Final Exam- Ch 14-19 + one comprehensive question

Field Work/ Data Collection Process 14

selection, training, supervision, validation, evaluation of field workers

Selection of field workers- the researcher should do what? 14

develop job specifications, decided on field worker characteristics, recruit individuals that are healthy, outgoing, communicative, educated and have a pleasant appearance

Training field workers 14

making the initial contact, asking questions, probing, recording answers, terminating the interview

what is probing 14

motivational technique use when asking survey questions to induce the respondent to clarity or explain their answer.

supervision of field workers 14

quality control and editing, sampling control, control of cheating, central office control

evaluating criteria for evaluating field workers 14

quantity (cost and time, response rate), quality (data and interview quality)

data preparation process 15

preliminary plan of data analysis, questionnaire checking, editing, coding, transcribing, data cleansing, selecting a data analysis strategy

treatment of unsatisfactory responses 15

return to the field, assign missing values, discard respondents

what is data cleaning 15

extensive consistency checks and treatment of missing responses

selecting a data analysis strategy 15

identify problem, develop research plan, conduct research, known characteristics of data, properties of statistical techniques, background and philosophy of the researcher, data analysis strategy

what is frequency distribution 16

how often a single variable occurs (table of frequency counts, percentages, or cumulative percentages)

steps in conducting frequency analysis 16

calc the frequency for each value of the variable, calc the percentage and cumulative percentage for each value adjusting for any missing values, plot the frequency histogram, calc the descriptive stats, measures of location and variability

what are measures of central tendency? 16

describe a location- mean, median and mode

mean- the average

mode- the value that occurs the most

median - the middle value

what are measures of variability 16

shows the dispersion- range, variance and standard deviation

range- difference between smallest and largest number

variance- the mean squared deviation

standard deviation- the square root of the variance

the general procedure for hypothesis testing

formulate hypothesis, select appropriate test, collect data and run text, see if you find support for your hypothesis, draw marketing research conclusion

types of hypothesis testing 16

tests of association = cross tabulation, correlation or regression

test of difference = t test, ANOVA

cross tabulation 16

describes two or more variables simultaneously

ex) gender and use of nike shoes

Parametric tests 17

assume that the variable of interest are measured on at least an interval scale

ex) the avg household spends more than 100 per month on cell phone services

types of test sof differences 17

one sample, two sample (two independent samples, paired samples), more than two samples

types of t tests 17

one sample t tests- single variable and a standard

two independent sample t tests- two samples that are not experimentally related, measurement of one sample has no effect on the values of the other sample

paired sample t test- a test for differences in the means of paired samples, the observations ar paired so that the two sets of observations relate to the same respondents such as “shoppers consider brand name to be more

analysis of variance (ANOVA) 17

a statistical technique for examining the differnces amung mreans for two or more populations

regressional analysis 18

a stats procedure for analysing associative relationship between a metric dependent variable and one or more independent variables. concerned with the nature and the degree of association between variables and does not imply or assume and causality

ex) how strong are the sales related to advertising expenditures?

ex) is there an association between market shares and size of the sales force?

regression analysis usages 18

1. determine whether the independent variables explain a significant variation in the dependant variable: whether the relationship exists

2. determine how much of the variation in the dependent variable can be explained by the independent variables: strength of the relationship

3. determine the structure or form of the relationship: the math equation relating the independent and dependant variables

4. predict the values of the dependent variable

5. control for other independent variables when evaluating the contributions of a specific variable or et the variables

importance of the report and presentation 19

1. the tangible products of the research efforts

2. management decisions are guided by the report and presentation

3. involvement of marketing managers in the project is limited to the written report and the oral presentation

4. management decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation

the report prep and presentation process 19

1. problem definition, research design and fieldwork

2. data analysis

3. interpretation, conclusions and recommendations

4. report presentation

5. oral presentation

6. reading of the report by the client

7. research follow up

report format 19

1. title page

2. letter of authorization

3. list of tables and graphs

4. executive summary (major findings, conclusions and recommendations)

5. problem definition

6. approach to the problem

7. research design, info needed, data collected from primary and secondary sources

8. data analys

9. results

10. limitations and caveats

11. conclusions and recommendations

12. exibits

report writing should be 19

1. written for specific reader

2. east to follow

3. presentable and professional

4. objective

5. use tables and graphs

6. be terse and concise

types of graphs

geographic, piecharts, line, pictographs, histograms, barcharts, schematic, flowcharts

giant pandas love pizza hate boring school food

what does KISS stand for

keep it simple stupid

what is the tell em theory

tell em what you going to tell em, tell em, tell em what you told em