Mktg 390 Exam 3 Study Guide

MKTG 390, Exam 3 1. Marketers a lot mislead consumers by misrepresenting marketing seek find oneselfings in ads and sales presentations. What argon six slipway in which they do this? (1). Incomp allowe or misleading reporting of view or product testing results (2). Reporting only the voice of survey answerers answering in a given way (for example, 55% of those surveyed said. ) but non the absolute figure of speechs or the smack sizing of it (3). Misleading specification of the competitors tested in reported comparative tests (4).Using survey techniques that conf expenditure answerers or bias their answers, but not revealing the questions and interview procedure. some convictions corporate investigateers intentionally design the play a huges product testing and marketing seek studies so as to generate deceptive findings. (1). Testing the beau mondes drug against a analogy during theta is well(p) known not to work well. (2). Testing the societys drug against too hu mble a dose of the comparison product, to make the comp eithers drug appear to a greater extent effective , or against too high a dose of the comparison product to make the companys drug appear less toxic. 3). Reporting only that part of a product trial that favors the companys drug, and hiding the rest of the results. (4). Funding many different studies close the same product but reporting only the champion or 2 that make the companys product look desirable. 1) Tell lies ab come out of the closet risks or limitations 2) Omit disclosing risks or limitations entirely 3) Bury or conceal disclosures among early(a) in tieration 4) Report only % of respondents who answer in a specific way 5) Incomplete reporting of testing results 6) Using survey techniques that confuse respondents 2. formulate the digit of sub hosts system for determining experiment size. In any prototype size determination problem, consideration essential be given to the number and anticipate size of various subgroups of the make out precedent that must be analyzed and active which statistical inferences must be made. For example, a searcher might decide that a sample of 400 is quite qualified general. However, if male and female respondents must be analyzed separately and the sample is expected to be 50 pct male and 50 percent female, then the expected sample size for each subgroup is only 200.Is this number adequate for making the desired statistical inferences approximately the characteristics of the ii groups? If the results be to be analyzed by both sex and age, the problem gets even much complicated. Assume that it is important to analyze quaternary subgroups of the total sample work force under(a)(a) 35, men 35 and over, women under 35, and women 35 and over. If each group is expected to make up about 25 percent of the total sample, a sample of 400 w hallucinating include only 100 respondents in each subgroup.The problem is that as sample size gets pocketableer, taste error gets larger, and it becomes more difficult to tell whether an observed difference between two groups is a real difference or simply a look of have error. Other things being equal, the larger the number of subgroups to be analyzed, the larger the required total sample size. It has been suggested that a sample should provide, at a minimum, 100 or more respondents in each major subgroup and 20 to 50 respondents in each of the less important subgroups. Number of Subgroups to Be Analyzed . Subgroupsthe number and anticipated size of various subgroups of the total sample that must be analyzed and statistical inferences must be made should be seriously considered. b. Sample sizedependent on the number of subgroups to be analyzedthe more needed the larger the required total sample size. c. Minimum Needs100 or more respondents in each major subgroup and 20 to 50 respondents in each of the less important subgroups. 3. You need to hire a marketing investigate firm to work with y ou on a new product research spue.Five factors you might consider in choosing among different research firms are the price they charge, their seeming h matchlesssty, their punctuality (ability to meet deadlines on a project), their flexibility, and their capacity to deliver the specified work. What are five some opposite important factors for you to consider in making your select? Briefly pardon why each of these five factors is important. Maintains lymph node confidentiality Provide high-quality output Responsive to the clients needs High quality-control standards Customer orientated in fundamental interaction with clients Keep clients informed throughout a project (1).Maintains client confidentiality (2). Delivers against project specifications (3). Provides high-quality output (4). Is responsive to the clients needs (5). Has high quality-control standards (6). Is customer oriented in interactions with client (7). Keeps the client informed throughout a project 4. What two aspects of a research firms chosen research method and information collection service tramp decrease the firms ability to meet a deadline for completing a research project? What two aspects of a research firms internal management operations female genital organ decrease the firms capacity to meet key deadlines for a research project? 1) A discussion of questionnaires would not be complete without mentioning their impact on costs and profitability. Factors masking costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations. (2) Generally research firms do not have design and analytical capabilities. This means that their clients whitethorn, on occasion, need to seek separate providers to meet their fully service needs. It also could decrease the firms capacity to meet key deadlines for a research project. not pretty sure yet) 5. A research firms flexibility is an important factor for clients to consider in decision making whether to hire that firm. wherefore is flexibility important and what information would you seek to postulate about a firms flexibility? Flexibility is important to see how a firm reacts in a crisis-management situation. Unexpected happenings occur often and flexibility shows how a firm leave react to these situations. Flexibility also refers to a firms control over internal operations, and how they handle military unit issues, such as personnel turnover. . Research management has eight important goals. Three of these are (a) sensitive communication, (b) staff study and retention, and (c) cost management. What are quadruplet other goals in successful research management? Briefly explain these four goals. (1). Organizing the supplier firm large suppliers have separate departments for sampling, questionnaire programming, field, coding, tabulation, statistics, and sales? fifty-fifty the client service staff may be separate from those who manage projects and write questionnaires and reports.Each of these departments has a head who is expert in the functions of that department and manages work assignments at bottom the department. So in receipt to problems like this, some companies are organizing by teams. (2). Data Quality Management this is the most important objective of the research management. selling research managers can help assure high-quality data by having policies and procedures in place to minimize source of error. Marketing investigators must not only effort to minimize error, but must also do a better job of explaining the term margin error.Also, managers must have in place procedures to procure the careful proofing of all text, chart, and graphs in written reports and other communications provided to the clients. (3). Time managementit is in truth important becasue clients often have a specified time schedule that they must meet. Two problems that can play havoc with time schedules are inaccuracies in estimates of the incidence rate and the interview length. The project manager must have early information regarding whether or not a project can be completed on time.Time management requires that systems be put in place to inform management as to whether or not the project is on schedule. (4). leaf node Profitability Management while marketing research departments may be able to focus on doing on-demand projects for internal clients, marketing research suppliers have to think about profitability. Customer Research Incorporated (CRI) divided its clients into four categories based on the clients perceived value to CRIs bottom line. CRI spent too much time and too many priceless employee resources on too many unprofitable customers. (5).OutsourcingOne way that research firms are cutting costs is outsourcing. The term outsourcing as employ in this text is having personnel in another country perform some, or all, of the functions tough in a marketing research project. When a research firm sets up a wholly-owned foreign subsidiary, it is called captive outsourcing. Simple outsourcing is where a domestic research company enters into a relationship with a foreign company that provides a word form of marketing research functions. For example, Cross-Tab Services of Mumbai, India, offers online survey programming, data abuting, data analysis, and other services.Other services that are beginning to be outsourced are data management and panel management. A number of issues need to be considered when one is outsourcing, as shown in Exhibit 15. 10. India is most likely the world leader in marketing research outsourcing firms. Over 110 marketing research outsourcing firms in India (noncaptive) employ over 9,000 people. The countrys revenues Research management has seven important goals beyond excellent communication building an effective judicature, assurance of data quality, adherence to time schedules, cost control, client profitability management, and staff managem ent and development. ) Building an effective institutionhaving an organization in which people work in their areas of highest strength (technical people doing tech stuff and charismatic people doing customer service activities) 2) Assurance of data qualityto ensure the integrity of the data produced 3) Adherence to time schedules (time management)keep the project on schedule with specific time schedules the client has specified 4) Client profitability managementprojects for clients are a anteriority but the bottom line is the most important make sure the clients youre serving are maximizing profitability and not stretching yourself too thin. . To retain key staff members, a research firm can help them develop their original skills and meet their goals. What are three specific things a research supply firm can do to help retain key marketing research staff members, beyond paying them well? a. Conduct regular performance reviews that give continuing feedback on a job well doneor of fer ways to improve. Many staff members think their bosses play favorites during performance reviews. So department heads try to use clear performance criteria for each set up and offer objective appraisals for everyone. . Offer public recognition for great work. Some groups mention great work during staff meetings post client comments on a wall of fame in the department have bosses send personal letters to staff members at home, praising their work hold pizza parties for teams that have performed preceding(prenominal) and beyond or simply have the head of the department stop by a staff members office to offer congratulations and thanks. c. Give differential pay raises that make out superior performance.While across theboard, uniform pay increases are often use (because they are the easiest to administer), they do not recognize the high performersand they chuck up the sponge the lower performers to believe they are doing adequate work. d. Vary the work. In order to keep everyon e interested, some research groups identify one-off projects and then allow staff members to volunteer for them. Examples of special projects could include a project that leave alone feed into the firms strategic externalizes, formation of a high-visibility cross-functional team, or a project that uses a new technique or addresses an un usually interesting topic. 8.What is stratified sampling? What are the three stairs involved in consumeing a stratified sample? A stratified sampling procedure divides a state by a specific strata (some demographic characteristic pertinent to the population of interest) then people are chosen randomly within each stratum, usually proportionate to the total number of people in each stratum. graded samples are probability samples that are distinguished by the following procedural steps (1). The original, or parent, population is divided into two or more reciprocally exclusive and exhaustive subsets (for example, male and female). (2).Simple random samples of elements from the two or more subsets are chosen independently of each other. Three steps are involved in implementing a properly stratified sample (1). Identify undischarged (important) demographic or classification factors. Factors that are correlated with the behavior of interest. For example, there may be reason to believe that men and women have different average consumption rates of a particular product. To use gender as a priming for meaningful stratifi cation, the researcher must be able to show with actual data that there are significant differences in the consumption levels of men and women.In this manner, various salient factors are identifi ed. Research indicates that, as a general rule, after the six most important factors have been identifi ed, the identification of additional salient factors adds little in the way of increased sampling efficiency. (2). Determine what proportions of the population fall into the various subgroups under each stratum (for ex ample, if gender has been determined to be a salient factor, determine what proportion of the population is male and what proportion is female).Using these proportions, the researcher can determine how many respondents are required from each subgroup. However, onward a final determination is made, a decision must be made as to whether to use proportional allocation or disproportional, or optimal, allocation. (3). distinguish separate simple random samples from each stratum. This parade is implemented somewhat differently than traditional simple random sampling. Assume that the stratified sampling plan requires that 240 women and 160 men be interviewed.The researcher will sample from the total population and keep track of the number of men and women interviewed. At some even in the process, when 240 women and 127 men have been interviewed, the researcher will interview only men until the target of 160 men is reached. In this manner, the process generates a sample in which the pro portion of men and women conforms to the allocation scheme derived in step 2. Stratified samples are not used as often as one might expect in marketing research. The reason is that the information needed to properly stratify the sample is usually not easy in advance.Stratification cannot be based on guesses or hunches but must be based on hard data regarding the characteristics of the population and the relationship between these characteristics and the behavior under investigation. Stratified samples are frequently used in political polling and media audience research. In those areas, the researcher is more likely to have the information necessary to implement the stratification process. 9. The American Marketing Associations Code of Professional Ethics cites data collection principles that all marketing research firms should follow.One is treat the respondent with respect and do not influence a respondents opinion or attitude on any issue through lead or indirect attempts, incl uding the framing of questions. What are six other data collection principles that are cited in the AMA Code? Explain each of these briefly. (2). will behavior themselves in a professional manner and ensure privacy and confidentiality. (3). will ensure that all formulas used during bidding and reporting during the data collection process conform with the MRA/Council of American Survey Research Organizations (CASRO) Incidence Guidelines. 4). will make factually correct statements to secure cooperation and will honor promises made during the interview to respondents, whether oral or written (5). will give respondents the opportunity to stand firm to participate in the research when there is a possibility they may be acknowledgeable even without the use of their name or address (e. g. , because of the size of the population being sampled). (6). will not use information to identify respondents without the permit of the respondent except to those who check the data or are involve d in processing the data.If such permission is given, the interviewer must record it, or a respondent must do so, during all net studies, at the time the permission is secured. (7). will adhere to and follow these principles when conducting online research Respondents rights to anonymity must be safeguarded. unrequested e-mail must not be sent to those requesting not to receive any further e-mail. Researchers interviewing minors must adhere to the Childrens Online Privacy testimonial Act (COPPA). Before collecting, using, or disclosing personal information from a child, the researcher must obtain verifiable parental consent from the childs parent. 8). for Internet research, will not use any data in any way contrary to the providers published privacy statement without permission from the respondent. (9). will respect the respondents right to withdraw or refuse to cooperate at any stage of the study and will not use any procedure or technique to coerce or imply that cooperation is obligatory. (10)will obtain and archive respondent consent when it is known that the personally recognizable information of the respondent may be passed by audio, video, or Interactive Voice result to a third party for legal or other purposes. 11). will obtain permission and document consent of a parent, legal guardian, or responsible guardian before interviewing children 13 years of age or younger. Prior to obtaining permission, the interviewer should divulge the subject matter, length of interview, and other special tasks that may be required of the respondent. (12). will ensure that all interviewers comply with any laws or regulations that may be applicable when contacting or communicating to any minor (18 years old or younger) regardless of the technology or methodology utilized. (13). ill not reveal any information that could be used to identify clients without their written authorization. (14). will ensure that companies, their employees, and subcontractors involved in the data collection process adhere to reasonable precautions so that multiple surveys are not conducted at the same time with a specific respondent without translucent permission from the sponsoring company or companies. (15). will consider all research materials provided by the client or generated as a result of materials provided by the client to be the piazza of the client.These materials will not be disseminated or disposed of without the verbal or written permission of the client. (16). will, as time and availability permit, give their client the opportunity to monitor studies in progress to ensure research quality. (17). will not represent a nonresearch activity to be opinion and marketing research, such as the compilation of lists, registers, or data banks of names and addresses for any nonresearch purposes (e. g. , canvassing or fund raising). industrial, commercial, or any other form of espionage. the acquisition of information for use by credit rating services or simi lar organizations. sales or promotional approaches to the respondent. the collection of debts. Companies engaged in data collection (1) pass on treat the respondent and the respondents opinions or beliefs with respect, and not influence a respondents opinion or belief on any issue through direct or indirect behavior, including the framing of questions or verbal or non-verbal reactions to what a respondent says. (2) pass on ensure privacy and confidentiality (3) Will ensure that respondents are given information needed for informed consent to participate, e. , purpose, tasks, type of questions, length, right to refuse/withdraw. (4) Will make unreserved statements to secure cooperation and will honor promises made before and during the interview to respondents, verbal or written (5) Will explain, promise and respect the respondents right to withdraw or refuse to answer at any stage of the study, and will not try to coerce or to imply that cooperation and completion is obligatory. (6) Will give respondents the opportunity to refuse to participate when there is a possibility they may be identifiable even without using name or address (e. . , a small population of respondents). (7) Will obtain permission and document consent of a parent, legal guardian, or responsible guardian before interviewing any person under 13 years old. (8) Will disclose the studys subject matter, length of interview, and special tasks required of before participation begins, to parents and guardians of children under 13. (9) Will not misrepresent as opinion research or marketing research any non-research activity. (10)Will not disclose to respondents any information that could identify a client without the clients permission. ) Ensure privacy and confidentiality. 2) Assure that respondents are given information needed for informed consent to participate, e. g. , purpose, tasks, types of questions, length, right to refuse/withdraw. 3) Make truthful statements to secure cooperation and ho nor promises made before and during the interview to respondents verbal or written. 4) Explain and promise respect of the respondents right to withdraw or refuse to answer any stage of the study and will not try to coerce or to imply that cooperation and completion is obligatory. ) Give respondents the opportunity to refuse to participate when there is a possibility they may be identifiable even without using their name or address. 6) Will obtain permission and document consent of a parent, legal guardian, or responsible guardian before interviewing any person under 13 years old. 10. Snowball sampling is one method for doing non-probability sampling. Explain how and why snowball sampling is done. How? In snowball samples, sampling procedures are used to select additional respondents on the basis of referrals from initial respondents.This procedure is used to sample from low-incidence or rare populationsthat is, populations that make up a very small percentage of the total population . The costs of finding members of these rare populations may be so great that the researcher is forced to use a technique such as snowball sampling. For example, suppose an redress company needed to obtain a national sample of individuals who have switched from the indemnity form of healthcare coverage to a health maintenance organization in the past(a) 6 months. It would be necessary to sample a very large number of consumers to identify 1,000 that fall into this population.It would be far more economical to obtain an initial sample of 200 people from the population of interest and have each of them provide the names of an average of four other people to complete the sample of 1,000. Why? The main advantage of snowball sampling is a outstanding reduction in search costs. However, this advantage comes at the expense of sample quality. The total sample is likely to be biased because the individuals whose names were obtained from those sampled in the initial phase are likely to be very similar to those initially sampled.As a result, the sample may not be a replete(p) cross section of the total population. thither is general compact that some limits should be placed on the number of respondents obtained through referrals, although there are no specific rules regarding what these limits should be. This approach may also be hampered by the fact that respondents may be reluctant to give referrals. Snowball Samplinginvolves the selection of additional respondents on the basis of referrals from the initial respondents. a. Main advantage the dramatic reduction in search costs. b.Disadvantagereduction in sample quality. Snowball sampling procedures ask respondents to recommend other individuals who share the characteristic of interest. If you are flavor for individuals who have been a victim of a particular crime, and you know there is a victim support network in the area, you might use this technique. There may be no other way to obtain the respondents names. The danger associated with this type of sample is, of course, the bias that may occur because of the method. The sample may not be a good cross section, also respondents may be reluctant to give referrals. 1. What are the first five steps in the questionnaire design process? Explain briefly what each step involves. 1. Determine survey objectives, resources, and constraints know objective and information want to get out of the survey 2. Determine the data collection method Way to gather info such as internet, phone ect 3. Determine the question resolution format open ended, yes/no, multiple choice (check al that apply to you, age/ethnicity questions), scaled-response questions 4. Decide on the question wording clear, avoids bias, willingness to answer 5. pee-pee questionnaire flow and layout screening questions to find people qualified for the survey, first question brings in interest, capitalize important things Step 1 Determine Survey Objectives, Resources, and Constraints The resear ch process often begins when a marketing manager, brand manager, or new product development specialist has a need for decision-making information that is not available. a. Survey objectivesshould be spelled out as clearly and precise as possible, as well as the available resources and figure and other constraints.Step 2 Determine the Data-Collection Method Given the variety of ways in which survey data can be gathered, such as via the Internet, telephone, mail, or self-administration, the research method will have an impact on questionnaire design. An in-person interview in a mall will have constraints (such as a time limitation) not encountered with an Internet questionnaire. A self-administered questionnaire must be explicit and is usually rather short because no interviewer will be present, respondents will not have the opportunity to clarify a question.A telephone interview may require a rich verbal description of a concept to make certain the respondent pull ins the idea bei ng discussed. In contrast, an Internet survey can show the respondent a picture or video or demonstrate a concept. Step 3 Determine the Question Response Format Once the data-collection method has been determined, a decision must be made regarding the types of questions to be used in the survey. Three major types of questions are used in marketing research open-ended, closed-ended, and scaled-response questions. Step 4 Decide on the the Question Wording 1). Make Sure the Wording Is Clear a. The questions must be stated so that it means the same thing to all respondents. b. Clarity is the goal. The questionnaire designer must use terminology native to the target respondent group and not use research jargon. It should custom-tailor the wording to the target respondent group. c. State the purpose of the survey. d. Avoid double-barreled questionstwo questions in one. (2). Avoid Biasing the Respondent a. track questions. b. Biased wording of the question. c. Sponsor identification early in the interviewing process. (3).Consider the Respondents Ability to dress the Questions a. A respondent may have neer acquired the information to answer the question. b. A respondent may have forgotten details. c. To avoid this problem, keep the referenced time periods short. (4). Consider the Respondents Willingness to Answer the Question. a. Embarrassing topic must be phrased in a careful manner to minimize measurement error. b. await the question in the third person. c. posit about most people. d. Using counterbiasing statements techniquestate that the behavior or attitude is not unusual prior to asking the question.Step 5 Establish Questionnaire Flow and Layout (1). Use Screening Questions to Identify Qualified Respondents (2). Begin with a Question That Gets the Respondents Interest (3). Ask General Questions First (4). Ask Questions That Require Work in the Middle (5). Insert Prompters at Strategic Points (6). Position Sensitive, Threatening, and Demographic Questions at the End (7). Allow Plenty of Space for open-ended Responses (8). Put Instructions in Capital Letters (9). Use a Proper Introduction and Closing 12. Step 6 in the questionnaire design process is Evaluate the questionnaire.What are three key issues in evaluating a draft of the questionnaire? (1) Is the Question Necessary? Perhaps the most important criterion for this phase of questionnaire development is the necessity for a given question. Sometimes researchers and brand managers want to ask questions because they were on the last survey we did like this or because it would be nice to know. extravagant numbers of demographic questions are very common. Asking for education data, numbers of children in multiple age categories, and extensive demographics on the spouse simply is not warranted by the nature of many studies.Each question must serve a purpose. Unless it is a screener, an interest generator, or a required transition, it must be now and explicitly related to the stated obj ectives of the particular survey. Any question that fails to satisfy at least one of these criteria should be omitted. (2) Is the Questionnaire Too Long? At this point, the researcher should role-play the survey, with volunteers acting as respondents. Although there is no magic number of interactions, the length of time it takes to complete the questionnaire should be averaged over a minimum of five trials.Any questionnaire to be administered in a mall or over the telephone should be a candidate for cutting if it averages longer than 20 minutes. Sometimes mall-intercept interviews can bunk slightly longer if an incentive is provided to the respondent. Most Internet surveys should take less than 15 minutes to complete. Common incentives are movie tickets, pen and pencil sets, and property or checks. The use of incentives often actually lowers survey costs because response rates increase and terminations during the interview decrease.If checks are given out instead of cash, the canc eled checks can be used to create a list of survey participants for follow-up purposes. A technique that can reduce the length of questionnaires is called a split-questionnaire design. It can be used when the questionnaire is long and the sample size is large. The questionnaire is split into one core fortune (such as demographics, usage patterns, and psychographics) and a number of subcomponents. Respondents complete the core component plus a randomly assigned subcomponent. (3) Will the Questions Provide the Information Needed to Accomplish the Research Objectives?The researcher must make certain that the questionnaire contains sufficient numbers and types of questions to meet the decision-making needs of management. A suggested procedure is to carefully review the written objectives for the research project and then write each question number next to the objective that the particular question will address. For example, question 1 applies to objective 3, question 2 to objective 2, and so forth. If a question cannot be laced to an objective, the researcher should determine whether the list of objectives is complete.If the list is complete, the question should be omitted. If the researcher finds an objective with no questions listed beside it, appropriate questions should be added. Tips for writing a good questionnaire are provided in the Practicing Marketing Research feature on page 263. (1). Is the Question Necessary? a. Each question must serve a purpose. b. Is it nowadays and explicitly related to the stated objectives of the particular survey? (2). Is the Questionnaire Too Long? a. Mall or telephone administered questionnaires should be limited to 20 minutes. b. Internet surveys should be less than 15 minutes. . Incentives can lower the cost of surveys because the response rates increase and terminations decrease. (3). Will the Questions Provide the Information Needed to Accomplish the Research Objectives? a. refreshen the written objectives for the re search projectwrite each question number next to the objective that the particular question will address. b. If the question cannot be tied to an objectivedetermine if the list of objectives is complete. If complete, eliminate the question. c. If an objective has no questions, then appropriate questions should be added. 13.Compare probability sampling to non-probability sampling. What is probability sampling? What is non-probability sampling? Why is non-probability sampling used more often than probability sampling in actual marketing research projects? fortune samples are selected in such a way that every element of the population has a known, nonzero likelihood of selection. Simple random sampling is the best known and most widely used probability sampling method. With probability sampling, the researcher must closely adhere to precise selection procedures that avoid arbitrary or biased selection of sample elements.When these procedures are followed strictly, the laws of probabil ity hold, allowing calculation of the extent to which a sample value can be expected to differ from a population value. This difference is referred to as sampling error. The debate continues regarding whether online panels produce probability samples. Nonprobability samples are those in which specific elements from the population have been selected in a nonrandom manner. Nonrandomness results when population elements are selected on the basis of conveniencebecause they are easy or inexpensive to reach.Purposeful nonrandomness occurs when a sampling plan systematically invite outs or over represents certain subsets of the population. For example, if a sample designed to solicit the opinions of all women over the age of 18 were based on a telephone survey conducted during the day on weekdays, it would systematically exclude on the job(p) women. See the Practicing Marketing Research feature above. On the other hand, probability samples have a number of disadvantages, the most importa nt of which is that they are usually more expensive than nonprobability samples of the same size.The rules for selection increase interviewing costs and professional time spent in designing and executing the sample design. Non-probability sampling VS Probability sampling Disadvantages of Probability Samples a) More expensive than nonprobability samples b) Take more time and money to design and execute. Advantages of Nonprobability Samples a) Cost less than probability samples. b) Can be conducted more quickly than probability samples. c) Are reasonably representative if executed in a reasonable manner. , 14. Step 8 in the questionnaire design process is Pretest and alteration. a) How do you do a pretest a first-draft of a questionnaire? (b) Under what conditions can this step be pretermitped? (a) A pretest is done by the interviewers who will be working on the job and is administered to target respondents for the study. The pretest should be conducted in the same mode as the final interview. In a pretest, researchers look for misinterpretations by respondents, poor skip patterns, additional alternatives for pre-coded and closed-ended questions and general respondent reaction to the interview. Interviewers want find out if respondents were confused at all during the interview. b) There are NO reasons to not pre-test No survey should be conducted without a pretest. 15. In a well-organized questionnaire, there is a logical flow of questions. The first questions are called Screeners. After Screeners are asked, what types of questions are asked in the next four sections of the questionnaire, in correct order? 16. In class and a handout, we discussed a method called Information Acceleration that companies can use to understand how people may react to a complex innovative product (e. g. , new self-driving car new medical diagnostic system) when it is marketed sometime in the future. i) Explain the goals of the Information Acceleration method (ii) Explain how to do the Information Acceleration method what are its key features? (i) The goals of the Information Acceleration method (1)Test how exposure to an general set of product-related messages influences consumer attitude toward the product, especially when test ads are mingled with non-marketing messages from other sources, eg, news articles, journals, competing ads, etc (2)Test how exposure to a companys overall set of marketing materials affect consumers beliefs and impressions.For example, does exposure to the assorted marketing messages for a product launch (TV ads, magazine ads mailed brochures point-of purchase information sales presentations packaging) confuse consumers or mislead them about some aspect of the product, eg, risks, limitations, the key usage benefits? (ii)How IA places consumers in a virtual learning and decision making environment, and stimulates (via computer) a set of information sources potentially available to a consumer, including advertising news articles showr oom or store visits and world-of-mouth opinions from other consumers and product experts.The method accelerates the flows of information consumers may encounter over a long time period in the future. Key features (1) Realistic simulation of a complex media and message environment that consumers may face in the future when deciding about a new innovation, (2) Vivid and concrete renditions of the messages and the message-exposure Stimulations (3) Uses computer-interactive technology to decrease participant fatigue. (4) Respondent have access to a full assortment of information.They can choose which to look at or ignore the order of their information search the time they spend on the sources of information they consult (5) But, the marketer controls the overall time available for the search, as incentive to consumers to set priorities as they search (6) Can do after-only with control group experiments that vary product features. Product-related marketing materials, types of messages fr om non-marketing sources 17. In addition to number of subgroups and traditional statistical methods, what are (1). Budget AvailableThe sample size for a project is often determined by the budget available. The budget brand manager have, after deducting of other project cost, the amount remaining determines the size of the sample that can be surveyed. If the dollars available will not produced an adequate sample size, then management must make a decisioneither additional funds must be found or the project should be canceled. Financial constrains challenge the researcher to develop research designs that will generate data of adequate quality for decision making purchases at low cost.This approaches forces the researcher to explore alternative data-collection approaches and to carefully consider the value of information in relations to its cost. (2). Rule of Thumb Potential clients may specify in the RFP about the sample size they want. Sometimes, this is number based on desired sampli ng error. In other cases, it is based on nothing more than past experience. The justification for the specific sample size may boil down to a gut feeling that a particular sample size is necessary or appropriate.If the researcher determine that the sample size requested is not adequate to support the objectives of the proposed research, then she or he has a professional business to present arguement for a larger sample size to the client and let the client make the final decision. (1). Budget Available a. Sample Sizefor a project often is determined by the budget available. Sample size, therefore, is often determined backward. b. Alternative Data Collection Approachesbudget available approach forces the research to explore and consider the value of information in relation to its cost. 2). Rules of Thumb a. Potential clients may specify they want a sample of a specific size. b. Sometimes based on some consideration of sampling error, sometimes based on past experience and sample siz es used for similar studies in the past. c. If that the sample size requested is not adequate, the researcher has a professional responsibility to present arguments for a larger sample size to the client and let the client make the final decision. 18. Why is it so important for a marketing research firm to maintain high confidentiality about all aspects of its clients projects?Why is it sometimes difficult for a marketing research firm to maintain high confidentiality? Because participants of research projects share valuable and sometimes sensitive information with the researcher, and they faith that the researcher will ensure that their identity is protected. It is imperative that no one but the researchers coordinating and conducting the interviews or focus groups knows the names of participants. No one other than the researchers should have access to the responses from individual participants.It is critical that no one but the necessary researchers have the ability to match the names of individuals to their responses. It is hard to maintain confidentiality because sometimes companies share information about customers with partners and affiliates. Also, some companies sell information they have gathered on customers to outside companies. 19. What steps should be taken to assure that the response data from each respondent in a survey are kept confidential? (1) Develop a code sheet, listing the participants names with a code next to each name, assigned by the researcher, which uniquely identifies each respondent.This code, not the respondents name, will be written on the form for talking interview notes or the questionnaire itself. (2) Keep the code sheet in a secure location so that people other than the researchers do not have access to it. (3) Keep participants responses in a secure location, separate from the code sheet, to protect the identity of individuals participating in study. (4)Researchers should be trained to explain these procedures for maintain ing confidentiality to all respondents before they start participation. 20.In deciding whether or not to hire a specific marketing research firm, why it is important to learn about the other new clients and projects that the firm has taken on recently? It is important to know if we are their prior client compared to other clients, so we could have the priority on technical team, key personals and other important resources to accomplish the project. Besides that, its important because if a client is a big account for the firm, will the firm be likely to ask difficult or complex questions and not be a yes-man? And if the client is small, will they still be valuable to the firm or will they be ignored? Also, if a firm has had a high client turnover rate, both recent gains and losses, this could be a red flag. If theyve lost a lot of clients it could signal poor work or management, but on the flip side if theyve gained a lot, it may mean the firm will pay less attention to each individu al client. Its important to look at past projects as well to determine if a firm can actually do the clients work.