Section 4 - 4.4 market research

Question 1

Academic journals

Answer 1

A periodical publications from educational and research institutions that publish data and information relating to a particular academic discipline

Question 2

Cluster sampling

Answer 2

Is used when getting feedback from respondents
involves too much time, traveling on money. For example it would be too time-consuming and costly for a company to randomly interview people across all countries that operates in

Question 3

Convenience sampling

Answer 3

Use a subject that are easy/convenient to reach EG students often use that classmates and friends in a research study. It realize on ease of reach and volunteers because of their availability

Question 4

Focus groups

Answer 4

Involves forming small discussion groups to gain insight into the attitudes and behavior of respondents. The group is typically made up of participants who share similar customer profile, such as teenage boys who like to play online computer games

Question 5

Interviews

Answer 5

Type of primary research that involve discussions between an interviewer and interviewee to investigate their personal circumstances and opinions. Beliefs, attitudes and feelings can be examined in detail

Question 6

Market analysis

Answer 6

Reveals the characteristics and the outlook for a particular product or industry e.g. market size, market share and market growth rate

Question 7

Market research

Answer 7

Refers to marketing activities designed to discover the opinions, beliefs and preferences of potential and existing customers in order to identify and anticipate they want and needs

Question 8

Non-sampling error’s

Answer 8

Are caused by human error or human behavior. They arise from the researchers mistakes in recording, processing or analyzing data, or because response do not always give truthful and honest answers

Question 9

Observations

Answer 9

For a method of primary research the involves watching how people behave or respond in different situations. It can be done under control conditions d (like a laboratory test) or as real life situations (where people do not know that they’re being watched)

Question 10

Population

Answer 10

In marketing terms refers to all potential customers in a particular market

Question 11

Primary research (field research)

Answer 11

Is market research that involves gathering new data first hand for a specific purpose. Methods of primary research includes surveys (Questionnaires), interviews, focus groups and observations

Question 12

Qualitative market research

Answer 12

Involves getting non-numerical answers and opinions from respondents. The main purpose is to understand the behavior, attitude and perceptions of customers, employees or other respondents

Question 13

Quantitative market research

Answer 13

It’s about collecting and using factual and measurable information rather than opinions

Question 14

Quota sampling

Answer 14

Is the common something message, involving a certain number of people (known as the quota) from different market segments being used for research

Question 15

Random sampling

Answer 15

Gives everyone in the population an equal chance of being selected for the sample

Question 16

A sample

Answer 16

Is a selected proportion of the population used for primary market research purposes

Question 17

Sampling error’s

Answer 17

I’ll cool by mistakes made in the sample design, such as unrepresentative sample being used or the sample size being too small

Question 18

Secondary research (desk research)

Answer 18

Involves the collection of secondhand data and information that already exists, previously gathered by others. Examples include government publications and news articles

Question 19

Snowballing

Answer 19

Refers to market research carried out with individuals who then suggest other friends, family members called, there by increasing a sample size. It is used on farms unable to get a hold of appropriate respondents as the population is not clear

Question 20

Stratified sampling

Answer 20

Involves subdividing the market into segments (know as strata) that share homogeneous or very similar characteristics. A number of respondents from each Stratum that is proportional to the population is that a randomly selected for the sample

Question 21

A survey (questionnaire)

Answer 21

Is a document that contains a series of questions used to collect data for a specific purpose. It is the most common method of primary research