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Study Decks > Markets Research > Flashcards

Markets Research Flashcards

1
Q

Qualitative Research

A

Objective: understanding of the underlying reasons and motivations
Sample: Small number of non-significant cases
Data collection: unstructured
Analysis: not statistical
Results: establish a initial understanding

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2
Q

Quantitative Research

A

Objective: quantify the data and generalize the results of the sample to the population of interest
Sample: large number of representative cases
Data Collection: structured
Analysis: statistical
Result: recommend a final course of action

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3
Q

why use qualitative?

A

not always possible to use a structured method, people do not want to answer specific questions, people cannot answer questions accurately, can help to get “hidden concepts” related to peoples feelings

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4
Q

focus group

A

MOST IMPORTANT qualitative research method, trained moderator, discussion based, gain insights/unexpected findings

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5
Q

Planning a focus group

A

Define problem, specify objectives, state questions, screening questionnaire, moderators profule, focus group interviews, analyze data, summarize findings

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6
Q

Advantages of Focus Group

A

Speed, synergism, snowballing, stimulation, security, spontaneity, serendipity, specialization, scientific scrutiny, structure

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7
Q

Focus Group (disadvantages)

A

misuse, misjudge, moderation, messy, misrepresentation

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8
Q

Depth Interview

A

method of obtaining qualitative data, unstructured, direct, personal, one on one

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9
Q

Depth Interview (Advantanges)

A

uncover greater depth of insights than focus groups, attribute answers directly to the respondent, enhancement of the interviewee

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10
Q

Depth Interview (disadvantages)

A

skilled interviewers are expensive and difficult to find, depends on interviewers skills, data difficult to analyze and interpret, small number of interviews because of high costs and time availability

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11
Q

Projective Techniques

A

unstructured/indirect techniques, encourgaes respondents to project their udnerlying motivations (beleifs, attitudes, feelings), usually asked to interpret the behavior of others

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12
Q

Types of Projective Techniques

A

Association (word association), completion (sentence and story completion), construction (picture response/cartoon test), expressive (role playing/third person)

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13
Q

Word Association

A

respondents are presented with a list of word, and asked to respond with the first word that comes to mind (SPONGE)

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14
Q

Sentence Completion

A

respondents are given incomplete sentences and asked to complete them

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15
Q

Story Completion

A

given part of a story (enough to direct attention to a particular topic), asked to give conclusion in own words

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16
Q

Picture Response

A

the respondents are asked to describe a series of pictures as well as unusual events, interpretation is indication of personality

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17
Q

Cartoon Test

A

characters are shown in a specific situation related to the problem, asked to indicate what they might be saying to each other

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18
Q

Projective Techniques (advantages)

A

elicit responses that subjects would refuse to give if they knew purpose of study, helpful when talking about sensitive subjects, helpful when underlying beliefs/attitudes are operating at a subconscious level

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19
Q

Projective Techniques (disadvantages)

A

unstructured direct technique, requires highly-trained interviewers/interpreters, risk of interpretation bias, expensive, may require respondent to engage in unusual behavior

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20
Q

Observation methods

A

used with other techniques, involve recording behavior, main disadvantage is that a specific type of information may not be collected by this technique

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21
Q

Analysis of Qualitative Data

A

data reduction, data display, conclusion drawing and verification

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22
Q

Survey Methods

A

based on questioning of respondents, people are asked a variety of question

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23
Q

Survey methods (advantages)

A

questionnaires are simple to administer, reliability, fixed-response questions reduces variability in results, coding/analysis/ interpretation of data is not difficult

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24
Q

Survey methods (disadvantages)

A

respondents may be unable or unwilling to provide information, fixed-race response questions may result in loss of valitdity for specific type of data, wording questions properly is not easy

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25
Q

Periodic Surveys (panel data)

A

quantative market research instruments where different individuals, recorded systematically and repeatedly relevant information on certain variables ovre a period of time (questionanaires, book of expenses, daily or mechanical devices)

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26
Q

Periodic Surveys (omnibus)

A

alternate when companies need to know about a specific target, several companies design a survey and share expenses, cheap and fast

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27
Q

Observation methods

A

descriptive research, involves recording behavior patterns in a systematic way, can be structured/unstructured or direct, collected in natural or contrived environment

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28
Q

3 types of research

A

exploratory, descriptive, casual

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29
Q

Exploratory

A

Objective: discover ideas and knowledge
Characteristics: flexible, versatile
Methods: surverys w/ experts, pilot surveys, secondary data, analyzed qualitatively, qualitative research

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30
Q

Descriptive

A

Objective: describe characteristics of functions of the market
Characteristics: distinguished by the previous formulation of specific hypotheses, design planned and structured in advance
Methods: secondary data, surveys, panel data, data by observation

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31
Q

Casual

A

Objective: determine casual relationships
characteristics: manipulation of one or more independent variables, control of other mediating variables
methods: experiements

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32
Q

Conditions for Casuality

A

causality happens when the occurrence of X modifies the probability of the occurrence of Y, in market research effects are casued by multiple variables

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33
Q

Conditions for Causality

A

temporal precedence (the cause has to occur before the effect), concomitant varitation (whenever the cause happens, the effect must also occur), elimination of other possible factors (ex. confounding variables),

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34
Q

spurious correlation

A

mathematical relation in which which two events have no logical connection, generally can be implied that they have a relationship due to a third factor

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35
Q

Dependent Variable

A

what is being measured

36
Q

unit of analysis

A

experimental group/ control group

37
Q

Independent Variables

A

what is changing

38
Q

Hidden variables

A

those that can influence the effects of independent variables

39
Q

two goals when conducting experiments

A

internal validity and external validity

40
Q

internal validity

A

extent to which a casual conclusion based on a study is warrented

41
Q

external validity

A

make valid generalizations to a larger population

42
Q

Selection Bias

A

improper assignments of test units to treatment condition

43
Q

Experimental Design

A

pre-experimental, true experiment, quasi-experiement, statistical design

44
Q

pre-experimental

A

do no use random assignment to control extraneous factors, pretest-posttest design with a group and the static group

45
Q

true experiment

A

random assignment of test units and treatments to experimental groups, pretest/posttest with control group, soloman four groups

46
Q

quasi-experiment

A

unable to completely manipulate the assignment of treatments to the test units, time series design and multiple time series design

47
Q

statistical design

A

series of basic experiments that allows the control and statistical analysis of external variables

48
Q

drawbacks of experimental research

A

expensive (having control and experimental group/multiple measurements), difficult to implement and impossible to control the effects of confusion varibales

49
Q

Measurement

A

assignment of numbers or other symbols to characteristics of objects according ton certain prespecified rules/criteria

49
Q

Scale Characteristics

A

description, order, distance, origin

49
Q

Scaling

A

extension of measurement, way to measure or quantify the answers to the questionnaire

50
Q

Primary Scales

A

nominal, ordinal, interval, ratio

51
Q

comparative scales

A

paired comparison scaling, rank order scaling, constant sum scaling

52
Q

non-comparative scales

A

likert, semantic differential, stapel, graphic

53
Q

Measurement/Scaling (Primary Scale)

A

nominal (assigned values are labels//brands type of shop, gender), ordinal (assigned values indicates order// preferences, social status), interval (distance between values is same//attitudes, opinions), ratio (ratios between values//age, income, costs)

54
Q

Comparative Scales

A

involves the direct comparison of stimulus objects must be interpreted in relative terms and have only ordinal or rank order properties

55
Q

Non-Comparative scales

A

each object is scaled independently of the others in the stimulus set, results are assumed to be interval or ratio

56
Q

paired comparison scaling (ex)

A

10 shampoo brands for each indicate which of the brands you would prefer

57
Q

Paired comparison scaling

A

a respondent is presented with two objects and asked to select one according to some criteria, most widely used technique

58
Q

Rank order scaling

A

presented with several objects simultaneously and asked to order or rank them according to some criterion, also result in ordinal data

59
Q

rank order example

A

rank brands of toothpaste in order of preference

60
Q

constant sum scaling

A

allocate a constant sum of units to attributes of a product to reflect importance, sum of all points is 100

61
Q

constant sum example

A

participants are asked to allocate 100 points among the attributes by importance of each attribute

62
Q

non-scaling techniques

A

respondents evaluate only one object at a time, consist of continuous and itemized rating scales

63
Q

Likert Scale

A

requires respondents to indicate degree of agreement or disagreement with each series of statement, analysis is conducted on a item by item basis, categories assigned to the negative statements

64
Q

Semantic Differential Scale

A

seven-point rating scale with end points associated with bipolar labels and semantic meaning, negative adjective switches sides to control the tendency of some respondents

65
Q

Staple Scale

A

unipolar rating scale with 10 categories numbered from -5 to 5

66
Q

Coding

A

assignment of a code, usually a number to represent a specific response to a specific question along with the data record and column position that the code will occupy

67
Q

SPSS

A

statistical package for social sciences

68
Q

Data Cleaning

A

check to identify outliers which are logically incongruent or show extreme values

69
Q

Variable Respecification

A

transform data to create new variables or the modification of existing variables so that they are more consistent with the objectives of the study

70
Q

Scale Transformation

A

manipulation of scale values to ensure comparability with other scales to make data suitable for analysis

71
Q

Three groups of statistical techniques

A

univariate, bivariate, multivariate

72
Q

Univariate

A

studying variables one by one independently

73
Q

Bivariate

A

studying relationship or dependance between two variables

74
Q

Multivariate

A

studying relationship and interdependence between more than two variables

75
Q

key Issues

A

type of scale (metric or non-metric), aim of research (descriptive or casual), the number of variables

76
Q

Green marketing

A
  • businesses are seen as more that profit seekers, more like organizations that are concerned with well being of society
  • study shows that green marketing methods significantly and positively affect customers intentions to make environmentally friendly purchases
  • green brand image and customer environmental attitudes considerably moderated this relationship
  • companies should leverage environmental features of their product for branding purposes
77
Q

mean

A

average of the data (add all numbers together then divide by # of numbers)

78
Q

median

A

middle number in sorted list, if there are 2 middles then find mean of the number

79
Q

mode

A

most common number

80
Q

what is market research?

A

The process by which we gain insight into how markets work
A function in a organization or it can refer to outcomes of research such as a database of customer purchases or a report that offers recommendations

81
Q

AMA

A

The american marketing association: largest marketing association in North America
defines MR as: Function that links the consumer, customer, and public to the marketer through information–information used to ID and define marketing opportunities and problems

82
Q

ESOMAR

A

world organization for market, consumer and societal research
Systematic gathering and interpretation of information about individuals and organizations, uses statistical and analytical methods

83
Q
A

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