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MKT343 EXAM 1
| Question | Answer |
|---|---|
| The collection of data in the form of text or images using open-ended questions, observation, or “found” data | Qualitative research |
| Research that uses formal standard questions and predetermined response options in surveys of large samples | Quantitative research |
| The three uses of exploratory research designs | 1. Gather background information 2. Clarify the research problems 3. Create hypotheses or establish research priorities |
| The three major types of research designs | 1. Exploratory 2. Descriptive 3. Predictive/Causal |
| _____ methods of research typically take much longer! | Quantitative |
| Quantitative methods of research typically have goals involved in _____ of facts, estimates, and relationships | Validation |
| Quantitative methods of research are _____ and _____, researching _____ questions | Descriptive, causal, structured |
| Qualitative methods of research typically have goals involved in _____ of new ideas, and _____ of hidden processes | Discovery, understanding |
| _____ methods of research typically take much shorter! | Qualitative |
| Qualitative methods have _____ sample sizes and Quantitative methods have _____ sample sizes and | Smaller, larger |
| Skills of researchers for _____ methods include interpersonal communication, observation, and interpretation of text or visual data | Qualitative |
| Skills of researchers for _____ methods include statistical analysis and interpretation of numbers | Quantitative |
| In quantitative research, it's pretty easy to _____ results to the whole _____, while that's much more limited in qualitative research | Generalize, population |
| Five advantages of qualitative research | 1. Can quickly collect data 2. Richness of the data 3. Results are usually valid and accurate 4. Insights into scale measurements 5. Insights from social sciences |
| Five disadvantages of qualitative research | 1. Not very generalizable 2. Difficult to estimate magnitude of the investigation 3. Low reliability 4. Hard to find investigators 5. Investigators can be subjective |
| A data-collection method in which a well-trained interviewer asks a participant a set of semi-structured questions in a face-to-face setting | In-depth interview |
| Responses to open-ended questions are collected from a small groups of participants (8-12) who interactively and spontaneously discuss topics of interest to the researcher | Focus group interview |
| An online research format in which participants agree to post regularly over a period of four to five days (can be used as a type of focus group interviews) | Bulletin board |
| A person who is well trained in interpersonal communication skills and professional manners required for a focus group | Focus group moderator |
| A focus group moderator must be skilled in _____ and _____, must remain _____, and must enable all participants to _____ | Probing, listening, neutral, contribute |
| A detailed outline of the topics, questions, and subquestions used by the moderator to lead the focus group session | Moderator's guide |
| An interactive procedure in which the researcher and moderator discuss the subjects’ responses to the topics that outlined the focus group session | Debriefing analysis |
| The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns | Content analysis |
| Indirect methods of questioning that enables a subject to freely project beliefs and feelings into a situation or stimulus provided | Projective techniques |
| Projective techniques are designed to reveal _____ _____ instead of socially desirable, predisposed responses | True thoughts |
| The subject is presented with a list of words or short phrases, one at a time, and asked to respond with the first thought [word] that comes to mind | Word association test |
| Subjects are given a set of incomplete sentences and asked to complete them in their own words | Sentence completion test |
| Systematic observation and recording of behavioral patterns of objects, people, events, and other phenomena | Observation research |
| Observation research requires these two elements | 1. A behavior or event that is observable 2. A system of recording that behavior |
| Data collection using some type of mechanical device to capture human behavior, events, or marketing phenomena | Technology-mediated observation |
| A group of participating households that have a unique bar-coded card as an identification characteristic for inclusion in the research study | Scanner-based panel |
| Five advantages of focus groups | 1. Stimulation of new ideas 2. Fosters understanding of consumer behavior 3. Allows client participation 4. Elicits a wide range of responses 5. Brings together hard-to-reach informants |
| Four disadvantages of focus groups | 1. Can cause groupthink 2. Data isn't very reliable 3. Lack of generalizability 4. Trustworthiness is based on care and insightfulness of researchers |
| A visual research technique used in in-depth interviewing that encourages research participants to share emotional and subconscious reactions to a particular topic | Zaltman Metaphor Elicitation Technique (ZMET) |
| Three benefits of observation research | 1. Behavior recording is accurate 2. Other data collection need is reduced 3. Behavioral data is detailed |
| Three limitations of observation research | 1. Difficult to generalize 2. Need to combine with another method to explain behaviors 3. Problems setting up and recording behaviors |
| A research technique that requires deep engagement with online communities | Netnography |
| Research based on conversations in social media | Social media monitoring |
| An integrated system that monitors and analyzes social media sources to provide insights that will support marketing decision making | Listening platform/post |
| The application of technological tools to identify, extract, and quantify subject information in textual data | Sentiment analysis/opinion mining |
| The link of an organization to its market through the gathering of information | Marketing research |
| Four steps of the systematic marketing research process | 1. Determine the research problem 2. Select the research design 3. Execute the research design 4. Communicate the research results |
| Poorly conceived/executed research results are not useful for _____ _____ | Decision making |
| Used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions (also performance/importance matrices) | Perceptual mapping |
| Four Ps of marketing (the marketing mix!) | 1. Product 2. Price 3. Place 4. Promotion |
| _____ in the marketing mix involves development and introduction, branding, and positioning products | Product |
| _____ in the marketing mix involves choosing and evaluating locations, channels, and distribution partners | Place |
| _____ in the marketing mix involves evaluating demand at various price levels within the target market and price sensitivity | Price |
| _____ in the marketing mix involves companies knowing how to obtain good returns from their promotional budgets | Promotion |
| A focus on trade area analysis, store image/perception, in-store traffic patterns, and location analysis | Retailing research |
| The most common research tasks in integrated marketing communications are _____ _____ studies and _____ mix decisions | Advertising effectiveness, promotion |
| Research used to study consumer behavior as activities embedded in a cultural context and laden with identity (uses extended observation of consumers in context) | Ethnographic research |
| Creation of customer profiles (demographics, psychographics, usage rates/motivations) | Segmentation |
| Organizational units that reside within a company and perform marketing research | Internal researchers |
| An outside organization that performs all aspects of marketing research | External researchers |
| Methodologies offered by research firms that are branded, but don't provide information about how the methodology works | Black box methodologies |
| Four potential ethical pitfalls for marketing researchers | 1. Unethical pricing 2. Unnecessary or unwarranted research services 3. Client confidentiality issues 4. Use of “black-box” methodologies |
| Fully explaining to respondents any deception that was used during research | Subject debriefing |
| These indicate unethical activities of the _____: overstating results, trying to get a low price through the promise of a long-term relationship | Client |
| Some emerging trends in marketing research are an increased emphasis on _____ data, _____ for information acquisition and data management, _____, and marketing research playing a role in _____ _____ | Secondary, technology, globalization, strategy development |
| Marketing researchers need to be able to use _____ as a research software | SPSS |
| Marketing research = _____ _____ | Information management |
| Marketing researchers are _____ thinkers who love to _____ new phenomena, so they don't care much about time frames or costs | Scientific, explore |
| The idea that research procedures should be logical, objective, systematic, reliable, and valid | Scientific method |
| _____ -> _____ -> _____ in the marketing research process | Data -> information -> knowledge |
| Information becomes this when someone, either the researcher or the decision maker, interprets the data and attaches meaning | Knowledge |
| The idea that the obvious, measurable symptoms of a problem are the only things visible to a decision maker and mask the real business problems, which are made visible through the work of the researcher | Iceberg principle |
| A document that provides an overview of the proposed research and methodology | Research proposal |
| Data not gathered for the immediate study at hand | Secondary data |
| Secondary data can be _____ (collected by the individual company for accounting purposes or marketing activity reports) or _____ (collected by outside agencies such as the federal government, trade associations, or periodicals) | Internal, external |
| Secondary is used to examine marketing problems because of relative _____ and _____-_____ of obtaining the data (especially internal) | Speed, cost-effectiveness |
| A comprehensive examination of available information related to your research topic (usually composed before conducting the study) | Literature review |
| Literature reviews can help conceptualize a _____ that _____ the relationships you hope to predict | Model, summarizes |
| The two types of hypotheses | 1. Descriptive 2. Predictive/causal |
| Hypotheses that provide possible answers to a specific applied research problem | Descriptive hypotheses |
| Hypotheses which are theoretical statements about relationships between variables | Predictive/causal hypotheses |
| Three characteristics of good hypotheses | 1. Follow from research questions 2. Written clearly and simply 3. Must be testable |
| An empirically testable though yet unproven statement developed in order to explain phenomena | Hypothesis |
| A statistical hypothesis that is tested for possible rejection under the assumption that it is true | Null hypothesis |
| The hypothesis contrary to the null hypothesis, it usually suggests that two variables are related | Alternative hypothesis |
Created by:
Liechtensteiner