Marketing Research, Paula Ryan
Computes the value without testing every individual element
Nielson, Kantar, IMS Health INC, Gfk SE, and Ipsos SA are all examples of what?
Marketing Research Companies
Name the four stages in the research process
Formulate problem. Determine design. Analyze and interpret data. Prepare research report.
Elements of research design
how are we selecting people. How many is enough. how will data be collected.
4 different groups involved in market research
client. public. respondents. researcher.
Name potential issues in marketing research
phrasing. privacy. pushing certain answers. sugging. undercutting bids. PR firms cherry picking.
type of problem. A business decision that needs to be made
type of problem. the question being posed by the researcher.
type of data. specifically collected for the project at hand.
Pros of primary data
directly answers the issues at hand.
Cons of primary data
expensive. time consuming.
Pros of secondary data
time and money savings. doesn’t fit the problem as well. analyzing data is difficult.
type of data. Originates within the organization for which the research is being done.
type of data. Originates outside the organization for which the research is being done
Examples about internal data
past sales. turnover rate. order rate from catalogues.
Decision support system consists of what three things
Database + Analytical models + Dialog system
Process of capturing, merging, analyzing large and varied data sets for the purpose of understanding current business practices and seeking new opportunities to enhance future performance
Big data has what three elements to it
volume. velocity. variety.
Name the two types of variety in data
structured and unstructured.
type of data. can be easily analyzed and written into spreadsheets.
type of data. cannot be easily analyzed or written into spreadsheets
What type of research is sold to multiple buyers?
Name types of primary data.
life style. demographic. awareness. motivation.
Advantages of observational research
Examples of structured observational research
type of observational research. used in more exploratory research
type of observational research. intention behind the study is hidden.
type of observational research. observation in a non controlled environment
type of observational research. in a more controlled environment.
Pros of communication method of research
versatility. speed. cost.
name the four methods of administering questionnaires
in person. phone. mail. internet.
pros and cons of in person interviews
slow. expensive. difficult to get personal information. higher response rate.
pros and cons of phone interviews
fast. more expensive than mail.
pros and cons of mail questionnaires
protection from interview bias. no flexibility of question sequencing.
pros and cons of internet based questionnaires
protection form interview bias. fast. cheap. cost efficient. most popular.
issue with questionnaire. How good is this method at ensuring the respondent is who you want it to be (in person versus online).
issue with questionnaire. Can you get the volume and kinds of info that you want?
type of probability sampling technique. Everyone has an equal chance of getting selected.
type of probability sampling technique. System in place to randomly select people. ex: 1 in every 10 people
type of probability sampling technique. Step 1: group into strata. Step 2: use systematic or random samples
type of probability sampling technique. Divides population into clusters and then randomly samples.
Type of error. Chance variation even with the most well-constructed sample. Only way to eliminate is with census.
random sampling error
Type of sampling error. Incorrectly selecting universe from which to draw simple elements.
population specification error
Example of population specification error
Error of sampling error. Sample is not a good representation of the population of interest Who was in our population of interest who isn’t in our sample frame and vice versa.
sample frame error
Type of sampling error. Execution of sampling plan is faulty.
sample selection error
4 types of non-probability research methods
connivence. judgement. quota. snowball.
type of non-probability testing method. Selecting sample because it’s convenience.
type of non-probability testing method. Targeting certain audience. Focus groups often fall into this category.
type of non-probability testing method. goals for different categories. Ex: We want 20 women ages 18-25.
type of non-probability testing method. Used when there is a really tough population of interest to find. Low incidence rate. Essentially referrals.
type of research. Used to establish cause-and-effect relationships between variables
Type of research. Describing a population with respect to important variables.
Type of research. Discover ideas and insights.
Literature search, in depth interviews, focus groups, case analyses are all examples of what?
2 major pitfalls for focus groups. What are they?
easy to project. shouldn’t be used as the end all be all.
Who? What? When? Where? Why? How? are all questions asked in what kind of research?
Name the 2 subsections of descriptive studies.
Two types of longitudinal studies.
continuous and discontinuous panel
Sample survey falls under what subset of descriptive research?
Type of study. Single point in time measures of a sample selected from a population.
Fixed sample of respondents who are measured repeatedly over time with respect to the same variables
Fixed sample of respondents who are measured repeated over time with respect to different variables
____________ involves the use of a controlled experiment done in a limited, but carefully selected, section of the marketplace
A test market in which the company sells the product through its normal distribution channels
standard test market
An entire test program conducted by an outside service in a market in which it can guarantee distribution
Controlled test market
A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market
stimulated test market
Is exploratory research qualitative or quantitative?
Is conclusive research qualitative or quantitative?
name the five steps in the problem formulation process
Meet with Client. Clarify problem/opportunity. State managers decision problem. Select research problems. Prepare request agreement.
Increase revenues, introduce new products
React to customer suggestions, discover new uses for old products through customer feedback
Researchers should conduct ____________-oriented research if possible.
Name the steps for defining your sample
Define population of interest. Determine Sample frame. Choose method. Choose technique.
Literature search is an example of exploratory, descriptive, or causal research?
In depth interviews is an example of exploratory, descriptive, or causal research?
Focus groups is an example of exploratory, descriptive, or causal research?
Case analysis is an example of exploratory, descriptive, or causal research?
Sample surveys are longitudinal or cross sectional?
Sample surveys is an example of exploratory, descriptive, or causal research?
What are the two types of descriptive studies?
longitudinal and cross sectional
Continuous panels is an example of exploratory, descriptive, or causal research?
discontinuous panels is an example of exploratory, descriptive, or causal research?
What are the types of longitudinal studies?
continuous and discontinuous panels
market testing is an example of exploratory, descriptive, or causal research?
Is the simple random sampling technique probability or non-probability?
Is the Systematic sampling technique probability or non-probability?
is the stratified sampling technique probability or non-probability?
is the cluster sampling technique probability or non-probability?
is the convenience sampling technique probability or non-probability?
is the judgement sampling technique probability or non-probability?
is the quota sampling technique probability or non-probability?
is the snowball sampling technique probability or non-probability?
if you raise the confidence level what happens to the sample size?
If you raise the error what happens to the sample size?
if you decrease the size of the universe what happens to the sample size?
When would “can’t tell” be valid answer to sample size adjustment questions?
2 different changes. Population change.
What do you use to determine the sample size of a non-probability sample?
Name examples of sample frame