Marketing Research/ Chapter 6 Flashcards
what is secondary data collection?
‘desk’ research internal sources include accounting records, marketing databank
external sources include world wide web, reports, gov. publications, newspapers, advertisement
what is primary data collection?
‘field’ research - surveys, observations, mail, email,
what are the 3 primary research approaches, and explain them?
- exploratory research- gathers info on demand to define problems, opportunities and issues for further investigation
- test marketing- used to assess market potential trends or attitudes of customers for new products or a product extension (primary research)
- in-depth investigation- used to find out attitudes and barriers to research . (statistics analysis)
what forms of exploratory research is there?
- secondary research - internal records, newspapers, journals, gov statistics
- qualitative analysis- focus groups, depth interviews
- observation - watching purchasing behaviour
- consultation with experts - journals, uni based experts, financial experts
what are the 3 types of research question?
- diagnostic- asks what product a consumer might choose over somebody else’s. Will include knowledge of product, attitudes and types or promotions they are expecting.
- comparative - asks about performance and measurements compared with other products that are available. ‘how’ questions
- predictive - looks at what might happen if something changes when a firm enters into a new market. ‘when’ questions predicts what influences the decision to make a purchase from that organisation
what is the sampling process?
define the population
search for sampling frame
specify sampling method/ determine sample size
select the sample
what is environmental scanning ?
forms part of ‘marketing info system’ - economic, social. political, legal, technological, ecological/ physical forces are monitored.
provides early warning system for forces that may impact on company’s products and markets in future.
what are the differences between qualitative and quantitative research ?
qualitative - provides rich, in-depth insights into consumer behaviour
quantitative- provides info that can be generalised across study population
qualitative- focus groups. in depth interviews
quantitative- structured questionnaires
qualitative- higher cost per respondent, smaller samples than quantitative
quantitative- involves thousands of people
qualitative- results in reports with statements and quotes
quantitative- statistics, graphs and tables
what are the ethical issues in marketing?
- invasion of privacy
- misuse of marketing research findings e.g. results could be manipulated to show a biased outcome