Ch.5 Research

Question 0

Data is nothing without becoming

Answer 0

Knowledge but how?
MIS: people, procedures & software to collect & analyze info 4 decision makers (mark research, intelligence & internal databases)

Question 1

Mark research

Answer 1

Process of gathering & analyzing info related to marketing problems
A Quien le sirve? Ad agencies, producers, …
define problem
Research plan
Implementation
Interpretation-results should be actionable

Question 2

Research objectives

Answer 2

Exploratory (to define problem & suggest hypothesis): focus group, depth interviews, secondary data analysis from gvmnt,observational, ethnographic & projective techniques
Descriptive (buying behaviour): observational, surveys
Causal (cause effect relations):experiments

Question 3

Primary data (costly & timely) collection must be

Answer 3

Relevant, accurate, unbiased

Question 4

Research techniques

Answer 4

Observational, no interaction
Ethno, go native

FG (6-10), good 4 conflict understanding BUT peer pressure/ influence
Projective: interpretive (hard) & expensive
Experiments: manipulate independent variables (cause), measure dependant (effect), controlled environment, random assignment

Bad if unreliable, costly, not explanatory

Question 5

Types of experiments

Answer 5

Field: real world, expensive, outside interference, real reactions
Lab: controlled completely
Quasi experiments: some control, not as reliable, likely to be in field ex: price changes at dif stores

Question 6

Sampling

Answer 6

Probability: gives every member of popu a chance to be selected
NP: convenience, judge, quota

Question 7

Research plan

Answer 7

Technique
Sample/contact method
Instrument ( survey or mechanical device)

Question 8

Surveys

Answer 8

Content (quantities or quality)
Design (wording, format, order)

Not to be ambiguous, que no se sepan las respuestas, si o no, exhaustive (ranges)

Question 9

Wording

Answer 9

Neutral/ unbiased
Clear
Singular

Question 10

Format

Answer 10

Open vs close ended

Answer type/scale

Question 11

Order

Answer 11

Specificity
Importance: no al final
Sensitivity: middle

Question 12

Instruments (mechanical devices)

Answer 12

Scanners
Galvanometer
Eye cameras
 Neuromarketing (EEG/ MRI)
People meters

Question 13

Problems

Answer 13

Misleading because

Consumers don’t know preferences
Unwilling to reveal, so lie
Intention not actual behaviour