EXAM 1 Flashcards
What is Marketing Research?
uses systematic approaches to gather appropriate information to answer a specific marketing question
Why marketing research is conducted?
to reduce the risk in making business decisions
When marketing research should be conducted?
- high risk business decisions
- when costs does not exceed estimated benefit of decision
- time allotted is proper for research methods
Who will conduct marketing research?
- in house staffs
- external research firms
A MIX OF THEM
Differentiate different types of research from four angles, including
1) questions specificity
2) information availability
3) information countability
4) information ambiguity
1) basic research/applied research (expanding knowledge/solve specific problems)
2) secondary/primary research
3) quantitative/qualitative
4) scale <–> Complete ambiguity, Uncertainty, Complete certainty
Information Ambiguity
Complete ambiguity - to clarify a question that in the present leads to ambiguous answers
Descriptive - describes characteristics, attitudes/opinions held by a market, a market phenomenon
Casual - to determine in one variable impacts changes in another variable
What are steps in marketing research processes?
1) research objective
2) research design
3) sampling
4) data collection
5) data analysis
6) conclusions & reporting
Propose a research objective
a broad question or statement declaring purpose of conducting research, basis of guiding a marketing project
Research methodologies
1) Focus group (qualitative/primary)
2) Interviews (qualitative/primary/b2b research/examining interactions)
3) observation (primary qualitative/consumer decision making process)
4) Mystery shopping (primary/qualitative/shows how well company protocol compliance is followed)
5) Surveys (primary/quantitative/results attributed to a larger pop.)
6) secondary data research (secondary/quantitative or qualitative/monitors competitors and market trends)
7) experiments (primary/quantitative/tests causes solutions or interventions)
Define secondary research
use of existing data to derive insights used when information is needed quickly and to validate findings from primary research
- two kinds: internal (owned by orgs, previous findings) and external (data from outside orgs - gov/academic)
Identify sources of secondary data
Internal:
Customer generated data
database info
previous research results
previous campaign results
previous website data
External:
public lib
competitive research
journals
gov. data
newspaper
Identify advantages and disadvantages of secondary research
Advantages:
easily and readily available data
faster research time
low financial and time cost
ability to scale up results
Disadvantages
not specific
outdated
lack of control
verification and interpretation
limited scope
non-exclusivity
What is a focus group?
- moderator led discussions targeting consumers or stakeholders
Identify when to use focus group
- to generate ideas
- understand consumer vocabulary
- reveal consumer motives/perceptions/attitudes
- understand findings from quantitative studies
Identify key components in focus group and understand how to select/create each
component
- participants (select 6-12 ppl in dedicated room w one way mirror)
- moderator (creates correct atmosphere and guides discussion)
- moderators guide (predesigned discussion guide used to facilitate activities)
What is observation?
primary research studies involving observing consumers interacting with products, service or venue
Identify pros and cons of observation
Pros
- alleviate respondent bias
- provides unique insight into behaviors
Cons
- examines how not why
- observers can bias results
- sampling limitations
Identify types of observation
1) unobtrusive
2) visible (obtrusive)
Identify what can be observed
1) direct - conducted in authentic situations (natural)
2) contrived - researchers create artificial environments under controlled conditions
What is a mystery shopper?
researcher posing as a consumer to collect data
Identify various types of questions in qualitative research
1) main open ended questions - evoke more than yes or no, start a discussion (what comes to mind/think about a time…)
2) follow up question - provide further details, expand on answers, seek details (you mentioned)
3) probing question - want to provide more, clarify responses that lead to next question (please explain…)
What is a screener?
screens out people who don’t meet the research criteria
Understand what a codebook is
describes the contents, structure, and layout of a data collection
Understand how to develop codebook for closed-ended questions in a given
research scenario
EX: what is your gender A) female b) male C) prefer not to say… Codebook = 1- female 2-male 3-prefer not to say
Understand thematic analysis
examines qualitative data, uncovers themes or common patterns
Understand what is inter-rater reliability
total # of agreements / total # of possible agreements
0.2> = poor
0.21-0.40 = fair
0.41-0.60 = moderate
0.61-0.80 = good
0.81-1.0 = very good
What is an experiment?
Form of causal which examines cause and effect relationships between variables. There is a control and test group.
Understand ingredients in experiment design and be able to identify ingredients in
a given research scenario
1) Randomization (randomly assign people to experimental groups)
2) Effects ( inferring a causal impact evaluation of an experimental variable between control group and test group
3) control group
4) test group
Understand what A/B test is and its application in digital marketing
type of experiment used in digital advertising. variations of ads are produced and promoted- winning concept moves forward
Understand definition of survey research method
research tool including open and closed ended questions
gain specific info on knowledge, attitudes, behaviors
Understand the quantitative and qualitative nature of survey design
Understand the steps in survey planning process
Understand what construct is and be able to identify constructs from a research question being asked
idea or characteristic that can be measured in a survey
Dif bcs they must be specific, well-defined, and measurable
Understand what survey scales are and their purpose
tools used to measure knowledge, attitudes, behaviors, or perceptions of survey participants
Differentiate Likert scales and semantic differential scales
Likert- measures degree to which people agree/disagree (strongly agree to disagree)
semantic differential- (rate a product, feature, entity, team based on semantic (poor quality, excellent quality) variables (based on variable)
Be able to select type of survey rating scales in a given research scenario
dichotomous- provides 2 options at opposite ends (yes, no)
Rating scale- (strongly disagree- strongly agree, or giving certain features a rating on how important they are: likert and semantic differential are types of this)
Likert- measures degree to which people agree/disagree
semantic differential- (rate a product, feature, entity, team based on semantic (poor quality, excellent quality) variables
Ranking scale: put products in order of preference
Differentiate different types of survey mistakes and be able to identify it from
survey questions
Avoid complex questions, leading questions (suggest/ imply certain answers), loaded questions (judgmental qs), ambiguous questions (not defined), double barreled questions (2 qs at once)
What is the primary purpose of conducting market research?
To reduce the risk in making business decisions
Which best describes quantitative research?
Strives for a large enough sample size so that results can be projected upon a larger population, and results are measurable and can be counted
Primary research is typically ______ and ______ compared to secondary research
more expensive; slower to obtain
Descriptive research ______.
describes demographic characteristics, psychographic behaviors, as well as opinions held by a market
This methodology examines cause-and-effect relationships between variables.
Experiments
This methodology involves researchers selecting a sample of respondents from a population and administering a standardized set of questions.
surveys
Researching various product features that could hypothetically be included in a new product design can be considered which type of research?
exploratory
External secondary research involves ______.
existing research gathered outside of a researcher’s company
A study where researchers create artificial environments to observe behaviors under controlled conditions.
Contrived observation
Since a focus group is qualitative, it’s a good method to assure the target population feels the same way as participants.
False
This methodology can examine the “how” but cannot uncover the “why.”
Unobtrusive observation
If demographic questions don’t help address the research objective, why are they included on surveys?
They are useful in describing and segmenting the sample
“Rate your satisfaction with your level of comfort and room temperature” is an example of which type of question development mistake?
Double barrelled question
What is a way to help alleviate order bias in response options?
randomize the response options
Which type of survey question requires coding to help discover themes from responses?
open ended
This type of question is used to qualify potential respondents to take part in a study.
Screening question
In the context of research, which of the following best describes the process of identifying constructs from the research question?
Determining the variables that will be measured or observed in the study
During a study on consumer behavior towards eco-friendly packaging, a researcher asks participants to express their level of agreement with the statement: “I prefer purchasing products with eco-friendly packaging even if they cost more.” The response options range from ‘Strongly Disagree’ to ‘Strongly Agree.’
Which of the following best describes the scale used by the researcher in this context?
A Likert scale, because it measures degrees of agreement or disagreement on a symmetrical agree-disagree continuum.
