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Marketing Research > Exam Preparation > Flashcards

Exam Preparation Flashcards

1
Q

Marketing Research Process

A
  1. Define problem
  2. Develop approach to problem
  3. Formulate research design
  4. Collect data
  5. Prepare and analyse data
  6. Prepare and present report
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2
Q

Marketing Research Definition

A

Systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems in marketing.

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3
Q

Secondary Research Definition

A
  • Data already collected by another person/ organisation for different purposes
  • Comes second-hand
  • Someone else collected first-hand
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4
Q

Evaluating Secondary Data

A
  • Specifications and Methodology
  • Error and Accuracy
  • Currency
  • Objective
  • Nature
  • Dependability
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5
Q

Focus Group Definition

A

Free-flowing group discussion conducted by a trained moderator in a non-structured and neutral manner, with a small group of respondents. Qualitative research.

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6
Q

Steps in Planning and Conducting Focus Groups

A
  1. Determine objectives of research project
  2. Define problem
  3. Specify objectives of exploratory research following SSOD
  4. Write a member-screening questionnaire
  5. Develop a moderator script
  6. Conduct focus group interviews
  7. Review tapes and analyse data
  8. Summarise and report findings
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7
Q

Survey Definition

A

Surveys use structured questionnaires to obtain state of mind, state of being, and behaviour data. Anonymous and get over self-reporting bias.

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8
Q

Types of Surveys

A
  • Telephone
  • Electronic
  • Mobile
  • Mail
  • Personal
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9
Q

Evaluating Survey Methods

A
  • Task factors
  • Situational factors
  • Participant factors
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10
Q

Sources of Error in Survey Research

A
  • Sampling error: sample not representative
  • Response error: respondents give incorrect answers
  • Non-response error: respondents refuse/ can’t be contacted
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11
Q

Measurement definition

A

Standardised process of assigning numbers / other symbols to certain characteristics of the object of interest according to predetermined rules.

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12
Q

Scales of Measurement

A
  • Nominal
  • Ordinal
  • Interval
  • Ratio
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13
Q

Scaling Techniques

A 
Comparative Scales:
-Paired comparison
-Rank order
-Constant sum
-Q-Sort
Non-comparative Scales:
-Continuous rating scales
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14
Q

Potential Sources of Error in Measurement

A
  • Characteristics of individuals influencing test score
  • Short-term personal factors
  • Situational factors
  • Sampling of items
  • Lack of clarity of scale
  • Mechanical factors
  • Analysis factors
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15
Q

Reliability and Validity in Measurement

A

-Ensure precision
Reliability:
=Consistent measures over time, delivering same result free from random error (inconsistency) and systematic error
-Measure with test-retest or alternative forms
Validity
=Measures what is supposed to be measured free from systematic error
-requires conceptional and operational definitions

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16
Q

Sampling Definition

A

Taking a small portion of the larger part and drawing conclusions about the larger part. Finding out a to from a little in a scientific way. Makes inferences about a population within acceptable margins of error +-3%

17
Q

Sampling Design Process

A
  1. Define target population
  2. Determine sampling frame
  3. Select sampling techniques (probability/ non-probability)
  4. Determine sample size
  5. Execute sampling process
18
Q

Sampling Techniques

A 
Non-probability
-Convenience sampling
-Judgemental
-Quota
-Snowball
Probability
-Simple random sampling
-Systematic
-Stratified
-Cluster
19
Q

Questionnaire Definition

A

Formalised set of questions for obtaining information from respondents.

  • Translates information needed into specific questions that respondents can and will answer
  • Questions need to be well-defined to minimise response and non-response error
20
Q

Questionnaire Design Process

A
  1. Specify information needed
  2. Specify type of interviewing method
  3. Determine the content of individual questions
  4. Overcoming participant inability/ unwillingness to answer
  5. Choose question structure
  6. Choose question wording
  7. Arrange questions in proper order
  8. Identify form and layout
  9. Reproduce questionnaire
  10. Eliminate problems by pilot-testing
21
Q

Qualitative Research Definition

A

Used in exploratory design to gain preliminary insights into decision problems and opportunities. Qualitative data obtained: words, themes, feelings

22
Q

Qualitative Data

A
  • unstructured: analysis not straightforward
  • meanings expressed through words
  • ambiguous
  • non-standardised
23
Q

Qualitative Data Analysis

A
  • Debriefing analysis
  • Content and thematic analysis
  • Narrative analysis
  • Sentiment analysis
  • analyse subjects, themes, keywords
  • dispositions, sentiments
  • recognise relationships, develop categories
24
Q

Qualitative Data Analysis Error

A
  • Wrong research design
  • Data preparation error
  • Data reduction error
25
Q

Quantitative Data Analysis Definition

A

Set of methods and techniques that translate data into information and insights for decision making.
obtain hard data: numbers, facts

26
Q

Quantitative Data: Preparation Process and Activities for Data Preparation and Basic Data Analysis

A
  1. Prepare preliminary plan of data analysis
  2. Check questionnaire (fieldwork)
  3. Edit
  4. Code
  5. Transcribe
  6. Clean data
  7. Statistically adjust the data
  8. Select data analysis strategy
27
Q

Basic/ Descriptive Data Analysis

A

Frequency distribution
-measures frequency of variables like location, variability, shape
Cross Tabulation
Correlation and Regression

28
Q

Total Error Definition

A

Variation between true mean value in population and observed mean value.

29
Q

Types of Error

A

Random sampling error
Non-sampling error
-Non-response error
-Response error: Researcher error, interviewer error, respondent error

Marketing Research (1 decks)

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