MKT 3340 Exam 2 – Morris Accurate 100%

Observation - ANSWER Does not involve questioning respondents - Involves recording respondent's actions - Setting is important (natural vs. contrived) - Advantages: objective, accurate Communication - ANSWER Involves questioning respondents - Involves respondents in completing a questionnaire - Advantages: versatility, speed, cost Data collected through observation - ANSWER Retail store traffic Shopper behavior Expressive behavior Verbal behavior Physical objects Structure - ANSWER the degree of standardization used with the data collection instrument structured observation - ANSWER -Requires fairly precise problem definition -Can be used in descriptive and causal research unstructured observation - ANSWER - Has a great deal of flexibility - Monitors all relevant aspects of the phenomenon - More likely to be used in exploratory research disguised observation - ANSWER the subjects are not aware that they are being observed One way mirror, hidden camera, audio recorders, Mystery shopper undisguised observation - ANSWER the subjects are aware that they are being observed Natural Observation - ANSWER subjects are observed in the environment where the behavior normally takes place Amount of time spent reviewing an in-store point-of-purchase display contrived observation - ANSWER Subjects are observed in an environment that has been designed for recording their behavior Amount of time spent reviewing a virtual reality point-of-purchase display Human Administration - ANSWER Trained researchers observe and record phenomenon Notes are written in the field, summarized back in the office Mechanical Administration - ANSWER Electronic devices observe and record phenomenon Bar-code scanners are one of the most important methods of mechanical observation Response latency Galvanometer Voice-pitch analysis Eye tracker camera facial coding Structured Communication - ANSWER Degree of standardization used with the data collection instrument, fixed-alternative questions, Everyone has the same response options Unstructured Communication - ANSWER Open-ended questions have structured questions with unstructured response options Respondents are free to reply in their own words Open-ended responses present interpretation challenges Disguised Communication - ANSWER Attempts to hide the purpose or sponsor of the study Used to help create a more natural environment in which to collect data Should do debriefing Undisguised Communication - ANSWER Subjects are aware of the purpose of the study Study is free of any form of deception Methods of administering Personal Interviews - ANSWER -personal interviews -In-home interviews -Executive interviews -telephone interviews -mall-intercept interviews -Purchase-intercept interviews Methods of administering Telephone Interviews - ANSWER -Traditional Telephone Interviews -Computer-Assisted Telephone Interviews (CATI) -Completely Automated Telephone Surveys (CATS) -Wireless phone survey Methods of administering questionnaires - ANSWER Mail Questionnaires Internet based Questionnaires Relative Advantages & Disadvantages of Personal Interviews - ANSWER PROS Ability to secure correct respondent Response rate Ability to probe Handle complex information Clarification Amount of info obtained flexibility Show visual display Cons Ability to obtain personal info ability to offer anonymity Cost Relative Advantages & Disadvantages of Telephone Interviews - ANSWER PROS Secure list of population Secure correct respondent Probe detailed answers clarification Flexibility Time Requirement Computer Support CONS amount of info obtained protection from interviewer bias personal information show visual anonymity Quality control Relative Advantages & Disadvantages of Paper-Based Surveys - ANSWER PROS Secure list of population protection from interview bias Ability to obtain personal information Ability to show visual Anonymity Cost Quality control CONS Correct respondent probe detailed answers Complex info clarification flexibility time computer support Relative Advantages & Disadvantages of Online Surveys - ANSWER PROS Complex information Flexibility Personal Info Protection from interviewer bias Personal information Ability to offer anonymity Time Cost Quality control Computer support CONS secure population members correct respondent detailed answers clarification Percent of Corporate Marketing Researchers using each method - ANSWER Personal Interviews: 67% Telephone Interview: 61% Mail questionnaires: 32% Online questionnaires: 97% Ratio Scale - ANSWER Basic Comparison - Comparison of Absolute Magnitudes Comparison ofIntervals Order Identity Example -Units Sold -Income Average -Geometric mean -Harmonic Mean -Mean -Median -Mode Interval Scale - ANSWER Basic Comparison -Comparison of intervals Order -Identity Examples -Customer Satisfaction -Brand Attitude