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Dirección Comercial > Chapter 1: Market Research > Flashcards

Chapter 1: Market Research Flashcards

1
Q

Marketing officers function

A

Obtain information for decision making

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2
Q

Marketing information systems

A
  • Internal databases
  • Market intelligence
  • Market research
  • Information analysis
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3
Q

Marketing environment elements

A
  • Target audiences
  • Intermediaries
  • Competitors
  • Interest groups
  • Macro environment of the market
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4
Q

Market research process definition

A

Systematic process of design, collection, analysis and presentation of information related to a specific marketing situation

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5
Q

Objectives of market research

A
  • Reduce uncertainty
  • Influence decision-making
  • Help put a specific marketing mix plan into practice
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6
Q

Market research steps

A
  1. Problem definition
  2. Design of the research
  3. Analysis and data collection
  4. Final report
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7
Q

Market research: Problem definition steps

A
  1. Identification of the problem

2. Definition of objectives and hypothesis

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8
Q

Market research: Design of the research steps

A
  1. Design of the investigation

2. Information gathering sources and techniques

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9
Q

Market research: Analysis and data collection steps

A
  1. Sampling plan
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10
Q

Market research: Final report steps

A
  1. Data analysis
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11
Q

Types of market investigation

A
  • Exploratory

- Conclusive

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12
Q

Exploratory market investigation

A

New ideas and hypotheses without starting from previous research

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13
Q

Conclusive market investigation

A

Contrast of previously established hypotheses. Large samples and structured investigation

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14
Q

Types of conclusive market investigation

A
  • Descriptive studies

- Casual studies

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15
Q

Descriptive studies definition and types

A

Describes the characteristics of the study

  • Transversal design: One observation at one moment in time
  • Longitudinal design: Several observations over a period of time
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16
Q

Casual studies definition and types

A

Determines the cause-effect relationship between variables

  • Transversal design: One observation at one moment in time
  • Longitudinal design: Several observations over a period of time
17
Q

Types of sources of information

A
  • Primary sources

- Secondary sources

18
Q

Primary sources of information

A
  • External primary sources: Collect info from market, consumers, distributors…
  • Internal primary sources: Inside info about sales, price, stocks, customers…
19
Q

Secondary sources of information

A
  • External secondary sources: Info collected by other researchers
  • Internal secondary sources: Consulting past reports, studies, internal databases
20
Q

Information collection techniques

A
  • Quantitative techniques

- Qualitative techniques

21
Q

Methods of information collection

A
  • Surveys
  • Panels
  • Experiments
  • Observation
  • Depth interview
  • Focus groups
  • Projective techniques
  • Delphi method
22
Q

Surveys characteristics

A
  • Most used techniques
  • Questionnaries
  • Versatility and flexibility
  • Low cost and speed
23
Q

Panels definition and characteristics

A

Ways of collecting primary external info. Quantitative and periodic

  • Consumers panel
  • Retailer panel
  • Audience panel
24
Q

Experimentation characteristics

A
  • Casual research design
  • Two ways to practice: Laboratory and field
  • Variance analysis
25
Q

Observation characteristics

A
  • Info by observing behaviour
  • Recommended that they are not aware of observations
  • Quantitative and qualitative info
  • High cost
26
Q

Depth interview characteristics

A
  • Psychological
  • Direct unstructured method
  • Open questions
27
Q

Focus groups characteristics

A
  • Interview with moderator
  • Use of media
  • Meeting are recorded
28
Q

Projective techniques characteristics

A
  • Stimuli to know beliefs, motivations, feelings, attitudes…
  • Without awareness
  • Sincere answers
29
Q

Delphi method characteristics

A
  • Sending questionnaires to experts on a topic. Median and dispersion are calculated
  • Info and stats are sent back to participants asking to review initial response and modify if necessary
  • If there are changes, each individual is asked to argue the motivation
30
Q

Key concepts in a sampling plan

A
  • Population: set of elements under investigation
    Shows: representative units of population
  • Unit from sampling: set of elements available for selection
  • Parameter: value that summarizes population variables and attitudes
  • Statistical: value that summarizes sample variables and attitudes
  • Standard error: discrepancy between unknown parameter and statistic
  • Absolute error: maximum difference allowed between parameter and statistic
  • Confidence interval: range of values in which parameter must be found
  • Confidence level: probability that the parameter is within the confidence interval
31
Q

Stages of sampling plan

A
  • Definition of the population
  • Delimit unit sample
  • Determine sample size
  • Selection of sample procedure
32
Q

Types of sample procedure

A
  • Probability sampling:

- Non-probability sampling

33
Q

Types of probability sampling

A
  • Random sampling
  • Systematic sampling
  • Stratified sampling
  • Cluster sampling
34
Q

Types of non-probability sampling

A
  • Convenience sampling
  • Sampling by judgments
  • Sampling by quotas
  • Snowball sampling
35
Q

Data processing techniques

A
  • Univariate techniques
  • Bivariate techniques
  • Multivariate techniques

Dirección Comercial (8 decks)

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