Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Marketing Research
Chapter 5
| Question | Answer |
|---|---|
| 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 respondents 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 question 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 the survey questions and records 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 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 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-anser interchange |
| willingness to participate | the respondent's inclination to 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 level of the independent or causing variables |
| 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 dependents 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 casual relationships |
| external validity | the extent to which a casual 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 a artificial setting |
| Field experiments | casual 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 |
Created by:
2661444980748307
Popular Marketing sets