mktg 465 final 01S Flashcards
developing and maintaining a viable fit between the organization (strengths/weaknesses) and the external environment
strategic marketing
generating info to reduce uncertainty in strategic decision making
marketing research
managing the information flows between the marketer and customers
market analysis
managing the information flows between the marketer and competitors
competitive analysis
managing the information flows between the marketer and environment
trends analysis
two ways of generating market information
ask the seller, ask the buyer
what way of generating market information implies a product/production orientation
ask the seller
what way of generating market information doesnt use customer data?
ask the seller
what are the basis’ of information in ask the seller?
authority, tradition, intuition
what is the authority basis of information?
“because i say it so”
what is the tradition basis of information?
“because that’s the way it has always been done”
what is the intuition basis of information?
“because it just makes sense”
what is the problem with the intuition basis of information?
logical fallacies & contradictions
what way of generating market information implies a market orientation?
ask the buyer
what is the problem with ask the buyer?
consumers may not possess willingness/ability to respond
what are the basis’ of information in ask the buyer?
scientific method
a systematic, controlled, empirical, and critical investigation of hypothetical propositions about the presumed relationship among phenomena
scientific method
what type of research is to provide preliminary insights? what is an example?
exploratory
interviews
what type of research is to provide explanation at a given point in time? what is an example?
descriptive
surveys
what type of research is to test hypotheses regarding strength and direction? what is an example?
casual
experiments
what is the main marketing problem?
“problem identification is the problem”
how do you spell his last name?
kulchitsky
in terms of the marketing problem, “problem identification is the problem”, what is this issue?
- managers tend to act rather than plan
- organizational culture may not be supportive
- systems or structures may mitigate against problem discovery
- attention to symptoms not problems
what is the marketing problem based on?
strategy, what could you do
what is the research problem based on?
information, should you do it?
how do you measure data integrity?
RATE - relevant, accurate, timely, efficient
to observe people in natural settings or in naturally occurring situations
observation
what are the pros of oberservation
objective, current behaviour
what are the cons of observation
no control over data gathering, no understanding of motive
an investigation of behaviour where the respondents are aware of the task and the researcher is known
overt observation
a study where the participants are unaware that their behaviour is being observed and/or recorded
covert observation
a study where the researcher interacts with the respondents and manipulates the environment as the study progresses
participative observation
what is the problem with overt observation?
people change their behaviour
a distortion of measurement resulting from the actions or cognitive behaviour of the witnessing observer
observer bias
what are the 2 categories of observer bias?
administration & selective perception
what are the potential issues in the category of administration in observer bias?
sample design error & procedural errors in coding and tabulation
to interact with people for the purpose of recording attitudes and behaviours
communication
what are the pros of commication?
versatile, ability to record attitudes and motivations
what are the cons of communication?
subjective, random error
what are the methods of communication?
exploratory, descriptive, casual
what is the exploratory method of communication?
small sample studies for discovery of ideas and insights
- qualitative analysis
what is the descriptive method of communication?
larger sample studies to describe the characteristics of a population
- quantitative
what is the casual method of communication?
an investigation to identify cause-effect relationships
- quantitative
what are the 3 possible communication errors?
administration, random error, systematic error
what are the 3 types of administration communication errors?
sample design error, data processing error, interviewer error
what are the 3 types of sample design errors?
population specification error, selection error, frame error
procedural errors in data entry and processing
data processing error
what are the 2 types of systematic communication errors?
non-response bias, response bias
statistical difference between those who respond and those who do not respond
non-response bias
error that results from the tendency of people to answer a question incorrectly
response bias
what are the 2 types of response bias?
characteristics and external influence
what are the 3 categories of characteristics that influence response bias?
ya sayers, social desirability, extremity/neutrality
what are the 2 types of external influence that influence response bias?
sponsor organization and interviewer
