MKT Chapter 5 Notes – Flashcards
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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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Marketing Research
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Benefits of Marketing Research: 1. _____ strategic planning. 2. Assesses _____/_____. 3. Ascertains potential for _____. 4. Helps determine feasibility of a _____.
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Facilitates; Opportunities/Threats; Success; Strategy
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Marketing Research Process: 1. _____ and _____ Problems or Research Issues: Focus on uncovering the nature and boundaries of a situation. The first sign of a problem is a departure from normal or expected results. Defining the Problem: Marketers must define the nature and scope of the situation in order to pin down the problem. Determine precisely what is the aim of research. How will the research be used?
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Locating; Defining
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Marketing Research Process: 2. Designing the Research Project: _____ _____: an overall plan for obtaining the information needed to address a research problem or issue.
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Research Design
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Marketing Research Process: 2. Designing the Research Project: _____: an informed guess or assumption about a certain problem or set of circumstances. Accepted or rejected hypotheses act as conclusions for the research effort.
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Hypothesis
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Marketing Research Process: 2. Designing the Research Project: Types of Research: the nature and type of research varies based on the research design and the hypotheses under investigation. _____ _____: conducted to gather more information about a problem or to make a tentative hypothesis more specific. How are consumers' car buying habits changing?
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Exploratory Research
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Marketing Research Process: 2. Designing the Research Project: Types of Research: the nature and type of research varies based on the research design and the hypotheses under investigation. _____ _____: designed to verify insights through objective procedures and to help marketers in making decisions. What percentage of consumers will consider an electric car purchase?
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Conclusive Research
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Marketing Research Process: 2. Designing the Research Project: Types of Research: the nature and type of research varies based on the research design and the hypotheses under investigation. _____ _____: used to clarify the characteristics of certain phenomena to solve a particular problem. How are consumers gathering information to assist in car buying?
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Descriptive Research
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Marketing Research Process: 2. Designing the Research Project: Types of Research: the nature and type of research varies based on the research design and the hypotheses under investigation. _____ _____: Research that allows marketers to make causal inferences about relationships. Provides strong evidence of cause and effect. Need a dependent variable and independent variable(s) in order to set-up research project.
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Experimental Research
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Research Reliability and Validity: marketing researchers must ensure that research techniques are both reliable and valid. _____: a condition existing when a research technique produces almost identical results in repeated trials. _____: a condition existing when a research method measures what it is supposed to measure.
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Reliability; Validity
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Collecting Data: Types of Data: _____ _____: is observed, recorded, or collected directly from respondents and is collected to address a specific problem that cannot be answered by secondary data alone.
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Primary Data
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Collecting Data: Types of Data: _____ _____: is compiled both inside and outside the organization and is for some purpose other than current investigation.
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Secondary Data
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Collecting Data: Sources of Secondary Data: _____ _____: includes government sources, trade associations and shows, periodicals, corporate information.
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External Sources
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Collecting Data: Sources of Secondary Data: _____ _____: organization's own database.
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Internal Sources
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Collecting Data: Methods of Collecting Primary Data: _____: all the elements, units, or individuals of interest to researchers for a specific study.
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Population
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Collecting Data: Methods of Collecting Primary Data: _____: a limited number of units chosen to represent the characteristics of the population.
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Sample
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Collecting Data: Methods of Collecting Primary Data: _____: the process of selecting representative units from a total population.
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Sampling
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Collecting Data: Methods of Collecting Primary Data: _____: sampling technique in which every element in the population being studied has a known chance of being selected for study.
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Probability
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Collecting Data: Methods of Collecting Primary Data: _____ _____: a type of probability sampling in which all units in a population have an equal chance of appearing in a sample.
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Random Sampling
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Collecting Data: Methods of Collecting Primary Data: _____ _____: a type of probability sampling in which the population is divided into groups according to a common attribute; a random sample is then chosen within each group.
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Stratified Sampling
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Collecting Data: Methods of Collecting Primary Data: _____: Sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
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Nonprobability
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Collecting Data: Methods of Collecting Primary Data: _____: a sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group.
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Quota
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Collecting Data: Survey Methods: _____: respondents answer questionnaires through the mail.
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Mail
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Collecting Data: Survey Methods: _____: respondents' answers are recorded by interviewer on the phone.
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Telephone
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Collecting Data: Survey Methods: _____: respondents answer questionnaire via e-mail or website.
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Online
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Collecting Data: Survey Methods: _____ _____ _____: for taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call for ideas.
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Crowd Sourcing Calls
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Collecting Data: Survey Methods: _____ _____ _____: participants respond to survey questions face-to-face.
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Personal Interview Surveys
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Collecting Data: Survey Methods: Personal Interview Surveys: _____ _____/_____ _____ _____: takes place at respondents' homes.
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In Home/Door to Door
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Collecting Data: Survey Methods: Personal Interview Surveys: _____ _____: observation of group interaction when members are exposed to an idea or concept.
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Focus Group
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Collecting Data: Survey Methods: Personal Interview Surveys: _____ _____ _____: small groups of customers provide feedback on ideas, products, marketing strategies.
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Customer Advisory Boards
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Collecting Data: Survey Methods: Personal Interview Surveys: _____ _____: combines ability to probe with confidentiality.
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Telephone Depth
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Collecting Data: Survey Methods: Personal Interview Surveys: _____ _____ _____: interviewing a percentage of people in malls.
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Shopping-Mall Intercept
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Collecting Data: Survey Methods: Technology and Surveys: _____ _____ _____: a variation of the mall intercept interview; respondents complete a self-administered questionnaire displayed on a computer monitor.
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On-site Computer Interview
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Collecting Data: Survey Methods: Technology and Surveys: _____ _____ _____: can be used to gather useful information in understanding consumer decisions; provide a new way for marketers to conduct market research.
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Social Networking Sites
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Collecting Data: Questionnaire Construction: There are usually three kinds of question types, what are they?
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Open-ended, Dichotomous, Multiple-choice
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Collecting Data: _____ _____: Avoid direct contact with subject to reduce possible awareness of observation process. Note physical conditions, subject's actions and demographics. Observations may be combined with same-subject interviews. Data gathered may be influenced by observer bias.
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Observation Methods
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Interpreting Research Findings: The first step in drawing conclusions from most research is displaying the data in _____ format.
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Table
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Interpreting Research Findings: After displaying the data in table format, the data must be _____ next. _____ _____ focuses on what is typical and what deviates from the average.
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Analyzed; Statistical Interpretation
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Interpreting Research Findings: Data requrie careful _____. Managers must understand the research results and relate them to a context that permits effective _____ making.
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Interpretation; Decision
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Reporting Research Findings: 1. Prepare a _____, written document. 2. Determine level of _____. 3. Clear an _____ presentation. 4. Consider the _____ audience. 5. Point out deficiencies in the _____. 6. Summary/Recommentations
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Formal; Detail; Objective; Intended; Data
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Using Technology to Improve Marketing Information Gathering and Analysis: Increasingly _____. Customer relationship management _____. Permits internal research and quick information gathering. Access array of valuable information sources.
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Accessible; Enhanced
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Using Technology to Improve Marketing Information Gathering and Analysis: Types of Technology Used: _____ _____ _____: a framework for managing and structuring information gathered from internal and external sources.
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Marketing Information Systems (MIS)
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Using Technology to Improve Marketing Information Gathering and Analysis: Types of Technology Used: _____: a collection of information arranged for easy access and retrieval.
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Databases
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Using Technology to Improve Marketing Information Gathering and Analysis: Types of Technology Used: _____ _____ _____ _____: customized computer software that aids marketing managers in decision making.
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Marketing Decision Support Systems (MDSS)
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Issues in Marketing Research: The Importance of _____ Marketing Research: Must have professional standards by which research can be judged. Ethical and legal issues can develop as research is carried out. Some organizations have developed codes of conduct and guidelines for ethical research for organizations.
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Ethical
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Issues in Marketing Research: _____ Issues in Marketing Research: Marketers must modify data-gathering methods to account for differences in sociocultural, economic, political, legal, and technological forces.
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International
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Issues in Marketing Research: International Issues in Marketing Research: Use two-pronged approach to international marketing research: A detailed search for and analysis of _____ _____ to gain greater understanding of a particular marketing environment and its issues before gathering _____ _____. Conduct _____ _____ using methods described in the chapter.
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Secondary Data; Primary Data; Field Research
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The marketing research process starts with _____ _____ _____ _____.
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Locating and Defining Problems
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_____ _____ refers to an overall plan for obtaining the information needed to address a research problem or issue.
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Research Design
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_____ research has the boal of formulating problems more precisely and make a tentative hypothesis more specific.
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Exploratory
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_____ research allows marketers to make causal deductions about relationships.
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Experimental
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_____ is a collection of information arranged for easy access and retrieval.
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Database
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Marketing research is a process designed to gather information A. exclusively about a company's customers. B. from the company's database. C. not currently available to decision makers. D. about the needs and desires of employees. E. concerning the interpretation of the company's sales goals.
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C.
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An overall plan for obtaining the information needed to address a research problem or issue is called the A. research design. B. problem recognition. C. hypothesis. D. Data collection method. E. Sampling procedure.
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A.
