Chapter 4 - Marketing research

Question 1

What’s the process in marketing research?

Answer 1

1. Define the problem and research objectives
2. Develop the research plan
3. Collect the information
4. Analyze the information
5. Present the findings
6. Make the decision

Question 2

When defining the problem, what should you be careful about?

Answer 2

The problem shouldn’t be too broad nor narrow

Question 3

What are the 3 types of research?

Answer 3

Exploratory research
Descriptive research
Causal research

Question 4

Exploratory research

Answer 4

Provides idea above a relatively vague problem, to identify problem and possible solutions

Question 5

Descriptive research

Answer 5

Quantify demand, frequency of occurrence, extent of

relationship between two factors

Question 6

Casual research

Answer 6

Cause-and-effect relationship`

Question 7

What are the different types of data?

Answer 7

Secondary and primary data

Question 8

Secondary data

Answer 8

Facts and figures already recorded prior to the project

ex. internal data such as, financial statements, research reports, files, customer letters, etc & external data such as U.S consensus reports, internet based reports, trade studies nd magazines

Question 9

Primary data

Answer 9

Facts and figures newly collected for the project

ex. Observational data, questionnaire, other sources like panels/experiments, info technology and data mining. social networks

Question 10

What are the different types of research approaches?

Answer 10

• Observational research
• Focus group research
• Survey research
• Behavioral research

Question 11

Observational research

Answer 11

Ethnographic research

Question 12

Focus group research

Answer 12

6-10 people, small payment, professional moderator

Has pros and cons

Question 13

Survey research

Answer 13

Online, phone, in person

Short, simple, incentives

Question 14

Behavioral research

Answer 14

Actual purchase data, experiments

Question 15

What are the 6 qualitative measures?

Answer 15

ZMET approach
Laddering
Projective techniques
Brand personification
Visualization
World association

Question 16

ZMET approach

Answer 16

Select images representing their thoughts and feeling, then

one-to-one interviews

Question 17

Laddering

Answer 17

series of increasingly specific “why” questions

Question 18

Projective techniques

Answer 18

seek to get to the subconscious

Question 19

Brand personification

Answer 19

If brand were to come alive…what would it be like, do, wear

Question 20

Visualization

Answer 20

Customers create collage or drawings

Question 21

Word association

Answer 21

Good for Identifying brand associations

Question 22

What are the different types of survey research?

Answer 22

• Mail, online, fax surveys
• Telephone surveys
• Individual interview and mail intercept surveys

Question 23

Mail, online, fax surveys

Answer 23

• Least expensive
• Litle ability to ask complex questions since simple
• No opportunity for interviewer to bias
• Complete anonymity since no signature required

Question 24

Telephone surveys

Answer 24

• Moderately expensive
• Some ability to ask complex questions
• Some opportunity for interviewer bias b/c voice inflection
• Some anonymity b/c of telephone contact

Question 25

Individual interview and mail intercept surveys

Answer 25

• Most expensive b/c of interviewers time and travel expenses
• A lot of ability to probe and ask complex q’s since interviewer can show visuals, rapport etc
• Significant opportunity for interviewer bias b/c voice and face
• Little anonymity b/c face to face contact