MIR

Question 1

Focus group: Pro

Answer 1

Allow client to observe respondents
Fast
Cost effective

Question 2

Focus group: Con

Answer 2

Snowballing effect may cost bias

Question 3

In-depth interview: Pro

Answer 3

Suitable for sensitive topics

Question 4

In-depth interview: Con

Answer 4

Takes longer time to interview and analyze

More expensive

Question 5

Ethnographic Research: Pro

Answer 5

Respondents are in their natural environment so reduces recall bias

Question 6

Ethnographic Research: Con

Answer 6

Takes longer time
More expensive
Challenging to recruit respondents who will allow researchers to observe them for extended period

Question 7

Personal interview: Pro

Answer 7

Good for longer and more complex questionnaire

Allow use of images and videos

Question 8

Personal interview: Con

Answer 8

High cost

Slow speed

Question 9

Online/mobile survey: Pro

Answer 9

Good for shorter and simple questionnaire
Allow use of images and videos
Covers wide geography

Question 10

Online/mobile survey: Con

Answer 10

Require technical skill in setting up

Question 11

Telephone interview: Pro

Answer 11

Good for shorter and simple questionnaire

Covers wide geography

Question 12

Telephone interview: Con

Answer 12

Slow speed

Question 13

Intentional Fieldwork errors

Answer 13

Cheating, leading respondents

Question 14

Intentional Respondent errors

Answer 14

Falsehood, Non-response

Question 15

Unintentional fieldwork errors

Answer 15

Interviewer characteristics, misunderstanding, fatigue

Question 16

Unintentional respondents errors

Answer 16

Misunderstanding, guessing, attention loss, distractions, fatigue

Question 17

Intentional fieldwork error (Management)

Answer 17

Supervision of interviewers, Quality control (industry standards is to check 10% of completed surveys)

Question 18

Unintentional fieldwork errors (Management)

Answer 18

Selection and training of interviewers, Interviewer briefing, proper rostering of interviewers

Question 19

Intentional respondent error (Management)

Answer 19

Ensure confidentiality and anonymity

Question 20

Unintentional respondent error (Management)

Answer 20

Well drafted questionnaire, Pre-testing

Question 21

Elements of a questionnaire

Answer 21

RID, introduction, Sample Quota, Screener and main questionnaire

Question 22

ABC

Answer 22

AMCBRULP

Question 23

Product development

Answer 23

refers to notes

Question 24

Formula of forecasting

Answer 24

Purchase intent (%)no.of units purchaseno. of times purchase in a year

Question 25

Determining sample size

Answer 25

Statistical method, Rules of thumb, Comparable studies, Cost Basis

Question 26

Internal reports

Answer 26

Including orders, billing, receivables, inventory, etc

Question 27

Marketing intelligence

Answer 27

External information such as newspaper, trade publication, industry reports, etc

Question 28

Marketing decision support analysis

Answer 28

Collected data accessed with decision making tools eg. breakeven analysis, regression models, “what-if analysis”

Question 29

Marketing research

Answer 29

conducted to provide information for a specific problem where information is NOT provided by other components of MIS

Question 30

Primary data

Answer 30

Marketing research

Question 31

Internal secondary data

Answer 31

internal reports

Question 32

external secondary data

Answer 32

published reports, online databases

Question 33

Considerations when outsourcing to market research agencies

Answer 33

Pro: expertise, network, resources, speed
Con: Cost and coordination between agencies and internal stakeholders