Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

focus group

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Planning a focus group

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Advantages of Focus Group

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Focus Group (disadvantages)

A

misuse, misjudge, moderation, messy, misrepresentation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Depth Interview

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Depth Interview (Advantanges)

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Sentence Completion

A

respondents are given incomplete sentences and asked to complete them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Analysis of Qualitative Data

A

data reduction, data display, conclusion drawing and verification

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Survey Methods

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Periodic Surveys (panel data)
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)
26
Periodic Surveys (omnibus)
alternate when companies need to know about a specific target, several companies design a survey and share expenses, cheap and fast
27
Observation methods
descriptive research, involves recording behavior patterns in a systematic way, can be structured/unstructured or direct, collected in natural or contrived environment
28
3 types of research
exploratory, descriptive, casual
29
Exploratory
Objective: discover ideas and knowledge Characteristics: flexible, versatile Methods: surverys w/ experts, pilot surveys, secondary data, analyzed qualitatively, qualitative research
30
Descriptive
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
31
Casual
Objective: determine casual relationships characteristics: manipulation of one or more independent variables, control of other mediating variables methods: experiements
32
Conditions for Casuality
causality happens when the occurrence of X modifies the probability of the occurrence of Y, in market research effects are casued by multiple variables
33
Conditions for Causality
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),
34
spurious correlation
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
35
Dependent Variable
what is being measured
36
unit of analysis
experimental group/ control group
37
Independent Variables
what is changing
38
Hidden variables
those that can influence the effects of independent variables
39
two goals when conducting experiments
internal validity and external validity
40
internal validity
extent to which a casual conclusion based on a study is warrented
41
external validity
make valid generalizations to a larger population
42
Selection Bias
improper assignments of test units to treatment condition
43
Experimental Design
pre-experimental, true experiment, quasi-experiement, statistical design
44
pre-experimental
do no use random assignment to control extraneous factors, pretest-posttest design with a group and the static group
45
true experiment
random assignment of test units and treatments to experimental groups, pretest/posttest with control group, soloman four groups
46
quasi-experiment
unable to completely manipulate the assignment of treatments to the test units, time series design and multiple time series design
47
statistical design
series of basic experiments that allows the control and statistical analysis of external variables
48
drawbacks of experimental research
expensive (having control and experimental group/multiple measurements), difficult to implement and impossible to control the effects of confusion varibales
49
Measurement
assignment of numbers or other symbols to characteristics of objects according ton certain prespecified rules/criteria
49
Scale Characteristics
description, order, distance, origin
49
Scaling
extension of measurement, way to measure or quantify the answers to the questionnaire
50
Primary Scales
nominal, ordinal, interval, ratio
51
comparative scales
paired comparison scaling, rank order scaling, constant sum scaling
52
non-comparative scales
likert, semantic differential, stapel, graphic
53
Measurement/Scaling (Primary Scale)
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
Comparative Scales
involves the direct comparison of stimulus objects must be interpreted in relative terms and have only ordinal or rank order properties
55
Non-Comparative scales
each object is scaled independently of the others in the stimulus set, results are assumed to be interval or ratio
56
paired comparison scaling (ex)
10 shampoo brands for each indicate which of the brands you would prefer
57
Paired comparison scaling
a respondent is presented with two objects and asked to select one according to some criteria, most widely used technique
58
Rank order scaling
presented with several objects simultaneously and asked to order or rank them according to some criterion, also result in ordinal data
59
rank order example
rank brands of toothpaste in order of preference
60
constant sum scaling
allocate a constant sum of units to attributes of a product to reflect importance, sum of all points is 100
61
constant sum example
participants are asked to allocate 100 points among the attributes by importance of each attribute
62
non-scaling techniques
respondents evaluate only one object at a time, consist of continuous and itemized rating scales
63
Likert Scale
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
Semantic Differential Scale
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
Staple Scale
unipolar rating scale with 10 categories numbered from -5 to 5
66
Coding
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
SPSS
statistical package for social sciences
68
Data Cleaning
check to identify outliers which are logically incongruent or show extreme values
69
Variable Respecification
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
Scale Transformation
manipulation of scale values to ensure comparability with other scales to make data suitable for analysis
71
Three groups of statistical techniques
univariate, bivariate, multivariate
72
Univariate
studying variables one by one independently
73
Bivariate
studying relationship or dependance between two variables
74
Multivariate
studying relationship and interdependence between more than two variables
75
key Issues
type of scale (metric or non-metric), aim of research (descriptive or casual), the number of variables
76
Green marketing
- 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
mean
average of the data (add all numbers together then divide by # of numbers)
78
median
middle number in sorted list, if there are 2 middles then find mean of the number
79
mode
most common number
80
what is market research?
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
AMA
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
ESOMAR
world organization for market, consumer and societal research Systematic gathering and interpretation of information about individuals and organizations, uses statistical and analytical methods
83

Study Decks (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions