Chapters 3-11

Question 1

Inexpensive, exploratory methods

Answer 1

Archival/ secondary data
Expert Surveys
Pilot surveys
Case Studies
Qualitative Research
Web text metrics and analysis

Question 2

What is Descriptive research?

Answer 2

Describing a market through surveys or observational studies

Question 3

How is descriptive research organized?

Answer 3

Cross-sectional: each individual is organized only once

                        Or

Longitudinal: each individual is observed repeatedly over a long period of time

Question 4

What is Causal Research?

Answer 4

Determines cause-and-effect relationships. Provides input for specific marketing decisions such as price level, product formulation, choice of packaging, and advertising.

Question 5

Cross Sectional Data may…

Answer 5

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

Question 6

Longitudinal data

May…

Answer 6

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

Question 7

What is Secondary Data?

Answer 7

Collected independently and often prior to our current and specific research needs

The starting point of the research project

Question 8

Advantages and disadvantages of secondary data

Answer 8

Advantages: cost-effective, broad and inspiring, massive

Disadvantages: issues of format, currency, reliability, relevance

Question 9

Examples of Internal Secondary Data

Answer 9

Company records, sales, things that you or the company owns

Question 10

Examples of External Secondary Data

Answer 10

Commercial
Editorial 
Government
Public sources
Syndicated Services

Question 11

What are Data Mining procedures?

Answer 11

Aim at handling large-scale data, identify useful patterns, and gain knowledge.

Combines statistics, computer science, and artificial intelligence

Question 12

Goals of data mining procedures

Answer 12

To reveal trends, patterns and groups, eg. Geo- marketing

Generate hypotheses on small subsets of data (training sets and test sets)

Question 13

Analytical procedures of Data Mining

Answer 13

1. Cluster analysis: group identification
2. Anomaly detection: unusual cases
3. Analysis of disassociation: feature dependency

= DSS: Decision Support Systems

Question 14

Analytical methods of

Social Media Mining

Answer 14

Community Analysis
Sentiment Analysis
Opinion mining
Social recommendation
Influence modeling
Information diffusion

Question 15

What are Syndicated Services?

Answer 15

External secondary data created by specialized research companies such as NPD, A.C., Nielsen or I.R.I

Question 16

What kind of data do Syndicated Services provide?

Answer 16

1. Data on consumer opinion and self-reported behavior (large-scale representative omnibus surveys of product usage, brand preferences, lifestyle, socio-demographics
2. Purchase and consumption: Diary purchase panels and electronic scanner services
3. Sales and competitive position tracking data: retail measurement and audits & electronic scanner services

Question 17

What is qualitative research?

Answer 17

Research concerned with obtaining authentic, truthful, and rich descriptions of consumers’ mental life

-uniform and replicable (not subjective) observations

Question 18

Characteristics of Qualitative Research

Answer 18

• 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

Question 19

Types of Qualitative Research

Answer 19

Focus Groups

Depth Interviews

Projective Techniques

Question 20

What are Focus Groups?

Answer 20

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.

Question 21

Characteristics of Focus Groups

Answer 21

• 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

Question 22

Advantages of Focus Groups

Answer 22

• quick, inexpensive method for probing consumers’ honest feelings
• spontaneous expression of feelings and opinions
• broad technique
• wide range of applications

Question 23

Disadvantages of Focus Groups

Answer 23

• 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

Question 24

What are Psychology Driven techniques?

Answer 24

The Depth Interview

And

Projective Techniques

Question 25

Characteristics of the Depth Interview

Answer 25

-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
-

Question 26

Types of Conclusive Research

Answer 26

Descriptive Research

Causal Research