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1.6

November

Pretesting a Questionnaire (PRETEST) (2010-11-26 02:08)

PRETEST Protocol analysis and debrieng Respondents Extensive Type of interviewing method Editing and analysis Sample size Type of interviewers - Naresh K. Malhotra

Factors to be considered while analyzing the environmental context of the problem (PROBLEM) (2010-11-26 03:06)
PROBLEM Past information and forecasts Resources and constraints Objectives of the decision maker Buyer behavior Legal environment Economic environment Marketing and technological skills - Naresh K. Malhotra

The components of a research design (DESIGN) (2010-11-26 03:10)

DESIGN Data Analysis Plan Exploratory, descriptive, causal design Scaling and measurement Interviewing forms; questionnaire design Interviewing forms: questionnaire design Generate information needed N Sample size and plan - Naresh K. Malhotra

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The criteria for evaluating secondary data (SECOND) (2010-11-26 03:14)

SECOND Specications - methodology used to collect data Error accuracy of the data purpose for which data were collected content of the data overall, hoe dependable are the data - Naresh K. Malhotra Currency - when the data were collected Objective Nature

Dependability

The key characteristics of a focus group (FOCUS GROUPS) (2010-11-26 03:27)

FOCUS GROUPS Focused (on a particular topic) Outline prepared discussion Characteristics of the moderator Unstructured Size 8 12 Group composition: homogenous Recorded: audio cassettes and video tapes Observation: one way mirror Undisguised Physical setting: relaxed Several sessions needed: 1 3 hours each - Naresh K. Malhotra

The main features of depth interview (DEPTH) (2010-11-29 07:57)

DEPTH Depth of coverage Each respondent individually interviewed Probe the respondent Talented interviewer required Hidden motives may be uncovered. - Naresh malhotra

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The classication of survey methods, based on mode of administration (METHODS)

(2010-11-29 07:58)

METHODS Mail panels Electronic methods: email and internet surveys Telephone interviews Home interviewing On-site mall interviews Direct mail interviews Software r CATI and CAPI - Naresh malhotra

The main features of projective techniques (PROJECTIVE) (2010-11-29 07:58)

PROJECTIVE Project the underlying motivations, beliefs, attitudes Relationship: association techniques Overcome respondents unwillingness or inability to answer Judgment required in interpretation of responses Expressive techniques Construction, completion techniques Thematic: themes are elicited Indirect Vague situations are used as stimuli Exploratory in nature. - Naresh malhotra

The extraneous factors which threatens the internal and external validity of the experiment (THREATS) (2010-11-29 07:59)
THREATS Testing History Regression 32

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Errors in measurement: instrumentation Aging: maturation Termination of test units: mortality Selection bias - Naresh malhotra

The Observational method of watching things happens (WATCH) (2010-11-29 07:59)

WATCH Walkie Talk: mechanical observations Audit Trace analysis Content analysis Human observation (personal) - Naresh malhotra

The rating scale decisions (RATING) (2010-11-29 08:00)

RATING Response option: forced vs. non-forced Attractive vs. even number of categories Nature and degree of verbal description Graphics: physical form and conguration - Naresh malhotra

The dierent comparative and non-comparative scales (SCALES) (2010-11-29 08:00)

SCALES Semantic dierential scale Constant sum scale Arranged in order: rank order scale Likert scale Engaged: paired comparison scale Staple scale - Naresh malhotra

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The four primary types of scales (FOUR) (2010-11-29 08:00)

FOUR Figurative : nominal scale Ordinal scale Unconstrained zero point: interval scale Ratio scale - Naresh malhotra

The eldwork/data-collection process (VEST) (2010-11-29 08:01)

VEST Validation of eldwork Evaluation of eldworkers Selection of eld workers Training of eld workers Supervision of eld workers - Naresh malhotra

The statistical considerations involved in determining the sample size (SIZE)

(2010-11-29 08:01)

SIZE Sampling distribution Interval (Condence) Z value Estimation of population standard distribution - Naresh malhotra

The sampling design process and the steps involved (SAMPLE) (2010-11-29 08:01)
SAMPLE 34

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Sampling design process Amount: sample size determination Method: sampling technique selection Population denition List: sampling frame determination Execution of the sampling process - Naresh malhotra

The statistics associated with frequencies (FRQUENCIES) (2010-11-29 08:02)

FRQUENCIES Fatness or peakednes: kurtosis Range Estimate of location: mean Quotients: percentages Undulation : variance Estimate of location: mode Number or counts Coecient of variation Interquartile range Estimate of location: median Skewness - Naresh malhotra

The data preparation process (DATA PREP) (2010-11-29 08:02)

DATA PREP Data cleaning Adjusting the data statistically Transcribing Analysis strategy Post eldwork questionnaire checking Recording numerical or alphanumerical values: coding Editing Preliminary plan of data analysis - Naresh malhotra

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The areas in which the eld workers should be trained (TRAIN) (2010-11-29 08:02)
TRAIN Terminating the interview Recording the answers Asking the questions Initial contact development Nosy behavior: probing - Naresh malhotra

The salient characteristics of cross-tabulation (C TABULATIONS) (2010-11-29 08:03)

C TABULATIONS Cue: chi-square, contingency coecient and cramers V Two-by-two table statistic: phi co-ecient Additional insights or renements provided by third variable Based on expected cell count of at least ve Unchanged association with third variable introduction Lambda coecient Association and not causation is measured Two and three variable cases Initial relationship may be spurious Over three variables pose problems Numbers and percentages Suppressed association may be revealed - Naresh malhotra

The steps involved in conducting multidimensional scaling (SCALING) (2010-11-30 02:01)

SCALING Stimuli selection: problem formulation Choice of an MDS procedure Assessing reliability and validity Labeling dimensions Input data: metric or non-metric Number of dimensions Geometric representation and interpretation 36

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- Naresh Malhotra

The steps involved in conducting conjoint analysis (ANALYSIS) (2010-11-30 02:01)

ANALYSIS Assessing reliability and validity Number and levels of attributes: problem formulation Attribute importance determination Level of analysis: individual vs aggregate Y axis: utility values for attribute levels Stimuli construction: full-prole vs pairwise Input data: metric or nonmetric Selection of a conjoint procedure. - Naresh Malhotra

The steps involved in conducting factor analysis (FACTOR STEP) (2010-11-30 02:02)
FACTOR STEP Formulate the problem A priori or otherwise determine the number of factors Correlation matrix Test for the appropriateness of factor analysis Observe the rotated factor matrix: interpretation of factors Rotation Surrogate variable Testing the model t Estimate the factor scores Principal components or common factor analysis - Naresh Malhotra

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The steps and concepts involved in clustering (CLUSTERING) (2010-11-30 02:02)

CLUSTERING Centroid methods Linkage methods Underlying problem: selection of clustering variables Similarity or distance measures Type of clustering method: hierarchical vs nonhierarchical or other Error sums of squares or variance methods Reliability and validity assessment Interpreting and proling clusters Number of clusters Graphical aids: dendogram and icicle plot - Naresh Malhotra

The major characteristics of analysis of covariance (ANCOVA) (2010-11-30 02:19)

ANCOVA Analysis of total variation Normally distributed errors that are uncorrelated Covariates: one or more metric independent variables with xed categories One or more categorical independent variables with xed categories Variance is assumed to be constant A single dependant variable that is metric - Naresh Malhotra

The main features of regression analysis (REGRESSION) (2010-11-30 02:19)

REGRESSION Residual analysis is useful Estimation of parameters: solution of simultaneous equations General model is linear R2 strength of association Error terms are independent and N (0, s2) 38

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Standardized regression coecients Standard error of estimate: prediction accuracy Individual coecients and overall F tests Optimal: minimizes total error Non-standardized regression coecients - Naresh Malhotra

The steps involved and some key concepts of discriminant analysis (DISCRIMINANT)
(2010-11-30 02:19)

DISCRIMINANT Dependant variable: categorical Independent variable: metric Structure correlations or discriminant loadings Calculation of the discriminant function Relative importance of predictors: ambiguous Interpretation: scattergram and territorial map Means and standard deviations for groups Inference: determination of signicance Number of functions possible: minimum (G Association: canonical correlation Number 1 function has highest eigen value Testing for validity: classication analysis - Naresh Malhotra 1, k)

The major characteristics of analysis of variance (ANOVA) (2010-11-30 02:20)

ANOVA Analysis of total variation Normally distributed erroers that are uncorrelated One or more categorical independent variables with xed categories Variance is assumed to be constant A single dependant variable that is metric - Naresh Malhotra

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The guidelines for constructing tables (TABLES) (2010-11-30 02:38)

TABLES Title and number Arrangements of data items Basis of measurement Leaders, rulings, spaces Explanations and comments: headings, stubs and footnotes Sources of data - Naresh Malhotra

The guidelines for report writing (REPORT) (2010-11-30 02:38)

REPORT Readers: written for specic readers Easy to follow Presentable and professional appearance Objective Reinforce text with tables and graphs Terse : concise, yet complete - Naresh Malhotra

The guidelines for making a presentation (PRESENTATION) (2010-11-30 02:39)

PRESENTATION Preparation Rehearse your presentation Eye contact Stories, experiences, examples and quotations Equipment: multimedia No ller words Tell em principle Audience analysis Terminate with a strong closing Interact with audience Outline or script should be prepared Number one level manager should sponsor it 40

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- Naresh Malhotra

The guidelines for constructing graphs (GRAPHS) (2010-11-30 02:39)

GRAPHS Geographic and other maps Round or pie chart Assembly or line charts Pictographs Histograms and bar charts Schematic gures and ow charts - Naresh Malhotra

The components of environment in international marketing research (CULTURE)

(2010-11-30 02:40)

CULTURE Cultural and social environment Unsatised consumer needs: marketing environment Legal environment Technological and information environment Utilities :structural environment Regulatory: government environment Economic environment - Naresh Malhotra

The guidelines for reading and evaluating a report (READING) (2010-11-30 02:40)
READING Research design Execution of the research procedures Addresses the problem Disclosure Interpretation and conclusion Numbers and statistics Generalisability 41

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- Naresh Malhotra

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