MKT 343 Exam 3

Validation

Determines whether a survey's interviews or observations were conducted correctly and are free of fraud, bias, or errors

What areas does validation cover?

-Fraud

-Screening

-Procedure

-Completeness

-Courtesy

linear relationship

the strength and nature of the relationship remains the same over the range of both variables

Editing

Data is checked for mistakes made by the

interviewer, respondent, or during data

transfer

Coding

Grouping and assigning values to various

responses from the survey instrument

Four-step process to coding responses

- Generate a list of/consolidate potential responses

- Assign a numerical value as a code

- Assign a coded value to each response

- This is easy with Likert/Semantic Differential scales

Data Entry

Entering the data into a computer file for analysis

What does data entry involve

- Error detection

- Missing data

- Organizing data

Error detection

Identifies errors from data entry or other sources

t-test

a hypothesis test that utilizes the t distribution; used when the sample size is smaller than 30 and the standard deviation is unknown. Compares 2 means

ANOVA

a statistical technique that determines whether three or more means are statistically different from one another

Curvilinear relationship

The strength and/or direction of their relationship changes over the range of both variables

Pearson correlation coefficient (r)

Statistical measure of the strength of a linear relationship between two metric variables

Coefficient of determination (r2)

A number measuring the proportion of variation in one variable accounted for by another

Bivariate regression analysis

A statistical technique that uses information about the

relationship between an independent (or predictor)

variable and a dependent variable to make predictions

Multiple Regression Analysis

Analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line

True or false. Each regression coefficient is divided by its

standard error to produce a t statistic

True

Model F statistic

Compares the amount of variation in the dependent measure "explained" or associated with the independent variables to the "unexplained" or error variance

What does a larger F statistic mean?

the regression model has more explained variance than error variance

Credibility

The quality of a report that is related

to its accuracy, believability, and professional

organization

Believability

The quality of a report that is based on:

- Clear and logical thinking

- Precise expression

- Accurate presentation

Curbstoning

cheating or falsification in the data collection process

One-way tabulation/frequency

Categorization of single variables existing in a study

Cross-tabulation

Simultaneously treating two or more variables in the study

Purposes

Determine the amount of nonresponse to individual

questions (missing data)

Descriptive Statistics

Used to summarize and describe the data obtained from a sample of respondents

Measures used to describe data

- Central tendency (M,M,M)

- Dispersion (R,V,SD)

Mean

The arithmetic average of the sample

Median

The middle value of a rank-ordered distribution

Mode

The most common value in the set of responses to a question

Range

The distance between the smallest and largest values in a set of responses

Standard deviation

The average distance of the distribution values from the mean

Variance

The average squared deviation about the mean of a

distribution of values

What are Considerations that influence the choice of a particular technique

Number of variables, Scale of measurement

Univariate Statistical Tests

Used to test hypotheses when the researcher wishes to test a proposition about a sample characteristic against a known or given standard

First step to Evaluate MR Results

Assess overall model significance

(using the F Statistic and its associated

probability/significance)

Second step to evaluate MR Results

Evaluate model R-Square

Third step to evaluate MR Results

Examine individual regression coefficients

(betas) and their t-statistics for significance

Fourth step to evaluate MR Results

Compare relative influence of IVs on the DV,

based on relative size of betas

Normal distribution

The shape of the distribution of a variable is equal

both above and below the mean

Multicollinearity

A situation in which several independent variables are highly correlated with each other

Reports are written to reflect three levels of readers

- Who will read only the executive summary

- Who will read the summary and the findings

- Who will read the entire report and appendix

Executive Summary

- Arguably, the most important section

- Convey how/why the research was undertaken

- Summarize key findings

- Suggest future actions

- Comes near the front, but should be written last!

Title Page

• Subject of the report

• Date

• Name, position, and organization of the

recipient

• Any numbers/phrases to designate a particular

department or division

• Name, position, organization, contact

information of the researcher

Introduction

Contains background information necessary

for a complete understanding of the report

Limitations

Weaknesses in research methodology that

might affect confidence in research

conclusions

True or False. All research has limitations

true

Limitations of marketing research

- Sampling bias

- Lack of generalizability beyond sample

- Measurement error

- Constructs included (could have included many

Appendixes

A section following the main body of the report

What are appendixes used for

house complex, detailed, or technical information

what is the first Common Problem in Preparing

the Marketing Research Report

Lack of data interpretation

What is the second Common Problem in Preparing

the Marketing Research Report

Unnecessary use of complex statistics

What is the third Common Problem in Preparing

the Marketing Research Report

Emphasis on packaging instead of quality

What is the fourth Common Problem in Preparing

the Marketing Research Report

Lack of relevance

What is the fifth Common Problem in Preparing

the Marketing Research Report

Placing too much emphasis on a few statistics

First Guideline for Preparing Oral Presentations

Visual or audio component should not detract

from the information being communicated

Second Guideline for Preparing Oral Presentations

Be friendly, honest, warm, and open

Third Guideline for Preparing Oral Presentations

Delivery should be knowledgeable and confident

Fourth Guideline for Preparing Oral Presentations

Have a well‐organized and inspiring dialogue

Final Guideline for Preparing Oral Presentations

Be an effective active listener

Data Analysis and Findings

Body of the marketing research report consists of the study's findings (results)

Why will each Presentation of findings will be different for

each project

because data analysis requirements differ for each project

Scatter diagram

A graphic plot of the relative position of two variables using a horizontal and a vertical axis to represent the values of the respective variables

Perceptual mapping

a visual, two-dimensional graph that displays how consumers perceive brands, products, or services based on specific attributes like price, quality, or speed

Missing Data

- Replace missing value with a value from a similar

respondent

- Use answers to the other similar questions as a

guide in determining the replacement value

Data Tabulation

Counting the number of observations (cases)

that are classified into certain categories

(frequency count)