Exam 1 Review Flashcards
What is marketing research?
It is a set of techniques used for collecting, recording and analyzing data, to aid decision makers involved in marketing.
What is the difference between data and information?
Data is the raw facts and recorded info while information is data transformed in a way to help managers make decisions.
Who does marketing research?
- producers of products and services
- advertising agencies
- marketing research companies
- government, trade associations, universites
What are marketing research ethics?
principles values and standards of conduct followed by marketing researchers
What is advocacy research?
research conducted to support a position rather than find the truth
What is sugging?
contacting people for marketing research when your real goal is to sell a product.
What are the steps in the problem formulation process?
- meet with client
- clarify the problem
- state the managers decision problem
- develop possible research problems
- select research problems to be addressed
- prepare research request agreement
What is the difference between discovery-oriented and strategy-oriented decision problems?
Discovery oriented seeks to answer what or why the focus is to generate useful info while strategy seeks to answer how the focus is to generate alternative courses of action
What is the difference between the manager’s decision problem and the research problem?
Decision describes the managers view of the situation and research problem restates that decision problem in research terms.
What is the difference between exploratory, descriptive and causal research?
- explatoratory is used to desscirbe and provide better understanding of a problem
- Descriptive- describing a specific population with respect to important variables
- Casual-Used to establish cause and effect
relationships between variables
What are the different types of exploratory research?
- Literature Search
- Depth interviews
- Focus Groups
- Case Analyses
What are the different types of descriptive research?
- Longitudinal (Continous and discontinous)
- Cross Sectional
What is the difference between longitudinal
and cross-sectional research
longitudinal is measured repeatedly overtime and cross sectional is measured a single point in time.
What is the advantages of longitudinal research
Accurate results for purchasing behavior
what are the disadvantages of longitudinal research?
- sample is non random (less representative of entire population)
- Low cooperation results
What is the advantages of cross sectional research?
- can target specfic populations
- random samples
What are the disadvantages of cross sectional research?
reliance on memory so less accurate results
What is the difference between using continuous and discontinuous panels?
both are Fixed sample of respondents who are measured repeatedly over time with
respect to the variables. Continous is the same variables while discontinous is different variables.
What are the different types of causal research?
labratory and field expirments
What is the difference between a laboratory and
a field experiment?
lab has exact conditions while field the conditions are always changing. Control of variables is maximized in lab vs random in field.
What are the different types of market testing?
- Standard market testing
- controlled market testing
- simulated market testing
What is standard market testing?
a test market which company sells product through its normal distribution channels
What is controlled market testing?
an entire test program conducted by an outside service in a market in which it can guarantee distribution
What is stimulated market testing?
a study in which consumer ratings and other information are fed into a computer model that makes projections about sales
What is the difference between primary and secondary data?
primary data is collected specfifcally for the issue at hand. Secondary data is not gathered for the immediate study at hand.
What are the advantages to secondary data?
time savings and money savings
What are the disadvantages of secondary data?
- Problems of fit- they do not fit the problem super well different measurements example
- problem of accuracy- they are sometimes not accurate
What is the difference between internal and external secondary data?
internal data is data that orginated within in the organization. External data is data that orginated outside the organization
What are the main types of external secondary data and how can they be used?
- profiling customers
- measuring product sales and market share
- measuring advertising exposure and effectiveness
What are the different types of primary data? (Learn the exact definition of each type)
- demographic socioeconomic
- personality lifestyle
- attitudes
- awareness/knowledge
- intentions
- motivation
7.behavior
what is demographic/ socioeconomic primary data?
often used for market segmentations. Examples age education occupation martial status gender income.
What is personality/ lifestyle primary data?
normal patterns of behavior exhibited by an individual
What is attiudes in primary data?
an individuals overall evaluation of something.
What is awareness knowledge primary data?
insight into or understanding of facts about some object or phenomenon
What is intentions in primary data?
anticipated or planned future behavior. Useful when behavioral data is expensive to obtain. For example how likely are you to purchase this product
What is motivation primary data?
is a desire want or need. Researchers are interested in why people behave as they do.
What is behavior primary data?
what individuals have done or are doing.
What is the difference between obtaining primary data by observation vs. by communication?
observation you do not ask questions youu just record respondents actions. Communication involves having respondents complete a questionare
What is structured vs. unstructured observation?
Strucued observation is used when research problem is well defined you have a list of boxes to check. Unstruced is when research problem is not well defined and allows researches to complete short answers.
What is disguised vs. undisguised observation?
disguised observation subjects are not aware that they are being observed this raises ethical concerns. Undisguised observation subjects are aware that they are being observed.
When is the use of disguise necessary?
When revealing the purpose of the study would lead to bias
What is natural vs. contrived observation?
natural subjects are observed where the activity would normally happen. Contrived subjects are observed in an environment that has been designed to record behavior.
What is human vs. mechanical administration?
Human administration is when trained researchers observe. mechanical is when electronic devices observe and record infomration
What is a galvanometer?
voice pitch analysis tool used to asses emotional arousal
what is voice-pitch
analysis?
instrument that measures variation in the man voice. analysis can be used to determine emotion by frequency in voice.
What is structured vs. unstructured communication?
Strucutred communication has closed ended questions and response options. Unstructured has open ended questions with unstructured responses.
What are the advantages of structured Communication?
-simplier to administer
- analysis of data is easy
-limits interpretation baisis
- saves time and money
- improves consistency of results
What are the disadvantages to structured communication?
can encourage misleading answers
What is the advantage to un strucutred communication
-permits unlimited range of answers
-used for explatory research
What is the disadvantage of unstrucutred communication?
- requires more time and effort to answer questions
- answers may differ in level of details or scope
- analysis may be difficult costly and time consuming
- high interpretation basis
What is disguised vs. undisguised communication?
diguised attemps to hide purpose of study to create a more natural environment. Undisguised subjects are aware of the purpose of the study. Study is free of any form of deception
What are the different methods of administering a questionnaire?
- personal interviews
- telephone interviews
- mail questionnaires
- internet based questionaires
What are the different types of scales?
- Nominal
- Ordinal
- Interval
- Ratio
How do these scales differ in level of measurement?
What is reverse-scaling?
Using both positively-worded and negatively-worded items (reverse-coded)
Positive: long-lasting, volume boosting
Negative: smudges, runs when wet
Why is reverse scaling used?
What are the most common mistakes in writing survey questions?
- complicated or technical words
- ambigous words and questions
- leading questions
- unstated alternatives
- generalizations and estimates
- double barrled questions
- order bias
8 assumed consquences
What are the two methods that can be used to avoid response order bias?
- split ballot technique
- question randomization
what is split ballot technique?
multiple versions of a survey with different wordings of an item or different order of responses used.
What is question randomization?
the order of the questions is randomized for all respondents
What is the funnel approach?
starting questions broad and then narrowing down the scope
What should the question sequence in a survey be like?
start with simple interesting non threating questions. Questions that ask for oppinons are often good because they engage respondents. Classification info ask it last, difficult or sensitive questions ask late in the survey
What should the recruitment script in a survey include?
Mention:
(1) who you are,
(2) why you are contacting them,
(3) your request for their help,
(4) time commitment,
(5) anonymity of responses,
(6) incentives (if available)
What is a screening question?
a question that determines who is elegible to continue the survey
What is standard market testing?
a test market which company sells product through its normal distribution channels
What is controlled market testing?
an entire test program conducted by an outside service in a market in which it can guarantee distribution
What is motivation primary data?
is a desire want or need. Researchers are interested in why people behave as they do.
