Study Guides (248,411)
Canada (121,518)
Marketing (513)
MKT 500 (39)
Final

MKT500 Exam Review - Ch. 6,9,10,11,13.docx

9 Pages
224 Views
Unlock Document

Department
Marketing
Course
MKT 500
Professor
Helene Moore
Semester
Fall

Description
Wk. 3 – Chapter 6 – Quantitative Collection methods Lecture on: September 18, 2012 On-site research 1. Stream of consciousness interview 2. Spontaneous reaction interview 3. Directed general response interview 4. Directed specific response interview 5. Prompted reaction to execution elements - Survey: involves interviews with a large number of respondents using a predesigned questionnaire - Chapter focuses on methods to collect data using surveys Four data collection modes 1. Have a person ask the questions, either face-to-face or over the phone, without computer assistance (person-administered) 2. Have a computer or direct questioning in face-to-face, voice, or other survey (computer- administered) 3. Respondents fill in their own survey, without computer assistance (self-administered) 4. Combination of two or more (mixed-mode surveys) - Person-administered surveys, without computer assistance: o Advantages: feedback, rapport, quality control, adaptability o Disadvantages: humans make errors, slow speed, high cost, interview evaluation (presence of another person may create apprehension) - Computer-administered surveys: o Advantages: speed; error-free interviews; use of pictures, videos, and graphics; real- time data capture; reduction of anxieties caused by “interview apprehension o Disadvantages: technical skill required, high set up costs - Self-administered surveys: o Advantages: reduced cost, respondent control, no interview evaluation apprehension o Disadvantages: respondent control, lack of monitoring, high questionnaire requirements - Mixed-mode surveys: o Advantages: Can take advantages of each of the survey modes to achieve their data collection goals o Disadvantages: mode affects response?, additional complexity Descriptions of data collection methods - Person administered: o In-home interview o Mall-intercept interview o In-office interview o “Traditional” phone interview o Central location telephone interview - Computer administered: o Computer-assisted telephone interview (CATI) o Fully computerized interview (not online) o Online and other internet-based surveys - Self-administered: o Group self-administered survey o Drop-off survey o Mail survey Ethics in marketing research - Sugging – soliciting under the guise of interviewing - Mugging – marketing under the guise of interviewing Choice of survey method - The survey data collection time horizon o Traditionally telephone surveys were good for time constraints o Online is even better - The survey data collection method o Mail survey – very inexpensive, but low response rate o Online is also an option - Incidence rate: percentage of the population that possesses some characteristic necessary to be included in the survey - Advantages and disadvantages of all on page 218 - review Wk. 3 – Chapter 9 – Sampling Lecture on: September 18, 2012 **explore XL Data Analyst Basic concepts in samples and sampling - Population: entire group under study as specified by the research project - Sample: subset of the population that would represent the entire group - Census: defined as an accounting of everyone in the population - Sampling error: o The method of sample selection o The size of the sample - Sample frame: master list of all members of the population Determining size of a sample 2 2 - How to calculate sample size – n=(z (pq)/e ) - Sample size adjustment formula: o Adjusted sample size = calculated sample size * (1/incidence rate %) * (1/response rate %) - Sometimes sample size must be adjusted because of time pressure, cost constraint, study objectives, and data analysis procedures How to select a representative sample - Probability sampling: o Simple random sampling: random digit dialling, table of random numbers, etc.  Probability of selection = sample size/population size o Systematic sampling: “skip interval” – every third person for example  Skip interval = population list size/sample size o Cluster sampling: population is divided in similar groups – researcher can select few clusters or draw samples from each cluster  Area sampling: researcher divides the population to be surveyed into geographic areas such as census tracts, cities, neighborhoods etc.  One-step area sampling: researcher may believe the various geographic areas to be sufficiently identical to permit them to concentrate on one area and then generalize the results to the full population  Two-step area sampling: choose random sample of areas, and then decide on a probability method to sample individuals within the chosen areas o Stratified sampling: if the population is believed to have a skewed distribution for one of more of its distinguishing factors, the researcher identifies subpopulations called strata. A random sample if taken from each stratum.  Weighted average = average population(Average a(Population )a+ (Average )bPopulation ) b  Surrogate measure: some observable or easily determined characteristic of each population member is used to help separate the population members into their various subgroupings  Proportionate stratified sample: when strata sample sizes are faithful to their relative sizes in the population, and you do not need to use the weighted average here  Disproportionate stratified sample: when the strata sizes do not reflect their relative proportions in the population, and the weighted average formula must be used - Non-probability sampling methods: o Take less effort, are faster, and cost less. But at the cost of representativeness o Convenience samples o Judgement samples  Very subjective o Referral samples  “Snowball sample” o Quota samples  Often used as a means of ensuring that convenience samples will have the desired proportions of different respondent classes, reducing the sample selection error but not eliminating it Online sampling techniques - Random online intercept sampling: relies on a random selection of website visitors o If it incorporates a skip interval – systematic sample o If the sample program treats the population of website visitors like strata – stratified o If the population isn’t website visitors and the website is being used because it has many visitors – convenience sample - Invitation online sampling o When potential respondents are alerted that they may fill out a questionnaire that is hosted at a specific website (retail store receipts) - Online panel sampling o Respondent panels that are set up by marketing research companies for the explicit purpose or conducting online surveys with representative samples Ethical considerations in surveys using cellphones - Cellphone surveys are inherently unsafe - Cellphone surveys are unevenly expensive for respondents - Most cellphone surveys are not brief - Cellphone users are disproportionately nonadults Wk. 8 – Chapter 10 – Data collection and basic descriptive statistics Lecture on: October 30, 2012 Errors encountered in the data collection stage - Nonsampling errors o Intentional fieldworker errors o Unintentional fieldworker errors - Respondent errors o Intentional respondent errors o Unintentional respondent errors - Data collection errors with online surveys o Multiple submissions by the same respondent o Bogus respondents and/or responses o Misrepresentation of population - Types of nonresponse: o Refusal – declines to participate in the surve
More Less

Related notes for MKT 500

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit