MKT3600 exam 1

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" A.) situation analysis research B.) exploratory research C.) causal research D.) descriptive research

B.) exploratory research

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? A.) literature review B.) focus group interview C.) multivariate research D.) pretest

B.) focus group interview

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses? A.) telescoping B.) funnel technique C.) squishing D.) skip logic technique

B.) funnel technique

Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population? A.) theorizing B.) sampling C.) segmenting D.) causal inference

B.) sampling

Information that marketers want to know:

-Changes in customer needs, uses, and demand for products -Unmet needs

when Developing Marketing Mix Strategies, Distribution Research includes:

-Channel performance studies -Retailers satisfaction studies -Plant/warehouse location studies -Multichannel coverage studies

when Developing Marketing Mix Strategies, Product Research includes:

-Concept development and testing -Brand name generation and testing -Test market -Package design studies -Competitor product studies

Decision to conduct marketing research

-Does the management have a positive attitude towards research? (e.g., main contact person and key decision makers) -Are enough resources available to collect additional information and implement the findings? (e.g., avoid good to know research) -Is the decision of strategic or tactical importance? -Does the value of additional information exceed the cost of research?

when Developing Marketing Mix Strategies, Promotion Research includes:

-Motivation research -Media research -Advertising effectiveness testing -Image studies -Sales force compensation studies -Studies of premiums, coupons, deals, etc.

SPSS: Chi-Square

-Nominal: Contingency Coefficient and/or Phi and Cramer's V -Ordinal: Gamma and/or Kendall's tau-b

when Developing Marketing Mix Strategies, Pricing Research includes:

-Price analysis -Price elasticity -Demand analysis (market potential, sales potential, sales forecasts)

Triple triangle model

-Problem Identification Research (PIR) -Problem SolvingResearch (PSR) -Monitoring/Tracking Research (MTR)

Exploratory Research

-The major emphasis is on the discovery of ideas and insights. -the provision of insights into and comprehension of the problem situation confronting the research. Ex: What new products do we need to produce next year?

Questionnaire Objectives

-it must translate the information needed into a set of specific questions that the respondents can and will answer -must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview -should minimize response error

Descriptive Research

-who, what, where, when? -research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation -It is typically concerned with determining the frequency with which something occurs or the relationship between two variables. Ex: Who will buy a snowmobile?

What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?" A.) descriptive research B.) focus group research C.) causal research D.) exploratory research

A.) descriptive research

The most common way to generate primary data in marketing research is by means of: A.) surveys B.) observation C.) focus groups D.) experimentation

A.) surveys

Which type of marketing research address who, what, when, where, why, and how questions? A.) causal research B.) exploratory research C.) descriptive research D.) proscriptive research

C.) descriptive research

Which of the following means that something has been examined against reality using data? A.) causality B.) manipulation C.) empirical testing D.) spurious association

C.) empirical testing

All of the following are examples of exploratory research techniques EXCEPT: A.) pilot studies B.) previous research C.) experimentation D.) case studies

C.) experimentation

"What is your gender? ______ M ______ F" is an example of what type of question? A.) loaded B.) leading C.) fixed-alternative D.) filter

C.) fixed-alternative

Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be: A.) exhaustive B.) positively worded C.) mutually exclusive D.) balanced

C.) mutually exclusive

When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S. are better made than foreign cars," this is an example of a: A.) filter question B.) double-barreled question C.) split-ballot technique D.) pivot question

C.) split-ballot technique

Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way? A.) observation study B.) experiment C.) survey D.) personal interview

C.) survey

Difference Between Management-Decision Problem and Marketing Research Problem

Management-Decision Problem: asks what the decision maker needs to do -action oriented -focuses on symptoms Marketing Research Problem: asks what information is needed and how it should be obtained -information oriented -focuses on the underlying causes

The relevant marketing research studies

Perceptual map

Research Design

a framework or blueprint for conducting the marketing research project -It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems

leading question

a question that implies that one answer would be better than another ex: Do you think that patriotic Americans should buy imported automobiles when that would put American labor out of work?

Median in marketing

a typical customer after controlling a dominating customer

What is the survey method?

is based on questioning respondents. The typical questions used in a survey aim to capture information about behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.

Marketing Research

is the function which links the consumer, customer, and public to the marketer through information- information used to: -Identify and define marketing opportunities and problems -generate, refine, and evaluate marketing actions -monitor marketing performance -and improve our understanding of marketing as a process

Relative Market Share

is to compare a firm's marketing success to that of the key competitors in product (category) Brand Market share (%)/Category key (leading) competitors (%)

Market share

is what marketing managers rely on most heavily to gauge overall success. Brand Sales(Dollars or units)/Category Sales(Dollars or units)

double-barreled questions

questions that attempt to get at multiple issues at once, and so tend to receive incomplete or confusing answers ex: "Do you think Sprite is a tasty and refreshing soft drink?"

Problem-Identification Research

research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in the future

Problem-Solving Research

research undertaken to help solve specific marketing problems: -Market -Product -Price -Marketing Channels -Promotion

what is STP in marketing strategy

segmentation, targeting, and positioning

Causal Research

the major objective is to obtain evidence regarding cause-and-effect relationships. Ex: Why marketing plan did not work?

Null Hypothesis (H0)

the statistical hypothesis tested by the statistical procedure; usually a hypothesis of no difference or no relationship

Five Rules of Good Research Design

1.) (actionable): However, researchers should be also practical by considering the research time and cost (e.g., vaguely right > precisely wrong ) 2.) (representativeness): target respondents who marketing researchers deal with should be similar to the target customers of a company. 3.) (realism): results that marketing research project provide should be realistic. In other words, the information should be applicable to real business problems. 4.) (control): results from the marketing research should prevent research errors and response bias. 5.) (comparative): people can compare results from a marketing research with that from another marketing research. The research's comparative rule is very important for a company to build a "norm."

Chi-square test

1.) Computing Chi-Square Statistic (value), 2.) Computing D.F. (Degree of Freedom), and 3.) Significance test using Chi-Square Distribution.

The relevant marketing research studies what 4 things:

1.) Market share analyses (e.g., # of restaurants) 2.) Industry characteristics (e.g., variety seeking behavior is enormous in restaurant business) 3.) Forecasting research (e.g., willingness to visit per day) 4.) Business trends research (e.g., population)

Advantages and Disadvantages of Survey Research

Advantages: -Ease: Questionnaires are relatively easy to administer. -Reliability: Using fixed-response (multiple-choice) questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses. -Simplicity: It also simplifies coding, analysis, and interpretation of data. Disadvantages: -Respondents may be unable or unwilling to provide the desired information. -Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings. -Properly wording questions is not easy.

SPSS: Crosstab Command

Analyze -> Descriptive Statistics -> Crosstabs -Select variables for Row and Column

SPSS: Frequency Analysis Command

Analyze -> Descriptive Statistics -> Frequencies

Discussion with Decision Makers: ALCA Model

Ask, Listen, Clarify, Analyze

In using the Pivot Table Field, which of the following explains the report filter? A.) Statistics such as an average, a count, etc can be selected by double-clicking the data filed B.) Statistics such as an average, a count, etc can be selected by choosing Value Field Settings C.) It summarizes the fields that you dragged in the PivotTable. D.) You can easily pick any subset of the field values so that the PivotTable shows calculations based only on that subset

D.) You can easily pick any subset of the field values so that the PivotTable shows calculations based only on that subset

All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT: A.) avoid double-barreled questions B.) avoid complexity C.) avoid complexity D.) avoid personal questions

D.) avoid personal questions

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of what type of question? A.) counterbalancing B.) counterbiasing C.) open-ended response D.) double-barreled

D.) double-barreled

"What is your favorite hobby, playing video games, or what?" is an example of what type of question? A.) pivot B.) loaded C.) filter D.) leading

D.) leading

Information that marketer want to know when selecting target markets

Demographic profile of consumers in a particular geographic region

What methods are used in causal research

Experiments

One advantage of open-ended response questions is the possibility that interviewer bias will affect the results. True or False

False

There exists a step-by-step process for ensuring accuracy in the wording of questions in surveys. True or False

False

guidelines to Avoiding Mistakes When Developing a Question

Rule#1: Respondents Should Be Familiar with What is Asked Rule#2: Respondents Should be Able to Remember Rule#3: Respondents are Easy to Articulate Rule#4: Do Not Make Respondents Work Rule#5: Indirectly Address Sensitive Information Rule#6: Only Ask Necessary Question Rule#7: Avoid Double-Barreled Question Rule#8: Use Unambiguous Words: Simpler language is better. Rule#9: Avoid Leading Questions Rule#10: Comprehensive and Mutually Exclusive Choices

What methods are used in descriptive research

Secondary data (quantitative), Panels, Observational data

5 steps of marketing research process

Step1: Defining the Problem (Problem Formulation) Step2: Formulating a Research Design (Research Design) Step3: Doing Field Work/ Collecting Data (Data Collection) Step4: Analyze Data (Data Analysis) Step5: Preparing & Presenting the Report (Report and Presentation)

What methods are used in exploratory research

Survey, Case Studies, Qualitative Research

SPSS: Creating New Variable

Transform -> Record into Different Variable

For a questionnaire to fulfill a researcher's purposes, the questions must meet the basic criteria of relevance and accuracy. True or False?

True