Marketing Research Data

Question 1

marketing research data

Answer 1

1. secondary data
2. primary data
   
   • quantitative data (causal + descriptive)
   • qualitative data

Question 2

secondary data

Answer 2

internal sources: CRM systems, sales, operations + call center

external sources: panels, census, web-scrapping…

Question 3

qualitative research techniques

Answer 3

1. direct (focus groups + depth interviews)
2. indirect (projective techniques)

Question 4

advantages of focus groups

Answer 4

synergy
get the ball going (snowballing)
spontaneous
specific info
easier to structure
research speed
safety + security
response rate

Question 5

disadvantages of focus groups

Answer 5

not representative
moderator risk
misjudgment
overpowering respondents risk

Question 6

in-depth interviews

Answer 6

to uncover underlying motivations, beliefs + attitudes

+ in-depth
+ associates responses to respondents
+ no social pressure
- skilled interviewers are rare + expensive
- more prone to subjectiveness
- more difficult to analyze + interpret data

Question 7

techniques used in in-depth interviews

Answer 7

laddering (questioning proceeds from product to user characteristics)
hidden issue questioning
symbolic analysis (comparing w/ opposites)
projective (answer relatively to a third person)
word association

Question 8

analysing qualitative data

Answer 8

analysis grid
- identify response patterns
- allows for preliminary conclusions that aid in building the questionnaire

sources + types of codes
data cloud
CAQDAS