are spread randomly (and, it is hoped, equally) between the treatment(s), which w neutralize self-selection. Self-selection occurs when participants can select themselv into either the experimental or the control group. For example, if participants who li sweets participate in a cookie tasting test, they will certainly try to give the treatmer (cookie) a try! See Mooi and Gilliland (2013) for an example of self-selection and a analysis method However, the before-after experiment with a control group does have limitations. The initial measurement O, may alert the participants that they are being studied, which may bias the post measurement O, This effect is also referred to as the before measurement cffect, or the testing effect (Campbell and Stanley 1966). Likewise, the initial measure- mento, may incite the participants to drop out of the experiment, leading to no recorded response for 0,. If there is a systematic reason for the participants to drop out, this will threaten the experiment's validity. The Solomon four-group design is an experimental design accounting for before mea- surement effects and is structured as follows (Campbell and Stanley 1966); o, Experimental group 1 (R) Control group 1 (R Experimental group 2 (R) Control group 2 9 0 os The design is much more complex, because we need to measure the effects six times and administer two treatments. This method provides an opportunity to control for the before measurement effect of O, on O. The design also provides several measures of the treat- ment's effect (ie (0-0).(0,-0.)-(0-0), and (0,-)). If these measures agree the inferences about the treatment's effect are much stronger. In Chap 6, we discuss how to analyze experimental data using ANOVA and various other tests. 4.7 Oddioh Air

In Founded in 1962 by the Korean businessman Toshiyuki Sakata, Oddjob Airways is a small premium airline, mainly operating in Europe, but also offering flights to the US. 1 The company regularly conducts market research in order to monitor its service quality and to improve customer satisfaction. The market research department has uploaded a series of videos on https://www. oddjobairways.com/market- research/, which document some of the recent projects Please help the department by answering the following questions: 1. Go to https://www. oddjobairways.com/ market-research interviews/and watch the three videos. Try to identify all errors that the interviewer made. You can find the solutions under.Corrections: 2. Under https://www. oddjobairways.com/ market-research/ experiments/, you will find two videos, which show safety videos with male and female voice-overs. Carry out an experiment, which contrasts viewer's perceptions of the safety video le.g, in terms of satisfaction when the voice-over is male vs. female. Compute the mean values Chap 51 for each group further step. carry out independent samples Mets Chap 6) to check for significant differences between the two groups 3. Go to https://www. oddjobairways.com market research focus group/and watch the video on focus groups. Would you have spotted all errors?

QUSTIONS:

4.8 Review Questions

1. What is the difference between primary and secondary data? Can primary data become secondary data?

2. Please search for and download two examples of secondary data sources found on the Internet. Discuss two potential market research questions that each dataset can answer. 3. Imagine you are asked to understand what consumer characteristics make these consumers likely to buy a BMW i

3 (http://www.bmw.com). How would you collect the data? Would you start with secondary data, or would you start collecting primary data directly? Do you think it is appropriate to collect qualitative data? If so, at what stage of the process should you do so?

4. What are the different reasons for choosing interviews rather than focus groups? What choice would you make if you want to understand CEOs perceptions of the economy, and what would seem appropriate when you want to understand how consumers feel about a newly introduced TV program? 5. Consider the following examples of survey items relating to how satisfied iPhone users are with their performance, reliability, and after-sales service. Please assess their adequacy and make suggestions on how to revise the items, if necessary

85 4 4.7. Oddjob Airways (Case Study) are spread randomly (and, it is hoped, equally) between the treatment(s), which will neutralize self-selection. Self-selection occurs when participants can select themselves into either the experimental or the control group. For example, if participants who like sweets participate in a cookie tasting test, they will certainly try to give the treatment (cookie) a try! See Mooi and Gilliland (2013) for an example of self-selection and an analysis method However, the before-after experiment with a control group does have limitations. The initial measuremento, may alert the participants that they are being studied, which may bias the post measurement O2. This effect is also referred to as the before measurement effect, or the testing effect (Campbell and Stanley 1966). Likewise, the initial measure- mento, may incite the participants to drop out of the experiment, leading to no recorded response for Oz. If there is a systematic reason for the participants to drop out, this will threaten the experiment's validity. The Solomon four-group design is an experimental design accounting for before mea- surement effects and is structured as follows (Campbell and Stanley 1966): o, 04 Experimental group 1 (R) Control group 1 (R) Experimental group 2 (R) Control group 2 (R) Og O The design is much more complex, because we need to measure the effects six times and administer two treatments. This method provides an opportunity to control for the before measurement effect of O, on O. The design also provides several measures of the treat- ment's effect (i... (0,-0.00-0-0-0,), and (0,-0.)). If these measures agree, the inferences about the treatment's effect are much stronger. In Chap 6, we discuss how to analyze experimental data using ANOVA and various other tests. 4.7 Oddjob Airways (Case Study) Case Study ddjob Airways Oddjob Airways 86 Chapter 4 Getting Data Founded in 1962 by the Korean businessman Toshiyuki Sakata, Oddjob Airways is a small premium airline, mainly operating in Europe, but also offering flights to the US. 1 The company regularly conducts market research in order to monitor its service quality and to improve customer satisfaction. The market research department has uploaded a series of videos on https://www. oddjobairways.com/market- research/, which document some of the recent projects Please help the department by answering the following questions 1. Go to https://www. oddjobairways.com/ market-research/ interviews/and watch the three videos. Try to identify all errors that the interviewer made. You can find the solutions under Corrections 2. Under https://www. oddjobairways.com/ market-research/ experiments/, you will find two videos, which show safety videos with male and female voice-overs. Carry out an experiment, which contrasts viewers perceptions of the safety video le.g, in terms of Satisfaction) when the voice-over is male vs. female. Compute the mean values Chap 5) for each group. In a further step, carry out independent samples Hests Chap. 6) to check for significant differences between the two groups 3. Go to https://www. oddjobairways.com market research focus-group/and watch the video on focus groups. Would you have spotted all errors? 4.8 Review Questions 1. What is the difference between primary and secondary data? Can primary data become secondary data? 2. Please search for and download two examples of secondary data sources found on the Internet. Discuss two potential market research questions that each dataset can answer 3. Imagine you are asked to understand what consumer characteristics make these consumers likely to buy a BMW i3 (http://www.bmw.com). How would you collect the data? Would you start with secondary data, or would you start collecting primary data directly? Do you think it is appropriate to collect qualitative data? If so, at what stage of the process should you do so? 4. What are the different reasons for choosing interviews rather than focus groups? What choice would you make if you want to understand CEOs' perceptions of the economy, and what would seem appropriate when you want to understand how consumers feel about a newly introduced TV program? 5. Consider the following examples of survey items relating to how satisfied iPhone users are with their performance, reliability, and after-sales service. Please assess their adequacy and make suggestions on how to revise the items, if necessary. 10 All chapters dealing with research methods (ie Chapters 5-9) also draw on the Oddjob Airways case study. We introduce the case study in greater detail in section 5.8. 85 4 4.7. Oddjob Airways (Case Study) are spread randomly (and, it is hoped, equally) between the treatment(s), which will neutralize self-selection. Self-selection occurs when participants can select themselves into either the experimental or the control group. For example, if participants who like sweets participate in a cookie tasting test, they will certainly try to give the treatment (cookie) a try! See Mooi and Gilliland (2013) for an example of self-selection and an analysis method However, the before-after experiment with a control group does have limitations. The initial measuremento, may alert the participants that they are being studied, which may bias the post measurement O2. This effect is also referred to as the before measurement effect, or the testing effect (Campbell and Stanley 1966). Likewise, the initial measure- mento, may incite the participants to drop out of the experiment, leading to no recorded response for Oz. If there is a systematic reason for the participants to drop out, this will threaten the experiment's validity. The Solomon four-group design is an experimental design accounting for before mea- surement effects and is structured as follows (Campbell and Stanley 1966): o, 04 Experimental group 1 (R) Control group 1 (R) Experimental group 2 (R) Control group 2 (R) Og O The design is much more complex, because we need to measure the effects six times and administer two treatments. This method provides an opportunity to control for the before measurement effect of O, on O. The design also provides several measures of the treat- ment's effect (i... (0,-0.00-0-0-0,), and (0,-0.)). If these measures agree, the inferences about the treatment's effect are much stronger. In Chap 6, we discuss how to analyze experimental data using ANOVA and various other tests. 4.7 Oddjob Airways (Case Study) Case Study ddjob Airways Oddjob Airways 86 Chapter 4 Getting Data Founded in 1962 by the Korean businessman Toshiyuki Sakata, Oddjob Airways is a small premium airline, mainly operating in Europe, but also offering flights to the US. 1 The company regularly conducts market research in order to monitor its service quality and to improve customer satisfaction. The market research department has uploaded a series of videos on https://www. oddjobairways.com/market- research/, which document some of the recent projects Please help the department by answering the following questions 1. Go to https://www. oddjobairways.com/ market-research/ interviews/and watch the three videos. Try to identify all errors that the interviewer made. You can find the solutions under Corrections 2. Under https://www. oddjobairways.com/ market-research/ experiments/, you will find two videos, which show safety videos with male and female voice-overs. Carry out an experiment, which contrasts viewers perceptions of the safety video le.g, in terms of Satisfaction) when the voice-over is male vs. female. Compute the mean values Chap 5) for each group. In a further step, carry out independent samples Hests Chap. 6) to check for significant differences between the two groups 3. Go to https://www. oddjobairways.com market research focus-group/and watch the video on focus groups. Would you have spotted all errors? 4.8 Review Questions 1. What is the difference between primary and secondary data? Can primary data become secondary data? 2. Please search for and download two examples of secondary data sources found on the Internet. Discuss two potential market research questions that each dataset can answer 3. Imagine you are asked to understand what consumer characteristics make these consumers likely to buy a BMW i3 (http://www.bmw.com). How would you collect the data? Would you start with secondary data, or would you start collecting primary data directly? Do you think it is appropriate to collect qualitative data? If so, at what stage of the process should you do so? 4. What are the different reasons for choosing interviews rather than focus groups? What choice would you make if you want to understand CEOs' perceptions of the economy, and what would seem appropriate when you want to understand how consumers feel about a newly introduced TV program? 5. Consider the following examples of survey items relating to how satisfied iPhone users are with their performance, reliability, and after-sales service. Please assess their adequacy and make suggestions on how to revise the items, if necessary. 10 All chapters dealing with research methods (ie Chapters 5-9) also draw on the Oddjob Airways case study. We introduce the case study in greater detail in section 5.8