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MKTG 440 > MKTG 440 Exam 1 > Flashcards

MKTG 440 Exam 1 Flashcards

1
Q

Marketing Research

A

the function that links the consumer to the marketer through information. information used to identify and define marketing problems, generate, refine and evaluate marketing actions; monitor marketing performance, and improve understanding of marketing as a process.

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2
Q

Research Process

A

1: Formulate Problem
2: Determine Research Design
3: Determine Data Collection Method
4: Design Data Collection Forms
5: Design Sample and Collect Data
6: Analyze and Interpret Data
7: Prepare Written/Verbal Report

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3
Q

Decision problem

A

the problem facing the decision maker for which the research is intended to provide answers. describe manager’s view of problem

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4
Q

Discovery-oriented decision problem

A

common with unplanned changes in the marketing environment. Answer: “What” or “Why” questions.

Decision Problem:
Why are store revenues so low?

Research Problem:

  • Investigate current customer satisfaction
  • Assess target market perceptions of store and competitors
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5
Q

Research problem

A

A restatement of the decision problem in research terms.

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6
Q

Research request agreement

A

1: Background
2: Decision Problem
3: Research Problem
4: Use
5: Population/Subgroups
6: Logistics

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7
Q

Research proposal

A

a written statement that describes the marketing problem, the purpose of the study and a detailed outline of the research methodology

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8
Q

Request-for-proposal (RFP)

A

A document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job

  • issued by a company in order to solicit proposals from research providers
  • should be specific enough to allow easy comparisons across vendors
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9
Q

Syndicated Research

A

A single research study conducted by a research company with its results available, for sale, to multiple client companies.

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10
Q

Field Service Research

A

.

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11
Q

Limited Service Research

A

.

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12
Q

Full Service Research

A

.

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13
Q

Hypothesis

A

a statement that specifies how two or more measurable variables are related

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14
Q

Exploratory research

A

discover ideas and insights

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15
Q

Depth interview

A

interviews with people knowledgeable about the general subject being investigated

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16
Q

Focus Group

A

an interview conducted among a small number of individuals simultaneously

  • relies on group discussion
  • 8-12 people (6-8 more common)
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17
Q

Moderator

A

Must ensure that:

  • objectives of the study are met
  • Everyone in the group voices their thoughts
  • A true interaction between participants emerges

-Funnel approach (broad to general)

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18
Q

Literature search

A

Search of popular press (magazines & newspapers), books, trade journal articles, academic literature, and/or published statistics from research firms or government agencies

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19
Q

Case Analysis

A

Intensive study of selected examples of the phenomenon of interest

  • benchmarking
  • ethnography (observation of consumers using products)
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20
Q

Dummy Table

A

A table with no entries used toe how how the results of the analysis will be presented

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21
Q

Descriptive research

A

determining the frequency with which something occurs
Attempt to answer:
-who, what, where, when, why, how?

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22
Q

Cross-sectional study

A

Single point in time measures of a representative sample selected from a population; emphasis on summary statistics.

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23
Q

Longitudinal study

A

Repeated measures, over time, of a fixed sample

  • Two Primary types:
  • Continuous panel (true):
  • Discontinuous panel (omnibus)
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24
Q

Continuous panel

A

Fixed sample of respondents who are measured repeatedly over time with respect to the SAME variables

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25
Q

Causal research

A

Used to establish cause-and-effect relationships between variables
ex: condition X causes event Y

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26
Q

Experiment

A

often used to isolate relationships between independent (X) and dependent (Y) variables.

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27
Q

Field experiment

A

Includes a situation with fluid conditions

  • like a retail store; realistic situations
  • control of variables other than X or Y is challenging (store conditions vary)
  • X variables are manipulated
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28
Q

Laboratory experiments

A

Includes a situation with exact conditions.

  • control of variables other than X or Y is maximized
  • X variables are manipulated
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29
Q

Market testing

A

involves the use of a controlled experiment done in limited, but carefully selected, section of the marketplace
key issues: cost, time, control

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30
Q

Standard Test Market

A

the company sells the product through its normal distribution channels
-best suited for radical/innovative products

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31
Q

Controlled Test Market

A

an entire test program conducted by an outside service in a market in which it can guarantee distribution
-best suited for new products that fit into existing product line

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32
Q

Simulated Test Market

A

A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market.
-Best suited for evaluating product line extensions

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33
Q

Secondary data

A

information not gathered for the immediate study at hand, but for some other purpose

-often give good background info and fill in some gaps in researcher’s understanding

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34
Q

Decision support system

A

Database + Analytical Models + User Interface

  • data system
  • model system
  • dialog system
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35
Q

Primary source

A

originating source of secondary data

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36
Q

Internal Data

A

Data that originate within the organization for which the research is being done. (decision making system)

37
Q

External Data

A

Data that originated outside of the organization for which the research is being done. (published reports)

38
Q

Geodemography

A

the availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small
-typically in forms of maps

39
Q

Scanner

A

an electronic device that automatically reads the UPC, looks up the price, and prints the description on price on the receipt.

40
Q

People Meter

A

attempt to measure the channel a TV is on and who in the household is watching it

41
Q

Primary Data

A

Information collected specifically for the investigation at hand.

-decision focused and tailored with a specific business issue in mind

42
Q

Personality

A

normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another.

43
Q

Attitude

A

an individual’s overall evaluation of something.

  • value
  • quality
  • services
44
Q

Awareness/knowledge

A

Insight into, or understanding of facts about, some object or phenomenon.

measure:
unaided recall
aided recall
recognition

45
Q

Intentions

A

anticipated or planned future behavior

46
Q

Motive

A

a need, want, drive, wish, desire, impulse, or any inner state that energizes, activities, or moves and that directs or channels behavior towards goals.

47
Q

Behavior

A

what people have done, or are doing, typically with respect to purchase and consumption of goods and services

48
Q

Communication

A

ask respondents for the info

Advantages: versatility, speed, and cost

49
Q

Observation

A

Observe/watch a situation to obtain the info
Advantages: objectivity and accuracy.
-only current behavior

50
Q

Data mining

A

the use of analytic techniques to explore the data held within a dataset in order to isolate useful information

51
Q

Structure

A

.

52
Q

Secondary source

A

.

53
Q

Natural setting

A

.

54
Q

Disguise

A

the amount of knowledge about the purpose or sponsor of a study communicated to the respondent

55
Q

Fixed alternative question

A

.

56
Q

Internet-based questionnaire

A

Indirect, E-mail or web used for delivery

57
Q

Open-ended question

A

a question for which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives

58
Q

Personal interview

A

direct, face-to-face conversation

59
Q

Telephone interview

A

direct, telephone conversation.

60
Q

Key steps in problem formulation

A

1: Meet with Client
2: Clarify the Problem/Opportunity
3: State the Manager’s Decision Problem
4: Develop Possible Research Problems
5: Select Research Problem(s) to be addressed
6: Prepare Research Request Agreement

61
Q

Identify problems that could emerge from failing to adequately define a problem

A

.

62
Q

Poorly defined problems (identify)

A

.

63
Q

Identify scenarios that would use exploratory, descriptive, and causal research

A

Exploratory
-search for clues at a crime scene

Descriptive
-Interview witnesses and suspects

Causal
-Determine whether evidence is sufficient to convict a suspect of a crime

64
Q

Key characteristics of Exploratory research

A
  • Small scale

- Flexibility

65
Q

Various types of Exploratory research

A
  • Literature Search
  • Depth Interviews
  • Focus Groups
  • Nominal Groups
  • Case Analysis
  • Projective Methods
66
Q

Advantages of secondary data

A
  • time savings

- cost savings

67
Q

Disadvantages of Secondary Data

A
  • problems of fit
  • -different units of measurement
  • -different class definitions
    • too general
  • -age of data
  • problems of accuracy.
  • -primacy of source
  • -purpose of publication
  • -general evidence of quality
68
Q

How can internal and external data benefit an organization?

A

.

69
Q

Should a company investigate internal or external data first?

A

Internal data.

70
Q

Why are researchers interested in peoples’ motives?

A

1: determining why people behave as they do
2: understanding what drives a person’s behavior makes it easier to understand the behavior itself

71
Q

What criteria should researchers consider when using secondary data?

A

Who sponsored the research?

What is the ability of the researchers?

Process of data collection?

72
Q

What are the two basic means for collecting primary data?

A

Observation and Communication

73
Q

Advantages of each type of data collection.

A

Observation:
-objective, accurate

Communication:
versatility, speed, cost

74
Q

Disadvantages of each type of data collection

A

observation: only current behavior

Communication:
degree of structure
degree of disguise
method of administration

75
Q

Why do market researchers not only measure behavior?

A

.

76
Q

Important considerations in using primary data collection methods.

A

Structure
-degree of standardization in questions asked and response alternatives
Disguise
-degree to which respondents are informed about: who is sponsoring the study and the actual purpose of the study
Nature of Administration
-Interview (personal or telephone) or self-administered (mail or internet)

77
Q

Access the concept in structure in a questionnaire. What are the advantages?

A
  • easier admin, coding, analysis
  • greater reliability
  • provides identical frame of reference for response
  • clarifies question
78
Q

What are the disadvantages of a questionnaire?

A
  • may force answers to questions for which respondent really has no opinion
  • omitted response categories.
79
Q

What is meant by sampling control, information control?

A

Sampling Control
-concerns the ability to identify, reach, and receive answers from population members

Info Control
-Involves the amount, type, and quality of info that can be retrieved from respondents

Admin Control
-concerned with the degree of quality control possible and time and cost requirements

80
Q

Differentiate the methods of questionnaire administration.

A

Personal Interviews
Telephone Interviews
Mail Questionnaires
Internet-based Questionnaires

81
Q

Advantages of questionnaire admin?

A

Internet/Phone: time, customer support

Internet/Mail: cost, quality

82
Q

Disadvantages of Questionnaire admin.

A

Personal: time, cost, quality
Phone: Quality
Mail: Time, Computer support

83
Q

Why would researchers want to disguise the presence of an observer in a study?

A

useful when:

  • knowing the purpose or sponsor is likely to bias respondents’ answers
  • recreating the natural environment is necessary, particularly in experimental research
84
Q

What are the types of observational research?

A

.

85
Q

Strategy Oriented Research Problems

A

Decision problem:
-How do we increase store traffic?

Research Problem:

  • Investigate effectiveness of different sales promos
  • Determine consumer response to two proposed ad campaigns
86
Q

Nominal Groups

A

a group interview technique which initially limits respondent interaction to a minimum while attempting to maximize input from individual group members

87
Q

Projective Methods

A

methods that encourage respondents to reveal their own feelings, thoughts, and behaviors by shifting the focus away from the individual through the use of indirect tasks

  • Word association
  • sentence completion
  • storytelling
  • role playing
88
Q

Key difference between nominal and focus groups

A

In Nominal Groups, people write answers individually before sharing them collectively. This helps avoid group think.

89
Q

Discontinuous panel

A

Fixed sample of respondents who are measured repeatedly over time with respect to DIFFERENT variables.

MKTG 440 (2 decks)

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