week 3 Flashcards
mkt research
systematic design collection analysis and reporting of data relevant to a specific marektig situation facing an org
marketing reearchh is wheeas market research i
umbrella terms anythign to do w marekting
market - focuses on mkt trends and behaviours
what does Customer expereince CX research focus on
all interactions an touchpoiitns between customer and a brand, product , service and company
what is user experience UX research
part of CX research
focusing specifcall on how comsuners of digital products focus on end user intterface interactions
what does product reserch focus on
gernela produt usablity and specifc use cases and customer perceptions of your product
brand reserch focuses on
brand identity , awareness , visibilty, perceptions and other brand related aspects
primary dtaa
info collected for a specific purpose at hand
collected by the business - they do it on the field
what is secondary data
info already exosts somewhere having been collected for anothr purpise
3 types of mkt research
qualitative m quanitttaive mixed method
qunatitiative research
deal w numerical data or can be convereted to numbers
qualitative research
about opino s and feelins,
studies the naure of phenomena
what is mized method mkt research
xombo of qualitative and quantiative research
whatt are teh tree types of mkt reseach
exploratory
descriptive
causal
exploratory research
gatrhering preliminary info that will help define research obj and sugets hypotneses
dont got specific hypothesis or assumption in mind just dive in e.g find focus group to gather data intiially
what is descritive research
aimed at desribing marekting problems , situations or mrkets such as the markt potential for a product or the demogrpahics and attitudes of consumers
what is casusal researhc
fcuses on testing hypoteses about casue and effect relationshiop
got hypitesis , run experiement and test data usogn diff numberrs of tbs
Name the 7 research methods
focus group
interviwing
ethnographic research
experiemntal research
observatinoal research
survey research
secondary research
what is survey research
ggatherin primary data by asking peopel questions about
knowledge, attitudes , prefernces and buying behaviour e.e.g did you like product , how was your experience
experimental research
gathering primary ata vy selecting matched groups of subjects
giving em dif treatmetns , controlling unrealted factoees and checking for diff in group repsoness
experiental research sometoimes done through
questionnaires
what is obsv research
gatering primary dat by observing relevant peope, actinos and situations
oservers dont what w the group
interact
what is ethongraphic research
form of obs research involves sending trained observers to watch and interact w consumers in theri naturla enviroments
in ethongrapic reserch what xnan pbsefver do
interact w group
may watch anf particpate
there is also what type of ethnography
digitla
what is interviwieng
gathering primary data by directly talking to consuemrs , interview can be structured , semi and unstrucrues
what is focus group
gathering primary fata by inviting small groups of people to gather for a few hours and talk abotu product service or organisaiotn
can be moderated or unmoderated#
moderaors can be observers that ineract w participants and stir discussions
secondary data
repurposing and analysign data already gathered for a diff puurpose
examples of secondary research
gov reports
academic articles
exiting internal and external database
psotiive of secondart makret reseaech
can be cost efffective and time efficient
limmtiation of secondary dtaa
lack of control over data quality and potetial foa bias in og data collection
why is it iportnat to find research oobjective
so you can find right ingo
e..g understanding preferecns of consuemr groups
researhc sample
desegment of pop selcted for marekting research to represrnt th popultion as a whle
