Các mục trọng điểm cần coi trong các chapter - note từ cái thư gửi

+ Exploratory, descriptive and causal research – types of research design chapter 4

+ Primary and secondary data – advantages and disadvantages chapter 5
+ Observational research and different types chapter 6
+ Quantitative vs qualitative research – examples and options under each chapter 6
+ Advantages and disadvantages associated with different methods of data collection –
online, personal interviews, telephone, mail chapter 7
+ Advantages of surveys chapter 7
+ Advantages and disadvantages of computer-assisted surveys vs person
administered surveys vs self-admin surveys chapter 7
+ Semantic differential scale vs Likert scale Chapter 8
+ Do's And Don'ts Of Building A Questionnaire Chapter 8
+ Probability and non - probability sampling chapter 9
+ What are the different options under test-marketing, advantages and disadvantages
+ Spps output chapters 12-15

Bài thi của WSU

Part A:

Question 5: 3 different types of research designs

Exploratory research is an unstructured, informal study that is conducted to collect basic

information about the general nature of the research problem. Without structure, we would
say that the discovery study does not have a set of predefined procedures. Rather, the
nature of research changes as the researcher acquires the information. It is informal in that
there is no formal set of goals, sample plans, or questionnaires. Often small, non-
representative samples are used in exploratory studies. Other, more formal research
designs are used to test hypotheses or measure the response of one variable to change in
another.

Descriptive research is done to describe the answers to the who, what, where, when and
how questions. When we want to know who our customers are, which brands they buy and
how much, where they buy the brand, when to shop and how they learn about our products,
we turn to descriptive studies. Descriptive research is also desirable when we want to project
the study's findings to a larger population group. If the sample of a descriptive study is
representative, the findings can be used to predict some variables of interest such as sales.

Causality research is used to measure causality in relationships, such as "if x, then y".
Cause and effect is a condition in which one or more variables affect one or more other
variables. When conducting cause and effect research, the "if-then" statement becomes the
way we manipulate variables of interest. For
Question 6: Four different types of probability sampling methods are: Simple random
sampling, Systematic sampling, Cluster sampling, Stratified Sampling

- Stratified Sampling: Divide the population into different subgroups and then sample all of
these subgroups. For example, the researcher can divide an adult sample into subgroups
according to age, such as 18–29, 30–39, 40–49, 50–59, and 60 and older. To stratify this
sample, the researcher would then randomly select a proportional number of people from
each age group. Stratified random sampling provides better population coverage as
researchers have control over subgroups to ensure they are all represented in the sample.

- Simple random sampling: the probability of being selected into the sample is “known” and
equal for all members of the population. For example: The names of 25 employees were
chosen from a company with 250 employees. In this case, the population is 250 employees
in total, and the sample is collect random which each employee has an equal chance of
being selected. Simple random sampling is effective when the company want to have the
result straight away. It also cost less that the company can research it through the internet.

Question 4:
The person-administered survey is the survey which conducted by the humans such as an
interviewer reads the question, in person or over the phone, to the respondent and records
their responses without using a computer.

- Person-administered surveys have four unique advantages: They offer feedback, rapport,
quality control, and adaptability.

1.Feedback: The interviewer can easily give the feedback after the survey. A human
interviewer may be allowed to adjust his or her questions according to verbal or nonverbal
cues.
2.Rapport: It is often helpful to have another person present to develop some relationship
with the respondent early in the questioning process. One can create trust and
understanding that other forms of non-personal data collection cannot achieve.

3. Quality Control: Using a personal interviewer ensures that every question will be asked of
the respondent. Additionally, some researchers feel that respondents were more likely to be
honest when they answered directly.

- Disadvantages of Person-Administered Surveys: The drawbacks to using human

interviewers are human error, slowness, cost, and interview evaluation.

1. Slow speed: Sometimes the individual interviewer just needs to jot down the respondent's
answer using pencil and paper, this requires a separate data entry step to create the
computer data file.

2. High cost naturally: It is more expensive to use a face-to-face interviewer than to mail the
questionnaire to the respondent . Often, the individual interviewers are highly trained and
skilled, which explain the cost factor.
Advantages of Computer-Assisted Surveys: speed, Relatively Error-Free Interviews, use of
picture

1.Speed: Perhaps the greatest advantage of computer-assisted data collection is its ability to
collect survey data very quickly. The computer aided approach is much faster than the
purely human interviewing approach. A computer doesn't become tired or bored, and it
doesn't make human errors. The speed factor translates into cost savings.

2.Relatively Error-Free Interviews: Properly programmed, the computer-aided method

ensures no computer errors, although it cannot prevent interviewer errors, such as
accidentally skipping questions, asking questions asking inappropriate questions based on
previous answers, misunderstanding how to ask questions, or recording incorrect answers.

3.Use of Pictures: Audiovisuals and Graphics Computer graphics can be integrated into
questions as they are viewed on a computer screen. Rather than having an interviewer pull
out a picture of a new type of window air conditioner, for instance, computer graphics can
show it from a 360-degree perspective. High-quality video may be programmed so that the
respondent can see the product in use or can be shown a wide range of audiovisual
displays.

-Disadvantages of Computer-Assisted Surveys The primary disadvantages of computer

assisted surveys are that they require some level of technical skill and setup costs may be
significant.

1.Technical Skills May Be Required: Significant programming skills are required to master
computer interfaces.

2.Setup Costs Can Be High: While computer technology can result in increases in
productivity, there can be high setup costs associated with getting some of these systems in
place and operational.

Question 2:

4 disadvantage of secondary data

- Incompatible Reporting Units: Secondary data are provided in reporting units, such as, in
the case of area units, county, city, metro area, state, region, ZIP code, and other statistical
areas. A researcher’s use of secondary data often depends on whether the reporting unit
matches the researcher’s need. County data is almost incomplete. Another marketer wants
to know the demographic structure of each ZIP code in a major city to determine which ZIP
codes to target for a direct mail campaign. Again, county data will be inconsistent.

-Mismatched Measurement Units: Sometimes secondary data are reported in measurement

units that do not match the measurement unit the researcher needs. For example, a
researcher may wish to compare the average income of households in urban areas in
Turkey and China. If income is reported in one nation as annual income after taxes and in
the other nation as monthly income before taxes, household income will be very difficult to
compare.
- Unusable Class Definitions The class definitions of the reported data may not be usable to
a researcher. Secondary data are often reported by breaking a variable into different classes
and reporting the frequency of occurrence in each class. For example, suppose a source of
secondary data reports the variable of household income in three classes. The first-class
reports the percentage of households with income from $20,000 to $34,999, and the third
class reports the percentage of households with incomes of $50,000 and over. For most
studies, these classifications are applicable. However, imagine you are a manufacturer of
high-end plumbing fixtures looking to expand the number of distributorships. You have
learned that your dealers are most successful in geographical areas with average household
incomes above $80,000. You need another source of information since the available source
of secondary data only reports household incomes of $50,000 and over. What would a
researcher do in this situation? Typically, if you keep looking, you can find what you need.
There may be other sources of secondary data in other categories.

- Outdated Data: Sometimes a marketing researcher will find the information reported with
the desired unit of measurement and the proper classifications; however, the data may be
outdated and no longer reliable. Some secondary data are published only once. However,
even for secondary data published at regular intervals, the time that has passed since the
last publication can be a problem when applying the data to a current problem. The
researcher must assess the usefulness of the available data.

Part B

Question 9
The SPSS testing is an independent sample t test analysis whether English-speaking and
Non-English Speaking Background have different confident in cooking vegetables

Ho: English-speaking and are not different in their confidence

H1: English-speaking and Non-English Speaking Background are different in their
confidence in cooking vegetables.

- This is an independent sample t test Critical Significane level= 0.05 (5%)

- Collect data and calculate test statistics
- Compare between Critical Significane and Calculate Significcance value (SPSS output)
- Decision rule: If calculated significane value is (SPSS output) < Critical Significane value
(0.05)
- Reject Null Hypothesis (this means alternative hypothesis is our conclusion)
- Decision: Calculated significane value 0.008 is less than 0.05
- This means we can reject the null hypothesis (Alternative hypothesis is our conclusion)
English-speaking and Non-English Speaking Background are different in their confidence in
cooking vegetables.
- Recommendation: The Non-English Speaking Background may not cooking vegetables is
hard because they have different culture. Furthermore, different country they have different
types of vegetables.

Question 10
The SPSS testing is a Correlation test analysis whether Attitude has any relationship with
Intentions

Ho: Attitude does not have any relationship with Intentions

H1: Attitude does have relationship with Intentions

Step 2: This is a Correlation test

Step 3: Critical Significance level= 0.05 (5%)
Step 4: Collect data and calculate test statistics
Step 5: Compa0re between Critical Significane (step 3) and Calculated Signicance value
(SPSS output)

- Decision rule: if calculated significance value is (SPSS output) < Critical Significance value
(0.05)
- Reject Null Hypothesis (this means alternative hypothesis is our conclusion)
- Decision: Calculate significance value is 0.000 <0.05
- This means we reject the null hypothesis (Alternative hypothesis is accepted)

Attitude does have strong relationship with Intentions which is reflected through the Pearson
Correlation coefficient (.381)

Question 8:

The SPSS testing is a Chi –Square testing analysis whether the Non-English Speaking
Background determines the frequently watch cooking shows on Television.

Ho: Non-English Speaking Background does not determine the frequently watch cooking
shows on Television
H1: Non-English Speaking Background determines the frequently watch cooking shows on
Television

- This is the Chi square analysis

- Critival Significane level
- Collect data and calculate test statistics
- Compare between Critical Significane and Calculated Significane value (SPSS output).
- Decision rule: if calculated significane value is (SPSS output) < Critical Significane value
(0.05)
- Reject Null Hypothesis (this means alternative hypothesis is our conclusion)
- Decision: Calculate significance value is 0.327 which is greater than 0.05
- Reject the null hypothesis

Recommendation: The does determine the frequently watch cooking shows on Television.
They may find out the different langue may difficult to understand which in TV people speak
more faster than normal.
 Short answer practice

Q1. What is the relationship between the following research designs: exploratory,
descriptive and causal?

- Exploratory – To find the hypothesis or ideas and insights of the research

- Descriptive – Through the use of quantitative data test the hypothesis and find out a result
- Causal – Perform experimentation, change variable which allows a more concrete research
and results to be found.

The relationship between each other is the step by step method which is used for research
purposes. The causal step is not always needed or ideal for marketers.

Q2. You are charged with the responsibility of determining whether men are brand
conscious when shopping for camping equipment. List the ways in which this
information could be obtained. Which method is best and why?

As a researcher there are a number of ways in which the information could be obtained.
Through two main sources of collection which can be either: Communication or Observation
Dependant on the researcher’s objectives the most suitable collective methods are:

- Surveys
- Focus Groups
- Interviews

Personally I would recommend the use of online surveys as they can be the cheapest yet
quickest way to gather information for the researcher.
-> As the surveys would provide the basis of information needed for the marketer, if a more
detailed research is required the marketer can intend to look at multiple uses of marketing
research and using a mix of multiple methods.

Q3. What role does exploratory research play in the marketing research process?
How does exploratory research differ from other forms of marketing research?

Exploratory research differs from other marketing research types through the format and
structure it follows. Exploratory research has a more relaxed approach in comparison to
others, as exploratory research works well when the marketer doesn’t know much about the
research objectives. Exploratory research can play the beginning phase of a marketing
research process.

FOR EXAMPLE: Ask the question of nominal, ordinal, interval, ratio.

Nominal – Code question as a scale (1-5)

Ordinal – Ranking scale most preferred to least (1-5)
Interval – Likely scale
Ratio – Consuming or cost of product on scale
Q4. A researcher wishes to compare two hotels on the following attributes:
convenience of location, friendliness of personnel and value for money. Design a
Likert scale to accomplish this task.

Q5. ABC Bank has 100,000 customers. The management wishes to draw a sample of
200 customers.

(a) Identify the population and sampling frame that could be used.

(b) Which sampling technique would you recommend? Why?

Target Population:

All Australian, household and business customers of ABC Bank branches in NSW as of July
2016

- Sampling Frame:

ABC Bank’s Sampling Frame would be a list of all customers at all ABC Bank’s branches
across NSW. (all demographics)

- Sampling Technique:

I would recommend Simple Random technique. As this technique would be really easy to
undertake for the management team and as all the names and details are available to the
Bank’s database that would contribute to the random draw factor. As the question does not
specify not to focus on a particular segment, Simple Random Technique is best suitable for
the ABC Bank.

Q6. Develop a plan for conducting a focus group to determine traveller attitude toward
preferences for airlines. Specify objective of the focus group and write a screening
questionnaire.

Objectives:
What kind of attitudes do travellers have towards the top 3 airlines?
Which airline do travellers prefer the most and why?

Screening Questionnaire:
Frequency of travel?
Frequency of airline usage?
International or Domestic?
Have you travelled on an airline in the past month? Which other airlines are you aware of?
What other airlines would you consider while travelling?
What airlines have you travelled on in the past 5 years?

PART B SPSS OUTPUT TESTING PROCESS

Q8. Study the following SPSS outputs (please note: scale used was 1 “Strongly
Disagree” through to 7 “Strongly Agree”), and then:

a. Explain what you believe is being tested.

b. Explain the testing process in full.
c. Suggest the implications of the findings for a social media platform

a) The SPSS testing is a One-Sample T-Test analysis investigating whether individuals

trust the comments made by their Facebook Friends. Scale used (1) “Strongly Disagree”
through to (7) “Strongly Agree”.

- Test gì
- Investigating cái vấn đề gì (xem ở bảng)
- Scale used là cái gì (đề cho)

xem mean
xem % confidence interval cos chenh nhieu hay k. (so với chỗ mean difference và
error mean)
chenh nhieu => dis;
k chenh nhieu => agree

- Null Hypothesis: Students do not trust comments made by their Facebook friends.
- Alternative Hypothesis: Students do trust comments made by their Facebook friends.

b) Significance Level=0.05, Corresponding T-Value = 1.56

Decision Rule:
- If the significance level is less than 0.05 then we reject the null hypothesis, alternatively if
the corresponding t-value is greater than 1.56 then again we reject the null hypothesis.

Significance Level = 0.004

Corresponding T-Value = 2.911

With the results provided we reject the null hypothesis as the significance level is less than
0.05, as the corresponding t-value is greater than 1.56

Recommendation = In conclusion the results provided, individuals trust the comments made
by their Facebook friends.

Q9. Study the following SPSS outputs and then:

a. Explain what you believe is being tested.
b. Explain the testing process in full.
c. Suggest the implications of the findings for the social media platform.

a) The SPSS testing is a Chi-Square testing analysis which is investigating whether age
determines the amount of hours you spend on Facebook each day.

- Null Hypothesis: Age does not determine the amount of hours spent on Facebook each
day.
- Alternative Hypothesis: Age does determine the amount of hours spent on Facebook each
day.

b) SignificanceLevel=0.05

Decision Rule
- If significance level is less than 0.05 then we reject the null hypothesis Significance Level =
0.005

(dựa vào gì để xác định Ho đúng hay sai)

With the results provided we reject the null hypothesis, as there is an association between
an individual’s age and the amount of hours spent on Facebook each day. Accepting the
alternative hypothesis, there is a weak association between the variables according to
Cramer’s V.

Recommendation = Age does determine the amount of hours spent on Facebook each day.

Q10. Study the following SPSS outputs, and then:

a. Explain what you believe is being tested.
b. Explain the testing process in full.
c. Suggest the implications of the findings for the social media platform

a) The SPSS testing is a correlation testing analysis which is investigating the relationship
between life satisfaction and job satisfaction and whether the two have a correlation with
each other.

- Null Hypothesis: No correlation between life satisfaction and job satisfaction

- Alternative Hypothesis: There is a correlation between life satisfaction and job satisfaction

b) Significance Level=0.05
Decision Rule

- If the significance level is less than 0.05 then we reject the null hypothesis.
Significance Level = 0.000

With the results provided we reject the null hypothesis and accept the alternative hypothesis

Recommendation = There is a correlation between life satisfaction and job satisfaction.

CHI-SQUARE ANALYSIS – ASSOCIATION BETWEEN VARIABLES (0.05)

ONE SAMPLE T-TEST – ASSOCIATION BETEEN VARIABLES (0.05, 1.56)

INDEPENDENT SAMPLE T-TEST – DIFFERENCE BETWEEN TWO GROUPS (0.05)

ANOVA TESTING ANALYSIS – DIFFERENCE BETWEEN ALL GROUPS (0.05)

CORRELATIONS TESTING ANALYSIS – RELATIONSHIP/CORRELATION BETWEEN

TWO VARIABLES (0.05)
 ÔN TẬP KIẾN THỨC

Difference between MR & CI (core)

Marketing Research Customer Insights

Greater academic focus Industry term
Consumer Insights is the practice of using
Definition: the practice of collecting and available data to derive a deeper
analyzing data to answer distinct understanding of customers which helps in
business questions. effective business decision-making
Tools employed: surveys, interviews, Available data: internal data, social media,
focus groups, etc. online data, etc.
Focus is on findings and their reasons;
Focus is on findings recommendations
Focus on the original Focus is on using the information to
question/research goal understand customer attitudes & behaviour
Analyze data from each stream
individually Integrate multiple data streams
Factual information/data is
summarised and forms the basis of a
recommendation Data is delivered as a story or a narrative
Focus on quantitative, qualitative,
mixed methods Has a multi-disciplinary focus
Delivers on research objectives. Used
to answer specific questions. Multi-disciplinary recommendations
Delivers data to marketing but is not Marketing is a business partner. Insights
involved in meetings with clients Team participates in client staff meetings
More popular in economies heavily
reliant on manufacturing like China, More commonly used in service-based
Germany, Japan, Taiwan, Indonesia, economies like the USA, Brazil, Bermuda,
Poland, and South Korea UK, Greece, Australia, Singapore
Build the research database Give access to dashboards etc
3) monitor customer feedback and make some further action to improve

CHAPTER 3:

Primary data refer to information that is developed or gathered by the researcher

specifically for the research project at hand

Primary data sources : national census data collected by the government

Secondary data is gathered and recorded by the company (“internal”) or someone else
(“external”) prior to and for a purpose other than the current project:

Secondary data sources: company, library, internet, public report, literature review,
customer feedback through phone are sources of secondary data

Advantages:
(1) Secondary data can be obtained quickly
(2) compared to collecting primary data, secondary data are inexpensive
(3) secondary data are readily available
(4) secondary data may enhance primary data collection by providing a current look at
issues, trends, yardsticks of performance
(5) secondary data may be all that is needed to achieve the research objective.

Disadvantages:
1. incompatible reporting units
2. mismatch of the units of measurement
3. differing definitions used to classify the data
4. timeliness of the secondary data
5. lack of information needed to assess data credibility.
Customized service data: exclusively collect for industry to sell for
clients

Objective of study and who collect => credit of study

Justify and based on judgment to select

CHAPTER 4:

•Three types of research design:

Exploratory research design

- Exploratory research design is unstructured, informal research that is undertaken to gain

back- ground information about the general nature of the research problem.

- Exploratory research is used to gain background information, to define terms, to clarify

problems and hypotheses, and to establish research priorities.

- Methods:
+ Secondary Data Analysis
+ Experience Surveys
+ Case Analysis
+ Focus Groups

Descriptive research designs

- Descriptive research is undertaken to collect data to examine the characteristics of

consumers and/or markets.

- Classification of descriptive research design:

+ Cross-sectional studies measure units from a sample of the population at one point in
time.
+ Sample surveys are cross- sectional studies whose samples are designed in such a way
as to be representative of a specific population at a predetermined margin of error.
+ Longitudinal studies repeatedly measure the same sample units of a population over a
period of time.
+ Panels are samples of respondents who have agreed to provide information or answer
questions at regular intervals.

Causal research designs.

•Causal research designs. Conducted to identify cause and effect relationships between two
or more variables.

•The type of research design selected depends on the degree of uncertainty in the problem
definition:
- High level of uncertainty -> Exploratory research.
- Low level of uncertainty -> Conclusive research.

Uncertainty can be reduced by obtained more information:

–This is why we often start with exploratory research and finish with conclusive research.

An experiment is a type of study in which one or more independent variables are

manipulated to see how one or more dependent variables are affected, while also controlling
the effects of additional extraneous variables.

TYPES OF EXPERIMENTS We can classify experiments into two broad classes:

laboratory and field

Independent variables are variables over which the researcher has control and wishes to
manipulate to measure the effect on the dependent variable.

Dependent variables are variables that are measured in response to changes in

independent variables.

Extraneous variables are all of the variables other than the independent variables that may
have an effect on the dependent variable.
CHAPTER 5:

Big data refers to large amounts of data from multiple sources.

Qualitative Quantitative

Collect, analyze and interpret data Use of structured questions in

by observing what people do and which response options have been
say predetermined and a large number
of respondents involved
Think data: emphasize the
 importance of gaining qualitative used to measure and quantify the
insights of phenomena to findings
complete the quantitative
knowledge provided by big data
Large sample size
Small sample size
numerical data
Deep understanding
· Experiments
· Interviews · Questionnaires
· Focus groups · Surveys
· Documents · Database reports
· Personal accounts or papers
· Cultural records
· Observation

3 main limitations:
subjective – depend on
interviewers because the same
respondents but
small sample size
cannot have statistic

Qualitative Research
Qualitative research involves collecting, analyzing, and interpreting data by observing what
people do and say. Qualitative research techniques afford rich insight into consumer
behavior.

VD: yêu cầu vài người thể hiện ý kiến về cai rượu ở sinh viên. Ta sẽ nhận nhiều câu trả lời
khác nhau. Sau khi nghiên cứu kĩ, ta có thể mô tả từng câu hỏi rằng nó là tích cực, tiêu cực
hay trung lập.

using an observational technique or unstructured questioning -> quali research

•Research mostly used to gain preliminary insights into decision problems and opportunities.
•Places emphasis on words, stories, visual portrayals and expressive descriptions.
•Typically associated with exploratory designs.

Quantitative Research
Quantitative research is defined as research involving the administration of a set of
structured questions with predetermined response options to a large number of respondents.
•Research that places heavy emphasis on producing generalizable data.
•Places emphasis on numbers and rigorous mathematical analysis.
•Typically associated with descriptive and causal designs.

Observation methods
are techniques in which phenomena of interest involving people, objects, and/or activities
are systematically observed and documented.

Types of observation methods

(1) direct versus indirect,
(2) covert versus overt,
(3) structured versus unstructured, and
(4) in situ versus invented.

Mystery shopping (qualitative method): What? Which techniques?

- Direct
- Convert/Disguised
- Structured (mainly)
- In situ
Most of questions are open-ended

Mystery shopping: participant or directly involve in situation instead of electronic devices.

In general, conducting this type in restaurant, we can see how restaurant perform and how
they service customers

To observe real situation happening between customers and sale people => in situ

- observe how sales person serve the customers in a short period of time
- private not public one because of small sample size
How focus group work? Focus group participants’ comments are encouraged and guided
by moderators.

- understand objectives of the research to choose exactly how many people in

group
- one location conduct 2 focus gr in each city
- two target customers => 2 focus group
=> Depend on target customers and location
ADVANTAGES OF FOCUS GROUPS
(1) they generate fresh ideas;
(2) they allow clients to observe their participants;
(3) they may be directed at understanding a wide variety of issues, such as reactions to a
new food product, brand logo, or television ad; and
(4) they allow fairly easy access to special respondent groups, such as lawyers or doctors

DISADVANTAGES OF FOCUS GROUPS

(1) They do not constitute representative samples; therefore, caution must be exercised in
generalizing findings;
(2) success is greatly dependent on the ability of the moderator;
(3) it is sometimes difficult to interpret the results of focus groups

Focus group: use to describe rather than predict

DIS:
- representativeness of participants due to small sample size
- Depend on the moderator
- Interpretation sometimes difficult

Not use in prediction or when a major decision affect company’s livelihood rests on research
results
IN-DEPTH INTERVIEWS
An in-depth interview, commonly referred to as an IDI, is defined as a set of probing
questions posed one-on-one to a respondent by a trained interviewer to gain an idea of what
the respondent thinks about something or why he or she behaves in a certain way.

PROTOCOL ANALYSIS
Protocol analysis places people in a decision making situation and asks them to verbalize
everything they considered.

PROJECTIVE TECHNIQUES
Projective techniques involve situations in which participants are placed in (projected into)
simulated activities in the hopes that they will divulge things about themselves that they
might not reveal under direct questioning.
CHAP 7:

*** Advantages of Person-Administered Surveys

They offer feedback,
Rapport,
Quality control
Adaptability.

Disadvantages of Person-Administered Surveys

human error,
slow data collection,
high cost,
interview evaluation apprehension among respondents.
*** Advantages of Computer-Assisted Surveys
fast, error free,
capable of using pictures or graphics,
able to capture data in real time.

Disadvantages of Computer-Assisted Surveys

requirement of technical skills and
high setup costs.

***Advantages of Self-Administered Surveys

reduced cost,
respondent control,
no interview evaluation apprehension.

Disadvantages of Self-Administered Surveys

respondent control,
lack of monitoring,
high questionnaire requirements.
Online survey access large number of customers => mass online survey
Telephone:
Survey on telephone should base on database
Easy to gap rejection on phone

Mall-intercept: (entertainment plaza)

People are invited to give answers, approach the respondents
People are easily influenced by others because they are rushed to go home
Try not to use multiple methods for 1 study
=> Select only 1 method for study

high quality is more expensive and take time

low quality is fast and cheap

involvement of interviews give the correct answer or not

the pro income of data survey method. Study carefully slide 8 in chap 14
CHAP 8:

Types of Measures

Nominal measures are defined as those that use only labels; that is, they possess only
the characteristic of description. Examples include designations as to race, religion, type
of dwelling, gender, brand last purchased, and buyer/non buyer.

Answers involve yes–no, agree–disagree, or any other instance in which the descriptors
cannot be differentiated except qualitatively.

Ordinal measures permit the researcher to rank order the respondents or their responses.

For instance, if the respondent is asked to indicate his or her first, second, third, and fourth
choices of brands, the results are ordinally scaled.
Ordinal scales indicate only relative size differences among objects: greater than, less than,
or equal to.

Scale measures are those in which the distance between each level is known.

There are two types of scale measures.

+Ratio scales have a true zero point.

Interval scales are used to measure unobservable constructs.

Interval Scales Commonly Used

- The Likert scale format measures intensity of agreement or disagreement.

- The semantic differential scale is a good way to measure a brand, company, or store
image.
- A Stapel scale is easily recognized, as it has numbers that range from a minus end to a
corresponding plus end, with or without a zero as the midpoint.

Questionnaire Design Process

- Identify constructs’ properties and type of measure for each
- Word each question using dos and avoiding don’ts
- Write introduction, put questions in order, use skip logic as needed
- Get client approval, pretest, code, launch

FOUR DOS OF QUESTION WORDING

The researcher uses question evaluation to scrutinize a possible question for question
bias.

- A question should be focused.

- A question should be brief.
- A question should be grammatically simple.
- A question should be crystal clear.

FOUR DO NOT’S OF QUESTION WORDING

- Do not use leading questions that have strong cues on how to answer.
- Do not use loaded questions that have unjustified assumptions.
- Do not use double-barreled questions that ask two questions at the same time.
- Do not use overstated questions with wording that overemphasizes the case.

QUESTION FLOW
- Screens: Used to select the respondent types desired by the researcher to be in the survey
- Warm-up questions: get the respondent’s interest and demonstrate the ease of responding
to the research request.
- Transitions are statements made to let the respondent know that changes in question topic
or format are forthcoming.
- Complicated and difficult to answer questions are placed deep in the questionnaire.
- Demographics questions are used to classify respondents into various groups for purposes
of analysis.

CHAP 9,10

The population is the entire group under study as defined by research objectives.

The sample is a subset of the population, and the sample unit pertains to the basic level of
investigation.

A sample frame is a master source of sample units in the population.

Sampling error is any error in a survey that occurs because a sample is used.

Cinema has database of customers and around 20,000 customers.

Conduct a census study, aim at total customers => cover data collection to all people in the
population
Sample means selecting proportion in the population to save time and money

Sample frame: lists of respondents, frame to select sample. Sample unit should be individual
who are qualified for recruitment

Sample error: select some for study and others are not selected
Sample frame error: area are not selected for study

Target respondents: those we want to survey, study

Target population: in Chef restaurant (specify target customers)
- Regular customers
- Their taste is similar to types of food of restaurant
- Current customer: visit and purchase products during last month or last week
- Know the barrier of non-users
- Measure satisfaction of restaurants, so do not include non-users
- Define correct population

Sample size
a term to define the number of subjects included in a sample size. By sample size, we
understand a group of subjects that are selected from the general population and is
considered a representative of the real population for that specific study.

N = population size • e = Margin of error (percentage in decimal form) • z = z-score

Another sample size formula is:

n = N*X / (X + N – 1),

Sampling: the way you select information, select methods for survey

2 main method: probability and non-probability

Probability samples are samples in which members of the population have a known
chance (probability) of being selected into the sample.

Nonprobability samples , on the other hand, are samples where the chances (probability)
of selecting members from the population into the sample are unknown.

Formula for simple random sample probability

Probability of selection = sample size/population size

Four Different Probability Sampling Methods Simple Random Sampling

Simple: đã có sẵn, ví dụ như database → chỉ cần làm như v và nhanh

Systematic: more efficient + cost + time

Cluster: divide thành những group rất giống nhau.

Stratified: khi mà probability không strong enough để làm

Simple Random Sampling

The researcher uses random numbers from a computer, random digit dialing, or some other
random selection procedure that guarantees each member of the population in the sample
frame has an identical chance of being selected into the sample.

Systematic Sampling
Using a sample frame that lists members of the population, the researcher selects a random
starting point for the first sample member. A constant skip interval , calculated by dividing the
number of population members in the sample frame by the sample size, is then used to
select every other sample member from the sample frame. This procedure accomplishes the
same end as simple random sampling, and it is more efficient.

Cluster Sampling
The sample frame is divided into groups called clusters, each of which must be highly similar
to the others. The researcher can then randomly select a few clusters and perform a census
of each one (one stage). Alternatively, the researcher can randomly select more clusters and
take samples from each one (two stages). This method is desirable when highly similar
clusters can be easily identified, such as subdivisions spread across a wide geographic
area.

Stratified Sampling
If the population is believed to have a skewed distribution for one or more of its
distinguishing factors (e.g., income or product usage), the researcher identifies
subpopulations in the sample frame called strata . A simple random sample is then taken of
each stratum.
CHAP 13

ADVANTAGES OF USING A PANEL DISADVANTAGES OF USING A PANEL

COMPANY COMPANY

1. Fast Turnaround Most panel companies 1. Not random samples

are online,
2. Overused respondents
2. High Quality
3. Cost
As you can imagine, creating, maintaining,
3. Database Information Panelists often and operating a panel, often across several
provide large amounts of demographic, countries and multiple languages, is costly
lifestyle, purchase behavior, and other
descriptive information as part of the sign-
up process.

4. Access to Targeted Respondents

5. Integrated Features
The leading panel companies usually have
several survey services for customers.
responsible for answer they provide, avoid they get incentive, fast to access and get
information from them based on database, but those professional respondents pay
less attention => that’s why quality of data is low
SPSS

how to interpret data from SPSS

descriptive test, association

CHI-SQUARE ANALYSIS – ASSOCIATION BETWEEN VARIABLES (0.05)

ONE SAMPLE T-TEST – ASSOCIATION BETWEEN VARIABLES (0.05, 1.56)

INDEPENDENT SAMPLE T-TEST – DIFFERENCE BETWEEN TWO GROUPS (0.05)

ANOVA TESTING ANALYSIS – DIFFERENCE BETWEEN ALL GROUPS (0.05)

CORRELATIONS TESTING ANALYSIS – RELATIONSHIP/CORRELATION BETWEEN

TWO VARIABLES (0.05)

CHAPTER 12:
Descriptive analysis is used to describe the variables (question responses) in a dataset (all
respondents’ answers).

Inference analysis is used to generate conclusions about the population’s characteristics

based on the sample data.

Difference analysis is used to compare the mean of the responses of one group to that of
another group, such as satisfaction ratings for “heavy” users versus “light” users.

Step 4: nếu đề cho 95% => z = 1.96

nếu đề cho 99% => z = 2.58
t = mean difference / std. error mean

CHAPTER 13:

t test is defined as the statistical inference test to be used with small samples sizes
(n <= 30).

Any instance when the sample size is >= 30 requires the use of a z test.
DIFFERENCES BETWEEN PERCENTAGES WITH TWO GROUPS (INDEPENDENT
SAMPLES)

the null hypothesis that the difference in their population parameters is =0

- the first step requires a comparison of the two percentages (using arithmetic).

of confidence

ANALYZE-COMPARE MEANS-INDEPENDENT SAMPLES T-TEST

standard deviations of the two samples are about the same -> they are not significantly
different

ANOVA will “signal” when at least one pair of means has a statistically
significant difference, but it does not tell which pair

correlations are computed with the CORRELATE-BIVARIATE feature.

They all have a Sig. value of .000 that translates into a .001 or less probability that the null
hypothesis of zero correlation is supported.

CHAPTER 14:
Chi-square
The Chi-square distribution is skewed to the right and the rejection region is always at the
right-hand tail of the distribution

It differs from the normal and t distributions in that it changes its shape depending on the
situation at hand, and it does not have negative values.

Clickstream to Create Cross- Tabulations with Chi-Square Analysis

 the “Pearson Chi-square,” which you can see has been computed to be 16.671. The df
column pertains to the number of degrees of freedom, which is 7.

-> the Asymp. Sig. corresponds to the probability of support for the null hypothesis.
Significance in this example is .020 (con này nhỏ hơn 0.05), which means that there is
practically no support for the hypothesis that Gender and Favorite magazine type are not
associated. In other words, they are related.

In other words, because the significance is less than .05, it is worthwhile to inspect and
interpret the percentages in the cross-tabulation table.

SPSS VIDEO
Independent sample test
dùng để xem biến định lượng khác với biến định tính hay k

● Independent Sample T-Test chúng ta sẽ áp dụng kiểm định sự khác biệt trung
bình với trường hợp biến định tính có 2 giá trị.

Ví dụ như biến giới tính (nam, nữ), biến thành phố (TPHCM, Hà Nội), biến vùng miền
(Miền Bắc, Miền Nam)… Trường hợp biến định tính có 3 giá trị, chúng ta sẽ thực hiện
3 cặp so sánh (1-2, 1-3, 2-3). Tuy nhiên, việc so sánh từng cặp giá trị như vậy khá bất
tiện và mất thời gian nếu số giá trị tăng lên 4, 5, 6…

● ANOVA giúp chúng ta giải quyết trở ngại của Independent Sample T-Test.
Phương pháp này giúp chúng ta so sánh trị trung bình của 3 nhóm trở lên.
ANOVA có 3 phương pháp: ANOVA 1 chiều, ANOVA 2 chiều và MANOVA.
Tuy nhiên, trong phạm vi tài liệu này chúng ta chỉ nói tới phương pháp
ANOVA 1 chiều (One-Way ANOVA).

Spss Practice Question For Exam

Trả lời:

Independent-Sample t-test show the difference between 2 groups

a. The SPSS testing is Independent-Sample t-test analysis investigating [vấn

đề này đề cho].

Null Hypothesis: do/does not

Alternative Hypothesis: do/ does

b. Critical significance value is 0.05, the test is done on a 95% confidence interval.

Compare critical significance value with calculated significance value based on the
decision rule.

Decision Rule: If calculated significance value <0.05, then reject null hypothesis.

Calculated significance value is .782 > 0.05

We cannot reject = accept the null hypothesis
Therefore, viết lại câu statement Null hypothesis
a. The SPSS testing is a correlation testing analysis investigating [cái vấn đề
này đề cho].
Null hypothesis: There is/are no correlation between A & B
Alternative hypothesis: There is/are correlation between A & B

b. Critical significance value is 0.05, this test is done at a 95% confidence

interval.

Compare critical significance value with calculated significance value

based on the decision rule.

Decision rule: if calculated significance value <0.05, then we reject the null
hypothesis

Calculated significance value is .000 < 0.05

We reject the null hypothesis
Therefore, viết lại câu statement alternative hypothesis.
ANOVA test helps to find out whether there is DIFFERENCE between all
groups

a. The SPSS testing is ANOVA testing analysis investigating [ cái vấn đề này đề
cho].

Null hypothesis: there is/are no difference between A & B

Alternative hypothesis: there is/are difference between A & B

b. Critical significance value is 0.05, the test is done at a 95% Confidence Interval

Compare critical significance value with calculated significance value

based on the decision rule.

Decision rule: if calculated significance value < 0.05, we reject the null
hypothesis.

Calculated significance value is .883 > 0.05

 We accept (not reject) the null hypothesis
Therefore, viết lại câu statement null hypothesis

Chi - squared test helps to find out the association between variables.
 a. The spss test is Chi-Square testing analysis investigating [vấn đề này đề cho].

Null hypothesis: There is no association between A & B

Alternative hypothesis: There is an association between A & B

b. Critical significant value is 0.05, the test is done at a 95% confidence level.

We compare the critical significance level with the calculated significance

level depending on the decision rule.

Decision rule: if the calculated significance level < 0.05, we reject the null
hypothesis,
Calculated significance value is .029 < 0.05
We reject the null hypothesis
Therefore, viết câu statement của alternative hypothesis.

Câu 5:

ONE SAMPLE t-test shows the ASSOCIATION between variables.

a. The spss test is One - sample t test analysis investigating [đề cho].

Null hypothesis: do/ does not

Alternative hypothesis: do/ does
 b. Critical significance value is 0.05, the test is done at a 95% confidence level/
interval

Compare critical sig value with calculated sig value depend on the decision
rule

Decision rule: If signìicance value < 0.05, we reject the null hypothesis

Calculated sig value is .000 < 0.05

We reject the null hypothesis
Therefore, viết lại statement của alternative hypothesis.

Câu 6:

a. The spss test is Correlation testing analysis investigating [đề cho]

Null hypothesis: no relationship (correlation) between A & B

Alternative hypothesis: relationship (correlation) between A & B

b. Critical Significance Value is 0.05 , 95% Confidence Interval

Compare the Calculated significance value & Critical Significance value
Calculated significance value is .000 < 0.05

We reject the null hypothesis

Therefore, viết lại statement alternative hypothesis
c. Nếu đề có
Identify the strength of correlation using Pearson Correlation value, if the
value is between the range
[-0.20 ; 0.20] - very weak correlation,
[0,21; 0.40] - weak correlation,
[0.41; 0.60] - moderate correlation,
[0.61; 0.80] - strong correlation,
[0.81;1.00] - very strong correlation.

Pearson Correlation value is .785

Therefore, there is a strong correlation between A & B.