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Principles of Marketing Research > Research Types > Flashcards

Research Types Flashcards

1
Q

Primary Data

A

Is collected specifically for a
current research projects.

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2
Q

Secondary Data

A

Is previously collected for
some other project and is
used by your current
research

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3
Q

What is the objective in qualitative research design?

A

To gain a deep understanding of consumer behavior,
motivations, or attitude. (the why and how)

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4
Q

What is the data type in qualitative research design?

A

Non-numerical data

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5
Q

What are the data collection methods in qualitative research design?

A

Interviews, focus groups, and
participation observations

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6
Q

What is the data type in quantitative research design?

A

Numerical data

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6
Q

What is the objective in quantitative research design?

A

Aims for empirical assessments involving numerical
measurement and statistical analysis of data.

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7
Q

What is Qualitative (exploratory) research

A

Discovery/identifications of new ideas, definitions, preliminary
understanding of relationships

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8
Q

What are the data collection methods in quantitative research design?

A

Surveys, questionnaires, and
experiments

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9
Q

What is Quantitative research?

A

Research that involves numerical data, validation of facts, estimates, and relations

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10
Q

What are the two Quantitative Research?

A

Descriptive and Causal

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11
Q

What is Descriptive Research used for?

A

Is used to describe characteristics of a population or phenomenon

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12
Q

What is Causal research used for?

A

Is used to determine causal-and effect relationships.
This includes exploring the association among variables and the causal relations

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13
Q

What does descriptive research address?

A

It addresses the what question

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14
Q

What does causal research address?

A

It addresses the when/ why/ how questions

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15
Q

Is Causal research hypothesis driven?

A

Yes

16
Q

Is Descriptive research hypothesis driven?

A

No

17
Q

What data collection methods are under Qualitative research?

A

Literature, Focus Groups, Interviews, Ethnography

18
Q

What data collection methods are under Quantitative research?

A

Survey, Scanner Data, Lab experiment, Field experiment

19
Q

Which out of the quantitative research data collection methods are causal research methods?

A

Lab experiment and Field experiment

20
Q

Which out of the quantitative research data collection methods are descriptive research methods?

A

Survey and Scanner Data

21
Q

What is a Literature Review?

A

Comprehensive examination of available information related to a
research topic

22
Q

What does a literature review provide?

A

It provides background information

23
Q

What does a literature review help?

A

It helps develop a conceptual model

24
Q

What is a conceptual model?

A

Pictorial display of variables and hypothesized or
proposed relationships among them

25
Q

What is a conceptual model also called?

A

Conceptual Framework

26
Q

What are the objectives of in-depth interviews?

A
  • Discover what subject thinks about a topic & why
  • Understand feelings, beliefs, opinions of subject, & why they exist
  • Encourage subject to communicate as much detail as possible
26
Q

What is an in-depth interview?

A

a formal interview process in which a well-trained interviewer asks a subject a set of questions in face-to-face/phone conversation settings

27
Q

What is a focus group?

A

a formal process of bringing a small group of people
together for an interactive, spontaneous discussion

28
Q

What are the advantages of focus groups?

A
  • Stimulate new ideas, thoughts, & feelings about a topic
  • Foster understanding of consumer behavior
  • Elicit wide range of responses
  • Quick & flexible
29
Q

What are the disadvantages of focus groups?

A
  • Small sample
  • Cross talk
  • Groupthink
30
Q

What are the advantages of in-depth interviews over focus groups?

A
  • Lower likelihood of socially desirable response
  • Rich detail from each participant
  • Lower cross talk
31
Q

What are observations?

A

the systematic witnessing and recording of behavioral
patterns of consumers often without directly communicating with
them.

32
Q

What is ethnography?

A

a form of qualitative data collection that records
behavior in natural settings to understand how social & cultural
influences affect individual behaviors & experiences

Principles of Marketing Research (8 decks)

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