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UWEC MKTG 334 - Exam 2 Study Guide

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MKTG 334 1st EditionExam # 2 Study Guide LecturesObservationDefine observation and be able to apply the definition to a real-world example.- Observation is a systematic process of recording actual behavioral patterns of people, objects, and events as they happen. 8 things that people do and marketing researchers observe?1. Physical activities- the way a shopper moves through a store, patterns of motion and interaction with objects2. Verbal behavior – statements made by consumers at the Wal-mart checkout either to each otheror to an employee3. Expressive behavior and physiological reactions- facial expressions of consumers in a restaurant or the body language of consumers visiting a day spa; measures of how much sweat a person is producing4. Spatial relations and location- how close shoppers stand to service providers while getting adviceabout fashion5. Temporal patterns- how long patients in a doctor’s office will wait before approaching the counter to inquire or complain 6. Physical objects- what brand of shoes, clothing, and skateboards teens at the skate park own anduse7. Verbal and pictorial records- photographs or videos of early childhood Christmas experiences, comments left on internet blogs Define unobtrusive observation, visible observation, and hidden observation. Be able to apply each definition to a real-world example- Unobtrusive- no communication with respondent takes place, observe and record- Visible- easily known to respondent- Hidden observation – unaware any observation is taking placeAll help to minimize respondent error Understand what complementary evidence is. What it does. And how it is used. Define response latency, understand how it is measured, and what the measurement means.- Complementary evidence – can be nonverbal communication observations, in depth interviews explain certain behaviors- Response latency – the amount of time it takes to make a choice between two alternatives, usedas a measure of the strength of preference. Longer a decision takes the more thought put into itDefine direct observation.- A straight-forward attempt to observe and record what naturally occurs; the investigator does not create an artificial situationDefine observer bias and understand the errors associated with direct observation.- A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. Own interpretations of people, need to record every detail, a smile doesn’t always mean happiness.Define artifacts and understand how they can be observed.- The things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption, observe garbage to find cans of soup found more at blue collar homes than rich families homes. Understand how physical inventories are counted and recorded. - Audit data- measuring number of ounces of bleach used during a test, increases accuracy, don’t need to rely of respondents memory, pantry audit, more reliable so that people don’t just claim to purchase prestiges brandsDefine content analysis and what is involved in conducting a content analysis.- The systematic observation and quantitative description of the manifest content of communication. Measures the extent of emphasis or omission of a given analytical category. Define click through rates. Understand how hits or page views can be flawed. Know what a unique visitor is. Know what cookies are and how they affect browsing.\- Click-through rate – proportion of people who are exposed to an internet ad who actually click on its hyperlink to enter the Web site, generally very low rate.- Unique visitors counts initial access to the site but not multiple hits on the site by the same visitor, cookies can track each user in this wayDefine scanner-based consumer panel and at-home scanning systems. Be able to apply each definition to a real-world example. - Scanner-based consumer panel- a type of consumer panel in which participants purchasing habits are recorded with a laser scanner rather than a purchase diary. Each household is assigned a bar-coded card, which they present to the clerk at the register, information is recorded- At-home scanning systems- use handheld wands to read UPC symbols, perform own scanning after they have taken home the productsKnow and define the four major categories of mechanical devices. Eye-tracking monitors, pupilometer,psychogalvanometer, and voice-pitch analysis. Provide example of each. - Eye-tracking monitor- measures unconscious eye movements- Pupilometer- observes and records changes in the diameter of a subjects pupils- Psychogalvanometer- measures galvanic response, involuntary changes in the electrical resistance of the skin. - Voice-pitch analysis- gauges emotional reactions as reflected in physiological changes in a persons voiceSurvey research- an overview Define respondents and survey- Respondents- people who verbally answer an interviewer’s questions or provide answers to written questions - Survey- a method of collecting primary data based on communication with a representative sample of respondents Define random sampling error, systematic error, and sample bias.- Random sampling- A statistical fluctuation that occurs because of chance variation in the elements selected for a sample - Systematic error- error resulting for some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research- Sample bias- a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameterDefine respondent error - A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias Define nonresponse error and self-selection bias- Nonresponse error- the statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond - Self-selection bias- occurs because people who feel strongly about a subject are more likely to respond to a survey than people who feel indifferent about it Define response bias- Occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth, Understand what deliberate falsification is- Give false answers on purposeUnderstand what unconscious misrepresentation is. - Hasn’t thought about it, remembers wrongly,


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