

An interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data

moderator

The individual who meets with focus group participants and guides the session

moderator’s guidebook

An ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from general to specific

case analysis

Intensive study of selected examples of the phenomenon of interest

benchmarking

Using organizations that excel at some function as sources of ideas for improvement

ethnography

The detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings

dummy table

A table (or figure) with no entries used to show how the results of the analysis will be presented

cross-sectional study

Investigation involving a sample of elements selected from the population of interest that are measured at a single point in time

longitudinal study

Cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages

continuous panel

Investigation involving a fixed sample of elements that is measured repeatedly through time

discontinuous panel

A fixed sample of respondents who are measured repeatedly over time with respect to the same variables

sample survey

A fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement

experiment

Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change

laboratory experiment

Research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others

field experiment

Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit

market testing (test marketing)

A controlled experiment done in a limited but carefully selected sector of the marketplace

standard test market

A test market in which the company sells the product through its normal distribution channels

controlled test market

An entire test program conducted by an outside service in a market in which it can guarantee distribution

simulated test market (STM)

A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market

normal thinking

A routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible

decision problem

The basic problem facing the manager, for which marketing research is intended to provide answers