Question | Answer |
Experiment | Research approach in which one variable is manipulated and the effect on another variable is observed. |
Causal Research | Research designed to determine whether a change in one variable likely caused an observed change in another. |
Concomitant Variation | Statistical relationship between two variables. |
Appropriate Time Order of Occurrence | Change in an independent variable occurred before an observed change in the dependent variable. |
Field experiments | Tests conducted outside the laboratory in an actual environment, such as a marketplace. |
Laboratory experiments | Experiments conducted in a controlled setting. |
Internal validity | Extent to which competing explanations for the experimental results observed can be ruled out. |
External validity | Extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times. |
History | Intervention, between the beginning and end of an experiment, of outside variables or events that might change the dependent variable. |
Maturation | Changes in subjects occurring during the experiment that are not related to the experiment but which may affect subjects' response to the treatment factor. |
Instrument variation | Changes in measurement instruments that might affect measurements. |
Selection bias | Systematic differences between the test group and the control group due to a biased selection process. |
Mortality | Loss of test units or subjects during the course of an experiment, which may result in a nonrepresentativeness. |
Testing effect | Effect that is a by-product of the research process itself. |
Regression to the mean | Tendency of subjects with extreme behavior to move toward the average for that behavior during the course of an experiment. |
Randomization | Random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics. |
Physical control | Holding constant the value or level of extraneous variables throughout the course of an experiment. |
Design control | Use of the experimental design to control extraneous causal factors. |
Statistical control | Adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition. |
Experimental design | Test in which the researcher has control over and manipulates one or more independent variables. |
Treatment variable | Independent variable that is manipulated in an experiment. |
Experimental effect | Effect of the treatment variable on the dependent variable. |
Contamination | Inclusion in a test of a group of respondents who are not normally there - e.g.; buyers from outside the test market who see an advertisement intended only for that hose in the test area and enter the area to purchase the product being tested. |
Pre-experimental designs | Designs that offer little or no control over extraneous factors. |
One-shot case study design | Pre-experimental design with no pretest observations, no control group, and an after measurement only. |
One-group pretest-posttest design | Pre-experimental design with pre- and postmeasurements but no control group. |
True experimental design | Research using an experimental group and a control group, to which test units are randomly assigned. |
Before and after with control group design | True experimental design that involves random assignment of subjects or test units to experimental and control groups and pre- and postmeasurements of both groups. |
after-only with control group design | True experimental design that involves random assignment of subjects or test units to experimental and control groups, but no premeasurements of the dependent variable. |
Quasi-experiments | Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner. |
Interrupted time-series design | Research in which repeated measurement of an effect interrupts previous data patterns. |
Multiple time-series design | Interrupted time-series design with a control group. |
Test market | Real world testing of a new product or some element of the marketing mix using an experimental or quasi-experimental design. |
Measurement | Process of assigning numbers or labels to persons, objects, or events in accordance |
Rule | Guide, method, or command that tells a researcher what to do. |
Scale | Set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals to whom the scale is applied. |
Nominal scales | Scales that partition data into mutually exclusive and collectively exhaustive categories. |
Ordinal scales | Scales that maintain the labeling characteristics of nominal scales and have the ability to order data. |
Interval scales | Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts; they may include an arbitrary zero point. |
Ratio scales | Scales that have the characteristics of interval scales, plus a meaningful zero point so that the magnitudes can be compared arithmetically. |
Reliability | Degree to which measures are free from random error and therefore provide consistent data. |
Test-retest reliability | Ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions. |
Stability | Lack of change in results from test to retest. |
Equivalent form reliability | Ability of two very similar forms of an instrument to produce closely correlated results. |
Internal consistency reliablity | Ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon. |
Split-half technique | Method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlation the results. |
Validity | Degree to which what the researchers was trying to measure was actually measured. |
Face validity | Degree to which a measurement seems to measure what it is supposed to measure. |
Content validity | Representativeness of the content of the measurement instrument. |
Criterion-related validity | Degree to which a measurement instrument can predict a variable that is designated a criterion. |
Predictive validity | Degree to which a future level of a criterion variable can be forecast by a current measurement scale. |
Concurrent validity | Degree to which another variable, measure at the same point in time as the variable of interest, can be predicted by the measurement instrument. |
Construct validity | Degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct. |
Convergent validity | Degree of correlation among different measurement instruments that purport to measure the same construct |
Discriminant validity | Measure of the lack of association among constructs that are supposed to be different. |
Scaling | Procedures for assigning numbers to properties of an object in order to impart some numerical characteristics to the properties in a question. |
Unidimensional scales | Scales designed to measure only one attribute of a concept, respondent, or object. |
Multidimensional scales | Scales designed to measure several dimensions of a concept, respondent, or object. |
Graphic rating scales | Measurement scales that include a graphic continuum, anchored by two extremes. |
Itemized rating scales | Measurement scales in which the respondent selects an answer from a limited number of ordered categories. |
Noncomparative scales | Measurement scales in which judgment is made without reference to another object, concept, or person. |
Q-sorting | A measurement scale employing a sophisticated form of rank ordering using card sorts. |
Paired comparison scales | Measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria. |
Constant sum scales | Measurement scales that ask the respondent to divide a given number of points among two or more attributes, based on their importance. |
Semantic differential scales | Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile, or image. |
Stapel scales | Measurement scales that require the respondent to rate how closely and in what direction a descriptor adjective fits a given concept. |
Likert scales | Measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or unfavorable attitude toward the concept under study. |
purchase intent scales | Scales used to measure a respondent's intention to buy or not buy a product. |
Net Promoter Score | Begins with a 10 point scale on likelihood to recommend. Then, the differences between promoters and dissuaders is computed. |
Balanced scales | Measurements scales that have the same number of positive and negative categories. |
Nonbalanced scales | Measurement scales that are weighted toward one end or the other. |
Determinant attitudes | Those consumer attitudes most closely related to preferences or to actual purchase decisions. |
Questionnaire | Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. |
Editing | Going through each questionnaire to ensure that skip patterns were followed and the required questions were filled out. |
Skip pattern | Sequence in which questions are asked, based on a respondent's answer. |
Coding | Process of grouping and assigning numeric codes to the various responses to a question |
Survey Objectives | Outline of the decision-making information sought through the questionnaire |
Open-ended questions | Questions to which the respondent replies in her or his own words |
Closed-ended questions | Questions that require the respondent to choose from a list of answers |
Dichotomous questions | Closed-ended questions that ask the respondent to choose between two answers. |
Multiple-choice questions | Closed-ended questions that ask the respondent to choose among several answers |
Scaled-response questisons | Closed-ended questions in which the response choices are designed to capture the intensity of the respondent's feeling. |
Clarity in wording | Avoid ambiguous terminology, use reasonable, vernacular language adjusted to the target group, as only one question at a time. |
Respondent biasing | Leading questions that give away the research goal or sponsor identity. |
Screeners | Questions used to identify appropriate respondents |
Prompters | Short encouraging statements to rebuild respondent interest |
Necessary questions | Pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions. |
Approval by managers | Managerial review and approval after questionnaire drafting to prevent false starts and expensive redrafts. |
Pretest | Trial run of questionnaire |
Supervisor's instructions | Written directions to the field service firm on how to conduct the survey. |
Field management companies | Firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection. |
Questionnaire costs and profitablity | Factors affecting costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations. |
Sampling | Process of obtaining information from a subset of a larger group |
Population | Entire group of people about whom information is needed |
Census | Collection of data obtained from every member of the population of interest |
Sample | Subset of all members of a population of interest |
Sampling frame | List of population elements from which units to be sampled can be selected or a specified procedure for generating such a list |
Random-digit dialing | Method of generating lists of telephone numbers at random |
Probability samples | Samples in which every element of the population has a known, nonzero likelihood of selection |
Nonprobability samples | Samples in which specific elements from the population have been selected in nonrandom manner |
Sample size | The Identified and selected population subset for the survey, chosen because it represents the entire group |
Population parameter | A value that accurately portrays or typifies a factor of a complete population, such as average age or income |
Sampling error | Error that occurs because the sample selected is not perfectly representative of the population |
Nonsampling error | All error other than sampling error; measurement error |
Simple random sample | Probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample. |
Systematic sampling | Probability sample in which the entire population is numbered and elements are selected using a skip interval |
Stratified sample | Probability sample that is forced to be more representative through simple random sampling of mutually exclusive and exhaustive subsets |
Proportional allocation | Sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the size of the population. |
Disproportional allocation | Sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration. |
Cluster sample | Probability sample in which the sampling units are selected from a number of small geographic areas to reduce data collection costs |
Multistage area sampling | Geographic areas selected for national or regional surveys in progressively smaller population units, such as counties, then blocks, then homes. |
Convenience samples | Nonprob. samples based on using people who are easily accessible |
Judgment samples | Nonprob. samples in which the selection criteria are based on the researcher's personal judgment about representativeness of the population under study. |
Quota samples | Nonprob. samples in which quotas based on demographic factors selected by the researcher, are established for population subgroups. |
Snowball samples | Nonprob. samples in which additional respondents are selected based on referrals from initial respondents. |