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Social Media Marketing and Insights > Lecture 6 > Flashcards

Lecture 6 Flashcards

1
Q

Marketing Research Defined

A

The process of systematically collecting and analyzing
information to address a marketing research question, and
recommending actions.

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2
Q

Marketing Research reduces

A

the risk and uncertainty of marketing decision making

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3
Q

Marketing research links

A

the consumer, customer, and public to
the marketer through information—information used to identify
and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process.

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4
Q

The Marketing Research Process

A
  1. Define the problem and research objectives
  2. Develop the research plan
  3. Collect the information
  4. Analyze the information
  5. Present the findings
  6. Make the decision
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5
Q

Secondary Data Defined

A

Information that has been collected by others for a

purpose other than specifically responding to a current informational need.

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6
Q

Secondary Data Contrasts with primary data that is collected by
information user to

A

satisfy a specific informational

need

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7
Q

Uses of Secondary Research

A

 Directly answer a marketer’s informational needs

 Provide important insights prior to primary research

 Contribute to questionnaire development

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8
Q

Evaluating Secondary Information

“Goodness”

A 
 Author and source
    Unbiased, qualified individuals
 Accuracy
 Currency
 Objectivity
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9
Q

Social media mining seeks to

A

“exact meaningful
information from social media data that is not readily
apparent the process of representing, analyzing, and
extracting actionable patterns from social media data.”

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10
Q

Social Media Mining is used by

A

companies, organizations, researchers, and

government

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11
Q

Social Media Mining Legality

A

Little historical precedent regarding laws on social media mining

 Facebook settled FTC charges about user privacy

 Google paid FTC $22.5 million for a loophole to track user cookies

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12
Q

For reflection: Is it ethical to mine social media conversations?

A

The issue:
• Traditionally, researchers conducting primary research with human subjects
follow a policy of informed consent.
• But when scraping social channels for data, the data mined are residual traces
of online behavior.
• The result? People unwillingly and unknowingly may become subjects in a
research study

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13
Q

Advantages of Social Media Data

A

Cheaper - You do not pay participants

Continuity - Social media users never stop talking

Invisibility - Most consumers are not even aware their online conversations
are getting analyzed and dissected for insights

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14
Q

Social Data for Marketing Research

A

Measuring brand sentiment and comparing it with
competitors
 How is sentiment measured?

Measuring campaign outcomes

Identifying key advantages and weaknesses of company,
brand, product etc.

Crowdsourcing suggestions and ideas from customers

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15
Q

“Social listening is when you track your

A

social media
platforms for mentions and conversations related to your
brand. Then you analyze them for insights to discover
opportunities to act”. - Hootsuite

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16
Q

Qualitative advertising research entails

A

the intensive
interviewing of a small number of individuals to acquire
detailed, in-depth insights into their attitudes, beliefs, motivations,
and lifestyles.

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17
Q

Qualitative advertising research seeks to provide a better understanding of

A

why people act
as they do rather than numeric descriptions of what
people do and think.

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18
Q

Quantitative research is best used when

A

generalizability to a larger population is important, when the determination of
statistically reliable, quantifiable differences between groups
is important, and when statistical analysis of the data is required.

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19
Q

Qualitative Research: Uses

A

 To obtain information in areas where little is currently
known
 To hear consumers express ideas in their own words
 To compliment quantitative research
 To move beyond information obtained through
direct, structured, closed-ended questions
 Get closer to the data
 Get the story behind the data

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20
Q

Pros and Cons of Qualitative Research

vs. Quantitative Research

A

Pros
 Quicker
 Less costly
 More flexible

Cons
 Allows only limited generalization
 Does not permit numeric descriptions
 Is more subjective
 Do not work well to make “go – no go” decisions with
regard to copy testing and execution evaluation

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21
Q

Focus Groups and Minigroups

A

A group of eight to twelve individuals who:
 Take part in carefully planned series of discussions that last 90-120 minutes
long
 Held in a permissive, non-threatening environment
 Led by a trained moderator

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22
Q

Focus groups are larger than minigroups

A

6 to 10 people versus 3 to 6

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23
Q

When to use Focus Groups and Minigroups

A 
 New product idea generation
 Product positioning
 Product perceptions
 Creative explorations
 In-depth exploration of consumer attitudes, beliefs and behaviors
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24
Q

Pros and Cons of Focus Group (Versus

Personal Interviews)

A 
Pros
 Interactive discussion
 More stimulating for respondents
 More spontaneous
 Quicker to conduct and analyze
 Generally lower cost

Cons
 Single respondent may dominate discussion
 Group pressures can distort opinions
 Data and insights represent group, not individual, data
 Potential for moderator-introduced bias

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25
Q

The interviewer/moderator creates an __ __

before conducting the interview/focus group.

A

interview guide

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26
Q

The interview guide provides

A

 an ordered list of the questions to be asked

 reminders for any required probes or follow-up questions

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27
Q

General guidelines for the question wording

A

 Keep questions short and precise
 Ask only one question at a time
 Avoid questions in which the answer is either given or implied
 Avoid “why” questions

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28
Q

Focus Group Planning: Moderator Selection

A

Personality characteristics

Demographic characteristics

Good advertising and business sense

29
Q

Focus Group Planning: Moderator Briefing

A 
 Research problem
 Research goals
 Informational needs
 Timing
 Study parameters
 Manipulatives
30
Q

Focus Group Characteristics

A

Compatibility is the key

Generally recommended to conduct at least two groups per location

31
Q

Number of different locations reflects extent to which it is

believed that

A

differences in geography will cause differences in key

attitudes or behaviors

32
Q

Focus Group Planning: Conduct the Groups

A 
 Prefatory remarks
Introduce the moderator
Explain focus group setting
Explain moderator’s role
Specify topic for discussion
Rules for participants
Monitoring
Reporting
33
Q

Viewing Focus Groups

A 
 Come prepared
 Start watching from the beginning
 Focus on the big picture
 Listen to everyone
 Don’t be biased by dominant personalities
 Listen to all comments
 Don’t jump to premature conclusions
 Don’t let character judgments interfere with validity of
comments
34
Q

Online Focus Groups Characteristics

A

Synchronous
 Closest to traditional focus groups
 Everyone participates at the same time

Asynchronous
 Builds the discussion over time
 Not everyone needs to participate at the same time

Hybrid
 Combines synchronous and asynchronous approaches
 Begins with asynchronous communication, followed by a synchronous focus group.

35
Q

Online groups work well when

A 
Required respondents are geographically
dispersed
Travel to central location is difficult
High need for anonymity
Need for respondents to overcome inhibitions
or social role constraints
36
Q

Qualitative Analysis: the GOAL

A

Qualitative analysis attempts to reduce the vast
amount of verbal or observational data to a set
of well-defined and clearly explained patterns
and themes

37
Q

Qualitative Analysis complication:

A

no absolute rules to guide a

qualitative analysis

38
Q

Activities Prior to Data Examination

A

Review research problem and informational needs

Evaluation of study sample

Note any limitations or deviations from initial plan

39
Q

Data Examination Process

A

Review of the raw data: audio or video tapes, transcripts,
notes, …

Goal is not to determine what the data means

Goal is become more familiar with the data, to experience
 Texture
 Tone
 Mood
 Range
 Content
40
Q

Approaching Data Examination

A

 Review with open-mind
 Understand reasons underlying attitudes and behaviors
 Understand intensity of feeling and points of view
 Understand respondent and not individual responses
 Review with critical eye and ear
 Keep an eye and ear open for what is not said

41
Q

Reflection

A

Time of quiet contemplation
Impressions “incubate” without structure or
guidance
Prelude period prior to formal data analysis

42
Q

A theme is

A

a consistent and recurring idea found

either explicitly or implicitly in the data

43
Q

Themes help us understand

A

trends and patterns

suggested by the data

44
Q

Steps Underlying Theme Development

A

 Identify tentative themes
Code data
 Evaluate themes
Develop metathemes

45
Q

Data is coded to indicate comments which are:

A

Supportive of a particular theme

Contrary to or disconfirming for a particular
theme

46
Q

Themes examined in light of coded data to

determine

A

extent to which theme should or should

not be accepted given pattern of underlying data

47
Q

Acceptable themes accurately reflect

A

content

48
Q

Unacceptable themes are

A

not supported and must

be revised

49
Q

Theme Revision typically takes one of two forms

A

Elaborated with additional detail and specificity

Narrowed or restricted applicability

50
Q

A metatheme is

A

a broader theme that shows the interrelationships among individual themes

51
Q

A metatheme summarizes

A

similarities and differences

among individual themes

52
Q

Types of Direct Questions

A 
 Specification
 Structural
 Grand tour
 Idealization
 Hypothetical Interaction
 Third-Person
53
Q

Specification Questions

A

An explicit request for rational or emotional information

Most useful for providing back-ground information or for laying foundation for more extensive discussion

Normally ask “how” or “what” – not “why”

54
Q

Structural Questions

A

A step beyond specification questions to help identify the
range of feelings and/or knowledge within a specific
area

These are the starting point for the enumeration of a long list of thoughts or feelings

55
Q

Grand Tour Questions

A

Ask respondent to reconstruct a routine, procedure,
activity, or event that took place at a particular time in his or her life
 Respondent as the “tour guide”

Provides an understanding of both what a person did, as
well as
 why they made certain decisions, and
 the feelings associated with those decisions.

56
Q

Idealization Questions

A

Ask a respondent to speculate about “the ideal”

Once the ideal is described, then specific, existing
instances are discussed within the context of (or
compared to) the ideal

57
Q

Hypothetical- Interaction Questions

A

Present a plausible situation and ask the respondent to
verbalize how he or she would respond in that situation

The situation can describe a respondent’s interaction with
other individuals or products

58
Q

Third-Person Questions

A

 Used to follow-up on from the prior questions with
nonthreatening challenges couched in the form of detached questions

 Asks for elaboration within the context of an anonymous,
absent person

59
Q

When are Projective Techniques used?

A

when verbal, direct questions fail to get beneath the surface or when respondents are unable or unwilling to
verbalize their thoughts and feelings

60
Q

How are Projective Techniques used?

A

Get participants’ true opinion by getting them commenting on something indirectly, thus relieving inhibitions

61
Q

When using Projective Techniques, responses are

A

not taken at face value but are interpreted in terms of underlying meanings

 Challenge: to discover these meanings

62
Q

Advertising research uses three types of projective

techniques:

A

 Techniques that use verbal stimuli and responses
 Techniques that require the use of imagination or
scenarios
 Techniques that use pictures as stimuli.

63
Q

Word Association

A

Asks an individual to quickly respond to the presentation
of words or phrases with the first thing or things that
come to mind

64
Q

Sentence Completion

A

Requires a respondent to draw on his or her own attitudes
and beliefs in order to complete an incomplete sentence or
story

Because of emphasis on speed of response internal defenses and
self-editing tends to be greatly reduced

65
Q

Story Completion

A

An expanded version of sentence completion

Begins with interviewer reading part of a story to
respondent. At some point the narrative ends and the
respondent is then asked to provide the end of the story.

66
Q

Personification and Anthropomorphism

A

The attribution of human nature to animals, inanimate
objects, or abstract notions.

Ask individuals to take a leap in imagination in order to
relate a brand or company to a well-known person,
fictional character or even an animal

Used to uncover subtle image characteristics that might
otherwise require unusual high verbal facility to
communicate

67
Q

Role-Playing

A

Rather than directly asking a person what he or
she thinks, the probe is couched in terms of
 “What would your neighbor think?”

Works well when the area under exploration is
sensitive or responses may run counter to social
or other norms

68
Q

Picture Projection

A

 Use visual rather than verbal stimuli
 Respondent is shown a picture and is then asked
to provide the dialogue, thoughts, or feelings of
other individuals in the drawing

69
Q

Picture Sorts

A

 Help to obtain insights into how consumers
distinguish between brands based on brand
image.

 Ask respondents to sort pictures of individuals
based on the brands they think the pictured
individuals are most likely to use

 Requires a wide range of pictured individuals

Social Media Marketing and Insights (23 decks)

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