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Marketing research > test 2 > Flashcards

test 2 Flashcards

1
Q

Qualitative research

A

interested in qualities rather than quantities

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2
Q

Researcher dependent

A

Researcher must extract meaning from unstructured responses, e.g., text from a recorded interview or a collage representing the meaning of some experience

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3
Q

Probing

A

An interview technique that tries to get the respondent to give more elaborate responses

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4
Q

Concept testing

A

A frequently performed type of exploratory research representing many similar research procedures all having the same purpose

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5
Q

Major categories of qualitative research (4)

A

Phenomenology, Ethnography, Grounded Theory, Case studies

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6
Q

Phenomenology

A

A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
-Seeks to describe, reflect upon, and interpret experiences (interviewer asking you to tell a story about a time when “x”)

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7
Q

Hermeneutics

A

An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself

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8
Q

Word clouds

A

A graphical depiction of the frequency with which words occur (Words occurring more frequently are shown in correspondingly large type face)

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9
Q

Ethnography

A

Represents ways of studying cultures through methods that involve becoming highly active within that culture. Observation plays a key role in this (anthropology)

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10
Q

What is the grounded theory

A

Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records (“what is happening here”) (sociology)

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11
Q

What are case studies?

A

The documented history of a particular person, group, organization, or event. Primary advantage is the ability to study an entire organization in depth (psychology and business research)

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12
Q

Focus group interview

A

An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents

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13
Q

Depth interview

A

A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic (researcher observes both surface reactions and subconscious motivations)

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14
Q

Laddering

A

A particular approach to probing that asks respondents to compare differences between brands at different levels

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15
Q

Conversations

A

Informal qualitative data approach that consists of bringing up a subject with someone and holding a conversation

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16
Q

Semi Structured interviews

A

Written form that asks respondents for short essay responses to specific open-ended questions

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17
Q

Free association techniques

A

Record respondents first cognitive reactions to some stimulus

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18
Q

Thematic apperception test

A

A test that present subjects with a picture where the consumers and products are the center of attention. The respondent responds with saying what they see and what they think might happen next

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19
Q

Picture frustration

A

A version of the TAT that uses a cartoon drawing in which the respondent guesses a dialogue that might occur between the cartoon figures

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20
Q

Projective research techniques

A

useful when discussing sensitive issues. It is an indirect way of questioning.

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21
Q

Secondary data

A

Data gathered and recorded by someone else prior to and for a purpose other than the current project

22
Q

Advantages to secondary data

A

faster and less expensive, available already, requires no access to subjects

23
Q

Disadvatages to secondary data

A

uncertain accuracy, data not consistent with needs, could be outdated

24
Q

Data transformation

A

The process of changing original form of data to a form that is suitable to achieve the research objective (changing the value due to inflation rates)

25
Q

Cross checks

A

Comparing data from one source with data from another source to determine the similarity of the independent projects

26
Q

Market tracking

A

observation and analysis of trends in industry volume and brand share over time

27
Q

Environmental scanning

A

Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development

28
Q

Model building

A

A mathematical representation of the relationship between two or more variables… estimates market potential for geographic areas

29
Q

Site analysis techniques

A

use secondary data to select the best location for retail or wholesale operations

30
Q

Index of retail saturation

A

describes the relationship between retail demand and supply

31
Q

Data mining

A

The use of powerful computers to dig through volumes of data to discover patterns about an organization’s customers and products

32
Q

Neural Network

A

A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information

33
Q

Customer discovery

A

Involves mining data to look for patterns identifying who is likely to be a valuable customer

34
Q

Database Marketing

A

The use of customer relationship management (CRM) databases to promote one-to-one relationships with customers and create precisely targeted promotions

35
Q

Proprietary data

A

Secondary data that Is owned and controlled by the organization

36
Q

External data

A

Facts observed, recorded by an entity other than the researcher’s organization

37
Q

sampling vs systematic error

A

Sampling error: This occurs because the survey failed to reach a diverse enough population
Systematic error: This results from something that the researcher did to hurt the execution of the research

38
Q

Respondent error

A

A sample bias resulting from some respondent action such as lying or just not responding

39
Q

4 types of non response error

A

Nonrespondents, no contacts, Refusals, self selection bias

40
Q

4 types of response error

A

Acquiescene bias - respondent agreeing with survey
Extremity bias - some people use extremes when responding to questions
Interviewer bias - presence of interviewer makes respondents answer differently
Social desirability bias - respondents answering differently to try and gain some sort of prestige

41
Q

Administrative error

A

An error caused by improper research or execution of the research task

  • data processing data
  • sample selection error
  • Interviewer error
  • Interviewer cheating
42
Q

Interactive vs noninteractive surveys

A

Interactive allows spontaneous 2 way conversation while non interactive does not allow for dynamic dialogue

43
Q

unobtrusive observation

A

no communication with the person being observed is necessary so that he or she is unaware that he or she is an object of research

44
Q

Visible observation

A

observation in which the subject is well aware that they are being studied

45
Q

contrived observation

A

observation in which the investigator creates an artificial environment in order to test a hypothesis

46
Q

observer bias

A

The observer should record as much evidence as possible because what they may be recording as “important information” could be subjective

47
Q

Response latency

A

The amount of time it takes to make a decision between two alternatives

48
Q

Click through rate

A

The percentage of people who see a hyperlinked ad and actually click on it

49
Q

How much money should the company make per click through to be effective?

A

50 cents

50
Q

Pupliometer and Psychogalvanometer

A

Pupil - used to observe and track changes in subjects pupils
Psycho - measures skin responses..involuntary changes to the skin

Marketing research (4 decks)

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