Marketing 310 Exam 2

what is measurement

rules for assigning numbers to objects in such a way to represent quantities of attributes

ratio comparison

comparison of absolute magnitudes

interval comparison

comparison of intervals

ordinal comparison

order

nominal comparison

identity

example of ratio

units sold/income

interval example

customer satisfaction/brand attitude

ordinal example

brand preference/income(categories)

nominal example

gender, brand purchase (yes/no)

ratio measures

geometric mean, mean, median, mode

interval measures

mean, median, mode

ordinal measures

median, mode

nominal measures

mode

nominal definition

numbers assigned to objects solely for identification

ordinal definition

numbers are assigned to the data on the basis of some order (dont know interval between)

interval

numbers legitmately allow comparison of the size of the differences between members (rank but no magnitude and no 0 point)

ratio definition

natural/absolute 0, can compare absolute magnitudes

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

whats the most common approach to measuring attitudes

self-report

three general types of self-report attitudes

itemized-rating scales, graphic-rating scales, comparative-ratings scales

itemized rating scales

a scale of 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

examples of itemized rating scales

likert summated ratings scales, semantic differential, hedonic/overall liking scale

summated ratings scale

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

semantic differential scale

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

graphic rating scales

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

two extremes

comparative rating scales

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

other considerations in designing scales

number of scale positions, including a not sure

comparative rating scales

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

establish the validity and reliability of measures

observed response = truth + systematic error + random error

systematic error

error in measurement that is also known as constant error since it affects the measurement in a constant way (overreporting of purchase intent)

random error

error in measurement due to temporary aspects of the person or measurement situation that affects the measurement in irregular ways (more positive or more negative, question interpreted differently)

validity

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

a measure can be….

reliable but not valid

a valid measure must be…

reliable

step 1

specify what information will be sought

step 2

determine method of administration

step 3

determine content of individual questions

research problems…

guide the questionnaire

filter question

a question used to determine if a respondent is likely to possess the knowledge being sought, also used to determine if an individual qualifies as a member of the defined population

telescoping error

a type of error resulting from the fact that most people remember events as having more occured than it actually did

with telescoping error, consumption estimates will

always be to high

recall loss

a type of error caused by a respondents forgetting that an event happened at all

with recall loss, consumption estimates

will always be too low

step 4

determine form of response

close ended questions

must be exhaustive and mutually exclusive

response order bias

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

how to fix response order bias

split ballot

split ballot technique

researches use multiple versions of a survey with different wordings of an item or different order

step 5

determine wording of questions

step 6

prepare dummy tables

step 7

determine question sequence

how to sequence questions

use simple and interesting opening questions, use the funnel approach

question order bias

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

target information

the basic information that addresses the subject of the study

classification information

information used to classify respondent typically for demographic breakdowns

step 8

determine appearance of questionnaire

step 9

develop recruiting message or script

step 10

re-examine steps, pretest, and revise

pretest

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

drawing a sample plan step 1

define the target population

drawing a sample plan step 2

identify the sampling frame

drawing a sample plan step 3

select a sampling procedure

drawing a sample plan step 4

determine the sample size

drawing a sample plan step 5

select the sample elements

drawing a sample plan step 6

collect the data from the designed elements

census

a type of sampling plan in which data are collected from or about each member of a population

sample

selection of subset of elements from a larger group of objects

parameter

a character or measure of a population

statistic

a characteristic or measure of a sample

we calculate statistics from

sample data in order to estimate population parameters

how to fix sampling

decreased by increasing sample size

sampling error

usually less troublesome than other kinds of error

sampling frame

the list of population elements from which a sample will be drawn-the list could consist of geographic areas, institution

nonprobability sample example

convenience, judgement, quota

probability sample example

simple random, stratified, cluster

nonprobability

sample that relies on personal judgement in the element selection process

probability samples

sample in which each target population element has a known, nonzero chance of being included in the sample

can sampling error be estimated with a nonprobability sample?

no. and we cannot calculate the margin of sampling error

can sampling error be estimated with a probability sample?

yes. analysts can statistically assess the level of sampling error and make projections to the population

convenience sample

a nonprobability sample in which the population elements are included in the sample because they were readily available

convenience sample also referred to as

“accidental” sampling - population in the right place at the right time

judgment sample

a nonprobability sample in which the sample elements are handpicked because they are expected to serve the research purpose

when is a judgment sample good

when the target population is hard to locate/identify

quota sample

a nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics in the target population

quota is established

to represent characteristics so that when sample is complete, it will mirror populations key characteristics

simple random sample

a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample

total sampling elements (TSE)

the number of population elements that must be drawn from the population and included in the initial sample pool in order to end up with the desired sample size

TSE = (equation)

sample size / (1-BC1)(1-I)(1-R)(1-NC)

bci means

bad contact information

I means

ineligible elements

R means

refusals

NC means

those who cant be contacted after repeated attempts

what does TSE really mean

additional needed to reach sample size

stratified sample

a probability sample in which the population is divided into mutually exclusive and exhaustive subsets and a probabilistic sample of elements is chosen indepentendly from each subset

when is a stratified sample most appropriate

when strata is homogenous within but heterogeneous between

cluster sample

a probability sample in which the parent population is divided into mutually exclusive and exhaustive subsets and a random sample of one or more subsets (clusters) is selected

in a cluster sample, strata should be

heterogenous within and homogenous between

drawing a sample plan step 4

determine sample size

to determine sample size, what do you need

how homogenous the population is, how much precision is needed, and how confident we need to be