Exam 3 Study Guide MKT 319 Spring 2014 Chapter 14 Training Fieldworkers ensures all interviewers administer the questionnaire in the same manner Covers the whole interview process Making initial contact Asking questions probing motivational technique to induce the respondents to enlarge on their answers recording answers terminating the interview Supervision of Fieldworkers Quality control and editing sampling control ensures interviewers to follow the same sampling plan control of cheating central office control Validation of Fieldwork supervisors call 10 25 of respondents to see if interviewer did a good job Probing techniques Chapter 15 Coding Assigning a code usually a number to each possible response to each question The code includes an indication of the column field and data record it will occupy Coding questions fixed field codes which mean that the number of records for each respondent is the same and the same data appear in the same columns for all respondents are highly desirable Data cleaning Thorough and extensive checks for consistency and treatment of mission responses Consistency checks data out of range logically inconsistent extreme values straight lining filing out survey too quickly answering 6 for n a Treatment of missing variables o Sub a neutral value o Casewise deletion if missing any response entire respondent is eliminated o Pairwise deletion use respondent s answers for whichever question they answer Recoding variables Variable respecification Creating new variables in SPSS Involves the transformation of data to create new variables or modify existing ones The purpose is to create variables that are consistent with the objectives of the study recoding the likert scale Chapter 16 Frequency distribution A mathematical distribution with the objective of obtaining a count of the number of responses associated with different values of one variable and to express these counts in percentage terms Produces a table of frequency counts percentages and cumulative percentages for all the values associated with the variable Measures of variability Statistic that indicate the distributions dispersion Range difference between the smallest and largest values of a distribution Standard Deviation the square root of the variance Variance the mean squared deviated of all the values from the mean Mean Mode Median Cross tabulation A statistical technique that describes two or more variables simultaneously and results in tables that reflect the joint distribution of two or more variables that have a limited number of categories or distinct values Compute percentages in the direction of the independent variable across the dependent variables Chi square statistic A skewed distribution whose shape depends solely on the number of degrees of freedom As the number of degrees of freedom increases the chi square distribution becomes more symmetrical Chapter 17 One sample t test Compare test value to mean Independent samples t test Compare means of the two variables if very different then significant Paired samples t test See which mean is higher for the two questions then that s what the respondents believe Analysis of variance ANOVA Used as a test of means for more than two populations The null hypothesis typically is that all means are equal ANOVA must have a dependent variable that is metric measured using an interval or ratio scale There must also be one or more independent variables that are all categorical nonmetric Categorical independent variables are also called factors Chapter 18 Product moment correlation r summarizes the strength of association between wo metric variables R 1 perfect correlation salesperson on commission Regression analysis A technique used to analyze the relationship between a dependent variable and one or more independent variables we predict or explain Y with one ore more X s These 13 variables explain 36 adjusted R squared of he variation of satisfaction If 000 in sig then it is significant Coefficient of determination The proportion of variance in one variable associated with the variability in a second variable R squared Regression coefficient Multiple regression A statistical technique that simultaneously develops a mathematical relationship between two or more independent variables and an interval scaled dependent variable Multicollinearity Occurs when the independent variables are highly correlated among themselves Renders the partial regression coefficients useless so that it is difficult to determine the contribution of each IV Limits R squared such that it is very difficult to add unique explanation prediction from additional variables Segmentation variables Geographic people differ based on where they live o Often exhibit similar buying patterns Demographic gender age marital status household size occupation education Sociocultural people differ in terms of social and cultural characteristic o Social class are relatively permanent and homogeneous strata that differ in their status wealth education possessions and values o VALS classifications Benefits desired cluster analysis people differ in terms of their internal psychological states not used as much because it is complex o Level of knowledge o Attitudes o Benefits desired o Cluster Analysis class of techniques used to classify objects or cases into relatively homogeneous groups called clusters Behavioral overt actions they take o User status user vs non user o User rate heavy vs light o User occasion regular vs special occasion Geodemographics the classification of geographical neighborhoods into segments Segmentation approaches A priori Post hoc Product Positioning how does a customer thing about products in product category Product positioning maps price quality brand image product type etc Perceptions of a customer are what counts Perceptions differ by segment Multidimensional scaling class of procedures fore representing perceptions and preferences of respondents spatially by means of a visual display Similarity judgments ratings on all possible pairs of brands or other stimuli in terms of their similarity using a likert type scale Labeling dimensions Where to position products segment size lack of competitors distinctive competencies Customer Satisfaction Financial Benefits of satisfaction Reduced price sensitivity Reduced switching to competitors Increased referrals Increased repeat purchase ALL LEAD TO INCREAED PROFITS Dimensions valence and arousal Valence positive negative