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MRKT351 > Chapter 3 - Research Options > Flashcards

Chapter 3 - Research Options Flashcards

1
Q

Three types of research (by research objective)

A

Exploratory
Descriptive
Causal

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2
Q

Exploratory Research

A

Gathers preliminary information
Defines equity considerations of the program

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3
Q

Descriptive Research

A

Research that describes the phenomena of interest. Includes two forms: cross-sectional (data collection of a sample at a specific point in time), longitudinal (data collection of the same sample over a long-period of time)

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4
Q

Causal research

A

Attempt to uncover what factor or factors cause some event

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5
Q

4 types of research (by stage in planning) (FPME)

A

Formative research
Pretest research
Monitoring research
Evaluation research

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6
Q

Formative research

A

Helps form strategies
Includes primary or secondary research (start with secondary, cheaper and lots of information already available)

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7
Q

Pretest research

A

Evaluates alternative strategies
Fine-tunes the approaches that appeal

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8
Q

Monitoring research

A

Measures outputs and outcomes
Provides input indicating course corrections

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9
Q

Evaluation research

A

Short term: measures and reports outcomes
Long term: measures and reports impacts

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10
Q

2 types of research (by information souce)

A

Secondary research
Primary research

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11
Q

Research types (by approach to primary data collection)

A

Key informant interviews
Projective tests
Focus groups
Crowdsourcing
Participatory action
Human-centered
Experimental
Observational
Ethnographic
Mystery shopper
Mobile tech
ZMET

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12
Q

Key informant interviews

A

Conducted with decision makers
Interpret secondary data, reveal barriers to audience behaviours

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13
Q

Projective tests

A

A technique to tap into respondents’ deepest feelings by having them project those feelings into an unstructured situation

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14
Q

Focus groups

A

Used to gain insights into priority audiences’ thoughts
Barriers, benefits, and motivators

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15
Q

Focus group primer

A

Planning: to establish purpose of the group
Participants: ideally between 8 and 12
Recruitment: 10-14 participants recruited
Discussion guide: detailed outline of topics
Moderator: the group facilitator
Facility: designated rooms and/or online
Incentive: monetary or opportunity based
Analysis: identifying themes versus priorities

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16
Q

Surveys

A

Uses a variety of contact methods
Findings are typically quantitative in nature (should be at least 30)

17
Q

Crowdsourcing

A

Crowd research from online communities

18
Q

Participatory action research

A

Participants are regarded as experts
Studies are conducted to test approaches
Various methods are used

19
Q

Human-centered design research

A

Priority audiences develop interventions
Audience are considered an advisory group
Feedback of effort is provided

20
Q

Experimental research

A

Controlled experiments, also called pilot
Captures cause-and-effect relationships

21
Q

Observational research

A

Measures actual versus self-reported behaviours

22
Q

Machine observation

A

Such as eye tracking, in-store tracking, gender and age recognition systems, traffic counters, etc

23
Q

Ethnographic research

A

Provides researchers with immersion in their natural environment
Includes observation and face-to-face interviews

24
Q

Advantages of ethnographic research

A

Reality-based: shows exactly how consumers live with a product, not just what they say about it or how they remember using it
Can reveal product problems
Can show how, when, where, why people shop for brands

See other advantages in slides

25
Q

Mystery shoppers

A

Posing as customers to test responses

eg: if you work at walmart, you can fake return an item to see how the service is

26
Q

Mobile technology

A

Using cell phones for surveying

27
Q

Zaltman metaphor elicitation technique

A

Tapping the brain to explore deep metaphors

28
Q

2 types of research (by rigor)

A

Qualitative
Quantitative

29
Q

Qualitative research

A

Relatively small samples
Identifying and seeking clarity on issues
Focus groups, personal interviews, observations used

30
Q

Quantitative Research

A

Large sample sizes, rigorous sampling procedures
Beliefs predictive of behavioural change
Data analysis within the theoretical framework

31
Q

Steps in developing a research plan

A
  1. Purpose
  2. Audience
  3. Informational objectives
  4. Respondents
  5. Technique/survey instrument
  6. Sample size, source, and selection (550 people fully captures sample)
  7. Pretest and fielding
  8. Analysis
  9. Report
32
Q

Distribution of data terms

A

Mode, median, mean, range

*always use mode, not mean. Mean can be misleading due to outliers

33
Q

Measures of variability terms

A

Margin of error: measure of sample representing population
Confidence interval: statistic plus or minus a margin of error
Confidence level: probability associated with a confidence interval
Standard deviation: the spread of dispersion of a set of data

34
Q

Analytical technique terms

A

Cross-tabs: two-way tables of data
Factor analysis: determines what variables contribute to results
Cluster analysis: used to identify segments
Conjoint analysis: explores how options affect intent
Discriminant analysis: used to find the differentiating variables

35
Q

Cost-efficient research

A

Use available data (secondary)
Conduct systematic observations (volunteer forms)
Low-cost experimentations (pilots)
Using quota sampling instead of probability sampling
Shared cost studies
Professors/students

36
Q

Social media listening

A

A process of monitoring social media channels for mentions of brands, competitors, products, and other information

37
Q

Reasons to collect social media data

A

Acquire real time insights
Optimize marketing and ad strategies
Develop content strategies
Measure campaign effect
Find people to engage with
Track KPIs
Monitor competitors

38
Q

Triangulation

A

Process of checking findings against what other people say and against similar research conducted

MRKT351 (19 decks)

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