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