Marketing Research (15+16)

Question 1

What Is Marketing Research

Answer 1

1. Process of.. defining a marketing problem or opportunity/ systematically correcting/ recommending action to improve marketing activity
2. Monitoring of.. 1. customers 2. competition
3. The “eyes” + “ears” of corporation
4. MR helps you get close to your customer

Question 2

5 Step Marketing Research Process

Answer 2

DD(p)CDT(a)- Similar to Normative Decision making Process
Step 1: Define the problem
Step 2: Develop the research plan
Step 3: Collect relevant information by specifying (1. 2ndary data 2. Primary data)
Step 4: develop findings from step 3
Step 5: Take Marketing ACTION

Question 3

Who USES Marketing Research

Answer 3

Users: MWSAG

1. manufacturers
2. wholesaler
3. services
4. ad agencies
5. government agencies

Question 4

Who Provides Marketing Research

Answer 4

Providers: In-house vs External or Department vs Agency

1. In-House (Google MR Department for Google exclusively)
2. External providers (Lexicon is an MR Agency hired by individual companies to conduct MR)

Question 5

Are Customers Articulate

Answer 5

CHART (customers needs vs customer type)
Customers needs: unarticulated vs articulated
Customer type: served vs unserved

Question 6

Types of Marketing Research Methods (3)

Answer 6

EDC

1. Exploratory
   - focus groups
   - projective techniques
   - observations
2. Descriptive
   - surveys
3. CAUsal Research
   - experiments

Question 7

What is Exploratory Research

Answer 7

1. Involves.. small samples/non-structured data
2. Provides INITIAL insights, ideas or understanding of problem
3. NOT used to recommend course of action for Co
4. Two Main Methods (FP)

Question 8

Exploratory Research Methods

Answer 8

Two Main Methods: FPO
1. Focus Groups/Depth interviews
2. Projective Techniques
(Observation)

Question 9

Focus Groups advatages vs disadvantages

Answer 9

Advantages:
1. Richness of data
2. Versatility
3. Impact on managers
Disadvantages:
1. Lack of generalizability
2. opportunity to misuse
3. Hi cost (3-5,000 per focus group)

Question 10

What are Projective Techniques in Exploratory Research?

Answer 10

An unstructured and indirect form of questioning which encourages the respondents to project their UNDERLYING motivations, beliefs, attitudes, or feelings regarding the issues of concern

Examples: Obama is Google, McCain is Aol

• word association (first word that comes to mind when…)
• sentence completion (a man who has an amex is…)
• Shopping lists (Nescafe instant coffee)

Question 11

What Are Focus Groups In Exploratory Research

Answer 11

1. AKA Qualitative Research
2. Exploratory Research Method
3. A group discussion w/ discussion leader that is observed by researchers
4. Best for Preliminary Research and must be followed up with surveys or experiments
5. Used to (1) understand consumers (2) product planning (3) advertising

Question 12

Projective Techniques

Answer 12

1. Word association (first word that comes to mind when…)
2. Sentence completion (a man who has an amex is…)
3. Shopping lists (Nescafe instant coffee)
4. Picture Response–> thematic apperception test (Who drank more milk Mrs. B or Mrs. A?)

Question 13

Projective Techniques Advantages and Disadvantages

Answer 13

Advantages:
1. may elicit responses that subjects would be unwilling or unabe to give if they knew the purpose of the study
2. helpful when underlying attitudes, motivations and beliefs are operating on subconscious level
Disadvantages:
1. Requires highly trained interviewees and skilled interpreters for analysis
2. Risk of interpreter bias

Question 14

Observations in Exploratory Research

Answer 14

Classic observation vs new approach where observors interact with observees
Pros: good for things that ppl wont tell you and one person recording data
Cons: not good for feelings attitudes motives or private behavior

Question 15

What is the Descriptive Research Method

Answer 15

Uses Survey:
Modes or Methods
- telephone 
- mail 
- face2face
- web-based

Question 16

Descriptive Research Advantages and Disadvantages

Answer 16

Advantages:
1. can college a large deal of data
- attitudes, interest, opinions, behaviors
- classification variables
2. Can be employed in virtually any setting
Disadvantages:
1. effective implementation requires considerable judgement
2. social interaction of interview may lead to errors

Question 17

Self Reports: How questions shape the answers

Answer 17

TBfAFSaSS

1. Type of Questions: behavioral, attitude, sensitive
   - Mere Measurement-> just by asking about next car makes surveyer think about a new car- more likely to buy a new car
2. Behavior Frequency Questions:
   - Response Scale Effect “how many times did you..” low frequency scale vs high frequency scale
   Values in mid reflect avg. Values at ends reflect extreme
3. Aided VS Unaided:
   - Ex. Response from aided question on most important answer is different than the response in unaided question.
4. Framing of Question:
   -question form or choice of ex/source that lead respondents to give a decided answer - bias
5. Scales Associated with Questions:
   - Semantic vs stapel scales
6. Sequence of Questions:
   - order matters- life satisfaction->marital satisfactions question (low correlations) vs, marital->life (high correlations)

Question 18

Descriptive Research: Biases In Answering Survey Questions

Answer 18

Ask a shitty question and you get a shitty answer.
For Ex.
Bad Wording (20-40 + 40 and over) or double negative that confused holocaust question

Question 19

How To Ask Sensitive Question:

Answer 19

4 Approaches: (Kill Wife Example)

1. Casual- did you happen to kill your wife
2. Numbered card approach
3. The everybody approach (counter biasing method) Studies show that most men use wifes hair spray, do you?
4. The other people approach
5. Projective techniques

Question 20

Rule of Thumb for Sequence of Question

Answer 20

• ask general questions first

- arrange questions in logical order

Question 21

Experimentation (Independent variable vs dependent variable)

Answer 21

involves the conscious manipulation of one or mre variables by the experimenter.
Independent variable: (cause)
a variable being manipulated
Dependent variable: (effect)
variable that reflects the impact of the independent variable 
Exogenous variables (other possible causal factors) that should be eliminated in research

Question 22

What is the Causal Research Method?

Answer 22

Experiments:
attempt made to specify the nature of the functional or causal relationship between tow or more variables in the problem model

Question 23

Types of experiments

Answer 23

1. laboratory- more control

2. field experiments- relates more directly to actual situation

Question 24

Transparent Marketing

Answer 24

Admitting to company mistake on a product and using our honesty to say look we fucked up but we are trying to make it better

Question 25

Experimentation

Answer 25

involves the conscious manipulation of one or more variables by the experimenter in such a way that its effect on one or more variables can be measured.

Question 26

independent variable in experimentation

Answer 26

aka cause variable

- a variable being manipulated is called the “Independent variable”

Question 27

dependent variable in experimentation

Answer 27

aka Effect variable

- a variable that will reflect the impact of the independent variable is called the “dependent variable”

Question 28

Exogenous variables

Answer 28

elimination of other possible causal factors - should be ruled out as potentially causal ones

Question 29

Socially Desirable Effect

Answer 29

Scale association and semantic vs. stapel scale- ppl act in a way that socially desirable`

Question 30

Denial Effect

Answer 30

if the experiment is a demand you are more likely to say screw it and give opposite answer