Exam 3 Study GuideMKT 319, Spring 2014Chapter 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 goodjob 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 valueo Casewise deletion: if missing any response, entire respondent is eliminatedo Pairwise deletion: use respondent’s answers for whichever question they answerRecoding 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 - Variance- the mean squared deviated of all the values from the mean - Standard Deviation- the square root of the variance - 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 variablesChi-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 17One 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 believeAnalysis 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 18Product 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 coefficientMultiple 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 variablesSegmentation variables - Geographic- people differ based on where they liveo 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 knowledgeo Attitudeso 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 usero 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 hocProduct 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 ofrespondents 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 SatisfactionFinancial Benefits of satisfaction- Reduced