Exam #1 - the research process (chap 1-5) Flashcards
What is geofencing?
when a virtual fence is placed around a geographic location in real life (monitors time of day of visits, length of visits, in-the-moment feedback)
The large and complex datasets that IT enables organizations to gather and store is referred to as …
“big data”
Where is “big data” stored?
“databases” or “data warehouses”
Descriptive techniques…
answer what has happened.
Predictive techniques…
predict future developments.
Prescriptive techniques…
determine optimal behaviors.
Which of the following characteristics is NOT true for internal marketing research departments?
a) there is shared info across the company
b) lower research costs
c) research method consistency
d) more objective, less subject to company politics
d is not true - internal departments may be subject to company drama
Which of the following characteristics is NOT true for external marketing research sources?
a) made up of operations within the company
b) operate on a fee basis
c) specialized talents
d) scheduled basis, can perform all aspects
a is not true - they are made up of external researchers and designers
“Curbstoning” is when…
the researcher trains the interviewers
True or False: You must debrief a subject when they’ve been deceived in a study.
TRUE!
Why is marketing research important? / What is the purpose?
it is the only way we can know if the consumer is satisfied, if they’d buy the product, what they want, etc.
True or False: Our wants and needs remain constant over time.
FALSE - They change!
Explain the Tupperware vs. Rubbermaid situation. Why is this a good example of marketing research?
- Tupperware only sold product through “tupperware parties” in the 50s and 60s with housewives with nothing better to do in the middle of the day
- They still sell product like that because they failed to change their sale design with the “times”
- Rubbermaid swept in and stole their market share because they sell everywhere (in stores, online, etc.)
Marketing research links…
an ORGANIZATION and its MARKET
Information gathered through marketing research must be: (4 things)
- objective + impartial (cannot have any stake in the outcome)
- current
- relevant
- translatable
What is the difference between basic research and applied research?
basic - theory-driven
applied - commercial / company-driven
Research that helps to identify problems that are not apparent on the surface / are likely to arise in the future is…
problem identification research
Research that helps solve specific marketing problems (like customer segmentation, marketing mix, etc.) is…
problem solving research
MARKETING RESEARCH PROCESS
What is the research “chain” through which increased information = value?
data -> info -> knowledge -> decision-making -> implementing action
We conduct marketing research to… (ISA)
- identify marketing problems
- solve marketing problems
- add value
What are some examples of reasons companies would not want to engage in research?
“We have no $$.”
“Research won’t be useful.”
“Timing isn’t right.”
“We already have the info.”
“The decision is already made.”
Which two things mean the same thing?
- internal suppliers
- full-service suppliers
- external suppliers
- marketing liaisons
- corporate marketing research depts.
- consulting
internal suppliers = corporate marketing research departments
Which two things mean the same thing?
- internal suppliers
- external suppliers
- marketing liaisons
- initiative limited-servicers
- consulting
external suppliers = consulting
What falls under the work of full-service external suppliers?
- standardized and syndicated services
- customized services
What falls under the work of limited-service suppliers?
- field services
- focus groups + qualitative services
- technical and analytical services
What is the ethical philosophy of TELEOLOGY?
- consequent-dependent
- egoism (serves me best)
- utilitarianism (serves others best)
What is the ethical philosophy of DEONTOLOGY?
- consequent-independent
- Kant’s categorical imperative (things must be a certain way all the time, no exceptions)
What are the three levels of moral development?
- preconventional morality
- conventional morality
- postconventional morality
Explain preconventional morality.
- lowest level of development
- childlike
- selfish, short-term focused
- does not consider others in decision-making
- concerned w immediate (gratification or punishment)
- birth to 18y/o
- individual
Explain conventional morality.
- young adult (18-30)
- think of how people you know are affected
- think medium-term
- company and clients
Explain postconventional morality.
- mature adult (30+)
- thinking long-term
- thinks about how people in general are affected, society in general
Slapping on additional fees later but undercutting at the beginning to beat out other competitors is known as…
low-ball pricing.
________ data is information collected specifically for a current research problem / opportunity.
primary
________ data is information collected previously for some other problem / issue.
secondary
What are gatekeeper technologies?
Technologies like caller ID that are used to prevent intrusive marketing practices.
When competitors reduce their prices during the market test to prevent the company from collecting accurate information, it’s called…
jamming
Underpaying field services is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Lack of objectivity is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Distortion of information is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Abuse of respondents is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Selling unnecessary research is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Branded “black box” methodologies is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Being an unqualified researcher is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research agencies
Violating client confidentiality is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research clients
Issuing bid requests when the supplier has been pre-determined is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research clients
Obtaining free advice / methodology via bid requests is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research clients
Making false promises to a researcher is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
research clients
Over-reporting hours worked is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
field service firms
Falsifying data is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
field service firms
Lack of data validation is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
field service firms
Use of professional respondents is an unethical act that ____________ can commit.
- research agencies
- research clients
- field service firms
field service firms
What is curbstoning?
When field service firms either fill out data themselves or make up observed respondents.
What rights of the respondent MUST be fulfilled?
- right to CHOOSE
- right to SAFETY
- right to BE INFORMED
- right to PRIVACY
What is “sugging?”
Selling Under the Guise of research (abuse of respondent, illegal)
What is “frugging?”
Fundraising Under the Guise of research (abuse of respondent)
Internal secondary data can mostly be found through…
accounting!
Where can external secondary data be found?
- popular sources
- scholarly sources
- gov’t sources
- commercial sources
- North American Industry Classification System (NAICS)
The null hypothesis states that…
there is NO relationship between the variables.
The alternative hypothesis states that…
there IS a relationship between the variables.
The true value of a variable is called the…
parameter.
What are the six steps of the marketing research process?
- identify and clarify info needs
- develop an approach
- determine research design and data sources
- collect and prepare data
- data analysis
- prepare and present the final report
I Always Design Data Con People And Friends.
Identify
Approach
Design + Data sources
Collect + Prepare
Analyze
Final
What counts as environmental context?
- past info + forecasts
- resources and constraints of the firm
- legal and economic
- objectives (of firm and decision-maker)
- buyer behavior
This problem confronts the decision-maker (DM). It asks, “What does the DM need to do?”, action-oriented
Management Decision Problem
This problem identifies the info needed for the researcher. It asks, “What info is needed?”, info-oriented
Marketing Research Problem
A comprehensive examination of available secondary information related to a research topic is also known as a…
literature review
RQs are
research questions
ROs are
research objectives
an H is a
hypothesis, unproven statement or proposition about a factor or phenomenon of interest
The framework that tells you how to gather the information is also known as the…
research design
Research design can either be _______ or __________.
exploratory or conclusive
This type of research design gives you the background.
exploratory research design
This type of research design includes primary and secondary data collection.
exploratory research design
This type of research is used to provide insights into and comprehension of the problem situation confronting the researcher.
exploratory research design
This type of research is created in response to what we need to get.
conclusive research design
This type of research is more formal, used to assist the decision-maker in determining, evaluating and selecting the best course of action.
conclusive research design
These are the two types of conclusive research design.
DESCRIPTIVE and CAUSAL
This type of conclusive research design gives you the who, what, when, where, how.
descriptive
This type of conclusive research design is done through observations and surveys.
descriptive
This type of conclusive research design answers the why.
causal
This type of conclusive research design is done through experiments.
causal
Exploratory research design does NOT precede conclusive research design when…
the problem is well-defined and you know exactly what the issue is.
What is the difference between cross-sectional and longitudinal design?
cross-sectional - once in time
longitudinal - several times over
What are the three factors for causality that MUST be met?
- temporal sequence
- concomitant variation / correlation
- nonspurious association
What is concomitant variation / correlation?
When the cause changes, the effect is also changing.
What is nonspurious association?
There is no other explanation for the effect other than the cause.
Name a few extraneous factors that could influence an experiment.
- selection bias
- instrument variation
- mortality
- history
- maturation
- testing effects
- regression towards the mean
True or False: In an experiment, you can achieve both internal validity and external validity.
FALSE - You can only achieve one or the other.
What are the two sources of research design error that we CANNOT control?
- random sampling error
- non-response error
What is surrogate information error? Can we control it? Who is to blame?
Info is not what the client wants.
We can control it.
Researcher is to blame.
What is measurement error? Can we control it? Who is to blame?
You don’t ask the info that you want.
We can control it.
Researcher is to blame.
What is population definition error? Can we control it? Who is to blame?
You collect from the wrong population.
We can control it.
Researcher is to blame.
What is sampling frame error? Can we control it? Who is to blame?
Not having a complete list of the whole population.
We can control it.
Researcher is to blame.
What is data analysis error? Can we control it? Who is to blame?
Not drawing the correct conclusions from the data.
We can control it.
Researcher is to blame.
What is respondent selection error? Can we control it? Who is to blame?
Not choosing all of the required population subset.
We can control it.
Interviewer is to blame.
What is questioning error? Can we control it? Who is to blame?
The questions aren’t asked in the right order / not familiar with the survey.
We can control it.
Interviewer is to blame.
What is recording error? Can we control it? Who is to blame?
The info from collection is written down incorrectly, takes down an error.
We can control it.
Interviewer is to blame.
What is cheating error? Can we control it? Who is to blame?
Fills in the answers themselves, cheats data.
We can control it.
Interviewer is to blame.
What is inability error? Can we control it? Who is to blame?
The respondent is unable to answer a question.
We can control it.
Respondent is to blame.
What is unwillingness error? Can we control it? Who is to blame?
Asking questions that the participant is not willing to give a truthful answer about.
We can control it.
Respondent is to blame.
What is demand bias? Can we control it? Who is to blame?
The respondent is led to an answer, tells the interviewer what they want to hear instead of the truth.
We can control it.
Respondent is to blame.
Syndicated data is when…
companies collect and sell common pools of data with known commercial value designed to serve a number of clients.
(ex. Nielsen viewership data)
Qualitative and quantitative research are both part of…
exploratory research design
Why would you use qualitative research?
best way to get an in-depth reading on the background
Why would you NOT use qualitative research?
you cannot generalize the findings!
This type of research is:
- exploratory
- unstructured
- based on small samples that provide insights and understanding of the problem at hand
- primary in nature
qualitative
This type of research is:
- larger scale
- structured
- involves mathematical analysis to search for statistically significant differences between various types / groups of consumers
quantitative
What is/are the DIRECT qualitative research procedure(s)?
focus groups
depth interviews
What is/are the INDIRECT qualitative research procedure(s)?
projective techniques
What are the four kinds of projective techniques?
- association techniques
- completion techniques
- construction techniques
- expressive techniques
This type of focus group deals with new product development.
exploratory
This type of focus group is scientific, with a focus on thoughts and motivations.
clinical
This type of focus group deals with product use and perception once already in the marketplace.
experiencing
What is the association technique?
word association
Depth interviews are like a…
one-on-one focus group
What is a completion technique?
sentence completion
story completion
What is a construction technique?
picture response
cartoon tests
What is an expressive technique?
role-play
3rd person techniques
