Lecture 4 Flashcards
Why is marketing research important?
It is important because it can help the marketer identify the real problem area and what information is needed
What are the three ways in which marketers can develop information?
Internal Data
Marketing Intelligence
Gathering Secondary Information
What is internal data?
It is information that is gathered internally
What are the two main sources of information from internal data?
Sales department
Customer service department
What is a constrictive complaint and what kind of insight can it provide?
It is a complaint that is made more than once and can give marketers the opportunity to correct the mistake that is leading to these complaints, allowing them to create a better marketing mix
What is an isolated case?
It is when there are only a few complaints (1-5) that do not necessarily mean that there is a mistake that needs to be corrected but rather just a case where not everyone will be satisfied with the product
What is marketing intelligence?
It is information about competitors and development in the marketing environment
Where can marketing intelligence information be gathered?
It can be gathered from marketing campaigns of competitors, press conferences, the purchase and analyses of competitor’s products, and academic publication
What is gathering secondary information?
It is secondary data
What is secondary data?
It consists of information that already exists or has been collected for a different purpose
What is ‘defining the problem’ in the marketing research process?
It is often the first and most challenging step as it is difficult to define what the problem is and ensure that the definition is neither too narrow or too wide
What is survey research?
It is one of the most popular methods of gathering information as the researcher can directly interact with people in order to obtain facts, opinions, and attitudes
What is in-home personal interviews?
It is when a sales representative goes door to door to ask questions
This is the most expensive survey method
What are mall intercept interviews?
This is when a sales representative interviews customers in a common area such as a shopping mall
What are telephone interviews?
They are interviews that are conducted over the phoneW
What are mail surveys?
They are surveys that are conducted through the post
What are executive interviews?
They are interviews that are conducted with businesspeople and usual contain questions pertaining to industrial products or services
What are focus groups?
This is when a group of ten to twelve people have a group discussion with moderator that leads the discussion
What does a good questionnaire contain?
They contain a mix of open-ended and multiple choice questions
What are close-ended questions?
They are multiple choice questions
What are open-ended questions?
They are questions that allow respondents to respond in their own words
What are scale-ended response questions?
They are questions that measure the intensity of a respondent’s answer
How should researchers formulate and order their questions?
They should formulate them in a simple manner and order them in a way that does not influence how respondents respond to the questions
The order should be logical
The first question should create interest and encourage the respondent to be open and not defensive
