Ch10 marketing research

Which step in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?

designing the research

Step 2: Designing the Research

determine type of research needed to obtain data identify type of data needed

observations can be described as _____ through personal viewing or by means of a video camera

examining purchase and consumption behavior

Although it is often an inexpensive source, ________ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.

external secondary data

panel and scanner based research

can be either secondary or primary data Walmart's subsidiary Asda uses an online customers panel to determine which products to carry scanner data are collected through UPC scans of products purchased at checkout

________ is the third step in the marketing research process, and it begins only after the research to design has been established.

collecting the data

external secondary data

data from scanner readings of UPC labels at checkout provided and sold by leading research firms: - IRI - Nielson info helps firms assess what is happening in the marketplace

Before deciding on a new promotional campaign, Holly's Cupcakes looked at its customers' buying patterns over a 5-year period as determined by their use of a loyalty card. What method did the company use to make sense of the data that were available?

data mining

Home Depot learned that 75 percent of the time its customers buy a can of paint, they also purchase a paint brush. Patterns and relationships like this are discovered through a technique called

data mining

A typical focus group has ________ members.

8-12

If a firm wanted to statistically confirm insights and hypotheses, it would use

quantitative research

how is info generally gathered in a survey

questionairre

Information that has been collected prior to the start of the research project is called ________ data.

secondary

Company sales invoices, census data, and trade association statistics are examples of

secondary data

Marketing research 5 steps

Collecting + recording + analyzing + interpreting = decision making

Step 4: Analyzing Data and Developing Insights

Converting data into information that is useful in making more effective marketing decisions

Social media monitoring, in-depth interviews, and focus groups are all ________ research methods. A) quantitative B) data warehousing C) syndicated marketing D) qualitative E) structured

D

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as A) secondary data mining B) churning C) biometric research D) sentiment mining E) exploratory research

D. In the process of sentiment mining, firms use social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products.

Which organization/agency serves as a watchdog over the data mining of consumer information?

Electronic privacy information center

what is a "concept"?

- concept is a brief written description of the product - customers' reaction determine whether or not it goes forward - triggers the marketing research process

observations

- personal or video camera scrutiny - tracking movements electronically - Microsoft Kinect and heatmaps - best method to determine how customers interact with and use product

Stages in the marketing research process

1. Defining objectives and needs 2. designing the research 3. collecting the data 4. analyzing data and developing insight 5. developing and implementing an action plan

marketing research process consists of

1. defining the objectives and research needs 2. designing the research 3. collecting the data 4. analyzing data and developing insight 5. developing and implementing an action plan

step 5: developing and implementing an action plan

1. executive summary 2. body of the report 3. conclusions 4. limitations 5. supplements including tables, figures, appendices

AMA ethical guidelines for conducting marketing research

1. prohibits selling of fundraising under the guise of conducting research 2. supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data 3. encourages the fair treatments of clients and suppliers

in depth interviews process

1. select and screen respondents 2. greet respondents (provide team w interviewing guidelines, ensure that they are at ease) 3. conduct in depth interview 4. analyze the respondents' narrative responses 5. write a summary

The key difference between scanner and panel research is that scanner research typically focuses on a particular ________, while panel research typically focuses on a particular ________. A) product; person or household B) product; service C) person; household D) person; product E) service; product

A

what are the causes of recent changes in the field of marketing research A) access to analytic dashboards for decision making B) consumers becoming increasingly more difficult to analyze C) improved ability to collect data D) ability to store and manipulate data with computers

A, C, D

Which organization provides the three guidelines that marketers should use for conducting marketing research?

American marketing association

which of these is the best example of an unstructured question A) when is ur bday B) why did u choose the car u currently drive C) how many credits are u taking this semester D) did you vote in the 2016 presidential election

B

_____ must be committed to the research project and be willing to abide by the results of the research

management

in most situations, data collection should begin only after

the research design process is finished

________ is a disadvantage of secondary research, while ________ is a disadvantage of primary research. A) cost; outdated info B) time required for collection; sources not original C) potential bias; high cost D) outdated info; info not relevant to data needs E) sophisticated training required to obtain it; potential bias

C

which of the following questions should be considered by managers before beginning a marketing research plan? A) will the research be complicated B) will the research be easy C) will the research be useful D) will the top management be committed to this project

C, D

When Dannon purchases information about people's yogurt and milk buying behavior from National Purchase Diary Panel, it is acquiring a form of A) tertiary data B) internal primary data C) internal secondary data D) external primary data E) syndicated secondary data

E. Marketers can purchase external secondary data called syndicated data, which are available for a fee from commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen.

other qualitative data collection methods

Ethnography: - records behavior in natural settings to understand how social and cultural influences affect individuals' behaviors and experiences - Participant observation: extended observation of behavior in natural settings in order to fully experience cultural or subcultural contexts Case study: intensively investigates one or several existing situations - similar to the current problem or opportunity

True or False: a questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity

False

primary data collecting techniques

Qualitative: observation, social media, in depth interviews, focus groups Quantitative: survey, panel, scanner, experiments

step 3: collecting the data

Secondary data: -collected prior to the start of the research project -external as well as internal data sources Primary data: -collected to address specific research needs -examples: focus groups, in depth interviews, surveys -Sample: Choose a group of customers who represent the customers of interest and generalize their opinions to the market segment

churn

The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called

Step 1: Defining Objectives and Research Needs

What information is needed to answer specific research questions? How should that information be obtained?

secondary data

a marketing research project often begins with a review of the relevant secondary data

where should demographic questions appear in a questionnaire

at the end

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

big data user

Marketers of retail giants such as Walmart have learned that people tend to buy certain products at the same time, for example, toothpaste and dental floss or paper towels and paper plates. Knowing this, Walmart will promote and display these products together. To uncover these customer purchasing patterns, marketers use

data mining

________ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.

data mining

what uses various statistical analysis tools to discover previously unknown patterns in the data or relationships among variables

data mining

internal secondary data

data warehouse data mining EX: identify churn rate

analyzing and reporting the results

debriefing analysis: researcher and moderator discuss the subjects' responses to the topics that outlined the focus group session content analysis: involves grouping individual responses into larger theme categories or patterns

As a result of ________ studies, Kellogg's watched people's expressions during three different ads for its new cereal to select the one with the most positive response.

facial recognition

planning the focus group study

factors to consider: - focus group participants - selection and recruitment of participants - purposive sampling - stratified purposive sampling - theoretical sampling - size of the focus group - focus group locations

Kent wants to survey recent customers about the quality of service they received at his small cell phone repair shop. He has customers' mailing and e-mail addresses. Kent will likely use an online survey primarily because it offers

fast responses at lower cost

which US government agency is tasked with protecting the privacy of american consumers

federal trade commission

Parul manages an upscale women's clothing store. She wants more information about customer response to the upcoming fall fashion line she has been advertising on her website. To gather initial reactions and opinions from about a dozen of her most frequent shoppers, Parul would want to use

focus group interviews

big data user

he term refers to data sets that are too large and complex to analyze with conventional data management and data mining software.

Although a more expensive and time-consuming research method, your college might use ________ to better understand how students perceive the college's sustainability efforts and what it could do better.

in depth interviews

in depth interviews and focus groups

in depth interviews: -trained researchers ask questions 1-on-1 w a customer -expensive and time consuming focus group interviews: -small group of 8-12 ppl w a trained moderator -now often take place online -unstructured; qualitative data about new or existing products or services

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into

information

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of

internal secondary data. Companies generate a tremendous amount of internal secondary data from their day-to-day operations like customer information and purchase history

Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is

is top management committed to the project and willing to abide by the results of the research

________ consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas

marketing research

obscure data

may be collected by any firm at any time regardless of its intent to sell them

When a company examines consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this is referred to as

neuromarketing

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny

observation

When a research team has gathered data for specific research needs, this is known as

primary data

Marketing researchers should collect information on consumers only for the purpose of

producing unbiased, factual info

in the second step of the marketing research process, what factor determines the type of data needed

project objectives

_______ research provides mathematical info needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection

quantitative

once a firm has gained insights from doing qualitative research, it is likely to engage in _____ research, which are structured responses that can statistically be tested

quantitative

what is an accurate definition of the term data

raw numbers with no intrinsic meaning

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________ data.

secondary

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of ________ question

structured

What is the most popular type of quantitative primary collection method

survey research

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of

syndicated data. These are sources of syndicated data—secondary data that can be purchased from firms that collect it.

experimental research

systematically manipulates one or more variables to determine which variables have a causal effect on other variables - can also be used on social media

social media sites can provide a firm with insights into a consumers opinions about the firm and

the consumers opinions about the firms competition

what is NOT an advantage of secondary data

they are easy to customize

one disadvantage of secondary data is that

they may not be exactly what the research project requires

syndicated data

those gathered by commercial firms specifically with the intent to sell them

a focus group interview is a ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest

unstructured

A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this?

unstructured question

An online network of people who communicate about specific topics is referred to as a (an)

virtual community

an online network of people who communicate about specific topics

virtual community

Firms that collect a large amount of customer info and purchase history store it in large computer files called data

warehouses