Tutorials Flashcards
Possible reasons of decreasing sales
Customers -> Buying behavior Products -> Outdated/Price Channels -> Online/Offline Trends/Environment -> Lifestyle/Mobility Competitors -> Strategy/Market Share
Possible Market Research Methods in the Dimensions for decreasing sales
Customers -> Interviews/Focus Groups Product -> field trials/Reviews Channels -> None Trends/Environment -> Data (secondary) Competitors -> SWOT/PESTEL
General structure of expert interviews
- Introduction
- Aim of study
- Ice Breaking, contact and introducing questions
- Crucial Questions
- Control Questions
- Socio-demographic data
- Thank you words
Advices for Expert interviews
- > Flexible tool
- > Questions can be changed or added during the interview
- > Express appreciation for participant
4 stages of analysis of grounded theory
Codes -> Concept -> Categories -> Theory
6 wording rules for questionaire
- Use simple words
- Avoid ambiguous words and questions
- Avoid leading questions
- Avoid implicit assumptions
- Avoid Generalizations and Estimates
- Avoid double-barreled questions
Designing scales: Description of scale points
Exhaustive -> Description under each point
Polar -> Description just under first and last point
Designing scales: Uncertainty and ignorance of respondent
Forced Choice -> No neutral point
Allowance of a neutral point
Allowance of a „Dont Know“-point
Designing scales: Balance of scale points
Balanced -> Scale is symmentric vg-g-n-b-vb
Unbalanced -> Scale is not symmentric -> vg-g-n-b
Designing scales: Anchoring the response
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
Optimal number of scale points
5-7
<5 -> not enough information
>7 -> to complex -> not reliable and often not answered
What is the general structure of an academic paper?
Abstract Introduction Conceptualization Experimental Study -> empirical part Results Discussion References
Define the CONCEPT of MARKET RESEARCH
- Systematic gathering and interpretation of information
- Using statistical and analytic methods and techniques
- Gaining insights and support
Different TYPES of MARKET RESEARCH
Ad Hoc: To deal with a specific issue
Programatic: Returning research
3 different RESEARCH DESIGNS and 2 examples for each potential application
- Exploratory Research
- Generate Hypotheses
- Develop measure instruments
- Understand structure - Descriptive Research
- Understand Market size
- Segmentation
- Measure Archievement - Causal Research
- Confirm and Quantify Correlations
- Simulate a change in marketing mix
2 Methods for each Research Design
Exploratory: Focus Groups, Personal Interviews
Descriptive: One-time survey, Longitudinal survey
Causal: Laboratory studies, Field studies
Differences between Primary and Secondary data
Primary Data:
Collected for the specific research question -> Field Research
Secondary Data:
Data collected for other purposes -> Desk Research
Available from other companies
Advantages of Secondary Data
Tend to be cheaper
Sample sizes tend to be larger
Tend to have more authority
Are usually chick to access
Advantages of Primary Data
Are recent
Specific for the purpose
Proprietary
Disadvantages of Primary Data
More expensive
Take longer to collect
Disadvantages of Secondary Data
May be outdated
Not completely fit to the problem
May be errors in the data
3 Characteristics of Theoretical Sampling
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
2 Projective interview techniques
- 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 - Story telling
Often relies an pictorial materials, e.g pictures
Respondents use to assess attitudes toward the consumer behavior phenomenon
Definition „Population“
Group of units about which to make judgements
Definition „Sample“
Subset of selected cases from the population
Definition „Sample Frame“
List of elements from which the sample is drawn
Types of Probability Sampling
Simple Random Sampling
Stratified Sampling
Cluster Sampling
Explanation Simple Random Sampling
Random selection of the number of cases required
Each population element has an equal chance of being selected
Explanation Stratified Sampling
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
Explanation Cluster Sampling
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
Main Disadvantage of Convenience Sampling
No way of knowing whether they represent the target population
2 Types of Non-Probability Sampling
Judgemental Sampling
Quota Sampling
Explanation Judgemental Sampling
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
Explanation Quota sampling
Attempt to ensure representativeness by selecting a sample to look like the population
What are the requisites for causality, e.g. dependence of observation?
Concomitant variations
Time order of variables
Elimination of alternative explanations
