Exam 2 - Chapters 5-7 Mrkt Research

Question 1

Influence of Complexity Characteristics on problem definition?

Answer 1

Recurring Vs New
Dramatic vs Subtle Change
Isolated Identifiable Symptoms vs Scattered Symptoms
Consistent Symptoms vs Ambiguous Symptoms

Question 2

Decision Statement?

Answer 2

Written expression of the key questions that the manager wants to answer

Question 3

Problem Definition?

Answer 3

Process of defining and developing a decision statement and translating it into research objectives

Question 4

Continuous Variables?

Answer 4

0-99…. 1.2,1.3,1.4,1.5

Question 5

Categorical Variables?

Answer 5

Angry, Mad, Very Angry, Ready to Explode

Question 6

Dichotomous Variable?

Answer 6

Male/Female, Republic/Democrat

Question 7

Independent Variable?

Answer 7

Manipulated by the researcher

Question 8

Dependent Variable?

Answer 8

What you are looking for in change

Question 9

Moderating Variable?

Answer 9

A variable which alters or changes the relationship between the independent and dependent variable

Question 10

Value of the Research Proposal?

Answer 10

Planning Tool, Contract/Agreement

Question 11

Anticipating outcomes via dummy tables and mock ups?

Answer 11

Tables in the research proposal that are exact representations of the tables which will be used in when the study is completed.

Question 12

Characteristics of Qualitative research?

Answer 12

Small Sample Size, Unstructured, Discovery Purpose, Subjective results

Question 13

Characteristics of Quantitive research?

Answer 13

Structured, inflexible, specified in detail in advance of study
Involve intervention, manipulation, and control

Question 14

Qualitative research orientations?

Answer 14

Phenomenology(number of times a word was used), Ethnography, Case Studies, Focus Groups, Depth Interview, Conversation

Question 15

Idea Generation Techniques?

Answer 15

Brainstorming, Focus Groups, Repertory Grid

Question 16

Concept Development Techniques?

Answer 16

Focus Groups, Monadic Rating System, Paired Comparison, Conjoint Analysis, Usage Test

Question 17

Concept Development Objectives?

Answer 17

First Cut Reaction, Direction for Future Development, Select Most Promising Candidates,

Question 18

Focus Group Advantages?

Answer 18

Quick to Execute, Relatively Simple Format, Synergistic(Participants build on each other’s ideas), Flexible

Question 19

Focus Group Characteristics?

Answer 19

Homogeneous Grouping, 6-10 participants, Comfortable Environment, 90 Minutes, No friends or Experts

Question 20

Choice of Moderator in Focus Groups?

Answer 20

Welcome/Introduction, ICe-Breaker Question, General Questions to Specific Questions, Focus/Purpose Questions, Debriefing and Wrap Up

Question 21

Use of depth Interviews?

Answer 21

One-on-One, 1-2 hours, prove for psychological insights, transcript can be analyzed in depth

Question 22

Projective Technologies?

Answer 22

Intention is to project, or displace thoughts onto a third party, so as to get at “hidden” reactions..

Field observations, Thematic apperception testing
Cartoons by filling in story or dialogue

Question 23

Advantages of Secondary Research?

Answer 23

Cost, Speed, Availability

Question 24

Disadvantages of secondary research?

Answer 24

Timeliness, Relevance/Fit,Accurace

Question 25

Use of Data conversion?

Answer 25

Adjusting the form of the original data to better fir the current objective

Question 26

Value of Trade Association materials?

Answer 26

Market Share reporting, Demographic and Census, Public opinion Research. Consumption and purchase Behavior, Advertising Research

Question 27

Availability of single Source data?

Answer 27

Integrated from various sources to describe a geography or customer group from several angles at the same time