Unit 2 chap 2 market research Flashcards

1
Q

what does analayzing qualitiative data do?

A

aims to understand WHY consumers behave a certain way
how consumers react to launch of new product

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2
Q

mention the 4 average measures of qualitative data

A

mean
median
mode
range

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3
Q

what is the range

A

it is the most easiest + widely used measure of data dispersion

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4
Q

analyze the cost-effectiveness of market research

A

1) market research is not free
buying market research reports + primary research can be expensive
- secondary research gathering also takes time

2) now cheaper
bec of tech + internet +cellphones
can be done in a fraction of the cost of what was the cost

3)firms need to ask
is it worthwhile + cost-effective?

4) small + medium size firms do market research on their own most of the time

5) depends on firms goals + availability to finance

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5
Q

how is primary and secondary data collected

A

primary research is collected first hand Or by the firm/specialist companies

secondary research info is already collected –> may be from within or outside firm

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6
Q

what are the uses, adv and disadv of MODE

A

1) can be used for inventory ordering purposes
2) no necc calculations –> easily understood –>whole number result
3) cannot be used for further statistical analysis –> can be more than 1 modal ans–> thus confusion

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7
Q

what are the advantages of sampling research

A

saves cost–> better than studying whole target pop

saves time –> less time consuming

more accurate–> conducted by qualified + skilled researcvhers

remvoes biasness –> as appro method selected + higher precision

provides focused + detaied data

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8
Q

what do surveys include

A

questionaries
focus groups
interviews

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9
Q

mention 3 disadvantages of secondary research

A

may not be updated frequently
- data collecting methods + accuracy may be unknown
- may not address the business qs as may be previously collected for a different purpose

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10
Q

the info collected from market research can be used to?

mention 5

A

identifying main competitors + target market

understand patterns in consumer tastes + behavior and forecast the demands

set realisitc targets for sales + revenue

avail new oppitunities and business ideas

identifying specific problems such as sales falling sue to new competitors

keep up w market trends

i

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11
Q

mention 3 advantages of secondary research

A

allows comparison of data from different resources

obtained quickly —> no need for complicated gathering methods

cheaper apart from purchasing market intelligence reports

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12
Q

mention 3-4 main sources of secondary data and a little detail about them

A

(Government)
- pop consensus- social trends
free on the internet usually but outdated sometimes

(market research agencies)
produce detailed market intelligence reports
very expensive – not usually updated

(trade organizations)
produce v specific industry publications
not always free – may have to be a member of the organization to obtain detailed data

(internal company records)
low cost –immediately available
secondary data existing within any business
includes sales figures + feedback from customers + customer sales record

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13
Q

what are the 3 methods by which secondary data can be obtained

A

paying for the research
finding it on the internet
printed media

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14
Q

What are the methods of collecting primary data

A

test marketimg

surveys (questionares + focus groups + interviews)

observing

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15
Q

what does the term MARKET RESEARCH mean

A

the systematic gathering + recording + annylsis of data in order to better understand comsumer behavior

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16
Q

what are the uses+ adv + disadv of MEDIAN

A

1) used in wage negotiations –> often used in advertisements (50% better than all brands)

2) less influenced by extreme results –> more appropriate

3)calc from grp data is complicated–> if even number than value is approximated –> not use for further analysis

17
Q

what are the 2 methods of marketing research

A

primary research
secondary research

18
Q

how does a business indetify a market?

3 terms

A

1) Overall size
is it worthwhile for bsuiness to enter specific market

2) Growth
will market grow bigger in terms of sales fall or increase

3) Competitors
how many other businesses sel in market + how muc power do they have in market

19
Q

what are the limitations of sampling

A

the sample may be too small

risk of sample biasness

the researcher may not use appropriate sampling techniques

20
Q

what does Qualitative data produce

A

produces insight into customer needs and wants

21
Q

how can the reliability of the data being collected be hindered?

A

1) Sampling bias
2) questionnaire bias
3) further bias –> respondent not answering truthfully as may not want to admit into spending so much on music clothes etc

22
Q

mention 2 disadvantages for Primary rersearch

A

time-consuming
costly–. to gather material from market research agencies

23
Q

mention 4 NPD processes and the market research linked to it

A

indentifying consumer taste + needs —->
pirm + secondary research regarding consumer needs + cometitirs

product idea + packaging design—->
testing product packaging w consumer grps

brand positioning + testing advertismwent —->
pretesting product image + advertisments

product launch + after lauch period —->
monitering sales + consumer response

24
Q

mention 3 problems of market research

A

appropriate sampling method to use –> if not could provide misleading info
biasness involved
if a small sample is used –> results are likely to be rep the whole market
app sample size

25
what is a questionnaire bias?
occurs when the way a question is asked leads to the respondent answering one particular answer the results may not be accurate as they do not reflect the true meaning of what they believe + how act
26
mention 3 advantages of primary research
up to date relevant --> as collected for specific purpose--> directly addresses the questions business wants ans for confidential --> no other business has access to this data
27
what are the uses, adv, and Disadv of MEAN
1) used for making comparisons --> determine reorder levels 2) uses all data in calculation --> widely used --> well-known avg 3) affected by 1 or 2 extreme results ---> usually not whole number
28
qualitative data gives an insight into the _______ and ______ of people
thoughts and opinions
29
Why is there a need for sampling?
in all market situations it is difficult to record respose of entire pop Bec market is extensive It is time consuming + expensive and impossible to identify all in the market Thus sampling of total potential market chosen
30
what do questionnaires include
f2f postal?internet telephone?online
31
why is market research conducted
to find what consumers want
32
Answers to qualitative data research is based on __________, ________, and ___________
beliefs attitudes and opinions
33
smtimes secondary data is called _______________
desk research
34
what are the 2 types of data primary research collects
primary researvh collects 2 types of data 1) qualitative data 2) quantitive data
35
how can primary research be carried out?
by asking for a sample of the total population sampling involves ---> selecting a few ppl to interview --> they will be rep of the whole market
36
define the process coding
this process catogitrozies keywords and phrases used by customers --> during research process these responses matched against --> other data such as customer age+ income lvls to estlbluish key R/S and analyze them helps make marketing strategy