Chapters 3-11 Flashcards
Inexpensive, exploratory methods
Archival/ secondary data Expert Surveys Pilot surveys Case Studies Qualitative Research Web text metrics and analysis
What is Descriptive research?
Describing a market through surveys or observational studies
How is descriptive research organized?
Cross-sectional: each individual is organized only once
Or
Longitudinal: each individual is observed repeatedly over a long period of time
What is Causal Research?
Determines cause-and-effect relationships. Provides input for specific marketing decisions such as price level, product formulation, choice of packaging, and advertising.
Cross Sectional Data may…
Not show change
Brand Purchased Time Period
Period 1. Period 2
Brand A. 200. 200
Brand B. 300. 300
Brand C. 500. 500
Total. 1000. 1000
Longitudinal data
May…
Show substantial change
Brand Brand Purchased in Period 2
Period 1] A. B. C. Total
A. 100. 50. 50. 200
B. 25. 100. 175. 300
C. 75. 150. 275. 500
Total. 200. 300. 500. 1000
What is Secondary Data?
Collected independently and often prior to our current and specific research needs
The starting point of the research project
Advantages and disadvantages of secondary data
Advantages: cost-effective, broad and inspiring, massive
Disadvantages: issues of format, currency, reliability, relevance
Examples of Internal Secondary Data
Company records, sales, things that you or the company owns
Examples of External Secondary Data
Commercial Editorial Government Public sources Syndicated Services
What are Data Mining procedures?
Aim at handling large-scale data, identify useful patterns, and gain knowledge.
Combines statistics, computer science, and artificial intelligence
Goals of data mining procedures
To reveal trends, patterns and groups, eg. Geo- marketing
Generate hypotheses on small subsets of data (training sets and test sets)
Analytical procedures of Data Mining
- Cluster analysis: group identification
- Anomaly detection: unusual cases
- Analysis of disassociation: feature dependency
= DSS: Decision Support Systems
Analytical methods of
Social Media Mining
Community Analysis Sentiment Analysis Opinion mining Social recommendation Influence modeling Information diffusion
What are Syndicated Services?
External secondary data created by specialized research companies such as NPD, A.C., Nielsen or I.R.I
What kind of data do Syndicated Services provide?
- Data on consumer opinion and self-reported behavior (large-scale representative omnibus surveys of product usage, brand preferences, lifestyle, socio-demographics
- Purchase and consumption: Diary purchase panels and electronic scanner services
- Sales and competitive position tracking data: retail measurement and audits & electronic scanner services
What is qualitative research?
Research concerned with obtaining authentic, truthful, and rich descriptions of consumers’ mental life
-uniform and replicable (not subjective) observations
Characteristics of Qualitative Research
- provides understanding of an issue from the point of view of one person
- small, unrepresentative sample
- data collection is unstructured, flexible script
- verbal, physical, pictorial data
- non-statistical
- acquire novel and surprising insights
Types of Qualitative Research
Focus Groups
Depth Interviews
Projective Techniques
What are Focus Groups?
A demographically diverse group of people assembled to participate in a guided discussion about a product’s launch, or provide feedback about political campaign, television series etc.
Characteristics of Focus Groups
- 8 to 10 people
- multiple focus groups for a given project
- equipped facilities
- 2 to 3 hours long
- research supplier
- discussion guide drafted by research supplier
- focus group report
Advantages of Focus Groups
- quick, inexpensive method for probing consumers’ honest feelings
- spontaneous expression of feelings and opinions
- broad technique
- wide range of applications
Disadvantages of Focus Groups
- Individuals are still guarded and worry about the image they project
- not appropriate for personal topics
- moderator must not influence dynamic
- output is not always novel or creative be consumers rarely have well-formed ideas about the products they use
What are Psychology Driven techniques?
The Depth Interview
And
Projective Techniques
Characteristics of the Depth Interview
-Probing the typical consumer w/ highly personal questions
-professionally trained interviewer
-discussion outline: plan to reach deep psychological level in responses
-analyze consumer motivations in choosing a product
-long duration
-
Types of Conclusive Research
Descriptive Research
Causal Research
