Untitled Flashcards Set

Module 6: Ch 4 & 5

• Ch 4

  • Quantitative research: research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents

  • Qualitative research: the collection of data in the form of text or images using open-ended questions, observation, or “found” data

  • In-depth interviews: a data collection method in which a well-trained interviewer asks a participant a set of semistructured questions in a face-to-face setting

  • Focus group research: a qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher 

  • Bulletin board: an online research format in which participants agree to post regularly over a period of four to five days

  • Purposive sampling: selecting sample members to study because they possess attributes important to understanding the research topic

  • Stratified purposive sampling: selecting sample members so that groups can be compared 

  • Theoretical sampling: selecting sample members based on earlier interviews that suggest that particular types of participants will help researchers better understand the research topic 

  • Focus group moderator: a person who is well-trained in the interpersonal communication skills and professional manners required for a focus group 

  • Moderator's guide: a detailed outline of the topics, questions, and subquestions used by the moderator to lead the focus group session 

  • Debriefing analysis: an interactive procedure in which the researcher and moderator discuss the subject's responses to the topics that were outlined in the focus group section

  • Content analysis: the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns 

  • Groupthink: a phenomenon in which one or two members of a group state an opinion and other members of the group are unduly influenced 

  • Purposed communities: online brand communities that can be used for research

  • Private communities: purposed communities whose primary purpose is research 

  • Ethnography: a form of qualitative data collection that records behavior in natural settings to understand how social cultural influences affect individuals behaviors and experiences 

  • Participant observation: an ethnographic research technique that involves extended observation of behavior in natural settings in order to fully experience cultural or subcultural contexts 

  • Case study: an exploratory research technique that intensively investigates one or several existing situations that are similar to the current problem/opportunity situation 

  • Projective techniques: an indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object

  • Word association test: a projective technique in which the subject is presented with a list of words or short phrases, one at a time, and asked to respond with the first thought [word] that comes to mind 

  • Sentence completion test: a projective technique where subjects are given a set of incomplete sentences and asked to complete them in their own words

  • Zalltman Metaphor Elicitation Technique (ZMET): a visual research technique used in in-depth interviewing that encourages research participants to share emotional and subconscious reactions to a particular topic 

  • Observation research: systematic observation and recording of behavioral patterns of objects, people, events, and other phenomena

  • Technology-mediated observation: Data collection using some type of mechanical device to capture human behavior, events, or marketing phenomena 

  • Scanner-based panel: a group of participating households that have a unique bar-coded card as an identification characteristic for inclusion in the research study 

  • Social media monitoring: research based on conversations in social media 

  • Listening platform/post: an integrated system that monitors and analyzes social media sources to provide insights that will support marketing decision-making

  • Sentiment analysis/opinion mining: the application of technological tools to identify, extract, and quantify subject information in textual data

  • Netnography: a research technique that requires deep engagement with online communities

• Ch 5

  • Survey research methods: research procedures for collecting large amounts of data using question-and-answer formats

  • Respondent errors: consist of both non-response error and response error 

  • Nonresponse error: a systematic bias that occurs when the final sample differs from the planned sample 

  • Response error: when respondents have impaired memory or do not respond accurately 

  • Person-administered surveys: data collection techniques that require the presence of a trained human interviewer who asks questions, records, and the subject's answers 

  • In-home interview: a structured question-and-answer exchange conducted in the respondent's home 

  • Mail-intercept interview: a face-to-face personal interview that takes place in a shopping mall

  • Telephone interviews: question-and-answer exchanges that are conducted via telephone technology 

  • Computer-assisted telephone interview (CATI): integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents' answers directly into the computer program 

  • Wireless phone survey: a method of conducting a marketing survey in which the data are collected using wireless phones

  • Self-administered survey: a data collection technique in which the respondents read the survey questions and record his or her own answers without the presence of a trained interviewer 

  • Mail surveys: surveys sent to respondents using the postal service

  • Mail panel survey: a questionnaire sent to a group of individuals who have agreed in advance to participate 

  • Drop-off survey: a self-administered questionnaire that a representative of the researcher hand-delivers to selected respondents; the completed surveys are returned by mail or picked up by the representative 

  • Online surveys: survey data collected using the internet 

  • Propensity scoring: used to adjust survey results to be more like those a representative sample would have produced  

  • Generalizable: projectable to the population represented by the sample in the study

  • Topic sensitivity: the degree to which a survey question leads the respondent to give a socially acceptable response 

  • Incidence rate: the percentage of the general population that is the subject of the market research 

  • Ability to participate: the ability of both the interviewer and the respondent to get together in a question-and-answer interchange 

  • Willingness to participate: the respondent's inclination or disposition to share his or her thoughts 

  • Knowledge level: degree to which the selected respondents feel they have knowledge of or experience with the survey's topics

  • Causal research: studies that enable researchers to assess “cause-and-effect” relationships between two or more variables 

  • Independent variables: variables whose values are directly manipulated by the researcher 

  • Dependent variables: measures of effects or outcomes that occur as a result of changes in levels of the independent or causing variable(s)

  • Experiment: an empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables 

  • Variable: a concept or construct that can vary or have more than one value 

  • Control variables: variables that the researcher does not allow to vary freely or systematically with independent variables; control variables should not change as the independent variable is manipulated 

  • Extraneous variables: any variables that experimental researchers do not measure or control that may affect the dependent variable

  • Validity: the extent to which the conclusions drawn from an experiment are true

  • Internal validity: the extent to which the research design accurately identifies causal relationships 

  • External validity: the extent to which a causal relationship found in a study can be expected to be true for the entire target population 

  • Laboratory (lab) experiments: causal research designs that are conducted in an artificial setting 

  • Field experiments: causal research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting 

  • Test marketing: using controlled field experiments to gain information on specified market performance indicators 

Module 7: 143-157

• Stratified random sampling: separation of the target population into different groups, called strata, and the selection of samples from each stratum

• Proportionately stratified sampling: a stratified sampling method in which each stratum is dependent on its size relative to the population 

• Disproportionately stratified sampling: a stratified sampling method in which the size of each stratum is independent of its relative size in the population 

• 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 parties 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