Marketing Research – Exam One – Flashcards

Unlock all answers in this set

Unlock answers
question
A process used to define the size, location and/or makeup of the market for a product or service.
answer
Marketing Research
question
-Marketing research is used to help design marketing strategy and planning -Make sure your research is timely and relevant -Carefully define your research objectives -Don't conduct frivolous research
answer
Basic Marketing Research principles
question
Basic research: (academics) is conducted to expand our knowledge rather than to solve a specific problem. Ex: Research published in a journal of marketing research may investigate the psychological process consumers got through in deciding on how long to wait for service to be provided. It isn't conducted for any specific company problem but rather to increase our understanding of satisfying consumers of services.
answer
Marketing research applications - Why study marketing, and what uses can marketing research have? (1/2)
question
Applied research: (industry) represents the vast majority of marketing research studies. For the most part, marketing research firms are conducting research to solve a specific problem facing a company
answer
Marketing research applications - Why study marketing, and what uses can marketing research have? (2/2)
question
Centralized Structure: One big department Decentralized Structure: All have their own Mixed: Mixture of the two
answer
Marketing Research Organization: In-House Research
question
Sources of marketing information which are obtained from outside your company. External sources can provide company, customer, competitor, or industry data
answer
Marketing Research Organization: External Research
question
As a scientist. Scientists find evidence to back their hypotheses. Our goal is to learn "useful" things... then use them to our benefit.
answer
How would I like you to approach this class, and why do I advocate that perspective (First day lecture)?
question
- By the 20's more marketing research was being practiced in the US. - They became more popular by the 30's because marketing research effort became widespread as markets became more geographically diverse. When manufacturers began producing goods for distant markets, the need for marketing research emerged. - Computers revolutionized the industry in the 1950's. Dominated by small firms - by the 60's not only gained acceptance in business organizations but was also recognized as being crucial to understanding distant and fast-changing markets. Marketing research departments grew. - 90's and early 2000's the industry took advantage of the internet, developed many new online services such as data collection, sampling, analysis, and reporting. - Industry has matured and today is characterized by several professional organizations, a certification program, and many publicity held firms enabling reporting of industry wide revenues which creates a "sense of industry".
answer
How did the research industry come about?
question
Can be used with fewer than 11 steps. This helps researchers deal with the complex issues that arise in marketing research.
answer
What is the Marketing research process?
question
When managers must make decisions and have inadequate information, this signals the need for marketing research. Not all decisions require it. A company's policy toward using research will be reflected in the policy regarding use of marketing research. Management must make a decision about the role they wish marketing research to play in the organization. - When isn't it needed? when the information is already available, when the timing is wrong to conduct marketing research, when funds are not available for marketing research, and when costs outweigh the value of marketing research.
answer
Marketing Research Step One: Establish the need for marketing research
question
Stating the decision alternatives: If a firm decides to conduct marketing research. Most important step because if the problem is not defined correctly, all else is wasted effort. Firm must first identify its decision alternatives then chose among them. MOST important step because if the problem is not defined correctly, all else is wasted effort.
answer
Marketing Research Step Two: Define the Problem.
question
Provides the information necessary to choose between the decision alternatives identified in step 2. Tell researchers exactly what he or she must do to obtain the information necessary to allow managers to choose between the decision alternatives.
answer
Marketing Research Step Three: Establish research objectives
question
- Referring to the research undertaken to meet the research objectives. - A decision that is made in determining the research objectives is whether the research will be descriptive, diagnostic, or prescriptive. - Descriptive research: - Diagnostic research: - Prescriptive research - 3 widely recognized research designs are exploratory, descriptive, and causal.
answer
Marketing Research Step Four: Determine Research Design
question
Attempt to uncover what factors or factor cause some event. Will a change in the package size of our detergent cause a change in sales? This research is achieved from a class of studies we call experiment
answer
Research Design: Causal Research
question
Most basic objective in that the goal is to describe marketing phenomena.
answer
Research Design: Descriptive Research
question
A form of causal, informal research that is undertaken to learn more about the research problem, learns terms and definitions, or identify research priorities
answer
Research Design: Exploratory Research
question
Provides info that allows the manager to best remedy the dissatisfaction. Ex: allow the retailer to choose which variety or assortment of merchandise to add to gain the greatest increases in customer satisfaction
answer
Research Design: Prescriptive Research
question
Designed to determine sources of satisfaction (such as retailer finding out that customers perceive that it carries too little inventory)
answer
Research Design: Diagnostic research
question
There are two types of information: - primary: information collected specifically for the problem at hand - secondary: Information already collected. Should always be found first, since it's cheaper and faster to collect than primary. Mostly available in published sources and is free or available for a small fee.
answer
Marketing Research Step Five: Identify information types and sources:
question
Data can be accessed through a variety of methods. While secondary is relatively easy to obtain, accessing primary data is much more complex. Some data collected through observation of consumers and some collected by screening info available online. - 4 main choices when researcher must communicate with respondents: - Having a person answer questions (in home survey or telephone survey) - Use computer assisted or direct questioning (computer assisted telephone interview or CATI) - Allow respondents to answer questions themselves without computer assistance (mail survey) - Use some combo of two or more of the previous three modes. (Hybrid or mixed mode studies).
answer
Marketing Research Step Six: Determine methods of accessing data
question
Designing the form on which we gather data. If we communicate with respondents (ask them questions), the form is called a questionnaire. If we observe them, the form is called an observation form. Great care must be given to design the form properly. Questions must be clear and unbiased.
answer
Marketing Research Step Seven: Design data collection forms:
question
Marketing research studies are undertaken to learn about populations by taking a sample of that population. - Sample plans: describe how each sample element, or unit is to be drawn from the total population. Determine which sample plan is to be used. - Sample size: How many elements of the population should be used to make up the sample? Size determines how accurately your sample results reflect values in the population.
answer
Marketing Research Step Eight: Determine sample plan and size
question
Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data. Nonsampling errors may occur during data collection. Data collection errors may be attributed to field workers or respondents. Researchers must know the sources of these errors and the controls to minimize them.
answer
Marketing Research Step Nine: Collect data
question
Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests. - Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.
answer
Marketing Research Step Ten: Analyze data
question
The last step is one of the most important phases of marketing research. Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client
answer
Marketing Research Step Eleven: Prepare and Present the Final Research Report
question
Involves collecting, analyzing, and interpreting data by observing what people do or say. Observations and statements are free form or non standardized because questions and observations are open ended. Ex: if you ask five people to express their opinions on a topic such as gun control or promoting alcoholic beverages to college students, you would probably get five different statements. But after studying each response, you could characterize each one as "positive" "negative" or "neutral".
answer
Marketing Research: Qualitative
question
Defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents. When you think of this research you might envision a panel company whose members complete an online survey. Used when the manager and researcher have agreed that precise information is needed.
answer
Marketing Research: Quantitative
question
Process of searching for and interpreting existing information relevant to the research topic. Secondary data are those that have been collected for some other purpose and are almost always apart of a marketing research project. Widespread and readily available.
answer
Secondary:
question
Refers to the information that is developed or gathered by the researcher specifically for the research project at hand.
answer
Primary:
question
Most commonly unstructured (doesn't have a predetermined set of procedures), informal (no formal set of objectives, sample plan, or questionnaire)research that is undertaken to gain background information about the general nature of the research problem. EXAMPLE: observing a situation. It's flexible. It's usually done when the researcher doesn't know much about the problem and needs additional information or desires new or more recent information. It's used in a number of situations: to gain background information, to define terms, to clarify problems and hypothesis, and to establish research priorities. Examples and more info on page 73.
answer
Exploratory Research:
question
Describe answers to questions of who, what, where, when, and how. When we wish to know who our customers are, what brands they buy in what quantities, where they buy the brands, when they shop, and how they found out about our products, we turn to this research. Desirable when we wish to project a study's findings to a larger population.
answer
Descriptive Research:
question
Measures units from a sample of the population at only one point in time. ex: a study measuring your attitude towards adding a required internship course to your degree program OR sample surveys (representative of a specific population).
answer
Descriptive Research: Cross Sectional
question
Repeatedly measure the same sample units of a population over a period of time. Multiple measurements, described as "movies" of the population. Must have the same members of the sample called a panel so as to take repeated measurements.
answer
Descriptive Research: Longitudinal Studies
question
Devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable. They are procedures that allow experimenters to control for the effects on a dependent variable. Example: A "true" experimental design isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables. Designs that do not properly control for the effects of extraneous variables on our dependent variable are quasi-experimental designs.
answer
Experimental Research:
question
In order to recognize failures, managers must have a control system. Must be knowledgable about objectives and performance. Should be setting objectives and have a control system in place to monitor performance.
answer
A control system
question
When management hasn't determined the problem. Begins with the researcher learning about the industry, the competitors, key products/services, markets, markets segments, and so on. Essential to review both internal and external secondary data.
answer
Situation analysis:
question
Specify: - from whom information is to be gathered - what information is needed - the unit of measurement used to gather the information - Word questions used to gather the information using the respondent's frame of reference.
answer
Research objectives should:
question
Serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration (a fee).
answer
Elements of the marketing research proposal:
question
Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. Doesn't have a predetermined set of procedures. Changes as researcher gains information Can be accomplished by simply reading a magazine or observing a situation. Ex: Wendy's franchisee went through his restaurants cash register receipts which were stamped with dates and times. He observed that early weekday afternoons between 2-4:30 which were his slack periods. Initiated a mobile campaign for a free order of french fries during this time on weekdays. Traffic/sales went up. Usually when researcher doesn't know much about the problem and needs additional information or desires
answer
Exploratory research:
question
Cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. "if the election were held today, which candidate would you vote for?"
answer
Sample surveys:
question
Understanding a phenomenon in terms of conditional statements of the form "if x, then y". These "if-then" statements become our way of manipulating variables of interest. If thermostat is low, air will get cooler. if drive automobile at lower speeds, gasoline mileage will increase.
answer
Casual Research:
question
manipulating an independent variable to see how it affects a dependent variable, which also controlling effects of additional extraneous variables.
answer
Experiment:
question
Which the researcher has control and wishes to manipulate. The four P's are IND vars. Ex: display location, type of advertising appeal, price and type of product.
answer
Independent variables:
question
Which we have little or no direct control but a strong interest in changing. EX: sales, market share, customer satisfaction, net profits, etc. Change them through manipulation of independent variables.
answer
Dependent variables:
question
Have some effect on a dependent variable but are not yet independent variables.
answer
Extraneous variables:
question
Procedure for devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable. Allow experimenters to control the effects on a dependent variable by any extraneous variable.
answer
Experimental Design:
question
- Advantages: secondary data can be obtained quickly and inexpensively, usually available, enhance primary data collection, and can sometimes achieve the research objective. - Disadvantages: incompatible reporting units, mismatch of the units of measurement, differing definitions used to classify the data, timeliness of the secondary data, and the lack of information needed to assess data credibility.
answer
Secondary Data
question
a collection of data and information describing items of interest.
answer
Database:
question
collected within the firm. Includes sales records, purchases, and invoices. Databases that contain information on customers, sales, suppliers, and any other facet of business a firm may wish to track.
answer
Internal secondary data:
question
Databases consisting of information gathered by a company, typically during the normal course of business transactions.
answer
Internal databases:
question
Obtained outside the firm. We classify external data into three sources: published, syndicated services data, and databases.
answer
External secondary data:
question
Those sources of information that are prepared for public distribution and are normally found in libraries, etc.
answer
Published sources:
question
Firms that collect data may make it available in a standard format subscribing firms as syndicated services data.
answer
Syndicated services data:
question
Databases supplied by organizations outside the firm. Online information databases are sources of secondary data searchable by search engines online.
answer
External databases:
question
A structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Determine decision maker's information needs, acquire the needed information and distribute that information to the decision makers in a form and at a time when they can use it for decision making.
answer
Marketing information systems
question
Internal reports system: gathers information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock outs, etc. It can be called the accounting information system. A good one can tell a manager a great deal of info about what has happened within the firm in the past. When info is needed from sources outside of the firm, marketing researchers must all on other MIS components.
answer
Components of an MIS:
question
A set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment. Focuses on bringing in information generated outside the firm. Include both informal and formal information gathering procedures. Ex: scanning newspapers and magazines.
answer
Marketing intelligence system:
question
Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making. Once they get the info, they store it in huge databases that when accessed with decision-making tools and techniques and allow companies to ask 'what if" questions.
answer
Marketing decision support system (DSS):
question
Gathers info not gathered by the other MIS component subsystems: marketing research studies are conducted for a specific situation facing the company.
answer
Marketing research system:
question
The collection, analysis, and interpretation of data that cannot be meaningfully quantified or summarized in the form of numbers - Used to generate hunches or hypotheses that can be tested through more formal research
answer
Qualitative:
question
The collection, analysis, and interpretation of data involving larger, more representative respondent samples and numerical calculation of results - Used to test hunches or hypotheses in order to suggest a final course of action
answer
Quantitative:
question
Spoken or written text giving an account of an event/action or series of events/actions, chronologically connected Example: Kid who couldn't take the bus or drive or bike so he had to walk around town.
answer
Narrative Analysis
question
- Describes the meaning of lived experiences for several individuals, focusing on what the participants have in common as they experience a phenomenon - One consumption event. Focuses on a single thing.
answer
Phenomenology
question
Uses systematic approaches to develop a theory that explains a process, action, or interaction. - Throw out all previous theory and start from the ground up. Can be useful as exploratory studies and can later on test with quantitative study
answer
Grounded Theory
question
The purpose of ethnography is to describe and interpret the shared and learned patterns of values, behaviors, beliefs and language of a culture-sharing group Looking for a culture sharing group. Ex: harley groups
answer
Ethnography
question
The researcher focuses on a single issue then selects a single case to illustrate the issue Demonstrating something with a specific case.
answer
Instrumental Case Study:
question
The researcher focuses on one issue but selects multiple cases to illustrate the issue that can be purposefully sampled from one site or several sites **Mostly see this one. Done most often. Compare/contrast similarities and differences and see overall picture of issue and what it looks like
answer
Multiple Case Study: **MOSTLY SEE THIS ONE**
question
This approach focuses on the case itself because the case presents an unusual or unique situation (e.g. evaluating a program or one particular consumer and the unique problem he or she may be having) - Not seen often in marketing. What people haven't seen before. Ex: girl who had been neglected with no human interaction except for food/water until the age of 8.
answer
Intrinsic Case Study:
question
- Observation allows us to enter and join the world of those we want to study - Observation helps you to understand what's going on in the place you are studying - Determine what questions to ask informants. Get information about groups and their behavior unobtrusively
answer
Observation
question
Remains in the consumption activity for a long period of time
answer
Sustaining:
question
Take logical and copious notes on how you are observing the consumption phenomenon
answer
Explicit:
question
Be ready to improvise, but stay on course Observing: Direct your attention to all aspects of the activity with a keen eye and astute awareness
answer
Methodical:
question
Put what you see into your own words
answer
Paraphrasing:
question
Note the interaction of and interdependencies of the place, the consumers, and their activities
answer
In Social Situations:
question
View the consumption activities within the context of their social environment
answer
In Naturally Occurring Contexts:
question
Techniques in which the researcher relies on his or her powers of observation to obtain information. Requires something to observe, and researchers typically use video or audio records, photographs, handwritten notes, or some other tangible record of what is observed.
answer
Observation techniques
question
Researcher identifies beforehand which behaviors are to be observed and recorded. All other behaviors are ignored. Require a minimum effort on the part of the observer.
answer
Structured:
question
Places no restriction on what the observer notes. Monitored. Observer wants the situation and records what he or see wants to. Used in exploratory research.
answer
Non-structured:
question
Respondents are unaware they are being observed and thus behave naturally.
answer
Disguised
question
Respondents are aware they are being observed.
answer
Undisguised
question
Is a common research method in behavioral sciences such as sociology and psychology.
answer
Natural Observations -
question
Refers to observation in settings arranged specifically to facilitate the occurrence of specific behaviors .
answer
Contrived Observation -
question
Human observers to collect data in the study
answer
Human Observation-
question
Observation techniques involving mechanical observers either in conjunction with, or in place of, human observers
answer
Mechanical Observation -
question
Observing behavior as it occurs. Ex: if we are interested in finding out how much shoppers squeeze tomatoes to assess their freshness, we can observe people actually picking up the tomatoes. Has been used by Kellogg to understand breakfast rituals, by a Swiss chocolate maker to study behavior or "chocoholics"
answer
Direct:
question
Can't be directly observed. Involves observing the effects or results of the behavior rather the the behavior itself. Ex: archives and physical traces.
answer
Indirect:
question
The name for software that helps managers make sense out of seemingly senseless masses of information contained in databases.
answer
Data Mining
question
C. Primary, Qualitative
answer
Josephine is interested in finding out what her customers think of a new menu item in her diner. She conducts an informal research study where she asks anyone who orders the meal to jot down a sentence or two about what they thought. What type of data did she collect? A. Primary, Quantitative B. Secondary, Quantitative C. Primary, Qualitative D. Secondary, Qualitative
question
D. Grounded theory (developing new theories, work well with processes)
answer
Bill is trying to develop new theory to identify the process students go through when they decide where they will live for the upcoming academic year. He systematically interviews 15 students, and develops a new model of student housing selection. What kind of research did he conduct? A. Case study (one unit of analysis) B. Phenomenology (Shared lived experience) C. Narrative analysis D. Grounded theory (developing new theories, work well with processes)
question
B. Conclusive
answer
If your research question is a Yes or No question, you can be pretty sure that you are conducting __________ research. A. Exploratory B. Conclusive C. Descriptive D. Qualitative
question
D. Establish research objectives
answer
Sally has defined her research problem, and is now trying to identify the things she needs to do to solve it. What step in the marketing research process is she likely at? A. Establish the need for research B. Identify information types and sources C. Determine methods of accessing data D. Establish research objectives
question
C. The U.S. Census
answer
In chapter 5 of the book the American Community Survey was discussed. What is a more common name for this study? A. The Study B. The U.S. ACS C. The U.S. Census D. U.S. Statistics Study
question
Secondary sources (historical records) can be applied to the present problem. Ex: records of sales calls may be inspected to determine how often salespeople make cold calls.
answer
Archives:
question
Tangible evidence of some past event. Ex: we might turn to "garbology" (observing the trash of subjects being studied) as a way of finding out how much recycling of plastic milk bottles occur.
answer
Physical traces:
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New