MKTG 321 Ch. 5 <– – Flashcards
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marketing research
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the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
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exploratory research
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research conducted to gather more information about a problem or to make a tentative hypothesis more specific Used to better understand a problem & to help identify additional data needs or decision alternatives.
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customer advisory boards
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small groups of actual customers who serve as sounding boards for new product ideas and offer INSIGHTS into their feelings and attitudes toward a firm's products and other elements of its marketing strategy
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focus group
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a study in which a small group of 8 to 12 people are interviewed often informally, without a structured questionnaire, to observe interaction when members are exposed to an idea or a concept
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conclusive research
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research designed to VERIFY insights through objective procedures and to help marketers in making decisions. Used when marketer has one or more alternatives in mind and needs assistance in the final stages of decision making.
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descriptive research
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research conducted to clarify the characteristics of a CERTAIN phenomena to solve a PARTICULAR problem
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experimental research
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research that allows marketers to make CAUSAL inferences about relationships. The independent variable be manipulated and the resulting changes in a dependent variable be measured.
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research design
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an overall PLAN for obtaining the information needed to address a research problem or issue
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hypothesis
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an informed guess or assumption about a certain problem or set of circumstances. Based on all the insight and knowledge available about the problem/circumstances from previous studies or sources.
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reliability
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a condition that exists when a research technique produces almost IDENTICAL results in repeated trials
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validity
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a condition that exists when a research method measures what it is supposed to measure
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primary data
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data observed and recorded or collected directly from respondents
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secondary data
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data compiled both inside and outside the organization for some purpose OTHER THAN the current investigation
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population
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all the elements, units, or individuals of interest to researchers for a specific study. called "universe"
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sample
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a limited number of units chosen to represent the characteristics of a total population
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sampling
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the process of selecting representative units from a total population
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probability sampling
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a type of sampling in which every element in the population being studied has known chance of being selected for study. (random & stratified sampling are a form of probability sampling)
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random sampling
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a form of probability sampling in which all units in a population have an EQUAL chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place
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stratified sampling
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a type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group
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non-probability sampling
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a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen. subjective.
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quota sampling
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a non-probability sampling technique in which researchers divide the population into groups and then arbitrarily chose participants from each group. There are some controls (race, gender, age, etc.) Point is to ensure that representative categories of respondents are interviewed
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mail survey
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a research method in which respondents answer a questionnaire sent through the mail
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telephone survey
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a research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone. Rate of response higher than mail survey.
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telephone depth interview
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an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys. Good method when using small targeted groups.
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personal interview survey
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a research method in which participants respond to survey questions face-to-face. Visual aids are incorporated.
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in-home (door-to-door)
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a personal interview that takes place in the respondents home.
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shopping mall intercept interview
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a research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall
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on-site computer interview
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a variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor
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online survey
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a research method in which respondents answer a questionnaire via email or on a website. quick response and lower cost.
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crowdsourcing
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combines the words crowd and outsourcing and calls for taking takes usually reformed by a marketer or researcher and outsourcing them to a crowd , or potential market, through an open call. Used to obtain the opinions or needs of the crowd ( or potential markets)
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statistical interpretation
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analysis of what is typical and what deviates from the average
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marketing information systems (MIS)
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a framework for managing and structuring information gathered regularly from sources inside and outside the organization. provides continuous flow of information.
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database
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a collection of information arranged for easy access and retrieval. Allow marketers to tap into information that is useful in making decisions
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single-source data
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information provided by a single marketing research firm (SINGLE FIRM)
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marketing decision support system (MDSS)
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customized computer software that aids marketing managers in decision making
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Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using ________
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Focus-group interviews
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All the elements, individuals, or units of interest to researchers for a specific study are called the
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population
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If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be
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all students, faculty, supporters, and staff of the University of Michigan
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Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.
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personal interview surveys
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Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.
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secondary; primary
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In the process of conducting marketing research, marketers should allow for
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continual evaluation of the data during the entire collection period.
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According to the text, ____ interpretation focuses on what is typical or what deviates from the average.
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statistical
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Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?
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online surveys
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Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?
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interpreting research findings
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Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.
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external secondary data
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If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be
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statistical
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One overlooked internal source of secondary marketing information discussed in the text is
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accounting records
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Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is
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experimental
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Marketing research is a process designed to gather information
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not currently available to decision makers
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American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a
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database
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The objective of sampling in marketing research is to
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select representative units from a total population.
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Compared to a mail survey, telephone surveys have
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higher response rates, but higher costs
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Designing research procedures that produce reliable marketing data means that
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others using the same procedure will get almost identical data.
