MKT 343 EXAM 2 STUDY GUIDE
selection of a descriptive research design is based on three factors - Answers - -nature
of the initial problem or opportunity
-research questions
-research objectives
approaches used to collect data for descriptive research - Answers - -asking questions
-observation
qualitative research - Answers - said to be descriptive on account of its vivid and
detailed descriptions
quantitative research - Answers - descriptive by using numbers and statistics to
summarize demographics, attitude, and behavior
descriptives - Answers - mean, standard deviation, median
advantages of survey methods - Answers - -can accommodate large sample sizes so
that results can generalized to the target population
-produce precise enough estimates to identify even small differences
-easy to administer and record answers to structured questions
-facilitate advanced statistical analysis
-concepts and relationships not directly measurable can be studied
disadvantages of survey methods - Answers - -questions that accurately measure
respondent attitudes and behavior can be challenging to develop
-in-depth data difficult to obtain
-low response rates can be a problem
survey research methods - Answers - research procedures for collecting large amounts
of data using question-and-answer formats; descriptive research design are often the
results
types of errors in surveys - Answers - -the difference between the findings based on the
sample and the true values for a population
-caused by the method of sampling used and the size of the sample
ways to reduce errors in surveys - Answers - -increasing sample size
-using the appropriate sampling method
non sampling errors - Answers - -respondent errors
-nonresponse errors
-response errors
,respondent errors - Answers - consists of both nonresponse error and response error
nonresponse error - Answers - a systematic bias that occurs when the final sample
differs from the planned sample (bc a sufficient number of sample respondents refuse to
participate or cannot be reached)
response error - Answers - when respondents have impaired memory or do not respond
accurately
key characteristics of nonsampling errors - Answers - -create "systematic variation"
(bias) in data
-they are controllable
-cannot be directly measured (unlike random sampling error)
-one non sampling error can create others
types of person-administered surveys - Answers - -in-home interview
-mall-intercept interview
types of telephone-administered surveys - Answers - -traditional telephone interview
-computer-assisted telephone interview (cati)
-wireless phone surveys
types of self-administered surveys - Answers - -mail survey
-online surveys
-mail panel survey
-drop-off survey
in-home interview - Answers - an interview takes place in the respondent's home or, in
special situations, within the respondent's work environment (in-office)
mall-intercept interview - Answers - shopping patrons are stopped and asked for
feedback during their visit to a shopping mall
traditional telephone interview - Answers - an interview takes place over the telephone;
interviews may be conducted from a central telephone location or the interviewer's
home
computer-assisted telephone interview (cati) - Answers - a computer is used to assist in
a telephone interview
wireless phone survey - Answers - wireless phones are used to collect data; the surveys
may be text-based or web-based
mail survey - Answers - questionnaires are distributed to and returned from respondents
via the postal service or overnight delivery
, online surveys - Answers - the internet is used to ask questions and record responses
from respondents
mail panel survey - Answers - surveys are mailed to a representative sample of
individuals who have agreed in advance to participate
drop-off survey - Answers - questionnaires are left with the respondent to be completed
at a later time; the surveys may be picked up by the researcher or returned via mail
advantages of person-administered surveys - Answers - -adaptability report
-feedback
-quality of responses
disadvantages of person-administered surveys - Answers - -possible recording error
-interviewer-respondent interaction error
-high expense
adaptability report - Answers - -trained interviewers can quickly adapt to respondents'
differences
-not all people are willing to walk with strangers when asked to answer a few questions
-interviewers can help establish a "comfort zone" during the questioning process and
make the process of taking a survey more interesting to respondents
feedback - Answers - during the questioning process, interviewers can answer
respondents' questions and increases the respondents' understanding of instructions
and questions and captured additional verbal and nonverbal information
quality of responses - Answers - -interviewers can help ensure respondents are
screened to represent the target population
-respondents are more truthful in their responses when answering questions in a face-
to-face situation as long as questions are not likely to result in social desirability biases
possible recording error - Answers - interviewers may incorrectly record responses to
questions
interviewer-respondent interaction error - Answers - respondents may interpret the
interviewer's body language, facial expression, or tone of voice as a clue to how to
respond to a question
high expense - Answers - overall cost of data collection using an interviewer is higher
than other data collection methods
advantages of self-administered surveys - Answers - -low cost per survey
-respondent control
-no interviewer-respondent bias
selection of a descriptive research design is based on three factors - Answers - -nature
of the initial problem or opportunity
-research questions
-research objectives
approaches used to collect data for descriptive research - Answers - -asking questions
-observation
qualitative research - Answers - said to be descriptive on account of its vivid and
detailed descriptions
quantitative research - Answers - descriptive by using numbers and statistics to
summarize demographics, attitude, and behavior
descriptives - Answers - mean, standard deviation, median
advantages of survey methods - Answers - -can accommodate large sample sizes so
that results can generalized to the target population
-produce precise enough estimates to identify even small differences
-easy to administer and record answers to structured questions
-facilitate advanced statistical analysis
-concepts and relationships not directly measurable can be studied
disadvantages of survey methods - Answers - -questions that accurately measure
respondent attitudes and behavior can be challenging to develop
-in-depth data difficult to obtain
-low response rates can be a problem
survey research methods - Answers - research procedures for collecting large amounts
of data using question-and-answer formats; descriptive research design are often the
results
types of errors in surveys - Answers - -the difference between the findings based on the
sample and the true values for a population
-caused by the method of sampling used and the size of the sample
ways to reduce errors in surveys - Answers - -increasing sample size
-using the appropriate sampling method
non sampling errors - Answers - -respondent errors
-nonresponse errors
-response errors
,respondent errors - Answers - consists of both nonresponse error and response error
nonresponse error - Answers - a systematic bias that occurs when the final sample
differs from the planned sample (bc a sufficient number of sample respondents refuse to
participate or cannot be reached)
response error - Answers - when respondents have impaired memory or do not respond
accurately
key characteristics of nonsampling errors - Answers - -create "systematic variation"
(bias) in data
-they are controllable
-cannot be directly measured (unlike random sampling error)
-one non sampling error can create others
types of person-administered surveys - Answers - -in-home interview
-mall-intercept interview
types of telephone-administered surveys - Answers - -traditional telephone interview
-computer-assisted telephone interview (cati)
-wireless phone surveys
types of self-administered surveys - Answers - -mail survey
-online surveys
-mail panel survey
-drop-off survey
in-home interview - Answers - an interview takes place in the respondent's home or, in
special situations, within the respondent's work environment (in-office)
mall-intercept interview - Answers - shopping patrons are stopped and asked for
feedback during their visit to a shopping mall
traditional telephone interview - Answers - an interview takes place over the telephone;
interviews may be conducted from a central telephone location or the interviewer's
home
computer-assisted telephone interview (cati) - Answers - a computer is used to assist in
a telephone interview
wireless phone survey - Answers - wireless phones are used to collect data; the surveys
may be text-based or web-based
mail survey - Answers - questionnaires are distributed to and returned from respondents
via the postal service or overnight delivery
, online surveys - Answers - the internet is used to ask questions and record responses
from respondents
mail panel survey - Answers - surveys are mailed to a representative sample of
individuals who have agreed in advance to participate
drop-off survey - Answers - questionnaires are left with the respondent to be completed
at a later time; the surveys may be picked up by the researcher or returned via mail
advantages of person-administered surveys - Answers - -adaptability report
-feedback
-quality of responses
disadvantages of person-administered surveys - Answers - -possible recording error
-interviewer-respondent interaction error
-high expense
adaptability report - Answers - -trained interviewers can quickly adapt to respondents'
differences
-not all people are willing to walk with strangers when asked to answer a few questions
-interviewers can help establish a "comfort zone" during the questioning process and
make the process of taking a survey more interesting to respondents
feedback - Answers - during the questioning process, interviewers can answer
respondents' questions and increases the respondents' understanding of instructions
and questions and captured additional verbal and nonverbal information
quality of responses - Answers - -interviewers can help ensure respondents are
screened to represent the target population
-respondents are more truthful in their responses when answering questions in a face-
to-face situation as long as questions are not likely to result in social desirability biases
possible recording error - Answers - interviewers may incorrectly record responses to
questions
interviewer-respondent interaction error - Answers - respondents may interpret the
interviewer's body language, facial expression, or tone of voice as a clue to how to
respond to a question
high expense - Answers - overall cost of data collection using an interviewer is higher
than other data collection methods
advantages of self-administered surveys - Answers - -low cost per survey
-respondent control
-no interviewer-respondent bias
