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Market Research > Tutorials > Flashcards

Tutorials Flashcards

1
Q

Possible reasons of decreasing sales

A 
Customers -> Buying behavior
Products -> Outdated/Price
Channels -> Online/Offline
Trends/Environment -> Lifestyle/Mobility
Competitors -> Strategy/Market Share
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2
Q

Possible Market Research Methods in the Dimensions for decreasing sales

A 
Customers -> Interviews/Focus Groups
Product -> field trials/Reviews
Channels -> None
Trends/Environment -> Data (secondary)
Competitors -> SWOT/PESTEL
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3
Q

General structure of expert interviews

A
  1. Introduction
  2. Aim of study
  3. Ice Breaking, contact and introducing questions
  4. Crucial Questions
  5. Control Questions
  6. Socio-demographic data
  7. Thank you words
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4
Q

Advices for Expert interviews

A
  • > Flexible tool
  • > Questions can be changed or added during the interview
  • > Express appreciation for participant
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5
Q

4 stages of analysis of grounded theory

A

Codes -> Concept -> Categories -> Theory

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6
Q

6 wording rules for questionaire

A
  1. Use simple words
  2. Avoid ambiguous words and questions
  3. Avoid leading questions
  4. Avoid implicit assumptions
  5. Avoid Generalizations and Estimates
  6. Avoid double-barreled questions
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7
Q

Designing scales: Description of scale points

A

Exhaustive -> Description under each point

Polar -> Description just under first and last point

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8
Q

Designing scales: Uncertainty and ignorance of respondent

A

Forced Choice -> No neutral point
Allowance of a neutral point
Allowance of a „Dont Know“-point

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9
Q

Designing scales: Balance of scale points

A

Balanced -> Scale is symmentric vg-g-n-b-vb

Unbalanced -> Scale is not symmentric -> vg-g-n-b

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10
Q

Designing scales: Anchoring the response

A

With comparing -> Compared to x I think y is … vg-g-n-b-vb

Without comparing -> Quality of xy is vg-g-n-b-vb

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11
Q

Optimal number of scale points

A

5-7
<5 -> not enough information
>7 -> to complex -> not reliable and often not answered

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12
Q

What is the general structure of an academic paper?

A 
Abstract
Introduction
Conceptualization
Experimental Study -> empirical part
Results
Discussion
References
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13
Q

Define the CONCEPT of MARKET RESEARCH

A
  • Systematic gathering and interpretation of information
  • Using statistical and analytic methods and techniques
  • Gaining insights and support
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14
Q

Different TYPES of MARKET RESEARCH

A

Ad Hoc: To deal with a specific issue

Programatic: Returning research

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15
Q

3 different RESEARCH DESIGNS and 2 examples for each potential application

A
  1. Exploratory Research
    - Generate Hypotheses
    - Develop measure instruments
    - Understand structure
  2. Descriptive Research
    - Understand Market size
    - Segmentation
    - Measure Archievement
  3. Causal Research
    - Confirm and Quantify Correlations
    - Simulate a change in marketing mix
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16
Q

2 Methods for each Research Design

A

Exploratory: Focus Groups, Personal Interviews
Descriptive: One-time survey, Longitudinal survey
Causal: Laboratory studies, Field studies

17
Q

Differences between Primary and Secondary data

A

Primary Data:
Collected for the specific research question -> Field Research

Secondary Data:
Data collected for other purposes -> Desk Research
Available from other companies

18
Q

Advantages of Secondary Data

A

Tend to be cheaper
Sample sizes tend to be larger
Tend to have more authority
Are usually chick to access

19
Q

Advantages of Primary Data

A

Are recent
Specific for the purpose
Proprietary

20
Q

Disadvantages of Primary Data

A

More expensive

Take longer to collect

21
Q

Disadvantages of Secondary Data

A

May be outdated
Not completely fit to the problem
May be errors in the data

22
Q

3 Characteristics of Theoretical Sampling

A

Let the research guide the data collection
Basis for the sampling is concept, not persons
Continuiously evaluate your data and decide how to continue sampling

23
Q

2 Projective interview techniques

A
  1. Sentence completion
    Much like word association test
    Respondents are asked to complete a number of sentences with the first thought that comes to their mind
  2. Story telling
    Often relies an pictorial materials, e.g pictures
    Respondents use to assess attitudes toward the consumer behavior phenomenon
24
Q

Definition „Population“

A

Group of units about which to make judgements

25
Q

Definition „Sample“

A

Subset of selected cases from the population

26
Q

Definition „Sample Frame“

A

List of elements from which the sample is drawn

27
Q

Types of Probability Sampling

A

Simple Random Sampling
Stratified Sampling
Cluster Sampling

28
Q

Explanation Simple Random Sampling

A

Random selection of the number of cases required

Each population element has an equal chance of being selected

29
Q

Explanation Stratified Sampling

A

Population is divided into mutually exclusive and exhaustive subsets
A simple random element is chosen independently from the subset (strata)
Every population element is assigned to one and only one stratum

30
Q

Explanation Cluster Sampling

A

Population is divided into mutually exclusive and exhaustive subsets
A random sample of the subset is selected
- One-stage cluster sampling: All population elements are used in the selected subset
- Two-stage cluster sampling: A sample of elements is selected probabilistically from the selected subsets

31
Q

Main Disadvantage of Convenience Sampling

A

No way of knowing whether they represent the target population

32
Q

2 Types of Non-Probability Sampling

A

Judgemental Sampling

Quota Sampling

33
Q

Explanation Judgemental Sampling

A

Researcher taking an informed guess regarding which individuals should be included
Sample is handpicked, because it can serve the research purpose or is believed to be representative

34
Q

Explanation Quota sampling

A

Attempt to ensure representativeness by selecting a sample to look like the population

35
Q

What are the requisites for causality, e.g. dependence of observation?

A

Concomitant variations
Time order of variables
Elimination of alternative explanations

Market Research (7 decks)

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