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Curbstoning or Rocking Chair Interviewing

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A practice of data falsification when the researchers complete the interviews themselves or make up "observed" respondent behaviors.

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Deception

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experimental designs- placebo, debriefing

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Phantom Response

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A practice of data falsification where researcher duplicates an actual respondents data to represent a second set of responses

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Marketing Research

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the function that links an organization to its market through the gathering of information

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Marketing Dashboard

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An interactive computer terminal or screen that displays the Key Performance Indicators (KPIs) in a way that is easy for executives to read and understand.

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What is Importance-Performance Analysis (IPA)?

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A research approach for evaluating competitors' strategies, strengths, limitations, and future plans

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What are the two predominant, scientific approaches to research?

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Inductive and Deductive Research

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What are three structural elements of Observation Research?

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Direct vs. Indirect Disguised vs. Undisguised Structured vs. Unstructured

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Projective Methods

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An indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.

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Netnography

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A qualitative research technique that draws upon data from virtual communities e.g. Harley Davison Brand Community.

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Content Analysis

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A systematic procedure of taking individual responses from transcripts, and grouping them into larger themes or categories.

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Probe Questions

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Specific questions that result when an interviewer takes the subject's initial response to a question and uses that response as the framework for the next question in order to gain more detailed responses.

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What are the possible research question types answered by descriptive research designs?

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Who, what, when, where and how

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How do Longitudinal Study Designs work?

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This descriptive research method tracks the same sample through repeated measurements, such as panels.

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An unobservable, intangible and abstract concept measured indirectly by several related variables.

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Construct

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What is the incidence rate of the target sample in the entire population?

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The percentage of the general population that is the subject of the marketing research. For example pilots and shooters.

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null hypothesis

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A statement of the perceived existing relationship between two constructs/ variables as being NOT significantly different.

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Difference between correlation and causation

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Relationship between two variables vs. one variable producing an effect on another variable.

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Three factors necessary for causation

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(1) Functional Correlation (2) Temporal Order or Precedence (3) Control Extraneous Variables

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External Validity

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The extent to which a causal relationship found in a study can be expected to be true for the entire target population.

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complete randomization

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The procedure whereby many subjects are assigned to different experimental treatment conditions, resulting in each group averaging out any systematic effect on the investigated functional relationship between the IVs and the DVs.

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different types of consumer data online

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Web traffic, real-time, click-stream, biometrics and smart cards

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A logical aggregation of information stored in a single data location.

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Data Warehouse

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4Vs of Big Data

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Volume, Velocity, Variety and Veracity

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customer lifetime model?

answer

A database model developed on historical data, using actual purchase behavior, not probability estimates, to predict future actions.

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How is Neural Networking defined as a data mining technique?

answer

This is a non-linear predictive model that learns how to detect patterns that match a particular profile. The name comes from the fact that the process resembles that of the human brain. For example, How likely is a consumer to upgrade his cell phone given a number of data from his purchase patterns and other individual specific data?

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Importance of Marketing Research

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Identifying opportunities/ problems Developing marketing actions Evaluating marketing performance Forge Long term relationship Information sharing Integrated Marketing Communications

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Role of Marketing Research

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1. Opportunity identification 2. Marketing planning 3. Evaluation and control

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Managerial Functions Served by Marketing Research

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Descriptive function: what is the sales trend in the industry/ identifying consumers with similar preferences or needs Diagnostic function: what was the impact on sales when say a package design was changed/ or when cycle time was reduced Predictive function: what can we change in future based on what we know now/ demand analyses

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Product

answer

Concept/ Product Testing Test marketing Product sampling Customer satisfaction studies S ervice quality studies Product portfolio

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Price

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Demand analysis Sales forecasting Product analysis Retailing research Environmental research

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Place

answer

Retailing research Logistics assessment Cycle time research Sales tracking studies MDSS EDI

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Promotion

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Benefits and lifestyle studies Perceptual mapping Brand preferences Consumer psychographics Product usage Consumer decision process Retail preferences

question

Market Research Industry

answer

Classified - Intellectual property, patents Internal - GM, P&G (functional consistencies, information sharing) External - outsourced (cost advantage) Custom - specific research e.g. brand-name testing, NPD Standardized - general services e.g. AC Nielsen Brokers - data entry, tabulation, statistical analyses Facilitators - ad agencies (supplementary research)

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Marketing Ethics

answer

The application of morals to behavior related to the exchange environment

question

Sources of Ethical Dilemmas

answer

respondents, research provider, research info user

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Sugging/Frugging

answer

Selling or fundraising under the guise of conducting research

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Soft Costs

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Unethical pricing

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Respondent Bill of Rights

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1. Your privacy and the privacy of your answers will be respected and maintained 2. Your name, address, phone number, personal information, or individual responses won't be disclosed to anyone outside the research industry without your consent (confidentiality) 3. You will always be told the name of the person contacting you, the research company's name, and nature of the survey (full disclosure) 4. You will not be sold anything, or asked for money, under the guise of research 5. You will be contacted at reasonable times, but if the time is inconvenient, you can ask to be re-contacted at a more convenient time 6. Your decision to participate in a study, answer specific questions, or discontinue your participation will be respected without question (voluntarism) 7. You will be informed in advance if an interview is to be recorded and of the intended use of the recording 8. You are assured that the highest standards of professional conduct will be upheld in the collection and reporting of information you provide

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Human Subjects Review Committee/ IRB

answer

Children participation (under the age of 18) - Parental consent is required - Obtaining and documenting assent from children Protection: 1) Ensure confidentiality and anonymity 2) Provide access to or information about resources for coping with psychosocial stress caused by the research procedures 3) Voluntary participation and informed consent

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Marketing Research Process

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It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

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Determine Need for Marketing Research

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Benefits outweigh costs

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Goal for Marketing Research

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Gather raw data - Relevant Create data structure - Meaningful Information Provide interpretation - Decision Making

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Major Steps in Marketing Research DSEC

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Determine the Research Problem Select the Research Design Execute the Research Design Communicate the Research Results

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Symptom vs. Problem

answer

discrepancy between actual and expected result what went wrong with what

question

Decision vs. Research Problem

answer

develop new package design-evaluate effectiveness of alternative increase amount of repeat service-asses current repeat purchase amount increase store traffic-measure current store image introduce new product-develop a test market to assess acceptance of new product

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Research Designs

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Exploratory Research - understanding consumer attitudes, motivations and behaviors Descriptive Research - answering who, what, when, where and how Causal Research - cause and effect relationship between two or more variables

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Secondary Data

answer

Data that have already been collected by and are readily available from other sources

question

Primary Data

answer

◦ Data collected for the specific research needs ◦ Internal collection or outsourcing?

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Secondary vs Primary

answer

Gathered directly from consumers Can be expensive Is often time consuming More representative of the population

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Primary data methods

answer

Surveys Focus groups Interviews Observation Studies Market Testing Experiments

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Types of Secondary Research

answer

Internal Data ◦ Data that is collected and stored in-house ◦ CRM, MDSS, EDIs, Data warehouses External Data ◦ Data that is collected by outside agencies ◦ Fed data, trade associations, periodicals, e.g. wsj, Fortune 500

question

Literature Review

answer

is a comprehensive examination of available information relating to a topic of interest.

question

Consumer Panels

answer

Benefits Lower cost than other methods Rapid availability and timeliness Accurate reporting of sensitive purchases High level of specificity Risks Sampling error (low minority representation) Turnover of panel members Response bias (SDR)

question

Syndicated Data

answer

Data that has been compiled according to some standardized procedure; customized for a company such as for market share, ad effectiveness, and sales tracking.

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Methods of Syndicated Data

answer

1) Consumer Panels: large samples of households that provide specific, detailed data for an extended period of time 2) Store Audit: examination and verification of how much of a particular product or brand has been sold at the retail level

question

Sources of Secondary Data

answer

Internal Sales Invoices Accounts Receivables SEC Filings Annual Reports Sales Activity Reports Online Registration Customer Comments Mail-order Forms Credit Applications Warranty Cards Sales Person Expense Forms Past Studies External- government public files, electronic searches, compile data

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Store Audits

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Examination of how much of a particular product or brand has sold at retail level ◦ Product sales in relation to competition ◦ SALES= Beginning inventory + Net purchases- Ending Inventory ◦ Effectiveness of shelf space/POP displays (point of purchase: a place where sales are made) ◦ Sales at various price points ◦ Effectiveness of POS coupons (point-of-sale: the place where a retail transaction is completed) ◦ Direct sales by store type, location, etc.

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Research Design

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Study blueprint: How the research problem will be addressed? Involves ◦ Research orientation ◦ Data collection and analysis Ensures ◦ Managerial Relevance ◦ Economic use of resources

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Quantitative research

answer

Uses formal questions and predetermined response options in questionnaires administered to large number of respondents.

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Qualitative research

answer

Seeks to understand research participants rather than to fit their answers into predetermined categories.

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When to use Exploratory Research

answer

To gain background information Problem formulation Identify alternative courses of action Develop hypotheses Isolating key variables Defining terms Establishing priorities for future research Help interpret conclusive research

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Observation Research advantages/disavantages

answer

Advantages: - Natural environments - No recall error - Sometimes it's the only way Disadvantages - May not be representative - Subjective interpretation - Inability to learn why

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Depth Interviews

answer

One-on-one interviews Collect both attitudinal and behavioral data from the respondent Unique characteristic of this method: Uses probing questions to get more data on the topic.

question

Depth Interview skills

answer

1. Interpersonal skills 2. Listening skills 3. Interpretive skills

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Focus Groups

answer

Most widely used qualitative data collection method in Marketing. Brings a small group of people together for an interactive and spontaneous discussion on a particular topic or concept. Typically consists of 8-12 people The success of a focus group heavily depends on group dynamics. The cost of a focus group can vary from $2,000 to $5,000 per session

question

The role of a moderator?

answer

Ask the right questions Stimulate and control discussion Create positive group dynamics

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Enthnographies

answer

Record behavior in natural settings, often involves extended experience in a cultural or subcultural context

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Popular vs. Scholarly

answer

Popular- mags, newspapers, written by anyone, based on opinion, easier to read Scholarly- journal articles, books, written by experts, harder to read

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When to use Descriptive Research?

answer

To describe group characteristics ◦ mean, median, and mode To estimate proportion of units with particular characteristics ◦ proportion or percent To make specific predictions ◦ relational statistics (correlations, phi, betas)

question

Cross sectional studies

answer

describe population at one point in time sample surveys

question

Longitudinal studies

answer

same sample is measured repeatedly panel studies

question

Conceptual Model

answer

concept map: real time data secondary research primary data Formal lit review

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Variable

answer

an observable item that is directly measured in a research study - TANGIBLE/CONCRETE

question

Construct

answer

an unobservable concept measured indirectly by several related variables - INTANGIBLE/ABSTRACT

question

Model Building Process

answer

When the research questions require investigating relationships between constructs or variables, researchers need to conceptualize these hypothesized relationships.

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Hypothesis

answer

A statement of the perceived existing relationship between two constructs/variables.

question

Non-directional Hypothesis

answer

A hypothesis that does not specify the nature and the direction of the relationship between the two variables.

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Positive Hypothesis

answer

An association between two variables in which they increase or decrease together.

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Negative Hypothesis

answer

An association between two variables in which one increases while the other decreases

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Ho, Ha

answer

H0 = A statement of the perceived existing relationship between two constructs/variables as being NOT significantly different. Ha = Opposite to a null hypothesis, there is a relationship between two constructs/variables, that is significantly quantified.

question

Survey Research

answer

is a research method involving the use of standardized questionnaires to collect data about people and their preferences, thoughts, and behaviors in a systematic manner

question

Systematic Error

answer

Errors that can bias a research study that are not related to sampling issues

question

Random Sampling Error

answer

Statistically measured difference between the actual sampled results and the estimated true population results

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Total Sampling Error

answer

- Total Error = Sampling + Non-Sampling Error

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Respondent Errors

answer

Nonresponse Error-Too many people don't complete survey -Results may vary upon those who respond vs. those who don't Response Error -Deliberate -Unconscious

question

Measurement errors

answer

Construct Development Error • Construct low on reliability and validity Scale Measurement Error • Lack of precision, & discriminatory power • Ambiguous set up or inappropriate descriptors Survey Instrument Error • Improper sequencing and length • Inappropriate instructions Data Analysis Error • Incorrect technique • Predictive bias Misinterpretation Error • Interpretive bias • Selective perception

question

Deciding characters for Survey Methods

answer

Situational Characteristics- Budget Time Frame Quality/ Completeness Generalizability/ Precision Task Characteristics- Task Difficulty Stimuli Design Amount of Info Topic Sensitivity Respondent Characteristics- Diversity Incidence Rate Degree of Participation Ability/ Willingness/ Knowledge-levels

question

Definition Errors

answer

Researchers misinterpret the TRUE nature of the problem situation

question

Descriptive Design

answer

Type of Problem = describing the situation Research Questions = Who, what, where, when and how? Research Objective = identify meaningful relationships Data = Predominantly Primary and QN with N > 200 Research Tool = Surveys/ Questionnaires

question

Administrative Error

answer

Data Processing error Observer error sample design error

question

Correlation

answer

Correlation = relationship between two variables

question

Causation

answer

Causation = one variable producing an effect on another variable

question

Factors for Causation

answer

1)Correlation 2) Temporal antecedence 3) No third factor driving both

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Experiments

answer

Experiments = causal research designs that can identify cause-and-effect relationships between variables/constructs.

question

Field Experiment

answer

Natural setting but extraneous variables cannot be controlled

question

Lab Experiment

answer

Artificial setting where extraneous variables can be controlle

question

Randomization

answer

random assignment of test units to groups ensures prior equality of experimental groups

question

Validity

answer

the extent to which the conclusions drawn from the experiment are true.

question

External vs internal validity

answer

External validity - the extent to which a causal relationship is true for the defined target population Internal validity - the extent to which the research design accurately identifies causal relationships.

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