MKTG 440 Exam 1 Flashcards
Marketing Research
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.
Research Process
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
Decision problem
the problem facing the decision maker for which the research is intended to provide answers. describe manager’s view of problem
Discovery-oriented decision problem
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
Research problem
A restatement of the decision problem in research terms.
Research request agreement
1: Background
2: Decision Problem
3: Research Problem
4: Use
5: Population/Subgroups
6: Logistics
Research proposal
a written statement that describes the marketing problem, the purpose of the study and a detailed outline of the research methodology
Request-for-proposal (RFP)
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
Syndicated Research
A single research study conducted by a research company with its results available, for sale, to multiple client companies.
Field Service Research
.
Limited Service Research
.
Full Service Research
.
Hypothesis
a statement that specifies how two or more measurable variables are related
Exploratory research
discover ideas and insights
Depth interview
interviews with people knowledgeable about the general subject being investigated
Focus Group
an interview conducted among a small number of individuals simultaneously
- relies on group discussion
- 8-12 people (6-8 more common)
Moderator
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)
Literature search
Search of popular press (magazines & newspapers), books, trade journal articles, academic literature, and/or published statistics from research firms or government agencies
Case Analysis
Intensive study of selected examples of the phenomenon of interest
- benchmarking
- ethnography (observation of consumers using products)
Dummy Table
A table with no entries used toe how how the results of the analysis will be presented
Descriptive research
determining the frequency with which something occurs
Attempt to answer:
-who, what, where, when, why, how?
Cross-sectional study
Single point in time measures of a representative sample selected from a population; emphasis on summary statistics.
Longitudinal study
Repeated measures, over time, of a fixed sample
- Two Primary types:
- Continuous panel (true):
- Discontinuous panel (omnibus)
Continuous panel
Fixed sample of respondents who are measured repeatedly over time with respect to the SAME variables
Causal research
Used to establish cause-and-effect relationships between variables
ex: condition X causes event Y
Experiment
often used to isolate relationships between independent (X) and dependent (Y) variables.
Field experiment
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
Laboratory experiments
Includes a situation with exact conditions.
- control of variables other than X or Y is maximized
- X variables are manipulated
Market testing
involves the use of a controlled experiment done in limited, but carefully selected, section of the marketplace
key issues: cost, time, control
Standard Test Market
the company sells the product through its normal distribution channels
-best suited for radical/innovative products
Controlled Test Market
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
Simulated Test Market
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
Secondary data
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
Decision support system
Database + Analytical Models + User Interface
- data system
- model system
- dialog system
Primary source
originating source of secondary data
Internal Data
Data that originate within the organization for which the research is being done. (decision making system)
External Data
Data that originated outside of the organization for which the research is being done. (published reports)
Geodemography
the availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small
-typically in forms of maps
Scanner
an electronic device that automatically reads the UPC, looks up the price, and prints the description on price on the receipt.
People Meter
attempt to measure the channel a TV is on and who in the household is watching it
Primary Data
Information collected specifically for the investigation at hand.
-decision focused and tailored with a specific business issue in mind
Personality
normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another.
Attitude
an individual’s overall evaluation of something.
- value
- quality
- services
Awareness/knowledge
Insight into, or understanding of facts about, some object or phenomenon.
measure:
unaided recall
aided recall
recognition
Intentions
anticipated or planned future behavior
Motive
a need, want, drive, wish, desire, impulse, or any inner state that energizes, activities, or moves and that directs or channels behavior towards goals.
Behavior
what people have done, or are doing, typically with respect to purchase and consumption of goods and services
Communication
ask respondents for the info
Advantages: versatility, speed, and cost
Observation
Observe/watch a situation to obtain the info
Advantages: objectivity and accuracy.
-only current behavior
Data mining
the use of analytic techniques to explore the data held within a dataset in order to isolate useful information
Structure
.
Secondary source
.
Natural setting
.
Disguise
the amount of knowledge about the purpose or sponsor of a study communicated to the respondent
Fixed alternative question
.
Internet-based questionnaire
Indirect, E-mail or web used for delivery
Open-ended question
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
Personal interview
direct, face-to-face conversation
Telephone interview
direct, telephone conversation.
Key steps in problem formulation
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
Identify problems that could emerge from failing to adequately define a problem
.
Poorly defined problems (identify)
.
Identify scenarios that would use exploratory, descriptive, and causal research
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
Key characteristics of Exploratory research
- Small scale
- Flexibility
Various types of Exploratory research
- Literature Search
- Depth Interviews
- Focus Groups
- Nominal Groups
- Case Analysis
- Projective Methods
Advantages of secondary data
- time savings
- cost savings
Disadvantages of Secondary Data
- 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
How can internal and external data benefit an organization?
.
Should a company investigate internal or external data first?
Internal data.
Why are researchers interested in peoples’ motives?
1: determining why people behave as they do
2: understanding what drives a person’s behavior makes it easier to understand the behavior itself
What criteria should researchers consider when using secondary data?
Who sponsored the research?
What is the ability of the researchers?
Process of data collection?
What are the two basic means for collecting primary data?
Observation and Communication
Advantages of each type of data collection.
Observation:
-objective, accurate
Communication:
versatility, speed, cost
Disadvantages of each type of data collection
observation: only current behavior
Communication:
degree of structure
degree of disguise
method of administration
Why do market researchers not only measure behavior?
.
Important considerations in using primary data collection methods.
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)
Access the concept in structure in a questionnaire. What are the advantages?
- easier admin, coding, analysis
- greater reliability
- provides identical frame of reference for response
- clarifies question
What are the disadvantages of a questionnaire?
- may force answers to questions for which respondent really has no opinion
- omitted response categories.
What is meant by sampling control, information control?
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
Differentiate the methods of questionnaire administration.
Personal Interviews
Telephone Interviews
Mail Questionnaires
Internet-based Questionnaires
Advantages of questionnaire admin?
Internet/Phone: time, customer support
Internet/Mail: cost, quality
Disadvantages of Questionnaire admin.
Personal: time, cost, quality
Phone: Quality
Mail: Time, Computer support
Why would researchers want to disguise the presence of an observer in a study?
useful when:
- knowing the purpose or sponsor is likely to bias respondents’ answers
- recreating the natural environment is necessary, particularly in experimental research
What are the types of observational research?
.
Strategy Oriented Research Problems
Decision problem:
-How do we increase store traffic?
Research Problem:
- Investigate effectiveness of different sales promos
- Determine consumer response to two proposed ad campaigns
Nominal Groups
a group interview technique which initially limits respondent interaction to a minimum while attempting to maximize input from individual group members
Projective Methods
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
Key difference between nominal and focus groups
In Nominal Groups, people write answers individually before sharing them collectively. This helps avoid group think.
Discontinuous panel
Fixed sample of respondents who are measured repeatedly over time with respect to DIFFERENT variables.
