Research Methods Flashcards
Define market testing
Determines if a product will sell (testing consumer reaction)
List the 6 types of qualitative research methods
- Personal and interactive interviews
- Focus groups
- Online focus groups
- Mall intercepts
- Surveys
- Product testing
Explain respondents (personal and interactive interviews)
A consumer who participates in a personal interactive interviews and other research methods
Explain mall intercepts
A market research interview conducted in a public place, such as a mall
No screening of people which can lead to biases
Explain surveys (qualitative)
A questionnaire or series of questions designed to collect specific information
Difficult to get completed
Prepaid postage; offer incentives
Explain product testing
Assessment of a product by designers or customers to see if it works, meets industry standards for safety and is user-friendly
List the 4 types of quantitative research methods
- Surveys
- Observational research
- Mystery shoppers
- Ethnography
Explain surveys (quantitative)
Converted into statistical information
Define statistics
A collection of numerical data that can be compared, analyzed, and interpreted
Explain observational research
A method of collecting data by observing respondents in contrived or natural settings
The respondents are observed through a one-way mirror or a camera
Explain traffic count
A measure of how many people stop or do not stop to look at an ad or store display
Explain mystery shoppers
A market researcher who poses as a shopper to observe how consumers and retailers behave in a shopping situation
Explain ethnography
The study of social and cultural behaviour and habits
Example of ethnography
If researchers were interested in the music/beverage of urban 21-30 year old men/women, they might visit a nightclub
Describe what a screening room is
Like a mini movie theatre and can have real-time behaviour response remote control devices
Marketers use screening rooms to show consumers previews and to collect data on audience preferences
