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Market Research > MR Mid-Term > Flashcards

MR Mid-Term Flashcards

Memorized

1
Q

What is Curbstonning

A

Making up research

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2
Q

What is an example of Curbstoning

A

200 surveys and doing it yourself

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3
Q

How many phases does Market Research Process have

A

4 Phases

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4
Q

What is Phase 1 (MR Process)

A

Determine the Research Problem

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5
Q

What is Phase 2 (MR Process)

A

Select the Appropriate Research Design

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6
Q

What is Phase 3 (MR Process)

A

Execute the Research Design

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7
Q

What is Phase 4 (MR Process)

A

Communicate the Research Results

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8
Q

What are the two types of Data Sources

A
  1. Primary Data

2. Secondary Data

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9
Q

Define Primary Data

A

Info collected for a current research problem or opportunity

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10
Q

Define Secondary Data

A

Info previously collected for some other problem or issue

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11
Q

What is the Problem Formation Process

A

Provide a different perspective on the problem

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12
Q

Define Market Research

A

Is the systematic and objective process of generating information to aid in making marketing decisions

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13
Q

Categories of Research Design

A
  1. Exploratory

2. Conclusive (Descriptive & Causal)

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14
Q

What is Exploratory Research (4)

A
  1. Discover ideas & insights
  2. Increase understanding of problem or situation
  3. Explore/explain consumer behaviours, attitudes etc.
  4. Provide input into a further stage of research
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15
Q

What is Causal Research (2)

A
  1. Establishes if there is a cause & effect relationship between variables
  2. Allow “if then” predictions
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16
Q

What is Descriptive Research (2)

A
  1. Describe the characteristics of certain groups (eg. attitudes, intentions, preferences etc.)
  2. Regarding competitors, target market, & environmental factors
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17
Q

What Research is usually numeric data not textual (eg. 52% are female)

A

Descriptive Research

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18
Q

What is the role & value of MR (3)

A
  1. Draws on social sciences for methods & theory
  2. Methods are diverse
  3. Can be applied to problems involving price, place, promotion and product
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19
Q

What are the 4 ps

A

Price place promotion product

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20
Q

Branding

A

Regular research enables early detection of change in attitude & meaning toward a brand

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21
Q

Perceptual Mapping

A

Used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions

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22
Q

Place/Distribution

A

Decisions include choosing & evaluating locations, channels, and distribution patterns

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23
Q

Retailing Research

A

Focuses on trade area analysis, store image/perception, in-store traffic patterns, & location analysis

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24
Q

Behavioural Targeting

A

Displaying ads at one website based on a users previous surfing behavioural

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25
Q

Shopper Marketing

A

Marketing to consumers based on research of the entire process consumers go through when making a purchase

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26
Q

Promotion

A

Important influence on a company’s sales

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27
Q

What to pricing decisions involve (3)

A
  1. Pricing new products
  2. Establishing price levels in test markets
  3. Modifying prices for existing products
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28
Q

What is Segmentation Studies (2)

A
  1. Creating customer profiles

2. Understanding behavioural characteristics

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29
Q

Benefit & lifestyle Studies

A

Examine similarities & differences in consumers needs

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30
Q

When do Marketers use Ethnographic Research (2)

A
  1. Studies consumer behaviour as activities embedded in cultural contexts & having identity
  2. Requires extended observation of consumers in context
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31
Q

Subject Debriefing

A

Fully explaining to respondents any deception that was used during research

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32
Q

Sugging/Frugging

A

Claiming that a survey is for research purposes and then asking for a sale or donation

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33
Q

De-anonymizing Data

A

Combining different publicly available info, mostly unethically, to find consumers identities

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34
Q

Information Research Process

A

Systematic approach to collecting, analyzing, interpreting, and transforming data into decision making info

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35
Q

Gatekeeper Technologies

A

Offer protection from intrusive marketing practices (telemarketing & illegal scams)

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36
Q

Scientific Method

A

Research procedures are logical, objective, systematic, reliable and valid

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37
Q

Knowledge

A

Data interpreted by researchers or decision makers

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38
Q

Iceberg Principle

A

Only 10% of the problem is perceived by decision makers. Helps Distinguish between symptoms & causes of problems

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39
Q

Situation Analysis

A

Gathers & synthesizes background info to familiarize a researcher with overall complexity of the problem

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40
Q

Unit of Analysis

A

Specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination

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41
Q

Exploratory Research (2)

A
  1. Generates insight that help define the problem situation confronting a researcher
  2. Improves the understanding of consumer motivations , attitudes and behaviour that are not easy to access using other research methods
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42
Q

Descriptive Research

A

Collects quantitative data to answer research questions such as who, what, when, where & how

43
Q

Causal Research

A

Collects data that enables decision makers to determine cause & effect relationships between 2 or more variables

44
Q

Target Population

A

Population from which a researcher wants to collect data

45
Q

Census

A

Researcher attempts to question or observe all the members of a defined population

46
Q

Sample

A

A small number of members of the target population from which researcher collects data

47
Q

Research Proposal (2)

A
  1. Provides an overview of the proposed research & methodology
  2. Serves as a written contract between a decision maker and a researcher
48
Q

Literature Review

A

Helps clarify & define the research problem & research questions

49
Q

6 Criteria’s to Evaluate Secondary Data Sources

A
  1. Purpose
  2. Accuracy
  3. Consistency
  4. Credibility
  5. Methodology
  6. Bias
50
Q

3 Descriptive Variables Sought in Secondary Data Search

A
  1. Demographics
  2. Economic Data
  3. International Market Characteristics
51
Q

3 Sources of Internal Secondary Data

A
  1. Sales Invoice
  2. Accounts Receivable Reports
  3. Quarterly Sales Reports
52
Q

3 Sources of External Secondary Data

A
  1. Popular Sources
  2. Scholarly Sources
  3. Government Sources
53
Q

Syndicated (Commercial) Data

A

Collected, packaged, & sold to organizations (market share & sales tracking)

54
Q

Consumer Panels

A

Provide specific & detailed data on purchase behaviour for an extended period of time

55
Q

Media Panels

A

Provide data related to consumers media consumption habits

56
Q

Audit

A

Buzz metrics

57
Q

Conceptual Model

A

Literature reviews help conceptualize a model that summarizes the relationship one hopes to predict

58
Q

Variables

A

Observable items used as a measure on a questionaire

59
Q

Constructs

A

Unobservable concepts measured by a group of related variables

60
Q

Relationships

A

Associations between 2 or more variables

61
Q

Independent Variable

A

Manipulated by the researcher (what I change)

62
Q

Dependent Variable

A

Variables being tested and measured (what I observe)

63
Q

Descriptive Hypothesis

A

Possible answers to a specific applied research problem

64
Q

Causal Hypothesis

A

Theoretical statements about relationships between variables

65
Q

Positive Relationship

A

2 variables increase or decrease together

66
Q

Negative Relationship

A

1 variable increases while the other decreases

67
Q

Defines Good Hypotheses (3)

A
  1. Follow research questions
  2. Written clearly & simply
  3. Testable
68
Q

Hypothesis

A

Empirically testable yet unproven statement developed to explain phenomena

69
Q

Null Hypothesis

A

Statistical hypothesis tested for possible rejection under assumption that it is true

70
Q

Alternative Hypothesis

A

Hypothesis con-tray to the null hypothesis (suggests that 2 variables are related)

71
Q

Parameter

A

True value of variable

72
Q

Sample Statistic

A

Value of a variable that is estimated from a sample

73
Q

In-depth Interviews

A

Well trained interviewer asks a participant a set of semistructured questions in a face-to-face setting to collect data

74
Q

Focus Group

A

Responses to an open ended questions are collected from small groups of participants

75
Q

Bulletin Board

A

Online research format in which participants agree to post regularly over a period of 4 to 5 days

76
Q

Purposed Communities

A

Online brand communities that can be used for research

77
Q

Private Communitites

A

Purposed communities whose primary is research

78
Q

Ethnography

A

Records behaviour in natural setting to understand how social and cultural influences affect individuals behaviours and experiences

79
Q

Participation Observation

A

Extended observation of behaviour in natural settings in order to fully experience cultural or subcultural context

80
Q

Word Association Test

A

Subject is presented with list of words or short phrases one at a time and asked to respond with first word that comes to mind

81
Q

Sentence Completion Test

A

Subjects are given a set of incomplete sentences and asked to complete them in their own words

82
Q

Zaltman Metaphor Elicition Technique (ZMET)

A

Visual research technique that encourages research participants to share emotional and subconscious reactions to a particular topic

83
Q

Observation Research

A

Systematic Observation and recording of behavioural patterns of objects, people, events, and other phenomena

84
Q

Netography

A

Requires deep engagement with online communities

85
Q

Respondents

A

People who answer question or survey, either verbally or written

86
Q

Value of Quantitative Research

A

Used in exploratory research designs

87
Q

Exploratory

A

Provides insights insight to better understand problems

88
Q

Descriptive

A

Provides information that answers research questions

89
Q

Causal

A

Tests cause & effect relationships between specific marketing variables

90
Q

Quantitative Research (2)

A
  1. Emphasizes the use of formal standard questions and predetermined response options in questionnaires or surveys administrated to large numbers of respondents
  2. Representative of the target population
91
Q

Qualitative Research (2)

A
  1. Collection of data in the form of text or images

2. Uses open-ended questions, observation, or found data

92
Q

Survey Research Methods

A

Research procedures for collecting large amounts of primary data using questions & answer format

93
Q

Sampling Error

A

Difference between sample results & true values for population

94
Q

Non Sampling Error (Systematic Error)

A

Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research

95
Q

Response Error

A

When respondents have impaired memory or do not respond accurately

96
Q

Non Response Error

A

A systematic bias that occurs when the final sample differs from the planned sample (refusals can’t be reached)

97
Q

Types of Survey Research (5)

A
  1. In home interview
  2. Mall-intercept interview
  3. Computer assisted telephone interview (CATI)
  4. Mail survey
  5. Online survey
98
Q

Causal Methods

A

Experiments

99
Q

Laboratory Experiment

A

Artificial setting

100
Q

Field Experiment

A

Natural setting

101
Q

Experiments

A

Often used to isolate relationships between independent variable (condition X) & dependent (event y) variables

102
Q

Control Variables

A

Kept constant by the researcher to limit their effect on the dependent variable (what I keep the same)

103
Q

Extraneous Variables

A

Out of our control, but may affect the dependent variable (confounds the results)

Market Research (1 decks)

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