Consumer Behavior Exam #2 – Questions With
Appropriate Solutions
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Terms in this set (92)
Collecting original data for the specific research question at
What is primary market
hand.
research? Provide examples.
- i.e. Surveys, Focus groups, Experiments, Observations.
Analyzing data that was collected for a different purpose than
the research question at hand.
What is secondary market
- External: Government database, public library, web scraping,
research? Provide examples.
commercial database.
- Internal: Company records (e.g., sales, customer databases)
Visual Attention Data on Primary research method: since it involved directly collecting
Package (Eye-tracking) is what new data through observing consumers' eye movements and
type of research? Primary or visual attention patterns in real-time.
Secondary?
Nielsen HomeScan Data is what Secondary research method: since it involved data that has
type of research? Primary or already been collected, rather than being collected firsthand for
Secondary? a specific research purpose.
Pros:
- Customized to research needs
- Current and relevant data.
- Greater control over methodology.
What are the major pros and
cons of primary research? Cons:
- High costs
- Time-intensive
- Requires expertise
- Sample size limiations
Pros:
- Time savings, Low costs (mostly - but not always)
Cons:
- Might not be specific enough for your project.
What are the major pros and
- Definitions or categories might not be what you're looking for.
cons of secondary research?
- May be out of date.
- Credibility issues.
Rule of Thumb: Collect secondary data first, then turn to primary
data.
What is a population? The entire group that you want to draw conclusions about.
What is a sample? The specific group that you will collect data from.
, Occurs when the sample selected for a study is not
What is sampling bias? representative of the overall population, leading to distorted or
unreliable results.
1. Simple random sampling
What are the four types of
2. Systematic sampling
probability-based sampling
3. Stratified sampling
methods?
4. Cluster sampling
Every member of the population has an equal chance of being
Simple random sampling (w/
selected. The sampling frame should include the whole
exmaple)
population.
Systematic sampling (w/ Individuals are chosen at regular intervals. Make sure that there is
example) no hidden pattern in the list that might skew the sample.
Divide the population into subpopulations (strata) that may differ
in important ways (e.g., gender, age, job, role).
Stratified sampling (w/ example) - Based on the overall proportions, calculate how many people
should be sampled for each subgroup. - Then use random
systematic sampling to select a sample from each subgroup.
Instead of dividing the population into subgroups (clusters), each
subgroup should have similar characteristics to the whole
Cluster sampling (w/ example) sample.
- Instead of sampling individuals from each subgroup, randomly
select entire subgroups.
What are the four types of non- 1. Convenience
probability-based sampling 2. Purposive/judgement
methods? (multiple choice): 3. Snowball
- Simple random sampling 4. Quota sampling
- Systematic sampling
- Stratified sampling
- Cluster sampling
- Convenience sampling
- Snowball sampling
- Purposive sampling
- Quota sampling
Simply includes the individuals who happen to be most
Convenience sampling (w/ accessible to the researcher.
example) - Easy and inexpensive.
- BUT selection bias.
Researchers use their expertise to select a sample that is most
Purposive/judgement sampling
useful to the purpose of the research.
(w/ example)
- Often used when the population is very small or specific.
Rely on participants recruiting others, "snowballs"
Snowball sampling (w/ example) - Often used when the population is hard to access.
- Selection bias.
First, divide the population into manually exclusive subgroups
(strata), then recruit sample units until you reach the quota (a
Quota sampling (w/ example)
predetermined number or proportion of units).
- Aim to control what or who makes up your sample.
- Every member of the population has a chance of being
What is a probability sampling selected.
methods? - Help make strong statistical inferences about the whole group.
- Mainly used in quantitative research.
- Individuals are selected based on non-random criteria, and not
every individual has a chance of being included.
What is a non-probability - Easier and cheaper to access, but it has a higher risk of
sampling methods? sampling bias.
- Often used in exploratory and qualitative research.
- Develop an initial understanding of a problem.
Appropriate Solutions
Save
Students also studied
Perio Study DENT 475 - Implant components NBDE II Review - Pro
Teacher 78 terms 42 terms 69 terms
Hunter_Charters Preview gillphil Preview melissa_jarvis7
Terms in this set (92)
Collecting original data for the specific research question at
What is primary market
hand.
research? Provide examples.
- i.e. Surveys, Focus groups, Experiments, Observations.
Analyzing data that was collected for a different purpose than
the research question at hand.
What is secondary market
- External: Government database, public library, web scraping,
research? Provide examples.
commercial database.
- Internal: Company records (e.g., sales, customer databases)
Visual Attention Data on Primary research method: since it involved directly collecting
Package (Eye-tracking) is what new data through observing consumers' eye movements and
type of research? Primary or visual attention patterns in real-time.
Secondary?
Nielsen HomeScan Data is what Secondary research method: since it involved data that has
type of research? Primary or already been collected, rather than being collected firsthand for
Secondary? a specific research purpose.
Pros:
- Customized to research needs
- Current and relevant data.
- Greater control over methodology.
What are the major pros and
cons of primary research? Cons:
- High costs
- Time-intensive
- Requires expertise
- Sample size limiations
Pros:
- Time savings, Low costs (mostly - but not always)
Cons:
- Might not be specific enough for your project.
What are the major pros and
- Definitions or categories might not be what you're looking for.
cons of secondary research?
- May be out of date.
- Credibility issues.
Rule of Thumb: Collect secondary data first, then turn to primary
data.
What is a population? The entire group that you want to draw conclusions about.
What is a sample? The specific group that you will collect data from.
, Occurs when the sample selected for a study is not
What is sampling bias? representative of the overall population, leading to distorted or
unreliable results.
1. Simple random sampling
What are the four types of
2. Systematic sampling
probability-based sampling
3. Stratified sampling
methods?
4. Cluster sampling
Every member of the population has an equal chance of being
Simple random sampling (w/
selected. The sampling frame should include the whole
exmaple)
population.
Systematic sampling (w/ Individuals are chosen at regular intervals. Make sure that there is
example) no hidden pattern in the list that might skew the sample.
Divide the population into subpopulations (strata) that may differ
in important ways (e.g., gender, age, job, role).
Stratified sampling (w/ example) - Based on the overall proportions, calculate how many people
should be sampled for each subgroup. - Then use random
systematic sampling to select a sample from each subgroup.
Instead of dividing the population into subgroups (clusters), each
subgroup should have similar characteristics to the whole
Cluster sampling (w/ example) sample.
- Instead of sampling individuals from each subgroup, randomly
select entire subgroups.
What are the four types of non- 1. Convenience
probability-based sampling 2. Purposive/judgement
methods? (multiple choice): 3. Snowball
- Simple random sampling 4. Quota sampling
- Systematic sampling
- Stratified sampling
- Cluster sampling
- Convenience sampling
- Snowball sampling
- Purposive sampling
- Quota sampling
Simply includes the individuals who happen to be most
Convenience sampling (w/ accessible to the researcher.
example) - Easy and inexpensive.
- BUT selection bias.
Researchers use their expertise to select a sample that is most
Purposive/judgement sampling
useful to the purpose of the research.
(w/ example)
- Often used when the population is very small or specific.
Rely on participants recruiting others, "snowballs"
Snowball sampling (w/ example) - Often used when the population is hard to access.
- Selection bias.
First, divide the population into manually exclusive subgroups
(strata), then recruit sample units until you reach the quota (a
Quota sampling (w/ example)
predetermined number or proportion of units).
- Aim to control what or who makes up your sample.
- Every member of the population has a chance of being
What is a probability sampling selected.
methods? - Help make strong statistical inferences about the whole group.
- Mainly used in quantitative research.
- Individuals are selected based on non-random criteria, and not
every individual has a chance of being included.
What is a non-probability - Easier and cheaper to access, but it has a higher risk of
sampling methods? sampling bias.
- Often used in exploratory and qualitative research.
- Develop an initial understanding of a problem.
