Quiz 2 - MKTG Research

Lectures 6-9

Sampling

Selection of a small number of elements from a larger defined target group of elements and expecting that the information gathered from the small group will allow judgments to be made about the larger group

Census

The researcher attempts to question or observe all the members of a defined target population

Population

The identifiable set of elements of interest to the researcher and pertinent to the information problem

defined target population

The complete set of elements identified for investigation

sampling units

The target population elements available for selection during the sampling process

sampling frame

The list of all eligible sampling units

Central Limit Theorem (CLT)

The sampling distribution derived from a simple random sample will be approximately normally distributed

sampling error

Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size

nonsampling error

A bias that occurs in a research study regardless of whether a sample or census is used

probability sampling

Each sampling unit in the defined target population has a known probability of being selected for the sample

nonprobability sampling

Sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgment of the researcher and may or may not be representative of the target population

Simple random sampling

A probability sampling procedure in which every sampling unit has a known and equal chance of being selected

Systematic random sampling

Similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster, and selected systematically

Stratified random sampling

Separation of the target population into different groups, called strata, and the selection of samples from each stratum

Cluster sampling

A probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations, called clusters

area sampling

A form of cluster sampling in which the clusters are formed by geographic designations

Convenience sampling

A nonprobability sampling method in which samples are drawn at the convenience of the researcher

judgment sampling

A nonprobability sampling method in which participants are selected according to an experienced individual’s belief that they will meet the requirements of the study

Quota sampling

A nonprobability sampling method in which participants are selected according to prespecified quotas regarding demographics, attitudes, behaviors, or some other criteria

snowball sampling

A nonprobability sampling method, also called referral sampling, in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study

precision

The acceptable amount of error in the sample estimate

sampling plan

The blueprint or framework needed to ensure that the data collected are representative of the defined target population

Assignment Property

The use of unique descriptors to identify each object in a set

Order Property

Establishes “relative magnitudes” between the descriptors creating hierarchical rank-order relationships among objects

Distance Property

Enables the researcher and respondent to identify, understand, and express absolute (or assumed) differences between objects

Origin Property

A unique scale descriptor that is designated as being a “true natural zero” or “true state of nothing”

Scale measurement

The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct

Scale points

Designated degrees of intensity assigned to the responses in a given questioning or observation method

Nominal scale

The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response

Ordinal scale

A scale that allows a respondent to express relative magnitude 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 the absolute differences between each scale point but also to make comparisons between the responses

Scale reliability

measure of consistency

Scale validity

measure of accuracy

Likert Scale

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

Semantic Differential Scale

A unique bipolar scale format that captures a person’s attitudes or feelings about a given object

Behavioral Intention Scale

A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

Double-barreled questions

includes two or more different attributes or issues in the same question (double-check previously published scales)

Leading questions

introduces bias and often influences a respondent’s answer

Loaded questions

the question/setup suggests a socially desirable answer or involves an emotionally charged issue

Ambiguous questions

possible responses can be interpreted a number of ways which can create confusion

Complex questions

respondent is not sure how to respond to the question

Double negative questions

the question/setup contains two negative thoughts in the same question

Scale responses should be mutually exclusive

response options should not overlap

Questionnaire

document consisting of a set of questions and measurement scales designed to gather primary data

Pretesting

The conducting of a simulated administering of a designed survey (or questionnaire) to a small, representative group of respondents

Pilot Study

A small-scale version of the intended main research study that includes all subcomponents such as data collection and analysis

Structured questions

Closed-ended questions that require the respondent to choose from a predetermined set of responses or scale points

Unstructured questions

Open-ended questions formatted to allow respondents to reply in their own words

Cover Letter

A separate written communication to a prospective respondent designed to enhance that person’s willingness to complete and return the survey in a timely manner.

Quotas

A tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified

Skip Questions

Used if the next question (or set of questions) should be responded to only by respondents who meet a previous condition.

Screening Questions

Used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study.

Quantitative analyses

quantifies variables and relationships

Qualitative analyses

goal of understanding relationships; uses textual and visual data

Member checking

Asking key informants to read the researcher’s report to verify that the analysis is accurate

Data Reduction

The categorization and coding of data that is part of the theory development process in qualitative data analysis

Code Sheet

A document that lists the different themes or categories for a particular study

Comparison

The process of developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants

Integration

tThe process of moving from the identification of themes and categories to the development of theory

Selective coding

Building a storyline around one core category or theme; the other categories will be related to or subsumed to this central overarching category; occurs in later stages of analysis

Iteration

Working through the data several times in order to modify early ideas

Memoing

Writing down thoughts as soon as possible after each interview, focus group, or site visit

Negative Case Analysis

Deliberately looking for cases and instances that contradict the ideas and theories that researchers have been developing

Emic Validity

An attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report

Cross-researcher reliability

The degree of similarity in the coding of the same data by different researchers

Credibility

The quality that comes about by developing a final report that is accurate, believable, and professionally organized

Triangulation

Addressing the analysis from multiple perspectives, including using multiple methods of data collection and analysis, multiple data sets, multiple researchers, multiple time periods, and different kinds of relevant research informants

Peer Review

A process in which external qualitative methodology or topic area specialists are asked to review the research analysis

Verbatims

Quotes from research participants that are used in research reports