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Pile Management Card
MKTG 3010

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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
probability sampling
an objective procedure in which the probability of selection is nonzero and is known in advance for each population unit
what are the select sampling techniques?
probability sampling and non-probability sampling
random sample error
error because sample is imperfect representation of population of interest
sampling frame error
variation between population and defined by researcher and population implied by sample frame
what are the two kinds of sampling errors?
sampling frame error and random sampling error
sampling frame
represents the elements of the target population. it consists a listing of directions for identifying the target population
sample
a subgroup of the population selected for participation in the study
census
involves a complete enumeration of the elements of a population
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
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?)
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
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
what scale is appropriate for measuring estimated standard deviation?
Nominal: Inappropriate
Ordinal: Inappropriate
Interval: Most appropriate
Ratio: Most appropriate
what scale is appropriate for measuring range?
Nominal: Inappropriate
Ordinal: More appropriate
Interval: appropriate
Ratio: appropriate
what scale is appropriate for measuring frequency distribution?
Nominal: appropriate
Ordinal: appropriate
Interval: appropriate
Ratio: appropriate
what scale is appropriate for measuring mean?
Nominal: Inappropriate
Ordinal: Inappropriate
Interval: Most appropriate
Ratio: Most appropriate
what scale is appropriate for measuring media?
Nominal: Inappropriate
Ordinal: More appropriate
Interval: appropriate
Ratio: appropriate
what scale is appropriate for measuring mode?
Nominal: appropriate
Ordinal: appropriate
Interval: appropriate
Ratio: appropriate
ratio scales
-certain scales within special instructions
-assign absolute magnitudes/comparison of absolute magnitudes is possible
-amounts
interval scales
-likert, thurstone, semantic-differential
-allow difference between objects to be compared/intervals between adjacent ranks are equal
-index number/ratings/attitude measures
ordinal scales
-rank order
-indicate relative positions of objectives/objects are greater or smaller
-ranksings
nominal scales
-"yes" or "no"
-identify and classify objects/objects are either identical or different
-description/classification
what are the primary scales of measurement?
nominal, ordinal, interval, ratio
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
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
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
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
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)
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
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
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
Primary data
-in-depth interviews
-projective techniques
-ethnographic studies
-observation
-focus groups
-surveys
why do people pay so much for scanner data?
-completeness
-timeliness
-accuracy
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
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)
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
secondary data
data that exists in published or electronic form. these data are: historical, available in increasing quantities, and multipurpose.
Descriptive methods
numeric
-range
-mean
-median
-mode
-standard deviation
-frequency distribution
-correlation
Graphical
-histogram
-pie chart
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".
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)
0 1

1 1
This means that the firm is always wrong. It is still usefull though
.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
what does a perfect outcome look like?
1 0

0 1

This means that the firm is right 100% of the time
Bayes Rule
Pr(A|B) = Pr(B|A)*Pr(A)/Pr(B)
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)
Max expected utility (Kahneman and Tverskym, Prospect Theory)
-S-Shaped Curve
-Bundling of losses and separation of gains
- U(x) = f(x)
maxi-max (risk prone)
maximize possible gain
Mini-Max (risk aversion)
minimize maximum possible loss
Decision Rule
the assumption is that firms make decisions to maximize expected profits
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
what type of research is an appropriate method for experiments?
descriptive is somewhat appropriate and casual is very appropriate
what type of research is an appropriate method for surveys?
exploratory and casual are somewhat appropriate while descriptive is very appropriate
what type of research is an appropriate method for qualitative research?
exploratory is very appropriate and descriptive is somewhat appropriate
what type of research is an appropriate method for syndicated services?
exploratory is very appropriate and descriptive is somewhat appropriate as well as casual
what type of research is an appropriate method for databanks of other organizations?
exploratory is very appropriate and descriptive is somewhat appropriate
what type of research is an appropriate method for information system?
exploratory is very appropriate and descriptive is somewhat appropriate
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
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
Descriptive techniques
intended to generate data describing the composition and characteristics of relevant groups or units
-survey
Descriptive and Casual Research
discriptive and casual approaches, narrow the possible causes.
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
what are the 3 research techniques?
exploritory, descriptive, and casual
Detective Funnel
problem -> exploratory research -> get a better feel for the problem -> descriptive research and casual research -> possible answers
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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