Ch. 3 Research

Question 1

INBOUND COMMUNICATION

In inbound communication what is market information?

Answer 1

The ability to assess opportunities & threats

Question 2

What are microenvironmental opportunities/ threats

Answer 2

1) Unserved markets, market growth
2) Changes in customers wants and needs, decision making process, motivation, involvement strategy
3) competitors strategy

Question 3

What are macroenviromental opportunities & threats

Answer 3

1) New technology
2) Cultural shifts
3) Legislative change
4) Foreign investment

Question 4

What is the utility of market research?

Answer 4

To reduce uncertainty in marketing decision making

Question 5

What is the scientific/marketing research problem (4)

Answer 5

1) Determining the Research Problem
2) Development of Research Design
3) Execute the Research Design
4) Conclusion

Question 6

In the marketing research problem, describe the problem (2)

Answer 6

1) Inbound communication is rarely passive

2) Requires scientific foundations to ensure accuracy and generalizability

Question 7

What is a great strategy to reduce uncertainty while conducting a research problem?

Answer 7

A restatement of marketing problem in terms
1) Awareness
2)Preference
3) Attitudes
of the product you’re investigating. This heps you discover MOTIVES

Question 8

What is a problem with research problems?

Answer 8

The manner which people ask can be aggressive and biased answers may emerge. Anonymity allows for better polling. Use language that highlights

1) Awarness
2) Preference
3) Attitudes

Question 9

How to develop a research design

Answer 9

1) Information sources -2
2) Use existing data (2) first
3) If it does not work use New
4) With new aim at using observational since it’s more accurate and less bias

Question 10

How many informational sources do we have (2)

Answer 10

1) Existing

2) New

Question 11

Elaborate on Existing information (2)

Answer 11

1) Literature
a) Academic
b) Trade
c) other
2) Data
a) Internal
b) External

Question 12

Elaborate on New information/ data collection (2)

Answer 12

1) Observation
a) Overt
b) Covert
c) Participative

2) Communication
a) exploratory
b) Descriptive
c) casual

Question 13

Existing Information

Literature research define

Answer 13

To learn from others, to demonstrate familiarity with a body of knowledge and establish credibility

Question 14

Existing Information

name the 3 sources of literature

Answer 14

1) Academic
2) Trade Association press
3) Other reputable sources

Question 15

Existing Information

Secondary data define

Answer 15

Existing prior to formulating current research objective

Question 16

Existing Information
Secondary Data (2)

Answer 16

1) Sources (internal/external)
2) Data integrity (fake news)

internal - sales,inventory production

external - Government/ financial databases/ clickstream

Question 17

Data Collection

Observation define

Answer 17

You observe people in natural settings or in naturally occurring situations

Question 18

Data Collection

Name the Pros/Cons of observation

Answer 18

Pros- Objective, current behaviour

Cons- no control over data gathering, no understanding of motives

Question 19

Data Collection

Name the observation methods (3)

Answer 19

1) Overt
2) Covert
3) participative

Question 20

Define Overt

Answer 20

An investigation of behaviours where the respondents are aware of the task and the research known

Question 21

Define Covert

Answer 21

A study where participative are unaware that their behaviour is being observed and/ or recorded

Question 22

Define Participatve

Answer 22

A study where the research interacts with the respondent and manipulates the environment as the study progresses

Question 23

Data Collection

Communication Define

Answer 23

To interact (in-person or remotely) with people for the purpose of recording attitudes and behaviours

Question 24

Data Collection

Communication pros and cons

Answer 24

pros- versatile, ability to record attitudes and motivations

cons - subjective, random error

Question 25

``` Data Collection Communication Methods (3) ```

Answer 25

1) Exploratory 2) Casual 3) Descriptive

Question 26

Data Collection Communication Methods Define Exploratory

Answer 26

Small sample studies for discovery of ideas and insight - qualitative analysis, cannot represent population - focus group

Question 27

Data Collection Communication Methods Define Casual

Answer 27

An investigation to identify cause-effect relationship Quantitative analysis - cannot represent population -field experiments

Question 28

Data Collection Communication Methods Define Descriptive

Answer 28

Large sample studies to describe the characteristics of a population - Quantitative analysis - Survey research

Question 29

What is the purpose of Exploratory research?

Answer 29

1) To clarify the business/research problem | 2) To provide preliminary insight into the motivational, emotional, attitudinal and personal factors affecting behaviour

Question 30

Qualitative Analysis

Answer 30

1) characterized as textual, visual, or oral responses 2) Focus on meaningful characterizations, interpretations and expressive descriptions YOU WANT TO FIND MORE. YOU CAN GAUGE ATTITUDES FROM THEM (not representative thought)

Question 31

Common methods to exploratory research

Answer 31

executive interview 1) One-on-one probing between a trained interviewer and a responded 2) elaborate on attitudes and behaviours

Question 32

Focus groups

Answer 32

Small group discussion; led by a trained moderator; observed unobtrusively by a client -rationalization of attitudes and behaviours

Question 33

What is the purpose of Casual Research

Answer 33

1) To identify cause and effect relationships among variables 2) To test hypotheses regarding the direction and strenght of influence

Question 34

Quantitative analysis

Answer 34

Statisical relationship (correlation) among variables

Question 35

Quantitative analysis - Name the common methods

Answer 35

1) Manipulation of independent variables 2) Selection and measurement of a dependent variable 3) Treatment and control group 4) Control over extraneous variables

Question 36

What is the purpose of descriptive research?

Answer 36

1) To describe the characteristics of a population phenomenon 2) Analysis to answer who,what,when, where and how 3) Empirical assessments for forecasting and prediction

Question 37

Descriptive research - Quantitative analysis

Answer 37

1) Data characterized by assigning numbers in an ordered and meaningful way 2) Analysis of situations and events that involve numerical measurements

Question 38

Decriptive research common method

Answer 38

Survey research - Designed to extract specific data from a population of interest - Conducted in-person, or via phone, mail, or internet - Metric based on sorting tasks, rank ordering, rating scales and or choice.

Question 39

SURVEY RESEARCH

Answer 39

- The use of standardized questionnaires to capture attitudinal, behaviours and demographic data from pre-determined population - more art than science

Question 40

What are the necessary conditions for survey research

Answer 40

1) Population has to be defined correctly 2) Sample is representative of the population 3) Respondents have the knowledge, opinion, attitudes or facts required 4) Respondent are available, willing and able to respond 5) Questions are clear and understanble 6) Questions are unbiased 7) wording

Question 41

Response Forms (2)

Answer 41

1) Open ended - participants replied in their own words | 2) Closed-ended - finite responses

Question 42

Response Forms | Closed-ended (3)

Answer 42

``` 1) Categorical Response Nominal Scale - lots of choices 2)Categorical Response Ordinal scale- from strongly disagree to storngly agree 3) Continous Response Equal interval scale - 1-5 ```

Question 43

Sampling Concepts

Answer 43

1) Population- a complete group with a specific characteristic 2) Sameple Frame - A list of elements of the population from which the sample may be drawn 3) Sample units- a single element subject to selection

Question 44

Sampling plans (2)

Answer 44

1) Probability- A sample plan where the prbability of any single element being chosen is known and NOT ZERO. Allows for simple random sampling 2)Non-probability- A sample plan where the probability of any single element is not known. sample error, unknown. convenience sampling

Question 45

Data Analysis (3)

Answer 45

1) Univariate analysis - analysis of a single variable in isolation 2) Bivariate analysis - analysis of the relationship between exactly two varibales 3) Multivariate analysis- simultaneous analysis of multiple measures on a single depended variable

Question 46

Conclusion

Answer 46

1) Marketing Problem ( 5p's) 2) Research problem 3) Research Program 4) Research conclusion 5) Implementation