MKTG202 Flashcards
Marketing research
An application of the scientific method in searching for the truth about the marketing phenomena.
Decision making
The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.
Basic Marketing
Research is often done without a specific decision in mind that usually does not address the needs of a specific organisation.
Applied Marketing
Research conducts to address a specific marketing decision for a specific firm.
Problem identification
Research undertaken to help identify problems under the surface or that may not exist yet.
Problem solving
Research undertaken to help solve marketing problems
Marketing research process
Problem definition, Research approach developed, research design developed, Fieldwork or data collection, Data integrity and data analysis, and communicating research findings.
Market problem
A situation that makes some significant negative consequence more likely;
Market opportunity
A situation that makes some potential competitive advantage possible
Research Objectives
Goals of the organisation and of the decision maker that must be considered in order to conduct successful marketing research
Problem definition
A broad statement of the general problem and identification of the specific components of the marketing research problem.
Research Design
Are the methods and procedures for collecting and analysing the needed information.
Sampling
Involves any procedure that draws conclusions based on measurements of a portion of the population.
Fieldwork
Collection of primary raw data from external sources, that involves the selection, training and supervision of persons who collect data.
Editing
Involves checking data collection forms for omissions, legibility, and consistency in classification
Codes
Rules for interpreting, categorising, recording, and transferring the data to the data storage media
Numeric Coding
Assigning a numerical score to edited data.
Data Analysis
The application of reasoning to understand the data that have been collected.
Management decision problem
What the decision maker needs to do.
Marketing research problem
What information is needed.
Abstract Level
the level of knowledge expressing a concept that exists only as an idea or a quality apart from an object (salesperson)
Empirical Level
The level of knowledge that is verifiable by experience or observation ( number of sales)
Research Propositions
Statements explaining the logical linkage among certain concepts by asserting a universal connection between concepts.
Hypothesis
A formal statement of an unproven proposition, derived from theory, that is empirically testable.
Empirical Testing
Comparing a hypothetical proposition, e.g., a hypothesis, against reality using data
Exploratory Research
Exploratory Research Is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.
Descriptive Research
Describes characteristics of objects, people, groups, organizations, or environments; tries to “paint a picture” of a given situation.
Experiment
A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.
Experimental Variable
Represents the proposed cause and is controlled by the researcher by manipulating it.
Manipulation
The researcher alters the level of the variable in specific increments.
Qualitative research
An unstructured, primarily exploratory design based on a small sample, intended to provide depth, insight and understanding.
Primary Data
Data originated by the researcher for the specific purpose of addressing the research problem.
Secondary Data
Data collected for some purpose other than the problem at hand.
Internal data
Data that are available within the organisation for which the research is being conducted
External data
Facts observed and recorded by an entity other than the researcher’s organisation.
Direct Approach
A type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious, given the nature of the interview.
Indirect Approach
A type of qualitative research in which the purposes of the project are disguised from the respondents.
Depth Interview
A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.
Nondirective Interviews
Maximum freedom to respond (so long as the discussion is related to area(s) of research interest).
Semi-structured or Focused Individual Interviews
Covers a specific list of topics or sub-areas (timing, exact wording, and time allocated to each question are usually predetermined).
Laddering
A line of questioning that proceeds from product characteristics to user characteristics, specifically product/service attributes, consequences and values.
Discussion Guide
Set of questions and topics that you would like to discuss with a participant during a user interview.
Probing
Asking follow-up questions when we do not fully understand a response, when answers are vague or ambiguous or when we want to obtain more specific or in depth information.
Dual-Process (Dual-System) Theories
Claim that there are two distinct processing systems available for many cognitive tasks
Projective Technique
An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings.
Projective Techniques: Association
Word Association respondents are presented with a list of words, one at a time, and asked to respond with the first word that comes to mind.
Completion Technique
A projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description.
Expressive Techniques
Respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.
Observation
The systematic process of recording the behavioural patterns of people, objects, and occurrences as they take place to obtain information about the phenomenon of interest.
Structured
Observation technique where the researcher clearly defines the behaviours to be observed and the methods by which they will be measured.
Undisguised
Respondents are aware that they are under observation
Natural
Involves observing behaviour as it takes place in the environment.
Unstructured
Involves a researcher monitoring all relevant phenomena without specifying the details in advance.
Disguised
Respondents are unaware that they are being observed.
Contrived
Respondents’ behaviour is observed in an artificial environment.
Information Condition:
If current behaviour patterns are important to the study.
Type-of-Data Condition
When motivations, attitudes, feelings, etc. are unimportant.
Time-Frame Condition
Behaviours need to occur within a short time span.
Setting Condition
Limited to settings where behaviour can be observed.
Survey
Represents a way of describing public opinon by collecting primary data through communicating directly with individual sampling units.
Survey Method
A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents.
Sample Survey
Is a more formal term for a survey emphasising that respondents’ opinions presumably represent a sample of the larger target population’s opinion.
Structured data collection
Use of a formal questionnaire that presents questions in a prearranged order.
Fixed-alternative questions
Require respondents to choose from a set of predetermined answers.
Task Factors
The nature of the task involved has an impact on the diversity of questions and flexibility, use of physical stimuli, sample control, quantity of data, and response rate.
Situational Factors
In any practical situation, the researcher has to balance the need to collect accurate and high-quality data with the budget and time constraints.
Respondent Factors
Since surveys are generally targeted at specific respondent groups, the respondent characteristics should also be considered while selecting a survey method.
Population
The aggregate of all the elements that share some common set of characteristics and that comprise the universe for the purpose of the marketing research problem
Census
A complete enumeration of the elements of a population or study objectives
Sample
A sub-group of the elements of the population selected for participation in the study
Sampling design process
- Define target population 2. Determine sampling frame 3. select sampling frame, 4. Determine sample size, 5. Execute sampling process
Nonprobability Sampling
Relies on convenience or the personal judgement of the researcher rather than a chance to select a sample element.
Convenience Sampling
Attempts to obtain a sample of convenient elements (right place right time)
Judgmental Sampling
Is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher
Quota Sampling
It may be viewed as a two-stage restricted judgmental sampling.
➢ The first stage consists of developing control categories, or quotas, of population elements.
➢ In the second stage, sample elements are selected based on convenience or judgment.
Snowball Sampling
In snowball sampling, an initial group of respondents is selected, usually at random.
* After being interviewed, these respondents are asked to identify others who belong to the target population of interest. * Subsequent respondents are selected based on the referrals.
Probability Sampling
In probability sampling, sampling units are selected by chance.
Simple Random Sampling
Each element in the population has a known and equal probability of selection. Independent selcetion
Systematic Sampling
The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame.
Stratified Sampling
A two-step process in which:
- Population is partitioned into subpopulations or strata.
- Elements are selected from each stratum by a random procedure, usually SRS.
Cluster Sampling
- The target population is first divided into mutually exclusive and collectively exhaustive subpopulations or clusters.
- A random sample of clusters is selected, based on a probability sampling technique such as SRS.
Fieldwork
Marketing research data are rarely collected by the persons who design the research
➢ Data collection involves the use of field force that may operate either in the field or from an office
Questionnaire
Is a formalised set of questions, written or verbal, for obtaining information from respondents and collecting primary data.
Response Error
Respondents who do respond but give inaccurate answers or their answers are misrecorded or misanalysed.
Questionnaire design process
- Plan what to measure, 2.Formulate questions, 3.decide on wording and order 4. Pre test the questionnaire.
Skewness
The tendency of the deviations from the mean to be larger in one direction than in the other.
Kurtosis
Is a measure of the relative peakedness or flatness of the curve defined by the frequency distribution.
Type I Error (alpha error)
Rejection of H0 when it is in fact true.
Type II Error (beta error)
H0 is not rejected when it is in fact false.
Generalizability
It is the responsibility of the researcher to provide evidence regarding the reliability, validity, and generalizability of the findings.
Disclosure
The reader should carefully examine whether the report indicates an honest and complete disclosure of the research procedures and results.
Multi Methods
Uses more than one method and can be qualitative or two quantitative
Mixed Methods
Uses both Qualitative and quantitative and Involves mixing and integration of the data so that one type of data informs another
Concurrent
Conducting both at the same time but give more weight to the Qual
