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Mail panels are an alternative to the one-shot mail survey. The mail panel consists of a recruited
sample of households that participate by mail. The mail panel is used several times. Panel
members often are rewarded for their participation, and response rates are quite high.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 10. Discuss the four types of observation research and give an example of how each is used in
The four types of observation research are:
PEOPLE WATCHING PEOPLE. Examples include mystery shoppers and one-way mirror
observations. PEOPLE WATCHING AN ACTIVITY. Observer stands at an intersection and counts traffic
moving in various directions.
MACHINES WATCHING PEOPLE. Movie or videotape camera records behaviors as in the
MACHINES WATCHING AN ACTIVITY. An example is the use of traffic-counting machines to
monitor traffic flow.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 11. Explain how researchers conduct an experiment and discuss the characteristic of a good
An experiment is a method for gathering primary data. It is characterized by the researcher
changing one or more variables (such as price, package design, or advertising theme) while
observing the effect of those changes on another variable (usually sales).The best experiments are
those in which all factors are held constant except the ones being manipulated. This allows the
researcher to observe the changes in the variable of interest.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 12. Compare and contrast probability samples and nonprobability samples. List the types of samples
PROBABILITY SAMPLES. If the sample must be representative of the population, probability
sampling is used. In this case, every element in the population has a known statistical likelihood
of being selected. The types of probability samples are random sample, stratified sample, cluster
sample, and systematic sample.
NONPROBABILITY SAMPLES. Any sample in which there is little or no attempt to ensure a
representative cross section is a nonprobability sample. The probability of selection of each
sampling unit is not known. The types of nonprobability samples are convenience sample,
judgment sample, quota sample, and snowball sample.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 13. Any time a sample is used in marketing research, there will be two major types of errors,
measurement error and sampling error. Briefly describe these two sources of error. Then name
and define one other possible source of error.
ANS: MEASUREMENT ERROR occurs when there is a difference between the information desired by
the researcher and the information provided by the measurement process. This error tends...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model