Midterm stuff Flashcards
(49 cards)
Marketing Research
Planning, Collection, Analysis of data relevant to marketing decision making and communication of results
Why marketing research
Helps understand external environment to make the right decisions for the marketing mix
What does marketing research provide
Data to the decision makers on current marketing mix and insights of potential changes and new opportunities
What is situation analysis
Studying the decision making environment within which the marketing research will take place
What is a marketing research problem
What is a symptom
When there’s a casual effect
What is a research design
Framework or blue print of for conducting the marketing research project
What is the purpose of designing a study
Tests the hypotheses of interest, determine possible answers to the research questions and provide the information needed for decision making
What is exploratory research
Preliminary research conducted to increase understanding of a concept, clarify exact nature of the problem and identify important variables to be studied
What does exploratory research provide
Insights into and comprehension of a situation or issue and is often done in early stages
What are appropriate data collection methods
Qualitative methods
Secondary data
What is conclusive research
Allows for concussions to be draw about which action can be taken
What is descriptive research
Appropriate primary data collection methods
What is cross sectional
Obtaining information from a sample of respondents belonging to the population of interest
What is single cross section
Can be collected one or through multiple samples
What is longitudinal
Obtaining information from fixed sample of respondents at periodic intervals
What is causal research design
An experimental in nature and demonstrates cause and effect conclusively
What is quant
Rank the most important characteristics of good service
What is a focus group useful for
Understanding peoples motivations and feelings
What is the use of focus groups
New product development
Positioning studies
Habits and usage studies
Attitude studies
Ads
Idea generation
What are the abuses of focus groups
- Generating data that they are not intending to
- Implementing more than necessary
What are projective techniques
Presentation of an ambiguous, unstructured object, activity or person that a respondent is asked to interpret and explain
What are types of projective techniques
Word association
Completion tests
Picture interpretation
Third person techniques
Role playing
What is ethnography
Study of human social phenomena and communities
