chapter 2

Question 1

QUIZ: True or False: Marketing research is used then marketers need insights into customer needs, product preferences, buying behavior, satisfaction, and many other things and the data is not readily available.

Answer 1

True

Question 2

QUIZ: The research question, when referred to in marketing research, is the —

Primary goal of the market research
The only question being asked in market research
The question asked in surveys
All of these can be used to define a research question

Answer 2

Primary goal of the market research

Question 3

QUIZ: Which of the questions below is NOT a valuable research question?

Which new product ideas would customers most likely
purchase?
What criteria do customers use when making purchase
decisions?
How do customers rate our solutions against competing
solutions?
How likely are our customers to recommend our solutions?
All of these are valuable research questions.

Answer 3

All of these are valuable research questions.

Question 4

QUIZ: Exploratory research is useful when

Marketers have many broad research questions and need to narrow them down into more precise questions
Marketers aren’t sure what to research
Marketers have plenty of data but aren’t sure what it means
Marketers want to do something brand new

Answer 4

Marketers have many broad research questions and need to narrow them down into more precise questions

Question 5

QUIZ: Pre-existing data is also known as

Primary data
Secondary data
Free data
Online data

Answer 5

Secondary data

Question 6

QUIZ: Which data is more expensive to collect?

Primary data
Qualitative data
Secondary data
Quantitative data

Answer 6

Primary data

Question 7

QUIZ: True or False: Surveys are a type of market research.

Answer 7

True

Question 8

QUIZ: Which of these is NOT a common failure in creating suryeys?

Forgetting to introduce your survey
Asking too many questions
Failing to understand the survey population
All of these are common failures in creating surveys

Answer 8

All of these are common failures in creating surveys

Question 9

QUIZ: A survey which often is just a single question, “How likely is it that you would recommend [brand] to a friend or colleague?” and measures customer experiences is called a

NPS or Net Promoter Score Survey
Customer Satisfaction Survey
Brand Image Survey
Brand Awareness Survey

Answer 9

NPS or Net Promoter Score Survey

Question 10

QUIZ: True or False: Customer behavior is the most important thing that marketers attempt to measure through market research

Answer 10

True

Question 11

define marketing research

Answer 11

the process of collecfing and analyzing information from and about consumers to influencr marketing strategy and decisions

the different types of research performed by marketers using various methods depending on their need for information

all the stuff marketers might perform when you need information

Question 12

marketint research process

Answer 12

Step 1. Gaining Consumer Insight
Step 2. A Focus on Exploratory Research
Step 3. A Focus on Conducting Surveys
Step 4. Final Marketing Research Thoughts

Question 13

step 1. gaining consumer insight

Answer 13

regular market research gives marketers a competitve edge

it is important to agree on the research question or the primary goal of the marketkng redearch effort

Question 14

what is a research question?

Answer 14

• usually made to target a specific problem
• seek feedback from consumers
• can be very clear or hazy

EXAMPLES:
How satisfied are our customers?
Which new products would customers most likely purchase?
How aware are potential customers of our solutions?
What attributes of our service or product do customers find most valuable?
What criteria do customers use when making purchase decisions?
How do customers rate our solutions against competing solutions?
How likely are our customers to recommend our solutions?
What are our customers’ most pressing unmet needs?
How do customers compare our solutions to competing ones?

Question 15

exploratory research

Answer 15

useful in gaining insights and ideas. is often used to funnel broad research questions intk more precise ones

• usually collected by asking open-ended questions
• qualitative in nature
• common to do this through a series of casual concersations

Question 16

descriptive research

Answer 16

focuses on determining how often something occurs

• most online surveys fall into this category
• is quantitative in nature
• focuses on how often sometbing occurs or how two things are related to each other
• structured questiond and response options (numerical responses and ratings)

Question 17

casual research

Answer 17

focuses on discovering the cause-and-effect relationship between variables

• quantitative in nature
• usally experiments
• focused on the cause-and-effect relationship

Question 18

primary data

Answer 18

research done by yourself. this is data collected from the comapny or individual not data bought. MORE COSTLY AND TIME CONSUMING

examples:
- surveys
- studies

benefits:
- tailored to specific questions
- variety of ways to find them
- may help resrarch questions besides yours

where to find them:
- depth interview
- focus groups
- case analyses
- projective methods

typed of primary data
- demographic/socioeconomic
- awareness and intention
- behavior
- morivatikn and attitudes
- psychographic/life style

Question 19

primary data:
- depth interview
- focus groups
- case anlyses
- projective methods

Answer 19

Depth Interview
Interviews with people who are knowledgeable about the general subject under investigation.

Focus groups
A small group of individuals from whom a researcher wishes to gain insights through a structured interview process that is moderated by a facilitator.

Case analyses
Intensive study of representative examples (cases) of the subject under study.

Projective methods
Indirect methods (usually some sort of task) that cause study participants to reveal their feelings,

Question 20

secondary data

Answer 20

(secondary as is in second person)
pre-exsisting data found from literature searches, census data, etc.
something you can get from a data company

benefits:
- low cost
- available immediately or almost immediately
- often easy to find

where to find it
- literature search
- data mining
- company data base

Question 21

seconday data:
- literature search
- data mining

Answer 21

Literature search
A search for statistics and content in various journal articles, blogs, books, newspapers, or magazines for data or insight into the research subject.

Data mining
The process of searching or “mining” for insights from the patterns, trends, and relationships within sets of data

Question 22

true or false: all data must be quantitative or qualitative?

Answer 22

true

Primary quaNtitative data
Survey data

Primary quaLitative data
Focus group results

Secondary quaNtitative data
Census data

Secondary quaLitative data
Magazine article

Question 23

customer behavior

Answer 23

very important for marketers and marketing

this is insight into why customers do what they do

this is not necessarily easy to obtain.
behavioral data is often derived from other, primary data that marketers collect

Question 24

behaviors may come from…

Answer 24

Awareness
Attitudes
Demographics/socioeconomic
Intention
Motivation
Psychographic/lifestyle

similar to primary data

Question 25

example of a data-driven marketing campaign

Answer 25

Dove’s Campaign for real Beauty

Started because of a global survey in 2004 that found 23% of women felt that they are responsible for their own definition of beauty
54% of women agreed that when it comes to beauty, they are their own worst beauty critic which is about 672 million women around the world.

What happened?
Video went viral and was uploaded in 25 languages
Dove’s sales increase from 2.5 billion to over 4 billion over the course of the campaign

Question 26

brand awareness

Answer 26

brand commonly create surveys to understand how well customers recognize their products. are customers able to recognize or recall their brand?

these surveys can be used to see if advertisinf is working

Question 27

brand awareness RECALL

Answer 27

“There are several different types of ___ recall the names of the first three __ brands that come to mind”

FILL IN THE BLANK

Question 28

brand awareness RECOGNITION

Answer 28

“Which of the following ___ have you seen in retail stores?”

MARK ALL YOU HAVE SEEN/MULTIPLE CHOICE/FILL IN THE CIRCLES NEXT TO THE BRAND NAMES

Question 29

whys is brand awareness recall important?

Answer 29

helps the most with increasing sales. companies want the highest brand awarness recall. if customers are able to just say they like [brand] whenever they think of [product] that means that brand’s marketing is really good

Question 30

brand image

Answer 30

a consumer could have awareness of a brand but feel disdain for it
for this reason, marketers will also use survey to measure how target customer groups feel about brands

“If you wanted to tell your friend about your __ how would you DESCRIBE it to them”

FILL IN THE BLANK WITH HOW YOU WOULD DESCRIBE THE PRODUCT

Question 31

customer satisfaction

Answer 31

regular surveys will reveal if satusfaction is rising or falling, giving marketers insights into what causes satisfaction levels to change

Question 32

net promoter score (nps)

Answer 32

the nps is a specific type of survey that measures the experience customers have with brands

“How likely is it that you would recommend [brand] to a friend?” (0-10 scale) -> THE ULTIMATE QUESTION

0-6 are detractors
7-8 are passives
9-10 are promoters

Question 33

how to calculate net promoter score (nps)

Answer 33

overall % of promoters - overall % of detractors

Question 34

what are promoters, passives and detractors?

Answer 34

they are part of the net promoter score
high NPS = growth as a company

Promoters - (9-10) customers who are loyal enthusiast
Passives - (7-8) customers who are satisfied but not enthusiastic about the brand
Detractors - (0-6) customers who are unhappy and an hurt your brand

Question 35

how to create a survey

Answer 35

1. Reexamine the research question
2. Specify what information the survey must collect
3. Identify who should take the survey
4. Develop the questions to ask
5. Create “dummy” tables to show how you will use the data
6. Devise a way to recruit people to take the survey
7. Build and test the survey
8. Field the survey

Question 36

top survey design mistakes

Answer 36

Failing to build the survey around the research question
Failing to understand the survey population
Forgetting to introduce the survey
Putting the most important questions at the end of the survey
Requiring participants to answer all questions

Question 37

what do poorly structured survey questions look like?

Answer 37

Too many or too few answer choices
Too many or too few questions
Too many open-ended questions
Complex or inconsistent response options
Failure to include “other” or “i don’t know” response options
Leading questions

Question 38

what is the biggest mistake of all time when creating a survey?

Answer 38

is to field a good survey, collect valid data and not do anything with it

• using the same questions over multiple years is powerful

Question 39

what is most advertising designed to do?

Answer 39

to get consumers to either DO SOMETHING or BELIEVE SOMETHING

Question 40

price can signal what?

Answer 40

price can signal quality

sometimes cheap prices convey the idea that the product is not that good

Question 41

what is intention data?

Answer 41

measure future, anticipated behaviors; this data help marketers predict demand or future consumption

Question 42

what is psychographic/lifestyle data?

Answer 42

measure personality traits, interests, opinions, or lifestyle characteristics of consumers; this data are frequently combined with demographic data to let marketers create a persona of the ideal consumer