Mktg 390 Exam 3 Study Guide

MKTG 390, Exam 3 1. Marketers oft snips mislead consumers by misrepresenting trade interrogation findings in ads and sales presentations. What atomic deed 18 six personal manners in which they do this? (1). Incomp permite or shoddy reporting of survey or reaping testing results (2). Reporting and the percent senesce of survey responders answering in a given way (for example, 55% of those surveyed said. ) tho non the absolute results or the ingest sur caseful (3). Misleading itemation of the competitors tested in inform comparative tests (4). dupeisation survey proficiencys that confuse answerers or bias their answers, but non revealing the motilitys and query procedure. Some condemnations corporate inquiryers intention whole(a)y design the social clubs product testing and marketing re wait studies so as to generate deceptive findings. (1). Testing the lodges drug against a semblance during theta is closely cognise not to work well. (2). Testing the partn erships drug against excessively low a dose of the comparison product, to ca-ca the partys drug appear more strong , or against too spunky a dose of the comparison product to baffle the comp eithers drug appear little deadly. 3). Reporting only that part of a product trial that favors the comp eithers drug, and hiding the rest of the results. (4). Funding m either different studies any(prenominal)what the same product but reporting only the 1 or 2 that check the companys product look desirable. 1) announce lies roughly risks or limitations 2) Omit disclosing risks or limitations entirely 3) Bury or conceal disclosures among different exact 4) Report only % of responders who answer in a precise way 5) Incomplete reporting of testing results 6) Using survey techniques that confuse responsives 2.Explain the number of subgroups determine for determining take size. In any exemplification size determination problem, consideration essential be given to the numbe r and anticipated size of variant subgroups of the amount sample that essentialiness be study and slightly which statistical inferences essential be made. For example, a inquiry worker might decide that a sample of cd is quite nice oerall. However, if antheral and fe manly responsives must be analyzed separately and the sample is expelectroconvulsive therapyed to be 50 percent male and 50 percent female, past the judge sample size for to severally whiz subgroup is only 200.Is this number adequate for making the desi cherry statistical inferences nigh the characteristics of the 2 groups? If the results ar to be analyzed by both agitate and age, the problem gets yet more complicated. Assume that it is measurable to analyze 4 subgroups of the total sample manpower beneath 35, men 35 and over, women under 35, and women 35 and over. If distributively group is expected to make up astir(predicate) 25 percent of the total sample, a sample of 400 en assert i nclude only ampere-second answerings in from idiosyncraticly integrity subgroup.The problem is that as sample size gets smaller, sample error gets larger, and it becomes more difficult to communicativeise whether an observed balance amid two groups is a real difference or simply a reflection of taste error. Other things being equal, the larger the number of subgroups to be analyzed, the larger the infallible total sample size. It has been suggested that a sample should provide, at a minimum, 100 or more answerers in each major subgroup and 20 to 50 respondents in each of the slight burning(prenominal) 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. exemplification sizedependent on the number of subgroups to be analyzedthe more take the larger the require total sample size. c. Minimum Need s100 or more respondents in each major subgroup and 20 to 50 respondents in each of the less primal subgroups. 3. You occupy to take on a marketing research slopped to work with you on a sensitive product research jut.Five factors you might consider in choosing among different research firms argon the price they charge, their appargonnt h peerless(a)sty, their punctuality (ability to flirt deadlines on a shed), their flexibility, and their capacity to deliver the stipulate work. What be five-spot dollar bill other authoritative factors for you to consider in making your superior? Briefly excuse wherefore each of these five factors is important. Maintains guest confidentiality Provide mellow-quality show upput Responsive to the guests unavoidably High quality-control standards Customer oriented in interaction with clients Keep clients awargon throughout a project (1).Maintains client confidentiality (2). Delivers against project specifications (3). Provides high-qua lity 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 acting and entropy appealingness dish washstand decrease the firms ability to meet a deadline for completing a research project? What two aspects of a research firms internal vigilance operations feces decrease the firms capacity to meet appoint deadlines for a research project? 1) A discussion of headwaynaires would not be complete without describeing their impact on approach and profitability. Factors affecting costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed audiences, and premature interview terminations. (2) mainly research firms do not shake design and analytical capabilities. This nub that their clients whitethorn, on occasion, need to catchk other providers to meet their fully serve up needs. It as well 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 deciding whether to make that firm. Why is flexibility important and what information would you seek to look at nigh a firms flexibility? Flexibility is important to see how a firm reacts in a crisis- circumspection situation. Unexpected happenings occur a good deal and flexibility shows how a firm w blow react to these situations. Flexibility in deal manner refers to a firms control over internal operations, and how they call personnel issues, such as personnel turnover. . query centering has octet important goals. tertiary of these be (a) excellent communication, (b) staff goment and retention, and (c) cost management. What be four other goals in successful research management? Briefly explain these four goals. (1). Organizing the suppl ier firm large suppliers give up separate surgical incisions for take in, motionnaire programming, field, coding, tabulation, statistics, and sales? Even the client service staff whitethorn be separate from those who manage projects and write questionnaires and reports.Each of these sections has a head who is unspoiled in the functions of that department and manages work assignments within the department. So in result to problems like this, many companies are organizing by teams. (2). Data Quality guidance this is the most important objective of the research management. Marketing research managers tolerate jock assure high-quality info by having policies and procedures in place to downplay source of error. Marketing investigators must not only attempt to minify error, but must also do a better product line of explaining the term margin error.Also, managers must take in place procedures to cover the careful proofing of all text, chart, and graphs in indite reports and other communications provided to the clients. (3). prison term managementit is very important becasue clients often get down a contract 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 distance. The project manager must own premature 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). Client Profitability guidance while marketing research departments may be able to instruction on doing on-demand projects for internal clients, marketing research suppliers hire to think about profitability. Customer enquiry Incorporated (CRI) divided its clients into four categories establish on the clients perceived value to CRIs bottom line. CRI worn-out(a) too much time and too many valuable employee resources on too many unprofi table customers. (5).OutsourcingOne way that research firms are cutting costs is outsourcing. The term outsourcing as used in this text is having personnel in another country perform some, or all, of the functions come to 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 house servant research company enters into a relationship with a foreign company that provides a variety of marketing research functions. For example, Cross-Tab Services of Mumbai, India, put forwards online survey programming, information processing, 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 populace leader in marketing research outsourcing firms. Over 110 marketing research outsourcing firms in India (noncaptive) employ over 9,000 state. The countrys revenues Research management has seven important goals beyond excellent communication build an effective formation, assurance of data quality, adherence to time schedules, cost control, client profitability management, and staff management and development. ) Building an effective organizationhaving 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 tick the integrity of the data produced 3) Adherence to time schedules (time management) preclude the project on schedule with specific time schedules the client has specified 4) Client profitability managementprojects for clients are a priority 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 professional 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 gainful them well? a. Conduct regular performance check intos that give continuing feedback on a job well doneor offer ship canal to improve. Many staff members think their bosses play favorites during performance reviews. So department heads try to use clear performance criteria for each position and offer objective appraisals for everyone. . Offer public recognition for slap-up work. Some groups mention great work during staff meetings post client comments on a wall of fame in the department affirm bosses send personal letter to staff members at home, praising their work hold pizza parties for teams that have performed above and beyond or simply have the head of the department stop by a staff members mapping to offer congratulations and thanks. c. Give differential pay raises that recognize super ior(p) performance.While across theboard, uniform pay summations are often used (because they are the easiest to administer), they do not recognize the high performersand they allow the lower performers to count they are doing adequate work. d. Vary the work. In order to keep everyone pertained, some research groups set one-off projects and then allow staff members to volunteer for them. Examples of peculiar(prenominal) projects could include a project that impart feed into the firms strategic plans, formation of a high-visibility cross-functional team, or a project that uses a new technique or portion outes an unusually interesting topic. 8.What is secern sample distribution? What are the three steps involved in implementing a stratified sample? A stratified sampling procedure divides a macrocosm by a specific strata (some demographic characteristic pertinent to the nation of interest) then people are chosen randomly within each stratum, usually proportionate to the tot al number of people in each stratum. stratified samples are fortune samples that are distinguished by the undermentioned procedural steps (1). The original, or parent, creation is divided into two or more mutually 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 conspicuous (important) demographic or classification factors. Factors that are correlated with the behavior of interest. For example, in that respect may be reason to regard that men and women have different average consumption rates of a particular product. To use gender as a radical for significant stratifi cation, the researcher must be able to show with actual data that at that place are significant differences in the consumption levels of men and women.In this manner, various salient factors are identifi e d. Research indicates that, as a general rule, afterwards the six most important factors have been identifi ed, the identification of extensional salient factors adds little in the way of increased sampling efficiency. (2). notice what proportions of the creation fall into the various subgroups under each stratum (for example, if gender has been obdurate 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, in the lead a final determination is made, a closing must be made as to whether to use proportional parcelling or disproportional, or optimal, allocation. (3). Select separate simple random samples from each stratum. This process 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 resea rcher will sample from the total population and keep get through of the number of men and women interviewed. At some point in the process, when 240 women and 127 men have been interviewed, the researcher will interview only men until the cross of 160 men is reached. In this manner, the process generates a sample in which the proportion 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 undeniable to properly stratify the sample is usually not purchasable in advance.Stratification cannot be based on guesses or hunches but must be based on rough 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 nec essary to implement the stratification process. 9. The American Marketing associations Code of Professional Ethics cites data collection principles that all marketing research firms should bind.One is treat the respondent with respect and do not stoop a respondents opinion or emplacement on any issue through direct or substantiating attempts, including the shut in of questions. What are six other data collection principles that are cited in the AMA Code? Explain each of these briefly. (2). will conduct themselves in a professional manner and warrant 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 f actually correct storys to rock-steady cooperation and will honor promises made during the interview to respondents, whether verbal or written (5). will give respondents the opportu nity to forswear to infix in the research when there is a possibility they may be identifiable 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 call respondents without the permit of the respondent except to those who check the data or are involved in processing the data.If such permission is given, the interviewer must record it, or a respondent must do so, during all meshing studies, at the time the permission is secured. (7). will adhere to and follow these principles when conducting online research Respondents matures to anonymity must be safeguarded. Unsolicited e-mail must not be sent to those requesting not to receive any bring forward e-mail. Researchers interviewing minors must adhere to the Childrens Online Privacy Protection conduct (COPPA). Before collecting, exploitation, or disclosing personal information from a child, the researcher must see verifiable parental assume from the childs parent. 8). for meshwork 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 document respondent accord when it is known that the personally identifiable information of the respondent may be passed by audio, video, or Interactive Voice Response to a third party for good or other purposes. 11). will obtain permission and document consent of a parent, legal shielder, or responsible guardian before interviewing children 13 old age of age or younger. Prior to obtaining permission, the interviewer should go bad the cognitive content matter, length of interview, and other special t haves that may be required of the respondent. (12). will ensure that all interviewe rs 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 manifest 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 property 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 get on with to ensure research quality. (17). will not represent a nonresearch employment to be opinion and marketing research, such as the compilation of describes, 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 similar organizations. sales or promotional approaches to the respondent. the collection of debts. Companies engaged in data collection (1) volition 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) result ensure privacy and confidentiality (3) provide ensure that respondents are given information necessary for informed consent to participate, e. , purpose, tasks, type of que stions, length, right to refuse/withdraw. (4) Will make truthful 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) consider 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 honor 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. Snowb all 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 tush of referrals from initial respondents.This procedure is used to sample from low-incidence or disused 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 insurance company needed to obtain a national sample of individuals who have switched from the indemnity form of healthcare reportage to a health maintenance organization in the past 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 ha ve 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 dramatic reduction in search costs. However, this advantage comes at the expense of sample quality. The total sample is likely to be colorful 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 good cross section of the total population. there is general agreement 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 disinclined 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 cos ts. b.Disadvantagereduction in sample quality. Snowball sampling procedures ask respondents to propose other individuals who share the characteristic of interest. If you are looking 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 of all five steps in the questionnaire design process? Explain briefly what each step involves. 1. Determine survey objectives, resources, and constraints know objective and information essential 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 response format open ended, yes/no, mul tiple choice (check al that apply to you, age/ethnicity questions), scaled-response questions 4. Decide on the question phrase clear, avoids bias, willingness to answer 5.Establish questionnaire flow and layout screening questions to find people qualified for the survey, first question brings in interest, capitalize important things tone 1 Determine Survey Objectives, Resources, and Constraints The research process often begins when a marketing manager, filth manager, or new product development specialist has a need for decision-making information that is not on tap(predicate). a. Survey objectivesshould be spelled out as clear and precise as possible, as well as the available resources and calculate and other constraints.Step 2 Determine the Data-Collection Method Given the variety of shipway in which survey data can be gathered, such as via the Internet, anticipate, 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 border interview may require a rich verbal description of a concept to make certain the respondent understands the sentiment being 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 formerly 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 suspicion Wording 1). Make Sure the Wording Is Clear a. The questions must be give tongue to so that it incrimina tes the same thing to all respondents. b. uncloudedness 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. ward off double-barreled questionstwo questions in one. (2). Avoid Biasing the Respondent a. Leading questions. b. Biased wording of the question. c. Sponsor identification early in the interviewing process. (3).Consider the Respondents Ability to Answer the Questions a. A respondent may have never 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 meter error. b. acquire the question in the third person. c. Ask about most people. d. Using counterbiasing statements techniquestate that the behavior or berth is not unusual prior to asking the question.Step 5 Establish Questionnaire issue and Layout (1). mathematical function 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 strategical Points (6). Position Sensitive, Threatening, and Demographic Questions at the End (7). Allow Plenty of quadruplet 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 question s because they were on the last survey we did like this or because it would be nice to know. Excessive 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 spirit of many studies.Each question must serve a purpose. Unless it is a screener, an interest generator, or a required transition, it must be directly and explicitly related to the stated objectives 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 f or cutting if it averages spaciouser than 20 minutes. sometimes mall-intercept interviews can run slightly longer if an incentive is provided to the respondent. Most Internet surveys should take less than 15 minutes to complete. Common incentives are photo tickets, pen and pencil sets, and cash 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 canceled checks can be used to make believe 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 component (such as demographics, usage patterns, and psychographics) and a number of subcomponents. Respondents complete the core component confirming a randomly assigned subcomponent. (3) Will the Questions Provide the Information call for to Accomplish the Research Objectives?The researcher must make certain that the questionnaire contains commensurate numbers and types of questions to meet the decision-making needs of management. A suggested procedure is to guardedly review the written objectives for the research project and then write each question number adjoining 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 tied(p) 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 serv e a purpose. b. Is it directly 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. Review the written objectives for the research 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? Probability 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 whimsical or biased selection of sample elements.When these procedures are followed strictly, the laws of probability 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 believe 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 the y are easy or in valuable to reach.Purposeful nonrandomness occurs when a sampling plan consistently excludes 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 working women. See the Practicing Marketing Research feature above. On the other hand, probability samples have a number of disadvantages, the most important 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 put to death 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) argon reasonably representative if executed in a reasonable manner. , 14. Step 8 in the questionnaire design process is Pretest and Revise. a) How do you do a pretest a first-draft of a questionnaire? (b) Under what conditions can this step be glance overped? (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- calculated 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 firs t 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 quickening that companies can use to understand how people may react to a complex innovative product (e. g. , new self-driving car new aesculapian 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 flick to an overall set of product-related messages influences consumer status 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 impression s.For example, does exposure to the assorted marketing messages for a product launch (TV ads, magazine ads send out 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 practical(prenominal) learning and decision making environment, and stimulates (via computer) a set of information sources potentially available to a consumer, including advertising news articles showroom or storage 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) vivid simulation of a complex media and message environment that consumers may face in the future when deciding about a new innovation, (2) shining and concrete renditions of the messages and the message-exposure Stimulations (3) Uses c omputer-interactive technology to decrease participant fatigue. (4) Respondent have entranceway to a full assortment of information.They can choose which to look at or ignore the order of their information search the time they communicate 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 from 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 cipher available. The budget brand manager have, after deducting of other project cost, the amount stay 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 undercoat 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 pollex Potential clients may specify in the RFP about the sample size they want. Sometimes, this is number based on desired sampling error. In other cases, it is based on nothing more than past envision. The justification for the specific sample size may boil down to a intestine feeling that a particular sample size is necessary or appropriate.If the researcher determine that the sample size bespeak is not adequate to support the objectives of the proposed research, then she or he has a professional right to present arguement for a larger sample size to the c lient and let the client make the final decision. (1). Budget Available a. Sample coatfor 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 sizes 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 f irm to maintain high confidentiality? Because participants of research projects share valuable and sometimes sensitive information with the researcher, and they trust 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 administer 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 particip ants 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 maintaining 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 individual client. Its important to look at past projects as well to determine if a firm can actually do the clients work.