5a- Marketing Research Flashcards
Exploratory Research
Research
qualitative research about consumptions and experiences that drive sales
Syndicated Data
Research
information about the industry from a hired hand
Secondary Data
Research
information collected for other purposes by others (ie Census records)
Screening Process and Questions
Research
without leads to Coverage Error
-research the right things/people/place
Market Research Process (5)
Research
- Define marketing problem
- Design research project
- Collect data
- Analyze Data
- Take Action
Cross Tabs
Research
comparing frequency of one variable within another (think typical results presented in spreadsheet)
Analysis of Variance
Research
comparing dependent with two independent
Regression Analysis
Research
estimate dependent variables by changes of correlated independent variables
basic statistics
Factor Analysis
Research
group related descriptive variables
Cluster Analysis
Research
group respondents of surveys by correlated details (demographics, behaviors, answers)
Discriminant Analysis
Research
gives perceptual map about how product is viewed among others
Max Diff Analysis
Research
ratings most to least product attributes, indicates preferences
TURF Analysis
Research
Total Unduplicated Reach and Frequency
-information to optimize advertising in reach and frequency
Conjoint Analysis (Research)
estimates the values of different attributes of a product to estimate product value
-what attributes are most important to fit requirement
Causality
Research
causation
