Day 1 + 2

Question 1

Definition of Marketing Reseach

Answer 1

The application of the scientific method in searching the truth about marketing phenomena

Question 2

Which focus can marketing research have?

Answer 2

1) Applied

2) Basic

Question 3

Define applied marketing research

Answer 3

-conducted to adress a specific marketing decision for a specific firm or organization

Question 4

Give an example for applied marketing research

Answer 4

Shoukd coca cola introduce a 0,6 liter glass bottle to its portfolio?

Question 5

Define basic marketing research

Answer 5

Conducted without a specific decision in mind and usually does not address the needs of a specific organization

• Attempts to expand the limits of marketing knowledge in general
• Not aimed at solving a pragmatic problem

Question 6

What can basic marketing research be used for?

Answer 6

Can test the validity of a general marketing theory (one that applies to all of marketing) or can be used to learn more about some market phenomenon, e.g., social networking

Question 7

-empty

Answer 7

-empty

Question 8

Name the 6 sections of the marketing research process flowchart

Answer 8

1) Problem discovery and definition
2) Planning and research design
3) Sampling
4) Data gathering
5) Data processing and analysis
6) Drawing Conclusions and preparing report

Question 9

Components of the section ‘problem discovery and definition’ of the marketing research process flowchart

Answer 9

Define research objectives -> selection of exploratory research technique -> problem definition (statement of research objectives)

Question 10

Name 4 exploratory research techniques

Answer 10

1) Secondary (historical) data
2) Previous research
3) Experience survey
4) Case study

Question 11

Components of the section ‘Planning the research design’ of the marketing research process flowchart

Answer 11

Selection of basic research method

Question 12

Name 4 basic research methods

Answer 12

1) Survey
- Interview
- Questionnaire
2) Experiment
- Laboratory
- Field
3) Secondary data study
4) Observation

Question 13

Name components of the section ‘sampling’ of the marketing research process flowchart

Answer 13

Selection of sampling design

Question 14

Name 2 sampling designs

Answer 14

1) probability sampling

2) nonprobability sampling

Question 15

Name components of the section ‘data gathering’ of the marketing research process flowchart

Answer 15

Collection of data (fieldwork)

Question 16

Name components of the section ‘data processing and analysis’ of the marketing research process flowchart

Answer 16

editing and coding dara -> data processing and analysis

Question 17

Name components of the section ‘drawing conclusions and preparing report’ of the marketing research process flowchart

Answer 17

interpretation of findings -> report

Question 18

Define research objectives

Answer 18

The goals to be achieved by conducting research

Question 19

What are the elements of a research proposal?

Answer 19

• summary of managerial decision situation
• research objectives and/or deliverables of the research
• basic description of research process

Question 20

Explain previous research (exploratory research)

Answer 20

Check for reports of previous research within the company archives

Question 21

What is a pilot study (exploratory research)

Answer 21

Small-scale research projects that collect data from respondents similar to those to be used in the full study

Question 22

What is a research theory?

Answer 22

A formal, logical explanation of some event(s) that includes predictions of how things relate to one another

Question 23

Why is a research theory and a logical explanation important?

Answer 23

Help researchers to know

• What variables need to be included in the study
• How the variables may relate to one another

Question 24

What is a hypothesis?

Answer 24

A formal statement, derived from theory, explaining some specific outcome

Question 25

What is empirical testing?

Answer 25

Comparing a hypothetical proposition, e.g., a hypothesis, against reality using data

Question 26

What is the research design?

Answer 26

• The methods and procedures for collecting and analyzing the needed information
• Provides a framework or plan of action for the research

Question 27

What is sampling?

Answer 27

Involves any procedure that draws conclusions based on measurements of a portion of the population

Question 28

Define editing of data

Answer 28

Involves checking the data collection forms for omissions, legibility, and consistency in classification

Question 29

Define coding of data

Answer 29

Rules for interpreting, categorizing, recording, and transferring the data to the data storage media

Question 30

Characteristics of conclusions of a study

Answer 30

• Are determined from data analysis
• Speak directly to the research questions
• Are presented in a formal report and in oral or electronic presentations