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| non-probability sampling |
subjective procedure in which the probability of selection for some population units are zero or unknown before drawing the sample |
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jenmn2010 Mon, 02 Nov 2009 16:15:15 GMT |
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| probability sampling |
an objective procedure in which the probability of selection is nonzero and is known in advance for each population unit |
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jenmn2010 Mon, 02 Nov 2009 16:15:15 GMT |
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| what are the select sampling techniques? |
probability sampling and non-probability sampling |
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jenmn2010 Mon, 02 Nov 2009 16:15:15 GMT |
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| random sample error |
error because sample is imperfect representation of population of interest |
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jenmn2010 Mon, 02 Nov 2009 16:15:15 GMT |
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| sampling frame error |
variation between population and defined by researcher and population implied by sample frame |
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jenmn2010 Mon, 02 Nov 2009 16:10:05 GMT |
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| what are the two kinds of sampling errors? |
sampling frame error and random sampling error |
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jenmn2010 Mon, 02 Nov 2009 16:10:05 GMT |
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| sampling frame |
represents the elements of the target population. it consists a listing of directions for identifying the target population |
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jenmn2010 Mon, 02 Nov 2009 16:10:05 GMT |
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| sample |
a subgroup of the population selected for participation in the study |
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jenmn2010 Mon, 02 Nov 2009 16:10:05 GMT |
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| census |
involves a complete enumeration of the elements of a population |
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jenmn2010 Mon, 02 Nov 2009 16:07:36 GMT |
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| population |
the aggregate of all the elements that share some common set of characteristics and that comprise the universe for the purpose of the marketing research problem |
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jenmn2010 Mon, 02 Nov 2009 16:07:36 GMT |
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| Order of questions |
1. screeners (qualifying questions...have been skiing this past year?)
2. first few questions (warm ups....what brand of skis do you own?)
3. first third of questions (transitions/focus questions (what features do you like best about skis?)
4. middle (difficult and complicated...following are ten characteristics of snow skis. please rate your skis on each characteristic using the scale below
5. last section (demographic/identification information...what is the highest level of education you have attained?) |
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jenmn2010 Mon, 02 Nov 2009 16:07:36 GMT |
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| what are the three types of questions? |
1. basic information: questions relating directly to the research problem
2. classification information: demographic or socioeconomic questions used to classify respondents
3. identification information: such things as respondent's name, address, phone number |
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jenmn2010 Mon, 02 Nov 2009 16:07:36 GMT |
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| what is really important when creating a survey? |
make sure the wording is understandable to everyone...not everyone went to college and has good vocab |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring estimated standard deviation? |
Nominal: Inappropriate
Ordinal: Inappropriate
Interval: Most appropriate
Ratio: Most appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring range? |
Nominal: Inappropriate
Ordinal: More appropriate
Interval: appropriate
Ratio: appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring frequency distribution? |
Nominal: appropriate
Ordinal: appropriate
Interval: appropriate
Ratio: appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring mean? |
Nominal: Inappropriate
Ordinal: Inappropriate
Interval: Most appropriate
Ratio: Most appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring media? |
Nominal: Inappropriate
Ordinal: More appropriate
Interval: appropriate
Ratio: appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| what scale is appropriate for measuring mode? |
Nominal: appropriate
Ordinal: appropriate
Interval: appropriate
Ratio: appropriate |
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jenmn2010 Mon, 02 Nov 2009 15:18:48 GMT |
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| ratio scales |
-certain scales within special instructions
-assign absolute magnitudes/comparison of absolute magnitudes is possible
-amounts |
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jenmn2010 Mon, 02 Nov 2009 15:08:41 GMT |
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| interval scales |
-likert, thurstone, semantic-differential
-allow difference between objects to be compared/intervals between adjacent ranks are equal
-index number/ratings/attitude measures |
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jenmn2010 Mon, 02 Nov 2009 15:08:41 GMT |
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| ordinal scales |
-rank order
-indicate relative positions of objectives/objects are greater or smaller
-ranksings |
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jenmn2010 Mon, 02 Nov 2009 15:08:41 GMT |
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| nominal scales |
-"yes" or "no"
-identify and classify objects/objects are either identical or different
-description/classification |
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jenmn2010 Mon, 02 Nov 2009 15:08:41 GMT |
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| what are the primary scales of measurement? |
nominal, ordinal, interval, ratio |
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jenmn2010 Mon, 02 Nov 2009 15:04:00 GMT |
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| cons of focus groups |
-results not directly quantifiable, have to encode
-not representative
-difficulty getting right attendees
-group process may inhibit frank exchange
-minority viewpoints may not be heard
-need for skilled and experienced moderator |
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jenmn2010 Mon, 02 Nov 2009 15:04:00 GMT |
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| pros of focus groups |
-good for getting in-depth info
-enables complex issues to be discussed
-one person's experiences or feelings often stimulate others
-process highlights differences between consumers
-allows for spontaneity |
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jenmn2010 Mon, 02 Nov 2009 15:04:00 GMT |
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| focus group procedures |
Choices:
-formal v. informal
-one way mirror, video
-intrusiveness of moderator
Steps:
1. into and ground rules
2. introduce and discuss materials based on script
3. summary
4. demographic/product usage questionnaire at the end |
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jenmn2010 Mon, 02 Nov 2009 15:04:00 GMT |
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| Focus Groups |
-most common form of qualitative research
-in-depth probing, unstructured discussion, ability to observe dynamics
-8 to 10 individuals, 1 to 2 moderators, about 1 hour long
-common uses: products, product concepts, ad copy, script for further studies, questionnaires |
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jenmn2010 Mon, 02 Nov 2009 14:57:23 GMT |
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| primary date: descriptive research |
-cross sectional designs: consist of obtaining information from a sample of respondents belonging to the population of interest only once (ex sample surveys)
-longitudinal designs: consist of obtaining information from a fixed sample of respondents at periodic intervals (useful in tracking changes in consumer attitudes and behavior over time. ex: scanner panel data) |
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jenmn2010 Mon, 02 Nov 2009 14:57:23 GMT |
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| observation |
-respondents may be unlikely to give truthful answers, useful supplements to other techniques
-household monitoring, in-store video, content analysis
-you need electronic devices
ex: path tracker, eye tracking
ad & dis
+natural environments
+no recall error
+sometimes it's the only way
-may not be representative
-subjective interpretation |
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jenmn2010 Mon, 02 Nov 2009 14:57:23 GMT |
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| projective techniques |
-certain issues are not amenable to direct questioning: projective techniques provide a mechanism for uncovering subconscious response
-respondent is projected into simulated activities
ex: word association, picture interpretation, sentence completion, role playing, indirect questioning |
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jenmn2010 Mon, 02 Nov 2009 14:57:23 GMT |
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| in-depth interviews |
-mechanism for obtaining detailed insights, flexible
-one-on-one
-you need an interview guide/schedule
-advantages and disadvantages:
+no external influence
+can track a theme with one respondent
+can probe specific issues
-cost
-lose the benefit of the discussion
-small sample |
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jenmn2010 Mon, 02 Nov 2009 14:46:44 GMT |
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| Primary data |
-in-depth interviews
-projective techniques
-ethnographic studies
-observation
-focus groups
-surveys |
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jenmn2010 Mon, 02 Nov 2009 14:46:44 GMT |
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| why do people pay so much for scanner data? |
-completeness
-timeliness
-accuracy |
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jenmn2010 Mon, 02 Nov 2009 14:46:44 GMT |
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IRI data
Pros and cons |
-Not a complete sampling frame (convenience stores, small shops, walmart)
-can't make casual statements
-don't know behaviors and psychographics
-don't know the exact set of choices, prices, and consideration set faced by the consumer and the time of decision |
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jenmn2010 Mon, 02 Nov 2009 14:46:44 GMT |
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| disadvantages of secondary data |
-problems of fit (inappropriate level of aggregation...time, company, region..., wrong unit of analysis...you are interested in the price elasticity for the small box but the only study is about the large one)
-problems of accuracy (uncertainty about supplier/collection methods, availability of multiple sources) |
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jenmn2010 Mon, 02 Nov 2009 14:38:47 GMT |
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| advantages of secondary data |
-cost (internet has made search cost low)
-time to acquire
-at times more accurate, at time the only alternative
*always begin with secondary data and only proceed with primary data. always use the primary source of the secondary data when possible |
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jenmn2010 Mon, 02 Nov 2009 14:38:47 GMT |
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| secondary data |
data that exists in published or electronic form. these data are: historical, available in increasing quantities, and multipurpose. |
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jenmn2010 Mon, 02 Nov 2009 14:38:47 GMT |
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| Descriptive methods |
numeric
-range
-mean
-median
-mode
-standard deviation
-frequency distribution
-correlation
Graphical
-histogram
-pie chart |
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jenmn2010 Mon, 02 Nov 2009 14:38:47 GMT |
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| what is conditional probability? |
the probability of some event A, given the occurrence of some other event B. Conditional probability is written P(A|B), and is read "the probability of A, given B". |
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jenmn2010 Thu, 29 Oct 2009 20:45:39 GMT |
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| what is joint probabilty? |
a measure of two events happening at the same time, and can only be applied to situations where more than one observation can be occurred at the same time. (A,B) |
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jenmn2010 Thu, 29 Oct 2009 20:45:39 GMT |
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0 1
1 1 |
This means that the firm is always wrong. It is still usefull though |
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jenmn2010 Thu, 29 Oct 2009 20:24:12 GMT |
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.5 .5
.5 .5 |
The firm is correct 1/2 of the time, and the firm is wrong 1/2 of the time. This shows that there is no data or information...we need more |
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jenmn2010 Thu, 29 Oct 2009 20:24:12 GMT |
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| what does a perfect outcome look like? |
1 0
0 1
This means that the firm is right 100% of the time |
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jenmn2010 Thu, 29 Oct 2009 20:24:12 GMT |
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| Bayes Rule |
Pr(A|B) = Pr(B|A)*Pr(A)/Pr(B) |
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jenmn2010 Thu, 29 Oct 2009 20:24:12 GMT |
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| The law of conditional probability |
Pr(A|B)= Pr(A and B)/Pr(B)
or
Pr(Aand B)=Pr(A|B)*Pr(B)= Pr(B|A)*Pr(A) |
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jenmn2010 Thu, 29 Oct 2009 19:57:00 GMT |
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| Max expected utility (Kahneman and Tverskym, Prospect Theory) |
-S-Shaped Curve
-Bundling of losses and separation of gains
- U(x) = f(x) |
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jenmn2010 Thu, 29 Oct 2009 19:57:00 GMT |
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| maxi-max (risk prone) |
maximize possible gain |
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jenmn2010 Thu, 29 Oct 2009 19:57:00 GMT |
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| Mini-Max (risk aversion) |
minimize maximum possible loss |
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jenmn2010 Thu, 29 Oct 2009 19:57:00 GMT |
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| Decision Rule |
the assumption is that firms make decisions to maximize expected profits |
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jenmn2010 Thu, 29 Oct 2009 19:52:05 GMT |
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| what are the values of marketing research? |
-marketing research collects information that is used to refine the prior estimate of the probability that an event occurs
-marketing research reduces uncertainty with predicting future events
-marketing research helps to quantifu the consequences of a planned marketing action |
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jenmn2010 Thu, 29 Oct 2009 19:52:05 GMT |
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| what type of research is an appropriate method for experiments? |
descriptive is somewhat appropriate and casual is very appropriate |
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jenmn2010 Thu, 29 Oct 2009 19:52:05 GMT |
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| what type of research is an appropriate method for surveys? |
exploratory and casual are somewhat appropriate while descriptive is very appropriate |
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jenmn2010 Thu, 29 Oct 2009 19:52:05 GMT |
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| what type of research is an appropriate method for qualitative research? |
exploratory is very appropriate and descriptive is somewhat appropriate |
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jenmn2010 Thu, 29 Oct 2009 19:52:04 GMT |
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| what type of research is an appropriate method for syndicated services? |
exploratory is very appropriate and descriptive is somewhat appropriate as well as casual |
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jenmn2010 Thu, 29 Oct 2009 19:52:04 GMT |
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| what type of research is an appropriate method for databanks of other organizations? |
exploratory is very appropriate and descriptive is somewhat appropriate |
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jenmn2010 Thu, 29 Oct 2009 19:52:04 GMT |
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| what type of research is an appropriate method for information system? |
exploratory is very appropriate and descriptive is somewhat appropriate |
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jenmn2010 Thu, 29 Oct 2009 19:52:04 GMT |
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| problem formulation |
the first and most important step to the marketing research process
-it links research output to managerial decision problem
-clearly defines research objective, research questions, and research hypotheses
-establishes value of information obtained through research
-sets the stage for rest of the marketing research project |
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jenmn2010 Thu, 29 Oct 2009 19:33:39 GMT |
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| casual techniques |
intended to identify cause-and-effect among variables, ex. to establish that one event (say a new package) is thea mean for producing another event (say an increase in sales)
-experiment |
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jenmn2010 Thu, 29 Oct 2009 19:33:39 GMT |
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| Descriptive techniques |
intended to generate data describing the composition and characteristics of relevant groups or units
-survey |
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jenmn2010 Thu, 29 Oct 2009 19:33:39 GMT |
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| Descriptive and Casual Research |
discriptive and casual approaches, narrow the possible causes. |
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jenmn2010 Thu, 29 Oct 2009 19:33:39 GMT |
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| Expolitory Research |
expoloratory techniques generate all possible reasons for a problem: intended initial hunches or insights and to provide direction for any further research needed:
-focus groups
-secondary data
-survey opinion leaders
-case study |
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jenmn2010 Thu, 29 Oct 2009 19:15:55 GMT |
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| what are the 3 research techniques? |
exploritory, descriptive, and casual |
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jenmn2010 Thu, 29 Oct 2009 19:15:55 GMT |
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| Detective Funnel |
problem -> exploratory research -> get a better feel for the problem -> descriptive research and casual research -> possible answers |
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jenmn2010 Thu, 29 Oct 2009 19:15:55 GMT |
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| What is problem formulation? |
you first must start with a managerial problem/opportunity. (to invest or not to invest). Then translate into research objective, pose the right research questions and then state questions in terms of research hypotheses. |
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jenmn2010 Thu, 29 Oct 2009 19:15:55 GMT |
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