Day 1 + 2 Flashcards
Definition of Marketing Reseach
The application of the scientific method in searching the truth about marketing phenomena
Which focus can marketing research have?
1) Applied
2) Basic
Define applied marketing research
-conducted to adress a specific marketing decision for a specific firm or organization
Give an example for applied marketing research
Shoukd coca cola introduce a 0,6 liter glass bottle to its portfolio?
Define basic marketing research
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
What can basic marketing research be used for?
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
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Name the 6 sections of the marketing research process flowchart
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
Components of the section ‘problem discovery and definition’ of the marketing research process flowchart
Define research objectives -> selection of exploratory research technique -> problem definition (statement of research objectives)
Name 4 exploratory research techniques
1) Secondary (historical) data
2) Previous research
3) Experience survey
4) Case study
Components of the section ‘Planning the research design’ of the marketing research process flowchart
Selection of basic research method
Name 4 basic research methods
1) Survey
- Interview
- Questionnaire
2) Experiment
- Laboratory
- Field
3) Secondary data study
4) Observation
Name components of the section ‘sampling’ of the marketing research process flowchart
Selection of sampling design
Name 2 sampling designs
1) probability sampling
2) nonprobability sampling
Name components of the section ‘data gathering’ of the marketing research process flowchart
Collection of data (fieldwork)
Name components of the section ‘data processing and analysis’ of the marketing research process flowchart
editing and coding dara -> data processing and analysis
Name components of the section ‘drawing conclusions and preparing report’ of the marketing research process flowchart
interpretation of findings -> report
Define research objectives
The goals to be achieved by conducting research
What are the elements of a research proposal?
- summary of managerial decision situation
- research objectives and/or deliverables of the research
- basic description of research process
Explain previous research (exploratory research)
Check for reports of previous research within the company archives
What is a pilot study (exploratory research)
Small-scale research projects that collect data from respondents similar to those to be used in the full study
What is a research theory?
A formal, logical explanation of some event(s) that includes predictions of how things relate to one another
Why is a research theory and a logical explanation important?
Help researchers to know
- What variables need to be included in the study
- How the variables may relate to one another
What is a hypothesis?
A formal statement, derived from theory, explaining some specific outcome
What is empirical testing?
Comparing a hypothetical proposition, e.g., a hypothesis, against reality using data
What is the research design?
- The methods and procedures for collecting and analyzing the needed information
- Provides a framework or plan of action for the research
What is sampling?
Involves any procedure that draws conclusions based on measurements of a portion of the population
Define editing of data
Involves checking the data collection forms for omissions, legibility, and consistency in classification
Define coding of data
Rules for interpreting, categorizing, recording, and transferring the data to the data storage media
Characteristics of conclusions of a study
- Are determined from data analysis
- Speak directly to the research questions
- Are presented in a formal report and in oral or electronic presentations
