Marketing Research Exam 1 and 2 (Comprehensive)
Purchase Intention
# of people planning to buy a specified object
Brand attitudes
# of respondents and their intensity of feeling positive or negative to a brand
Brand awareness
% of respondents who have heard of a brand
Webdriver
- the latest Selenium tool - communicates directly with the web browsers. - it is a purely object oriented tool
Qualitative Techniques
1. Direct (Non-disguised) 2. Indirect (Disguised)
What are the two research designs?
1. Exploratory 2. Conclusive
What are the two external suppliers for marketing research?
1. Full-service suppliers 2. Limited-service suppliers
7 moderators of a focus group
1. Kindness 2. Permissiveness 3. Involvement 4. Incomplete understanding 5. Encouragement 6. Flexibility 7. Sensitivity
What are the two types of marketing research?
1. Problem-Identification Research 2. Problem-Solving Research
Completion Techniques
1. Story Completion 2. Picture Response 3. Cartoon Test
Dual-moderator group
A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed.
Lemmatizing
A group of works with similar meanings
Sentiment
A method of computationally determining whether a piece of writing is positive, negative or neutral.
Longitudinal design
A type of design involving repeated measurement of the same variables from the same sample
Cross-sectional design
A type of design involving the collection of information from any given sample of population elements
Data Exploration
Ability to probe data
Demographics
Age, gender, occupation, income level, and other characteristics of individuals
Cartoon Test
Cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character might say in response to the comment(s) of another character.
Client-participant groups
Client personnel are identified and made part of the discussion group
Indirect (Disguised) research
Completion, and Association techniques
Concordance and Collocation
Context surrounding words
Full-service suppliers
Customized or syndicated services
Secondary Data
Data that has been collected
Primary Data
Data that was collected by a researcher for specific purpose
Total Error
Difference between the true value and the observed value of a variable
Internal Suppliers
Divisions within the company
Non sampling errors
Error attributed to sources other than sampling
Example of secondary data
Federal government data
Telesession groups
Focus group sessions by phone using the conference call technique
Limited-service suppliers
Focus groups and field services
Online focus groups
Focus groups conducted online over the internet
Direct (Non-disguised) research
Focus groups or interviews
Descriptive Research
Has clear statement of the problem, specific hypotheses, and detailed information needs
Itemized Rating Scales
Have a limited number of ordered categories with brief description associated with each category.
Satisfaction
How people evaluate post purchase consumption experience
Transitivity
If brand A is preferred to B and brand B is preferred to C then brand A should be preferred to C
Where would the following sentence be categorized in NOIR? Overall, how would you rate the quality of the service at Scotty's Table? 1-Poor 5-Excellent A. Nominal B. Ordinal C. Interval D. Ratio
Interval
Research Design
Is a plan for addressing the research objectives
Staple Scale
Is a unipolar rating scale with ten categories numbered from -5 to +5 without a neutral point.
Management Decision Problem
Is action oriented
Marketing Research Problem
Is information oriented
What is data probing?
Is used to view information from the information model for which it was created and is also used to create, edit, or view data
Scraping is...
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Private information(gate up)
Login required
Public information(gate down)
No authorization required
NOIR
Nominal, Ordinal, Interval, Ratio
Reading HTML
Not an application of pattern recognition
Example of primary data
Observation, Survey, Experiment, Questionnaire, Sample Size
Two-way focus group
One target group to listen and learn from a related group
Where would the following sentence fall in the NOIR scale? Please rank the 5 department stores in order of your preference. Assign 1 to your most preferred store and assign 5 to your least preferred store. A. Nominal B. Ordinal C. Interval D. Ratio
Ordinal
Story Completion
Participants are given part of a story-enough to direct attention to a particular topic but not to hint at the ending
Expressive Techniques
Participants are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation
Thermometer scale example
Please indicate how much you like McDonald's hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is.
Where would the following sentence be categorized in NOIR? Please indicate the market share of product A and product B in Northwest region in 2023. A. Nominal B. Ordinal C. Interval D. Ratio
Ratio
Problem-Identification Research
Research undertaken to help identify problems and opportunities
Problem-Solving Research
Research undertaken to help solve a specific marketing problem
Word Assosiation
Respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind
Graphic Rating Scale
Respondents rate the objects by placing a mark on a graphic continuum anchored by two extremes.
Ratio Scale
Scale that have the characteristics of interval scale, plus a meaning of zero point.
Interval Scale
Scales that have the characteristics ordinal scales, plus equal intervals between points.
Hypotheses
Statement about a relationship between one or more variables that can be tested with empirical data.
Concomitant variation
The extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration.
Absence of other possible casual factors means...
The factor or variable being investigated should be the only possible casual explanation.
Marketing Research is:
The function that links the consumer, the customer, and public to the marketer through information
Respondent-moderator group
The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.
What is the bounce rate?
The percentage of times someone visits a website site and immediately leaves
Dueling-moderator group
There are two moderators, but they deliberately take opposite positions on the issues to be discussed.
Mini groups
These groups consist of a moderator and only 4 or 5 respondents
Semantic Differential Scale
This scale is a seven point rating scale with end points associated with bipolar adjective labels
Qualitative Research
To gain a understanding of the underlying reasons and motivations
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Likert Scale
Typically, respondents are asked to indicate a degree of agreement or disagreement
probing method
Using a series of questions to discover the reason for the hesitation
Frequencies
Which words are most frequent, wordclouds.
Detractor
a person who disparages someone or something
Paired comparison scaling
a respondent is presented with two objects and asked to select one according to some criterion.
Casual Research
a type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect relationships
Response error
arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
Non-response error
arises when some of the respondents included n the sample do not respond
Time order of occurrence
condition states that the causing event must occur either before or simultaneously with the effect; it cannot occur afterwards
Problem audit
is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.
Exploratory Research
marketing research to gather preliminary information that will help define problems and suggest hypotheses
non-comparative scales
measurement scales in which judgement is made without reference to another object, concept, or person
Net Promoter Score
measures how much a customer influences the behavior of other customers through recommendations on social media
Conversion rates
percentage of consumers who buy a product after viewing it
Constant Sum Scaling
respondents allocate a constant sum of units, such as 100 points, to attributes of a product to reflect their importance.
Rank Order Scaling
respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion
Ordinal Scale
scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Nominal Scale
scales that partition data into mutually exclusive and collectively exhaustive categories
Always....
start with secondary data
Null Hypotheses
state that there is no relationship between the independent and dependent variables
What is zero point?
the point on a scale that denotes zero and from which positive and negative readings can be made
Exploratory research is meaningful in any situation where....
the researcher doesn't have enough understanding
Picture Response
the respondents are asked to describe a series of pictures of ordinary as well as unusual events.
Random sampling error
the variation between the true mean value for the population and the true mean value for the original sample
Importance of Factors
to what extent do specific factors influence a person's purchase choice
projective techniques
unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern
Alternate Hypotheses
we state the result we are trying to show. We want to prove that its true.
Homographs
words that are spelled the same but have different meanings