Chapter 3 flashcards

Question 1

What are the types or research design?

Answer 1

1. exploratory research
2. descriptive research
3. casual research

Question 2

What is exploratory research?

Answer 2

Discover ideas and insights

Question 3

What is descriptive research?

Answer 3

Describing a population with
respect to important variables

Question 4

What is casual research?

Answer 4

Used to establish a cause and effect
relationships between variables

Question 5

Exploratory research is conducted to describe and provide a better
understanding of a particular situation:

Answer 5

o Not designed to come up with answers or decisions
o Typically leads researchers to a hypothesis

Question 6

What are the types of exploratory research?

Answer 6

1. Literature Search
2. Depth interviews
3. Focus Groups
4. Case Analyses

Question 7

What is literatrue search?

Answer 7

 Search of popular press, trade, and academic
literature or published statistics from
research firms or governmental agencies
 Fast and inexpensive
 All projects should start here

Question 8

What are depth interviews?

Answer 8

interviews with people knowledgeable about the subject

Question 9

What are the cons to depth interviews?

Answer 9

-expensive and time consuming
- requires well trained interviewers with high salaries
- requires researches with specfic skills to analyze the data.

Question 10

How is the method of depth interviews performed?

Answer 10

with netural probes during interview

Question 11

What is laddering technique?

Answer 11

moving questions from functional benefits to higher order benefits.

Question 12

What are the steps in the laddering technique?

Answer 12

1. features
2. product benefits
3. consumer rewards
   4 emotional benefit

Question 13

What is a foucs group?

Answer 13

a group discussion of 8-12 people that lasts 1-2 hours. Group should be homogenous on key characterisitcs

Question 14

what is the main benefit of a focus group?

Answer 14

less expensive than depth interviews

Question 15

What are the reasons to using focus groups?

Answer 15

-improve an existing product or service
 Best develop a new product or service concept
 Best develop marketing material, such as promotions and advertisements
 Improve the customer or employee experience

Question 16

What are the two major pitfalls of focus groups?

Answer 16

 It is easy for managers to see what they expect to see in focus group results
 Focus groups are one form of exploratory research and should not be expected to deliver final
results or answers to decision problems – yet many managers seem to use them for that purpose

Question 17

What is case analysis?

Answer 17

Intensive study of selected examples of phenomenon

Question 18

What are the two frequently used techinques in case analysis?

Answer 18

Benchmarking; e.g., observing the behaviour of a competitor, reverse engineering
2. Ethnography; e.g., observing consumers during the course of their daily life

Question 19

What is descriptive research used for?

Answer 19

 Describe the characteristics of certain groups
 Determine the proportion of people who behave in a certain way
 Make specific predictions
 Determine relationships between variables

Question 20

Key questions descriptive research should attempt to answer

Answer 20

Who? What? When? Where? Why? How?

Question 21

What is longitudinal analysis?

Answer 21

Repeated measures, over time, of a fixed sample, e.g.; National Consumer Panel
(Nielsen)

Question 22

What are the two primary types of longitudinal analysis?

Answer 22

1. Continuous panel – Fixed sample of respondents who are measured repeatedly over time with
   respect to the same variables
2. Discontinuous panel – Fixed sample of respondents who are measured repeatedly over time with
   respect to different variables

Question 23

What is cross sectional study?

Answer 23

Single point in time measures of a sample selected from a population

Question 24

What is the difference between logitudinal study and cross sectional study?

Answer 24

longituduinal is repeated measures over time cross sectional is one time.

Question 25

What is the advantages of a longitudinal study?

Answer 25

Accurate results for
purchasing behaviour

Question 26

What are the disadvantages of a longitudinal study?

Answer 26

-Sample is non-random
less representative of
population
- Low cooperation rates

Question 27

What are the advantages of a cross sectional study?

Answer 27

-Can target specific
populations (e.g.; minorities)
-Random samples

Question 28

What are the disadvantages of a cross sectional study?

Answer 28

Reliance on memory less
accurate results

Question 29

What is casual research?

Answer 29

Condition X causes Event Y. Used to isolate relationships between variables. Point is to change x variables to see impact on y variables

Question 30

What are the types of casual research?

Answer 30

1. laboratory experiment
2. field experiment

Question 31

What is market testing?

Answer 31

It involves the use of a controlled experiment done in a limited, but
carefully selected, section of the marketplace

Question 32

What is standard market testing?

Answer 32

A test market in which the
company sells the product
through its normal
distribution channels

Question 33

What is an examle of standard test market?

Answer 33

Taco Bell test marketed its
Grilled Stuft Burrito in
Fresno, CA

Question 34

What is controlled test market?

Answer 34

An entire test program
conducted by an outside
service in a market in which
it can guarantee distribution

Question 35

what is an example of controlled test market?

Answer 35

Behaviorscan from
SymphonyIRI Group is a
leading supplier of
controlled test market
services

Question 36

What is simulated test market?

Answer 36

A study in which consumer
ratings and other
information are fed into a
computer model that then
makes projections about
the likely level of sales for
the product in the market

Question 37

What is an example of simulated test market?

Answer 37

BASES from Nielsen is an
industry leader in
simulated test markets

Question 38

What are the advantages of standard test market?

Answer 38

speed, cost, security, internal valdity.

Question 39

What is the cons to standard market testing?

Answer 39

external validity and prediction accuracy

Question 40

What is the benefits and cons of controlled test market?

Answer 40

does everything ok. 2 on every category out of a 1-3 scale

Question 41

What is the benefits of simulated test market?

Answer 41

external validity and prediction accuracy.