Marketing Management Tutorial 5
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Questions and Answers

Which question type best measures a respondent's order of preference for items?

  • Closed-ended questions
  • Rating order questions
  • Multi-select questions
  • Ranking order questions (correct)

What is a common mistake associated with overlap in response options?

  • Double-barreled questions
  • Complex wording
  • Leading questions
  • Non-exclusive answers (correct)

Which type of question allows respondents to express levels of agreement or satisfaction using a graduated scale?

  • Dropdown menus
  • Matrix tables
  • Closed-ended questions
  • Scale questions (correct)

What type of question combines two distinct inquiries into one?

<p>Double-barreled questions (D)</p> Signup and view all the answers

Which of the following errors involves using specialized terms that may confuse respondents?

<p>Complex wording and jargon (C)</p> Signup and view all the answers

What mistake is indicated by asking respondents about specific technical knowledge?

<p>Assuming knowledge (B)</p> Signup and view all the answers

Which question type allows respondents to provide multiple pieces of feedback in a single query?

<p>Matrix tables (C)</p> Signup and view all the answers

Which of these is considered a leading question?

<p>Do you agree that our product is superior? (D)</p> Signup and view all the answers

What sample size is conventionally accepted for the central limit theorem to hold?

<p>30 (A)</p> Signup and view all the answers

Which of the following statements accurately describes the central limit theorem?

<p>The distribution of sample means approximates a normal distribution as the sample size increases. (C)</p> Signup and view all the answers

Why is a normal distribution significant in statistical analysis?

<p>It is the basis of many statistical tests including confidence intervals. (B)</p> Signup and view all the answers

Which of the following is a potential disadvantage of using questionnaires?

<p>Tendency for respondents to lie or provide incomplete responses. (A)</p> Signup and view all the answers

What is the primary purpose of establishing a confidence interval?

<p>To estimate the probability that the true population value lies within a specific range. (A)</p> Signup and view all the answers

What is the first step in designing a questionnaire from a research question?

<p>Identify the research question and hypothesis. (D)</p> Signup and view all the answers

Which analysis method would be suitable for evaluating brand logos in a questionnaire?

<p>Independent samples t-test (A)</p> Signup and view all the answers

What factor distinguishes a large sample size from a small one in the context of the central limit theorem?

<p>The sample mean's closeness to the population mean. (D)</p> Signup and view all the answers

What is an important consideration when designing demographic questions for a questionnaire?

<p>Allowing participants to skip questions (B)</p> Signup and view all the answers

Why is it important to provide a debrief page in research involving deception?

<p>To ensure participants understand the study after it is completed (A)</p> Signup and view all the answers

What should a brand statement in a questionnaire not include?

<p>The brand's name (C)</p> Signup and view all the answers

What is the primary focus when creating the instruction page of a questionnaire?

<p>Describing the objective and importance of the survey (A)</p> Signup and view all the answers

Which of the following is essential for ensuring the quality of a questionnaire?

<p>Conducting multiple tests to check completeness (D)</p> Signup and view all the answers

What should be avoided in a brand logo used for an A/B test?

<p>Displaying the brand name prominently (C)</p> Signup and view all the answers

What is the primary purpose of a consent form in research studies?

<p>To inform participants about the study's nature and their rights (B)</p> Signup and view all the answers

Which statement best describes open-ended questions?

<p>They prompt responses in the form of sentences and lists. (A)</p> Signup and view all the answers

Which of the following elements is NOT typically included in a consent form?

<p>Personal opinions about the research (D)</p> Signup and view all the answers

What is a key purpose of peer feedback before distributing a survey?

<p>To identify any overlooked errors and improve quality (D)</p> Signup and view all the answers

In questionnaire design, what should be prioritized when formulating research questions for academic research?

<p>Starting with the outcome variable before the process variable (C)</p> Signup and view all the answers

Which of the following is NOT a common mistake to avoid when preparing a questionnaire?

<p>Incorporating the brand's social media handles (A)</p> Signup and view all the answers

What should a consent form state regarding participants' ability to withdraw from the study?

<p>Participants can withdraw at any time voluntarily (C)</p> Signup and view all the answers

What is a significant drawback of closed-ended questions?

<p>They provide limited insights into participant nuances. (B)</p> Signup and view all the answers

Which aspect is crucial for minimizing missing data in responses?

<p>Providing clear and concise instructions (B)</p> Signup and view all the answers

Which best describes the nature of collecting 'valuable' data in non-academic research?

<p>Begin with the most valuable data before other queries. (D)</p> Signup and view all the answers

Which element in a consent form explains how participants' data will be handled?

<p>Confidentiality (C)</p> Signup and view all the answers

What characteristic of questionnaires is highlighted by suggesting brevity in language?

<p>Reducing respondent fatigue and frustration. (C)</p> Signup and view all the answers

What is a crucial aspect of the 'Deception' element in a consent form?

<p>It clarifies if any deception is involved in the research (C)</p> Signup and view all the answers

What is a common challenge associated with analyzing open-ended responses?

<p>Identifying patterns can be difficult and time-consuming. (A)</p> Signup and view all the answers

Which information is typically included in the 'Contact Information' section of a consent form?

<p>Researcher's and IRB's contact details for inquiries (A)</p> Signup and view all the answers

What should be the aim of the language used in questionnaire instructions?

<p>To simplify and avoid any ambiguity. (C)</p> Signup and view all the answers

What does the 'Benefits' section of a consent form focus on?

<p>Explaining potential advantages to participants or society (C)</p> Signup and view all the answers

What is the main difference between descriptive statistics and inferential statistics?

<p>Descriptive statistics provide a detailed account of data features, while inferential statistics make predictions about a larger population. (D)</p> Signup and view all the answers

What kind of information is contained in the 'Title of the Study' section of a consent form?

<p>Clear identification of the research focus (A)</p> Signup and view all the answers

Which type of sampling method involves participants recruiting future participants?

<p>Snowball sampling (B)</p> Signup and view all the answers

Which of the following is NOT considered a 'hard' incentive for study participation?

<p>Transparency (C)</p> Signup and view all the answers

What is a primary concern associated with convenience sampling?

<p>It may lead to biased results due to self-selection. (B)</p> Signup and view all the answers

What does the term 'WEIRD' refer to in the context of non-representative sub-populations?

<p>Participants from Western, Educated, Industrialized, Rich, and Democratic backgrounds. (C)</p> Signup and view all the answers

What is an assumption related to the Law of Large Numbers?

<p>The larger the sample size, the closer the sample statistics approximate the population statistics. (D)</p> Signup and view all the answers

In stratified sampling, what is the first step taken by researchers?

<p>Dividing the population into subgroups. (A)</p> Signup and view all the answers

Which statement best describes a sample in research?

<p>It is a subset of the population used for analysis. (A)</p> Signup and view all the answers

Flashcards

Descriptive Statistics

Describing the features of a dataset in statistical terms.

Inferential Statistics

Drawing inferences from a sample about a larger population.

Sample

A subset of the population the researcher wants to draw conclusions about.

Population

All possible observations the researcher wants to draw conclusions about.

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Simple Random Sampling

Every member of the population has an equal chance of being selected.

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Stratified Sampling

Divide the population into subgroups (strata) before random sampling.

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Snowball Sampling

Current study participants recruit future participants.

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Convenience Sampling

Participants are selected based on their availability and ease of access to the researcher.

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Consent Form

A document that informs participants about the research study's purpose, procedures, risks, and benefits, written in easy-to-understand language.

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Purpose of Study

A key part of the consent form explaining the core reason and goals behind conducting the research.

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Procedures

This section describes in detail what participants will be expected to do during the research, outlining the steps and activities involved.

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Deception

This part of the consent form clarifies whether participants will be deliberately misled during the study.

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Risks

This section outlines any potential problems or discomfort participants might experience during the research.

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Benefits to Participants

This part highlights the benefits to participants or society as a result of the research.

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Confidentiality

This section assures participants they will not be identified and that their information will be handled in a way that protects their privacy.

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Voluntary Participation

This section emphasizes that participation in the research is completely voluntary and that participants can choose to stop at any time without penalty.

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Central Limit Theorem (CLT)

The larger the sample size, the more likely the sample mean will be close to the true population mean.

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Confidence Interval

A range of values calculated from a sample that has a high probability (usually 95%) of including the true population value.

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Questionnaire

A set of questions designed to collect data from individuals to achieve specific research objectives.

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Questionnaire Design

The process of designing a questionnaire involves defining research questions, considering necessary data, choosing measurement methods, and finding ways to collect the required data.

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Research Question & Hypothesis

A research question outlines the purpose and aim of the study, while a hypothesis offers a specific prediction or statement about the relationship between variables.

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Operationalisation of Constructs

The process of defining abstract concepts in measurable terms, making them tangible and quantifiable for data collection.

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Methods of Measurement

The specific methods used to capture data from individuals, such as scales, surveys, interviews, or observations.

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Data Analysis

The appropriate statistical techniques used to analyze data based on its structure and type, ensuring the researcher has the necessary skills to conduct the analysis.

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Instruction Page

A section in a survey or questionnaire that sets the stage for the main questions by explaining its purpose and importance.

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Subjective Questions

Focuses on gathering opinions, beliefs, feelings, and subjective experiences. Examples include: How satisfied are you with this product? What do you think about this brand?

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Open-ended Questions

A type of survey question that allows respondents to provide lengthy answers in their own words.

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Closed-ended Questions

These questions offer predetermined answers, making it easier to analyze and compare results. They provide quantitative data like numbers and percentages.

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Main Body of Questionnaire

The part of a survey containing the actual research questions, designed to gather data about the topic being investigated.

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Outcome Variable Before Process Variable

When designing surveys for academic research, start with questions that measure the outcome variable (what you are studying) before addressing the process variable (how it happens).

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Valuable Data First

In non-academic research, prioritizing questions that provide the most valuable data first ensures the most relevant information is gathered early in the process.

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From Question to Data

The process of transforming questions into a measurable format, creating variables (columns) in a data set that can be analyzed statistically.

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Multi-Select Question

A question type where participants choose one or more options from a list, allowing for multiple selections.

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Ranking Order Question

A question type that asks respondents to rank a list of items in order of preference. Used to determine priorities or preferences.

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Scale Question

A question type that uses a scale to measure both the direction and intensity of opinions, such as agreement or satisfaction.

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Matrix Table Question

A question type that collects multiple pieces of information effectively by grouping similar items into a single question with a table format.

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Slider Question

A question type that allows respondents to indicate their preference by dragging a bar along a scale, similar to a slider control.

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Non-Exclusive Answers

A mistake in survey design where response options overlap, making them not mutually exclusive.

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Double-Barreled Questions

A mistake in survey design that combines two questions into one, making it difficult for respondents to answer clearly.

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Leading Questions

A mistake in survey design where the question leads the respondent towards a specific answer.

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Demographics

Demographic data refers to statistical information about different population groups. It encompasses characteristics like age, gender, income, education level, and ethnicity.

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Brand Statement

A brand statement is a concise description of a brand's core values, mission, and target audience. It should avoid mentioning the brand name or logo.

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A/B testing

An A/B test involves comparing two versions of a design or element (A and B) to determine which performs better. It's commonly used in digital marketing and web design.

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Brand Logo

A brand logo is a visual representation of a brand's identity. It's typically a symbol, image, or graphic that helps customers easily recognize a brand.

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Side-by-side choice

Side-by-side choice is a method used in research to evaluate preferences by presenting two options at the same time. Participants are asked to choose which option they prefer.

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Quality checks for a questionnaire

A questionnaire should be carefully tested to ensure its quality and effectiveness. This involves checking for completeness, spelling and grammatical errors, and overall functionality.

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Peer feedback for a questionnaire

Peer feedback is crucial for improving the quality of a questionnaire. It involves seeking input from colleagues to identify potential issues and areas for improvement.

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Recode values

Recode values are important for analyzing questionnaire data accurately. This step involves assigning numerical values to different response choices to facilitate data processing and analysis.

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Study Notes

Marketing Management Tutorial 5

  • Learning Objectives: Understand sampling, questionnaire creation, and testing brand effectiveness.

Agenda

  • Theoretical background
  • Questionnaire best practices
  • Questionnaire creation

Textbook Basics

  • Two types of statistics:
    • Descriptive: Describes data features.
    • Inferential: Draws inferences from samples to larger populations.

Sampling

  • Sample: A subset of a population.
  • Population: All possible observations.
  • Sample types:
    • Simple random: Each member has an equal chance of selection.
    • Stratified: Dividing the population into subgroups (strata) before random sampling.
    • Snowball: Current participants recruit future participants.
    • Convenience: Participants selected based on availability.

Issues of Convenience Sampling

  • BEELab:
    • Self-selection
    • Non-representative sub-populations (WEIRD: Western, Educated, Industrialized, Rich, and Democratic)
    • Students

Creating Your Own Convenience Sample

  • At least 100 responses required.
  • Methods include:
    • Your network
    • Recruitment
    • Social media groups
    • Crowdworkers ($$$, Amazon Mechanical Turk, Prolific, Qualtrics.XM)

Incentives for Participation

  • Hard Incentives:
    • Money
    • Gift lotteries
    • Gifts (e.g., coffee)
    • Course credit
    • Office contributions
  • Soft Incentives:
    • Being nice
    • Transparency/honesty
    • Good study design
    • Interesting topics
    • Short surveys

The Law of Large Numbers

  • Sample statistics may differ from population statistics.
  • Larger samples lead to sample means closer to the population mean.

Central Limit Theorem (CLT)

  • Sample means approximate a normal distribution with increasing sample size.
  • Larger samples are more reliable than smaller ones.
  • The normal distribution is the basis for many statistical tests and confidence intervals.

Confidence Interval

  • A 95% Confidence Interval (CI):  a range derived from sampled data.
  • There is a 95% chance the true population value falls within this range under repeated sampling.
    • X – (1.96 × SEM) ≤ μ ≤ X + (1.96 × SEM)

Questionnaire Design

  • From Research Question to Questionnaire (I):
    • Identify the research question and hypothesis.
    • Define needed data and choose measurement method.
    • Determine data analysis techniques.
    • Select data collection methods (questionnaire elements)
  • From Research Question to Questionnaire (II):
    • Examples of research questions: effectiveness of brand elements, brand statement, logo, brand name.
    • Methods of data analysis: ANOVAs, t-tests, chi-square tests.

Questionnaire Disadvantages

  • Non-engagement/lying
  • Incomplete responses
  • Misunderstandings
  • Limitation in providing more information

Questionnaire Flow

  • Order for best participant motivation:
    • Consent and instructions
    • Easier questions
    • More demanding questions
    • Demographics
    • Feedback and Debrief
  • Purpose: Provide information about the study, ensuring the participant's full understanding and voluntary participation. 
  • Content: Title, purpose/objectives, deception if any, procedures, duration, risks, benefits, confidentiality, voluntary participation, contact details, acknowledgement

Questionnaire Elements: Instruction Page

  • Brief description intended for participants to grasp context and relevance. 
  • Guiding questions/suggestions to clarify response format: gut reactions vs extensive deliberation, factual responses vs opinions. 
  • Use of simple & unambiguous language.

Questionnaire Elements: Main Body

  • Includes actual research questions. 
  • Structure for academic research ("backwards"): start with outcome, measure process second. 
  • Prioritising "valuable" questions first in non-academic research.

General Question Types

  • Open-ended: Allows comprehensive responses in full sentences, lists, stories. Helps with theoretical constructs. 
  • Closed-ended: Restricts answers to pre-defined options. Provides specific data. Better for easier analysis.

Questionnaire Elements: Feedback and Debrief

  • Allow participants to express any issues they faced/feedback.
  • Crucial for deception studies: If deception used, include a debriefing page to clarify the true nature of the study.

From Question to Data

  • Questions convert to variable names (columns) for analysis.

Closed-Ended Question Types

  • Includes: Multiple choice, multiple select, ranking order, rating order, scales, matrix tables, sliders.

Common Mistakes in Questionnaires

  • Non-exclusive answers (overlapping options)
  • Double-barreled questions (multiple questions in one)
  • Leading questions (implying a certain response)
  • Complex wording/jargon
  • Assuming knowledge

Quality Checks and Peer Feedback

  • Validate and refine the questionnaire.
  • Check elements, spelling, grammatical correctness, randomization, data completeness, and recode values.
  • Share with peers for feedback (A→B→C).

Questionnaire Exercise (Example)

  • Questionnaire on AquaVerve beverage: Includes questions on age, gender, purchase location, consumption frequency, taste/packaging opinions, agreement with statements, and recommendations

Creating Your Questionnaire

  • Brand statement: use Geuens et al (2009).
  • Brand logo: conduct A/B testing.
  • Brand name: side-by-side choice.

Questionnaire Elements: Demographics

  • Record relevant data (age, gender, income, education, etc.) for population description.
  • Allow skipping of questions.
  • Understand GDPR guidelines.

Summary:

  • All of these elements go into creating a well-structured and effective questionnaire that achieves the research objective.

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Marketing Management Tutorial 5 PDF

Description

Explore the intricacies of sampling and questionnaire creation in marketing management. This tutorial covers best practices for crafting effective questionnaires and the role of descriptive and inferential statistics in understanding data. Enhance your knowledge on different sampling methods and their implications for research.

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