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Marketing Research 1
| What is the definition of Marketing? | Process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. |
| What are the 4 target segments of Marketing Research? | -Product -Place -Communication -Channel |
| What is the definition of Marketing Research? | A process used by businesses to collect, analyze, and interpret information used to make sound business decisions and successfully manage the business |
| What is the definition of Market Research? | A process used to define the size, location, and/or makeup of the market for a product or service |
| What are the 2 types of Marketing Research? | -Basic research -Applied research |
| What is the definition of Basic Research? | is conducted to expand our knowledge rather than to solve a specific problem. Primarily conducted by researchers at universities, addresses fundamental problems. – How can we measure how much consumers are willing to pay for a new feature? |
| What is the definition of Applied Research? | is conducted to solve specific problems, faced by marketing practitioners. – How much extra can I charge for feature X? – By what amount should I discount my large pack? |
| What is a Marketing Information System? (MIS) | A MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers |
| What are the 3 reasons as to why research isn't always the best solution | -The information is already available -The timing is wrong -Costs outweigh the value |
| What is the most important step in the Marketing Research process? | Defining the problem |
| What is the definition of a Problem Statement? | Concise description of the problem or opportunity that management is facing. - The problem statement gives rise to research objectives |
| What's an example of a Problem Statement? | How to increase blood donation among college students? Research Objectives: ▪ Emphasize benefits? ▪ Reduce fears? ▪ Provide incentives? ▪ What messages? ▪ Variation across sub-groups? |
| What are research objectives? | Research objectives state what the researchers must do. -Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2. |
| What's an example of the MIS component...Marketing Intelligence System | Ensuring that prices are not too far above the competitions. - (scan = Anxiety up |
| What's an example of the MIS component... Marketing Decision Support System | Ordering inventory based on anticipated demand and quantity on hand -Markdowns |
| What's an example of the MIS component... Internal Report System | Eliminating products with low sales and turnover |
| What's an example of the MIS component... Market Research System | Launching a new product -Launching Walmart To Go |
| What is the definition of Exploratory Research? | Collecting information in an unstructured and informal manner. -Focus groups are employed in Exploratory Research |
| What is the definition of Descriptive Research? | Research that describes the phenomena of interest. |
| What is the definition of Casual Studies Research? | Attempt to uncover what factor or factors cause some event. -Researchers use Casual Studies to study the impact of changing price from $1 to $9.99 |
| What is the definition of Research Design? | is a master plan specifying the methods and for collecting and analyzing the needed information. |
| True or false Exploratory Research is unstructured, informal research usually conducted at the outset of research projects | True |
| True or false Exploratory Research is usually conducted when the researcher does not know much about the problem | True |
| True or False Exploratory Research goals are to gain background information, define terms, clarify problems and hypotheses, and establish priorities | True |
| What are the 4 Exploratory Research Methods? | -Secondary Data Analysis -Experience Surveys (and lead-user surveys) -Case Analysis -Focus Groups |
| What is the definition of a Secondary Data Analysis? | The process of searching for interpreting existing information relevant to the research topic |
| What is the definition of an Experience Survey? | Refers to gathering information from those knowledgeable on the issues relevant to the research problem Lead-user survey: used to acquire information from lead users of a new technology |
| What is the definition of a Case Analysis? | A review of available information about a former situation(s) that has some similarities to the current research problem |
| What is the definition of a Focus Group? | Small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem |
| True or False Descriptive Research is undertaken to describe answers to questions of who, what, where, when, and how. | True |
| True or False Descriptive Research is undertaken to collect data to examine characteristics of consumer and/or markets. | True |
| True or False Descriptive Research is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative. • Two types: - Cross-section - Longitudinal | True |
| True or False Casual Research may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y. | True |
| True or False Causal relationships are often determined by the use of experiments. | True |
| True or False In Casual Research in an experiment, x is manipulated, and the resulting levels of y are recorded. | True |
| What is the difference between Primary Information and Secondary Information? | Primary Information: Information collected specifically for the problem at hand and is more complex Secondary Information: information already collected and relatively easy to access |
| True or False The questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents | True |
| True or False If a focus group is used, a focus group guide must be developed. | True |
| True or False If we observe respondents, the form is called an observation form. | True |
| What is the definition/ purpose of conducting a sample? | A sample is drawn from an entire group or population (in practice, the sample is drawn based on the sample frame |
| What is an example of Sample Framing? | In order to study satisfaction with KU parking among users, it is planned to conduct a market research study. We obtain the list of all KU students who use parking services. |
| What is the definition/purpose of conducting a Sample Size? | Sample size refers to determining how many elements of the population should be included in the sample. Gives you ACCURACY! |
| What is the definition/purpose of conducting a Sample Plan? | The sample plan describes how each sample element, or unit, is to be drawn from the total population. A good sample plan gives you REPRESENTATIVNESS! |
| What is an example of a Sample Plan? | For your sample, you pick every 300th name on the list |
| True or False Data collection is subject to error (field workers may make up answers, not careful enough in recording responses) so they implement a VALIDATION control which 10% is the standard | True |
| What is the definition of Data Analysis? | Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests. |
| What is the definition of a Hypotheses? | Hypotheses are statements that are taken as true for the purposes of argument or investigation. |
| What is the definition of a Construct? | A construct is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related. Examples: – Brand loyalty – Purchase intentions (PI) |
| What is the definition of Variables? | Variables are elements of constructs that can be measured or quantified |
| What is the definition of an Action Standard? | An action standard is a predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place. |
| What does "O" stand for in symbols of Experimental Design? | O = measurement, or observation, of a dependent variable |
| What does "X" stand for in symbols of Experimental Design? | X = manipulation, or change, of an independent variable |
| What does "R" stand for in symbols of Experimental Design? | R = random assignment of subjects to experimental and control groups |
| What does 'E" stand for in symbols of Experimental Design? | E = experimental effect (change in the dependent variable due to independent variable) |
| What is the definition of Internal Validity? | Internal validity is concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable. -Not by other factors |
| What's an example of Internal Validity? | Chicago, Denver, and Houston markets were chosen as the test cities because the managers were receptive to new ideas. In fact. they explicitly asked to be test cities. This raises doubts of internal validity. |
| What is the definition of External Validity? | External validity refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the “real world.” |
| What's an example of External Validity? | Management would like to use these findings to launch in all cities across the U.S including many small cities. The concern relevant here is external validity |
| What is the difference between a Laboratory Experiment and a Field Experiment | Laboratory Experiment: Independent variable is manipulated, and measures of the dependent variable are taken in an artificial setting Field Experiment: Independent variables are manipulated, measurements are dependent variable in their natural setting |
| What is a Standard Test Market? | The standard test market is one in which the firm tests the product or marketing mix variables through the company’s normal distribution channels. |
| What is a Controlled Test Market? | Controlled test markets are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. |
| What is a Simulated Test Market? | (STMs) are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. |
| What is the definition of Quantitative Research? | Research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved (what, BIG) |
| What is an example of Quantitative Research? | |
| What is the definition of Qualitative Research? | Research involving collecting, analyzing, and interpreting data by observing what people do and say (why, THICK) |
| What are the 4 types of Observation Methods? | – Direct versus indirect (archive / trace) – Overt (Nielson people meter) versus covert (mystery) – Structured (checklist) versus unstructured (free form) – In situ (Ikea home visit) versus invented (Ikea lab) |
| What is the definition of Ethnographic Research? | Ethnographic research is a term borrowed from anthropology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on. |
| What are in-depth Interviews? (Qualitative Research Technique) | In-depth interview (IDI) is a set of probing questions posed one-on-one to a subject by a trained interviewer. |
| What is Protocol Analysis? (Qualitative Research Technique) | Protocol analysis involves placing a person in a decision- making situation and asking respondent to verbalize process. |
| What are Projective Techniques? (Qualitative Research Technique) | Involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning (Word association / sentence completion / picture test / role pla |
| What is the definition of Neuromarketing? | Neuromarketing is the study of an individual’s involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity. |
| True or False Neuromarketing techniques tend to provide UNBIASED responses and generally have HIGH-cost relative to, say, observational techniques | True |
| What is the definition of a Theme? | A theme is a pattern that is found across data when conducting qualitative analysis that relates to the objectives of the research. |
| What is the definition of a Substantiating Example? | A substantiating example is an example from qualitative data that provides evidence for a theme. |
| What is the definition of a Verbatim? | A verbatim is a quote from a research participant that is used as a substantiating example of findings from qualitative research. |
| What is the definition of a Word Cloud? | A word cloud is a visual display of words and phrases in a text, with the size of the words and phrases representing the frequency of their occurrence in the text. |
| What is the difference between Reliability and Validity? | Reliability: respondent responds in the same or similar manner to an identical or nearly identical measure Validity: accuracy or exactness of the measurement |
| What is the definition of a Questionnaire Design? | Questionnaire design is a systematic process in which the researcher contemplates various question formats, ultimately words the various questions carefully, and organizes the questionnaire’s layout. |
| True or False The researcher should strive to minimize question bias | True |
| What is the definition of Questionnaire Development? | Questionnaire development is the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased. |
| What are the 4 DO's of question wording? | -Focuses on the single issue or topic -Brief question -Grammatically simple -Question should be crystal clear |
| What are the 4 DONT's of question wording? | -Do not “LEAD” the respondent to a particular answer -Do not use “LOADED” wording or phrasing -Do not use a “DOUBLE-BARRELED” question -Do not use words that overstate the case |
| True or False The introduction sets the stage; it is what a potential respondent reads or hears before he or she begins answering survey questions. What is the survey about? | True |
| What is the definition of an Incentive? | Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey. |
| True of False Ensuring anonymity and confidentiality provide additional incentives for participation | True |
| What is the definition of Question Flow? (Surveys) | Question flow pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. |
| True or False Response to a skip question affects which question will be answered next. | True |
| True or False The more complicated and difficult-to-answer questions are placed deep in the questionnaire. | True |
| What is the definition of Screening? (Surveys) | The first questions asked |
| What is the order of question types in a survey? (5 types) | 1) Screening 2) Warm-Up 3) Transitions 4) Complicated and difficult to answer questions 5) Classification and demographic questions |
| What is the definition of Skip Logic? (Surveys) | Skip logic lets the questionnaire designer direct the online survey to ask questions based on previous answers. |
| What is the definition of Display Logic? (Surveys) | Display logic is similar to skip logic. The survey displays or asks questions that are appropriate based on the respondent’s prior answers. |
| What is the definition of a Population? | The population is the entire group under study |
| What is the definition of a Census? | A census is an accounting of the complete population. It requires information from everyone in the population - The U.S. census is taken every 10 years by the U.S. Census Bureau |
| What is the definition of a Probability Sample? | Probability samples: ones in which members of the population have a known chance (probability) of being selected into the sample |
| What are the 4 types of Probability Samples used? | -Simple random sampling - Systematic sampling - Cluster sampling - Stratified sampling |
| What is the definition of Simple Random Sampling? | The probability of being selected into the sample is “known” and equal for all members of the population -Minimizes selection bias -Randomness is a good selection plan |
| What is the definition of Systematic Sampling? | Way to select a random sample from a directory or list that is much more efficient than simple random sampling -Uses a skip interval for selection -List N = 10000, n = 100, Skip Length = -Use random number generator to start |
| What is the difference between Simple Random Sampling and Systematic Sampling? | Systematic sampling is picked once. 10,000 names that are generated and generate a top 100. Random Sampling is skip length |
| What is the definition of Cluster Sampling? | Method in which the population is divided into subgroups, called “clusters,” each of which could represent the entire population |
| What is the definition of Area Sampling? | Area sampling is a form of cluster sampling – the geographic area is divided into clusters. |
| What is the definition of Stratified Sampling? | Separates the population into different subgroups and then samples all of these subgroups |
| What are the 4 types of Non-Probability Sampling? | -Convenience Samples -Chain Referral Samples -Purposive Samples -Quota Samples |
| What is the definition of Convenience Samples? | Samples drawn at the convenience of the interviewer (such as mall interviews) |
| What is the definition of Chain Referral Samples? | Require respondents to provide the names of prospective respondents |
| What is the definition of Purposive Samples? | requires a judgment or an “Educated guess” as to who should represent the population |
| What is the definition of Quota Samples? | Specified percentages of the total sample for various types of individuals to be interviewed |
Created by:
cydneywilli