ISC 321 – Flashcard
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the marketing concept
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consumer orientation goal orientation systems orientation
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consumer orientation
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identification of the target market for good or service
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goal orientation
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focus on how target market helps meet corporate goals
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systems orientation
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developing the tools to monitor the target market and their market opportunities
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importance of marketing research to management
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descriptive: gathering & presenting facts diagnostic: explanation of data predictive: the specification and diagnostic research to predict the results of a planned marketing decision
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applied research
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research aimed at solving a specific pragmatic problem programmatic selective evaluative
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programmatic
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research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies
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selective
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research used to test decision alternatives
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evaluative
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research done to assess program performance
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basic research
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research aimed at expanding the frontiers of knowledge rather than solving a specific problem
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when to NOT do marketing research
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o The resources are lacking to do proper research o Managers cannot agree on what they need to know to make a decision o The opportunity has passed o The decision has already been made, or will not be made o Results might not be useful to management o Info already exists o Research outweighs the benefits of research o Don't have time to do research right
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marketing research process
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• Problem definition and statement of objective (does it involve hypothesis or just a statement • Creation of the research design (exploratory, descriptive, casual, planning, implementing, controlling) • Choice of research method (primary vs. secondary-survey, focus groups, experiments) • Sampling section/plan (probability vs. non-probability, sample size) • Data collection (personal, telephone, mail, internet)
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problem definition process
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• Recognize the problem or opportunity (can the problem become opportunity) • Find out why the info is being sought (any suspect motives?) • Understand the decision making environment (examine cultural & bureaucracy issues) • Use the symptoms to help clarify the problem (determine cause & effect relationships) • Translate management problem to marketing research problem (management support is key) • Determine whether the info already exists (have you researched other research) • Determine whether the question can be answered (are the objectives clear and realistic) • State the research objectives (include timetable and responsible party)
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what is exploratory research
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preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied
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uses of exploratory research
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• Define terms • Clarify problems • Develop theories • Establish priorities • Gain general info
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primary research
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conducted by an information user to specifically satisfy that individual's informational need. New data gathered to help solve the problem under investigation • Can be obtained by • Observing the subject or the phenomenon • Direct/indirect communication with the subject
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primary research advantages
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-control over the research process -specific results
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primary research disadvantages
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pricey
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secondary research
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information that has been collected and analyzed by others for a purpose other than specifically responding to a current informational need. Data that have been gathered previously.
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internal sources (secondary data)
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-data generated within the organization -database marketing -data mining discovers a hidden pattern ex: accounting records, sales invoices
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external sources (secondary data)
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-data generated by sources outside the organization ex: gov reports, trade association, syndicated sources
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formats for secondary data
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-hard copy/printed -electronic databases
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secondary data advantages
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-can help to clarify or refine the issue or problem -might provide primary data research alternatives -can alert the researcher to other problems -provides background info enhancing research credibility -can provide data for behavioral targeting -can help to design primary research instruments -usually less expensive and faster to gather
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limitations of secondary data
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lack of availability -might not be any available data on your topic lack of relevance -data might be outdated inaccuracy -might be biased intentionally or un, questionable source insufficiency -not enough info exists
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qualitative research
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research yielding findings that are not subject to quantification or quantitative analysis. its research conclusions are not based on precisely measurable statistics but on more subjective observation and analysis
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quantitative research
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research that uses mathematical analysis. typically research analysis is done using measurable and numeric standards.
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quantitative
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Telephone/e-mail/web-based, Self-administered survey less expensive fast turnaround easy to organize
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qualitative
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less expensive fast turnaround easy to organize
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qualitative limitation
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-not able to detect small differences in opinions about a marketing mix -less representative respondents -lack of experts with formal training
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types of qualitative research
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-in-depth personal interview -focus group interview -field observations -creativity sessions using projective techniques -case studies
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in-depth interviews
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-the subject matter is confidential, emotional, or embarrassing -no group pressure -need to acquire detailed info about complicated behavior
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in-depth interviews advantages
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-flexible -confidentiality -purity -depth of info -individual focus
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in-depth interview disadvantages
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-cost -time -client involvement -potential for sample problems
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focus group interview
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-group of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept -most frequently used qualitative research
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(verbal questioning technique) direct and factual questions
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please tell me all the types of candies you have bought in the past 6 months
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(verbal questioning technique) structural questions
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what are the different ways you think about candies? based on schema theory
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(verbal questioning technique) contrast questions
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in what ways are candies made by Mars different or similar from those made by hershey's?
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(verbal questioning technique) hypothetical-interaction questions
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imagine the marketing director of Mars Inc was sitting with you at the table, imagine what you'd like to ask him? what would he say in response?
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active listening and probing
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-reflective listening:skills required for a good interview helps in: -engaging respondents -building relationships -building trust
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active listening and probing
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listening: breakdowns occur in any of 3 places: -respondent doesn't say what is meant -listener does not hear correctly -listener gives a different interpretation to what words mean
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projective tests
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technique for tapping respondents deepest feelings by having them project those feelings into an unstructured situation
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sampling
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a process of obtaining info from a subset of a larger group
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population
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the entire group about whom the researcher needs to get info
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sample
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a subset of all the members of a population of interest
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census
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a collection of data obtained from every member of the population on interest
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sampling methods
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-probability sampling -non-probability sampling
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probability sampling
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-every element comprising the population has a known, nonzero chance or probability of being selected for inclusion in the sample -estimation of sampling error -generalization of findings -expensive and time-consuming
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non-probability sampling
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-a sample of elements has been selected in a less random, more purposeful way, not strictly by chance from the population -quick and cheap -easy to design -sampling error cannot be computed -limited generalizability
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simple random samples
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-each element in the population has an equal chance of being selected for the sample -assign a number to every element of the population -use table of random numbers (random digits table) to select specific elements for inclusion in the sample or generate own random digits -telephone survey
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systematic samples
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-every Nth element is selected from population -assign number to every element of population select elements using a skip interval -randomly select a starting point from within numbers in skip interval skip interval=pop size/sample size
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stratified samples
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-population is divided into mutually exclusive and exhaustive subsets, elements are randomly selected from each subset -step 1: separate the population into subgroups -step 2: select a random sample from each group or stratum
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stratified samples proportionate allocation
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the sizes of the strata are based on their proportion in population
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stratified samples disproportionate allocation
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-selects a predetermined number of elements from each stratum despite the relative size of those strata -uses weightings to compensate for stratum size differentials -(rare cases)
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cluster samples
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-sample units are selected in groups -used when a complete list of elements if the population is not available
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0ne-stage cluster sample
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1. divide population by clusters 2. randomly select clusters 3. conduct census on selected clusters
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two-stage cluster samples
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1. divide population by clusters 2. randomly select clusters 3. sample are randomly drawn from the selected clusters
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(Non-Probability Sampling) convenience samples
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convenience, easy to access
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Non-Probability Sampling Judgement/ purposive samples
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-experts personal judgement -predetermined selection criterion
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Non-Probability Sampling quota samples
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attempt to ensure that demographic characteristics of interest are " represented in the sample in same proportion as they are in the population
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Non-Probability Sampling snowball samples
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referrals from initial respondents, low-incidence or rare populations
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personal interviews
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-door to door interview -face to face interaction -respondents are at ease in a familiar, comfortable, secure environment
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personal interview advantages
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immediate feedback, explain complicated tasks, visual and audio materials
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personal interview disadvantages
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expensive, time consuming
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executive interview
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-interviewing businesspeople at offices -expensive
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mail-intercept interview
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-most popular -least expensive -not representative sample, high refusal rate, not comfortable environment
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telephone interview
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-fast, high-quality sample -cost is high due to the increasing refusals -no visual materials -no judgements
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online surveys
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-qualtrics, survey monkey -least expensive, easy, customized -sample bias..not easy to screen the samples
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systematic error
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results from mistakes in research design or in the execution of sample design -sample design error -measurement error
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sample design error
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frame, population specification, and selection errors
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measurement error
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surrogate info, interviewer, measurement instrument, processing errors, non-response bias, response bias
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random error
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survey results are subject to a certain amount of error b/c of chance variation->reduced by increasing size of sample
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cross-sectional studies
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ad hoc survey (one-shot survey)
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Longitudinal studies
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tracking studies consumer panels
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which is not part of the def. of marketing?
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gauging production efficiency
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The fact that cell phones now come in a vast array of designs and colors relates to which specific component of the marketing concept?
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consumer orientation
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Achieving a 15% rate of return on investment would identify with which of the following orientations?
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goal orientation
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Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _________ function in marketing research.
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descriptive
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Which of the following would NOT be characteristic of basic research?
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determining the most attractive price for a new product
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Which of the following would characterize an applied research effort?
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all the above
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When a research firm conducts focus groups to test three potential ad concepts for its client, they are using which type of applied research?
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selective
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Which of the following is a key question at the problem-definition stage?
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all the above
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Which of the following is not characteristic of secondary data?
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observation data collected for the project at hand
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Which of the following would not be a source of internally generated secondary data?
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government documents
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Which of the following is not a reason surveys have a high rate of usage in marketing research?
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the need to explain cause and effect relationships
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To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?
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longitudinal
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When a researcher uses an incomplete sampling frame for a study, this is referred to as __________.
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frame error
