Marketing Research - Midterm (Chapters 1-6)
Online observation advantages
access to large group, low costs, fast data collection, digital trail, and greater flexibility.
Telephone
ad: Low cost/Fast Dis: Limited info, declining #, declining response rate, sample distortion. Not as strong as in past Biased sample Increase in smart phones has affected. Can include picture, open ended questions, location, fast responses, and likelihood of answering private questions.
Random error
an error that occurs when the selected sample is an imperfect representation of the overall population
Selection error
error that results from incomplete or improper sample selection procedures or from unprofessional or untrained interviewers.
Population specification error
error that results from incorrectly defining the population or universe from which a sample is chosen
Non response bias
Bias introduced into survey results because individuals refuse to participate. Fix my multiple attempts, reminders, or incentives.
Response bias
Bias resulting from false answers or inaccurate answers Fix my stating how it will be reported and why it is needed. Shorten recall periods before survey is sent.
culture
Biggest global concern for marketing research.
Cross-sectional studies
Conducted at a single point in time and thus provide a snapshot of the subject or topic being studied at that particular time.
Basic marketing research
Conducted to advance marketing knowledge in general or to verify a proposed marketing theory or concept.
dominated by Collectivism Long-term oriented
Eastern culture is... (2 things)
Processing error
Error in the processing of data that can include double data entry and correlation analysis.
Measurement instrument error
Error resulting from leading/confusing questions or an error from the evaluation of the data by diff. instruments.
Research hypothesis
Expected research outcome that seems reasonable in light of existing info
Sample Aggregators
Expedites data collection Yields better quality, more valid sample Firm that collects data through utilizing multiple sample companies.
Advantages to qualitative research
Exploratory research Background for quan. studies Questionnaire or design Understand consumer thinking Adds richness to quan. studies
Descriptive function
Finding the "who" "what" and "why" The gathering and presentation of info about a marketing phenomena or situation.
Internal research
Focus of marketing research today.
Data collection
Goal is to minimize errors in data.
Marketing Research
Has become mobile. Essential to use social media. Involved behavior data.
Margin or error
How close our data is to the same number.
Q-ratings
How many people recognize a company name and associate positive thoughts towards it.
Confidence intervals
How sure of range
Research problem
Identifies a problem, opportunity, or phenomena to be studied.
Includes ad-hoc, customer, and consumer panels. Ad: confidential, convenient, sensitive material, and longer surveys. Dis: low response rate, who is completing? not able to offer clarification.
Internet (online)
Includes email, online web sites, mobile, and twitter. Ad: accessibility, speed, low costs, real-time, sophisticated surveys, and the use of visuals. Dis: Location, sample representativeness, data quality, spam and clutter, hardware/sofware capabilities.
Respondent error
Includes non-response bias and response bias
Study parameters
Includes the budget/timeline and who will be users in the focus group.
using Mixed Models of research
Increases response rates and sample representativeness.
Research Proposal
Intro & background Research objectives, questions, design Target population Sample size and method Cost and time for study
Diagnostic function
Investigates relationship and phenomena within data that have been gathered through previous research.
Ethnographic research
Involves observing individuals in their natural settings, combination of direct research and video or audio
Quantitative Research
Involves the use of structured questions where the response options have been largely predetermined
Qualatative research
Involves unstructured data collection methods that provide realists that are subjectively interpreted
Moderator
Is trained, nonjudgmental, similar to participants, controls nonverbal cues, and establishes and maintains rapport. Uses eye contact, actively listens, probes, solicits input from all, guides interviews, provides positive feedback, and manages silence.
Online observation disadvantages
Lack of auditory and visual cues Lack of respondent authenticity Rambling and unfocused Profile of users may not be representative
Online qual. research
Low costs Quick results Tech advancements More engagement Convenient danger is: it can go viral
Traditional ads - losing effectiveness. New ways to engage to increase numbers. Social Media!!!
Marketing research takeaways.
Cognitive neuroscience
Measures brain activity, lab driven, and subject wired. Also measures heart rate and breathing
Eye tracking
Monitors eye movements and meanings. Stated that the upper left of page is prime space.
Quantitative data
More objective than subjective Good solution for finding an unknown. Not always cheaper, can depend.
ZMET
Mos complex and expensive qual. research method
Qualatative data
Not only emotional data, but also objective data. Logical, but harder to do. Research teams are the instrument.
Debreifing and Reporting
Observers and moderator discuss focus group results Includes "hot notes" at the end also includes Research Purpose, summary of findings by questions.
Exploratory function
Occurs when there is limited or no knowledge at all about a situation or outcome.
Research design
Plan used to address the research problem, question, and hypothesis. Descriptive or Causal? How to collect data...
Exploratory research
Preliminary examination of a problem/situation Goal: to help understand the problem or situation First stage in a more comprehensive study.
Link analysis
Provides information on what links people have been embedding in documents.
In-depth discussion
Research questions are directly related to specific respondent segments and individual behavior.
Site selection
Research study to help retailers determine the best locations for retail outlets.
Sales forecasts
Research that estimates future sales for a company or brand
Sales potential studies
Research that estimates potential sales for a product industry.
Market analysis study
Research that examines the current marketing situation faced by a company or brand and then identifies potential markets.
Advertising effectiveness research
Research that examines the effective of advertising and marketing communications
Benefit and lifestyle studies
Research that examines the similarities and differences consumers seek in products and how these benefits fit into particular lifestyles.
Media studies
Research that identifies the most appropriate Meade to reach a specific target market.
Product testing studies
Research that identity how a product fits the needs of consumers and what changes to make it more attractive.
Target market analysis
Research that provides basic demo, psycho, and behavioral information about specific target markets.
Test markets
Research that provides info on how well a new product. Modification will do in a limited marketers before a national or international launch.
Pricing studies
Research that values the elasticity of a brands price and the impact of price changes
Causal research
Research to determine cause and effect between variables. Determines whether one variable caused another. Requires experimentation to determines cause and effect.
Applied marketing research
Research to solve a specific marketing problem, investigate a phenomena, or to understand the results of previous decisions,
Systematic error
Results from a mistake or problem in the research design.
Participants in focus group
Share key characteristics Are familiar with the brand Have similar demographics Are all strangers Does no include employees or professional respondents
Boutique marketing firms
Specialize in a type of research, not type of audience
Marketing mix
Specific combination of product, pricing, promotional, and distribution decisions made for the purpose of targeting a particular group of customers.
Research questions
Specify the typos of info needed to fulfil the research purpose and make managerial decisions.
Introduction
Stage of focus group where participants and the moderator get acquainted. Purpose of the study and courtesy rules are explained as well.
Interview questions
Starts with general questions Only has open-ended questions Uses probing questions.
Research purpose
Statement that broadly specifies the situation, phenomena, opportunity, or problem to be investigated, and guides the creation of research questions and hypothesis.
Incident rate
States whether they qualified for the survey
Marketing Research
Systematic gathering of marketing related data to produce information that can be used in decision making.
Golden Age of marketing research
The 1970s-1980s were referred to as the______________.
Social media monitoring
The process of a company listening to what is being said of them on social media.
Text mining
The process of tracking words being said.
Observational research
The systematic process of recording the behavior or the results of behaviors of people, objects, and occurences.
Physiological measures
Tracks pupil dilation, sweating, and voice pitch.
The Philosophy of Science
Underlies researchers' efforts to make sense of the world. Assumes causes can be identified. Values a more general understanding.
Predictive function
Used to predict or forecast the results of marketing decision or consumer action.
Rapport building
Uses simple questions to validify participants position or knowledge of a topic.
dominated by Individualism Short-term oriented
Western culture is... (2 things)
Request for proposal
Written document containing an official request for a research proposal. Initiatesthe research process. Provides background, questions, population, sample size, and time frame for study
Market basket
a hypothetical set of consumer purchases of goods and services
Personal interviews/intercept
Ad: clarification, lower non-response, more complete answers, longer interviews, visual aids, and higher participation. dis: lack of respondent anonymity, sensitive topics, bias, high costs.
Cross tabulation
Analyzes the relationship between 2 variables. One or more is classification variable Frequency counts Chi-square test
Descriptive research
Answers questions like "who", "what", and "when" in describing the characteristics of consumers, brands, and other marketing phenomena.
Longitudinal studies
Asks the same questions but at different points in time. Goal is to track long-term trends.
Middle eastern countries
specifically present special challenges in personal interviewing situations.
Confidence levels
states how confident you are of sampling error
Sample frame error
the degree to which the sample frame fails to account for all of the population
Observable Repetitive or Frequent Be of short durations
3 Conditions for observation research.
Product Price Place Promotion
4 elements of the Marketing Mix.
Research Purpose Research Design Sampling Plan Data Collection Data Analysis Research Report
6 steps of the marketing research process.
Focus groups
A strategy to obtain data from a small group of people using interview questions. Utilizes group dynamics on broad topics where participants need help generating or sharing ideas.
Sample Selection
Defines the population and selects a sampling method. (Ex. Text, email, in-person)
Survey research
Descriptive research of situations, target markets, and phenomena.
Full service marketing research companies
capable of conducting all types of research.
Third person technique
qual. research method to try and root our deep biases "what would an average person say when they see this picture?"
Competitive analysis studies
research that examines competitors within a market industry.
Advocacy research
research that is purposively designed to advocate or support a particular position
