Chapter 5
Marketing 352 with Rose at University of South Carolina - All Campuses
About this deck
By: Katie Dobbins
Textbook:
Essentials of Marketing Research
Created: 2010-02-09
Size: 34 flashcards
Views: 37
Textbook:
Essentials of Marketing ResearchCreated: 2010-02-09
Size: 34 flashcards
Views: 37
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Survey research methods
research procedures for collecting large amounts of data using question and answer formats
Respondent errors
consist of both nonresponse 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 and records the subject's answers
In home interview
a structured question and answer exchange conducted in the respondent's home
Mall intercept interview
a face-to-face personal interview that takes place in a shopping mall
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
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 respondent reads teh survey questions and records his or her own answers without the presence of a trained interviewer
Mall 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 a study
Topic sensitivity
the degree to which a survey question leads the respondent to give a socially acceptable response
Incidence rate
the percent age 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-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 teh independent varialbe 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 expirement 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
About this deck
By: Katie Dobbins
Textbook: Essentials of Marketing Research
Created: 2010-02-09
Size: 34 flashcards
Views: 37
Textbook:
Essentials of Marketing ResearchCreated: 2010-02-09
Size: 34 flashcards
Views: 37
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy