The SKOPOS service RepliKator¢ measures consumer reaction to radio messages.
Plus-one dialing procedure is a popular variation of random digit dialing that increases
the number of calls to additional sample members (hence “plus”) who may participate
in the survey.
With simple random sampling, the probability of being selected into the sample is
found by dividing the population size by the sample size.
A scale that asks consumers the extent to which they agree or disagree with the
statement that Levi’s 501s are good looking is a modified Likert scale.
Multiple regression requires specification of a general conceptual model that identifies
independent and dependent variables and shows their expected relationships.
Random digit dialing is an example in which simple random sampling is employed
quite successfully.
If a researcher examined the trading area for a shopping mall and felt it was a good
match with the desired population, the subsequent mall-intercept sample could be called
a purposive sample.
An astute marketer will realize that it is impossible to customize the marketing mix to
each target market’s unique situation.
A researcher is to observe supermarket meat-shopping behavior. She has carefully laid
out an observation form that contains a list of all possible relevant behaviors. This is an
example of structured observation.
Some critics of the marketing research industry believe that the industry is too “tool”
oriented, and often the problem is defined in terms of being compatible with an existing
tool. Thus, researchers fail to consider focusing on the more complex strategic issues
facing the firm.
Whereas self-administered surveys are faster than personal or computer-assisted
surveys, they have the highest cost.
The sentence completion test is one in which respondents are given incomplete
sentences and then asked to complete them in their own words.