marketing research

Question 1

Descriptive Function

Answer 1

Gathering and presentation of statement of facts

Question 2

Diagnostic function

Answer 2

Explanation of data or actions

Question 3

Predicitve Function

Answer 3

Predict the results of a planned marketing decision

Question 4

Marketing Research Process

Answer 4

Define, Forumalte, Select method, selected data, analyze, preseent results

Question 5

Managemnt oriented decision making

Answer 5

What should the decison maker do

Question 6

Marking research decison maker

Answer 6

What does the decison maker need to know? How should that information be be obtained?

Question 7

Quanatative Research

Answer 7

Conducted affter the exploratory research to test specific hypotheses

Question 7

Qualatative Research

Answer 7

Obtain broad insights about the problem, environment, and consumer rather than asnwer specific questions

methods:
focus groups, secondary data, observations

Question 8

Descriptive Research

Answer 8

Typically quanatiatve methods
- survey methods, observational methods, consumer panels

Question 9

Cross Sectional Data

Answer 9

Snapshots of a phenomena at one point
- very common for conclusive research methods

Question 9

Lengitudianl Data

Answer 9

measure phenomena repeatedly over severl time periods

consmer panels- monitor performance for affixed sample measured repeatedly over time

Question 10

Casual Research

Answer 10

Gathers evidence on cause and effect relationships through marketing experiemetns and survey methods

Question 11

When NOT to conduct research

Answer 11

Results not meaningful to managers, insuffecient resources, descion already been made

Question 12

Convience Sample

Answer 12

Not chosen at random

Question 12

Probability

Answer 12

Chosen at random with equal chance

Question 13

Sample

Answer 13

subset of the population

Question 14

Secondary Data

Answer 14

existing data previously gathered for different purposes that you can utilize.

pros: faster and cheaper, address common problems

cons: lack of availability, lack of relevance

Question 15

Primary Data

Answer 15

NEw data you collect for specific purposes

pros: actionable, determine accuracy

cons: more expensive, takes time

Question 16

Advantages of secondary data

Answer 16

CHepaer, flexible, faster

Question 17

benefits of qualatative methods

Answer 17

Deeper insight, ideation, unexpected discoviereis, brand positioning

Question 18

What can a focus group accomplish

Answer 18

product design- get feedback on current products

brand management- understand emotions toward brand

MR feedback loop-
follow up on research

Question 19

Focus Group

Answer 19

9-12 participants, environment, moderator, discussion guide

Question 20

Goal of focus groups

Answer 20

Capture breadth of opinions

Question 21

pros of focus groups

Answer 21

leverage group dynamics
quicker then surveys
direct research interaction

Question 22

Focus Group Cons

Answer 22

Demand effects
groupthink
risk of moderator bias
noisy data

Question 22

In-depth interview (IDI)

Answer 22

Unstrcutured, one on one personal intervirws,

need deeper insights than focus groups provide

Question 23

IDI Goals

Answer 23

capture depth of opinions

Question 24

IDI laddering tehcnique

Answer 24

asking a list of questions that lead into the next one, without making it obvious what youre looking for