MKTG 3633 Exam 1

What do word association tests do?

"Map" the underlying meaning of the product or brand to consumers.

What two methods does observation research require?

1. A behavior or event must be observable. 2. A system of recording the behavior or event must exist.

*What are the three most common research tasks in integrated marketing communications?

1. Advertising effectiveness studies. 2. Attitudinal research. 3. Sales tracking.

What does the problem definition process for Step 1 of the Research Process include?

1. Agree on the decision maker's purpose for the research. (Iceberg principle) 2. Understand the complete problem situation. (situation analysis) 3. Identify measurable symptoms and distinguish them from the problem. (clarify the problem) 4. Select the unit of analysis. (provides direction in later activities) 5. Determine the relevant variables. (information needs helps determine the techniques)

What are popular sources for external secondary data?

1. Articles in newspapers and periodicals by journalists and freelancers is available by ABI/Inform or Lexus/Nexus. 2. Internet sources include World Bank for one, or Clickz, or blogs.

How do you determine the types of data that will best answer each question?

1. Ask "can the question be addressed with existing data or does the question require new data?" 2. Consider other issues such as data availability, data quality, and budget or time constraints.

What is the Zaitman Metaphor Elicitation Technique (ZMET)?

1. Based on the projective hypothesis, which holds that a good deal of thought is processed in images and metaphors rather than words. 2. Unlike surveys and focus groups, they use a visual method.

What are some examples of variables/constructs investigated in marketing?

1. Brand awareness 2. Brand Attitude 3. Satisfaction 4. Purchase intention 5. Importance of factors 6. Demographics

What is the objective of descriptive research?

1. Collect information that provides answers to research questions. 2. It helps identify trends, test hypotheses, and identify solutions. 3. Also used to verify findings of exploratory research results.

What is placement in marketing research?

1. Comparing where product is doing better (north vs east) 2. What kind of store to sell things in 3. Where to place a store research/ what area is best to put a store

When might qualitative research results be sufficient?

1. Customer responses to ads in the storyboard phase 2. When initial feedback is overwhelmingly favorable (or unfavorable) towards a new product concept.

What do marketing research tasks include?

1. Designing methods for collecting information. 2. Managing the information collection process. 3. Analyzing and interpreting results. 4. Communicating findings to decision makers.

What are some limitations to observational methods?

1. Difficult to generalize findings 2. It cannot explain behaviors or events unless combined with another method 3. Problems in setting up and recording behavior(s) or events

What are some unique characteristics of observational methods?

1. Directness (direct or indirect) 2. Awareness (disguised or undisguised) 3. Structure (structured or unstructured) 4. Type of observing mechanism (trained human or technological device)

Weaknesses of social media monitoring:

1. Expense 2. Unknown accuracy 3. Sample may not be of the target market 4. Some sites are not publicly available.

What types of research could be used for step 4 of the Research Process, determine the research design and data sources?

1. Exploratory research 2. Descriptive research 3. Casual research

What are examples of some data falsifications?

1. Having friends and relatives fill out surveys. 2. Not using the designated sample of respondents but rather anyone who is conveniently available. 3. Not following up on the established callback procedures.

What two questions do concept and product testing or test marketing answer?

1. How does a product perform for the customer? 2. How can a product be improved or exceed customer expectations?

What are the steps in the Research Process?

1. Identify and clarify information needs. 2. Define the research questions. 3. Specify research objectives and confirm information value. 4. Determine the research design and data sources. 5. Develop the sampling design and sample size. 6. Examine measurement issues and scales. 7. Design and pretest the questionnaire. 8. Collect and prepare data. 9. Analyze data. 10. Interpret data to create knowledge. 11. Prepare and present the final report.

What is promotion in marketing research?

1. Make sure we're getting the right audience 2. TV, podcast, radio, ect 3. Asking questions to consumers as advertising wants to know how well it is working, is it doing what its supposed to? - Ex: Asking if audience has seen/heard a commercial

What is product in marketing research?

1. Market basket, what you can place together, what people normally buy together 2. Research on if someone would use it, ask if people would buy 3. Test product before selling, if the product does well it will stay otherwise they will take it out

What are some benefits to observational methods?

1. Observation enables collection of actual behavior or activities rather than reported activities. 2. Observation methods reduce recall error, response bias, and refusal to participate, as well as interviewer errors. 3. Data can be collected in less time and at a lower cost than other types of procedures.

What information about the behavior of people and objects can be observed?

1. Physical actions. 2. Expressive behaviors and verbal behavior. 3. Temporal behavior patterns. 4. Spatial relationships and locations. 5. Physical objects.

Three phases of focus group interviews:

1. Planning the study. 2. Conducting the focus group discussions. 3. Analyzing and reporting the results.

What sections do most research proposals include?

1. Purpose of the proposed research project. 2. Type of study. 3. Definition of the target population and sample size. 4. Sample design and data collection method. 5. Specific research instruments. 6. Potential managerial benefits of the proposed study. 7. Proposed cost for the total project. 8. Profile of the research company capabilities. 9. Optional dummy tables of the projected results.

What does the Statement of Ethics for the American Marketing Association say?

1. Researchers will conform to all relevant laws. 2. Researchers will behave ethically. 3. Use special care when conducting research among children. 4. Respondents' cooperation is voluntary. 5. Rights of respondents as private individuals is respected. 6. Never allow personal data to be used for any other purpose. 7. Ensure projects are accurate, transparent, objective, and appropriate. 8. Researchers will conform to principles of fair competition.

What is the objective of causal research?

1. Test cause-and-effect relationships between specifically defined marketing variables. 2. Requires explicit definition of the research questions and variables

What factors impact how many steps are taken and in what order in the Research Process?

1. The complexity of the problem. 2. The urgency for solving the problem. 3. The cost of alternative approaches. 4. The clarification of information needs.

Internal secondary data:

1. The data is readily available at little or no cost. 2. Consists of sales, accounting, or cost information. 3. Sales invoices, accounts receivables reports, sales, social media, and customer service reports.

Strengths of social media monitoring:

1. The interactions are unprompted by the potential bias of interviewers and questions 2. Reaching individuals who may not fill out surveys or agree to focus groups

What guidelines do the Marketing Research Association provide?

1. They prohibit researchers from deanonymizing data. 2. It is possible to "deanonymize" information on the Internet by combining publicly available records from social networks. 3. As with other public behavior, online actions may be observed but any identifying information must be removed from the data file.

When selecting an observational method, researchers must first answer what questions?

1. What types of behavior are relevant to the research problem? 2. How much detail of the behavior needs to be recorded? 3. What is the most appropriate setting to observe the behavior?

For step 4 of the Research Process, determine the research design and data sources, the sources used depend on what two fundamental issues?

1. Whether the data already exists. 2. If so, the extent known of the reason(s) why the data was collected.

How many steps are in the Research Process?

11.

When collecting data, researchers have to choose between what?

A census or a sample.

What is a literature review?

A comprehensive examination of available secondary information related to the research topic.

What is a moderator's guide?

A detailed outline of topics and questions.

What is a conceptual model?

A framework that is initially used in research to outline the possible courses of action or to present an idea or thought.

What is a bulletin board?

A methodology used for qualitative market research

What is positioning?

A process of understanding how current or possible products are perceived by consumers.

What is conceptual framework?

A section of your literature review that is dedicated to presenting your model.

What are scanner-based panels?

A special type of purchase panels, where participants are enrolled in a program that automatically captures data on their purchases at retail stores.

What is a hypothesis?

A testable but unproven statement to explain a phenomena - it suggests relationships between variables

What is the Iceberg Principle?

A theory that suggests that we cannot see or detect most of a situation's data. As with an iceberg, only its tip is visible, while the bulk of it is below the water's surface.

What is sentiment analysis (opinion mining)?

A tool that relies on natural language processing and textual analysis to assign online comments into positive, negative, or neutral categories.

What are internal and external marketing research firms?

A unit within the company, or hiring a firm on a fee basis.

The researchers determine the method's_______

Accuracy, cost, and any potential ethical issues

What is a descriptive hypothesis?

Address answers to specific business problems.

When evaluating secondary data sources, what is credibility?

Always question the credibility of secondary data.

What is the information research process?

An approach to collecting, analyzing, interpreting, and transforming data into decision making information.

What is a sample statistic?

An estimate of the population parameter.

What is photovoice?

An innovative qualitative research method that gives participants an opportunity to utilize their voice through a creative lens by capturing photographs and sharing stories through group facilitation

What is a listening platform or post?

An integrated approach to monitoring and analyzing media sources to provide insights to support decisions.

What is a variable?

An observable item used as a measure on a questionnaire. They have concrete properties and are measured directly.

What is a construct?

An observable, abstract concept measured indirectly by a group of related variables.

What is social media monitoring?

An observational research method based on analyzing conversations in social media providing a rich source of existing, authentic information.

What's an example of exploratory research?

Apple may conduct exploratory research if they have an unexpected drop in sales of its iPhone.

When evaluating secondary data sources, what is accuracy?

Asking is it from the original source or out of date?

What does casual research do?

Assesses and explains causality in market factors. It is most appropriate for determining which variables cause a dependent variable to change, either up or down.

What are relationships?

Associations between two or more variables.

What is a major component of market segmentation research?

Benefit and lifestyle studies that examine consumers' needs.

What is focus group research?

Brings small groups of people together for an interactive and spontaneous discussion of a particular topic or concept.

What is a variation of a focus group interview?

Bulletin board format allowing a longer response time.

How do literature reviews help conceptualize a model?

By summarizing the relationships you hope to predict.

When evaluating secondary data sources, what is purpose?

Carefully evaluating data on how it relates to the current research objective.

What are government sources for external secondary data?

Census data, additional government reports, and publication catalog.

What is stratified purposive sampling?

Chooses various target members.

What is primary data?

Collected specifically for a current problem.

What does descriptive research do?

Collects quantitative data by using image assessment surveys or customer satisfaction surveys.

What do benefit and lifestyle studies do?

Combined with other demographics, it provides segmentation profiles.

What is a research proposal?

Communicates the research framework to the decision maker.

What is price in marketing research?

Comparing prices.

When evaluating secondary data sources, what is bias?

Considering whether the organization reporting the data is motivated by a certain purpose.

What is internal secondary data?

Consists of information gathered elsewhere within your firm. The major categories include: 1. sales reports 2. customer databases 3. reports from past primary market research.

What does data analysis involve?

Content analysis and software analysis

What areas do external secondary data cover?

Customers and competitors. It's things like statistics from surveys, questionnaires, research, and customer feedback.

What is awareness?

Degree a person consciously know behavior is observed and recorded.

What is directness?

Degree an observer actually observes behavior as it occurs.

What is structure?

Degree the behavior, activities, or events to be observed are known to the researcher before doing the observations.

What research design is quantitative research typically used with?

Descriptive and causal research designs - occasionally with exploratory designs.

What are some advantages to IDI?

Detail, no social pressure, and participation.

Qualitative researchers collect____

Detailed data from small samples, and in short time periods.

Before entering the group, what must netnography researchers do?

Develop research questions and identify forums that will provide the answers.

What is a special form of observational research involving extended contact and may include researcher participation?

Ethnography.

Researchers have developed criteria to evaluate secondary data, what is that criteria?

Evaluating purpose, accuracy, consistency, credibility, methodology, and bias.

What does branding do?

Even established brands undertake research for early detection of changes in meaning and attitudes toward a brand.

True or False: Most practitioners regard quantitative research as being less reliable than qualitative research - but it may probe more deeply

False

True or False: Hypotheses can suggest only positive relationships.

False.

True or False: Nonparticipant observation methods can obtain information on attitudes, preferences, beliefs, emotions, and similar information.

False.

True or False: Occasionally, quantitative research is conducted as a follow-up to qualitative research.

False.

True or False: Topics difficult to tap using quantitative methods WILL NEVER be appropriately studied using qualitative research.

False.

What does perceptual mapping do?

Fixes the position of products on two or more dimensions impacting consumers' choice to purchase.

When evaluating secondary data sources, what is methodology?

Flaws that result in invalid, unreliable, or not generalizable data beyond the original study.

*What is retailing research?

Focuses on database development through optical scanning at the point of purchase.

What are store audits?

Formal examinations of how a particular product or brand has been sold at retail level.

What is frugging?

Fundraising or requesting donations under the guise of a survey or other form of market research.

What must successful netnography researchers do?

Gain entry, gather and analyze data, interpret the data, and elicit feedback from community members.

What is a common use of qualitative data?

Gain preliminary insights into research problems.

Small sample sizes limit the ability to_____

Generalize to a population

Participant samples are usually_____

Handpicked but may be outsourced to a provider - techniques are evolving along with technology.

What are the two objectives exploratory research?

Has one of two objectives. 1. Generating insights that help define the problem situation. 2. Understanding consumer motivations, attitudes, and behaviors.

What is investigated with satisfaction?

How people evaluate their postpurchase consumption experience with a particular product, service, or company.

What is type of observing mechanism?

How the behavior, activities, or events are observed and recorded.

What is conceptualization?

Identifies variables, specifies hypotheses and relationships, and prepares a diagram (a conceptual model).

What is the first and most important step in the Research Process?

Identify and clarify information needs.

What does IDI stand for?

In depth interviews.

Human observers or technological devices?

In many situations, the use of electronic devices is more suitable.

What is external secondary data?

Information collected and stored by some person or organization outside of your organization.

What is theoretical sampling?

Interesting participants not chosen.

What is the difference between external and internal secondary data?

Internal data is information generated from within the business. External data comes from the market.

What is observation research?

Involves systematic observing and recording of behavioral patterns or objects, people, events, and other phenomena.

What is debriefing analysis?

It gives the researcher, client, and moderator a chance to compare notes

What does a bulletin board do?

It is a virtual tool or discussion thread allowing users to sign in, read postings, answer questions, share comments, post their own content, upload and download files.

What is debriefing?

It provides participants with a full explanation of the hypothesis being tested, procedures to deceive participants and the reason(s) why it was necessary to deceive them.

What are consumer panels?

Large samples that agree to provide detailed data for an extended time. Two types: actual purchases and media habits

What are benefits to consumer panels?

Low cost, timely, accurate, with a high level of specificity.

What does the International Review Board (IRB) do?

Makes sure you're not physically or mentally harming someone through research studies.

What is syndicated data?

Market research data collected, packaged, and sold.

What are listening platforms or posts used for?

Monitor online brand image, handle complaints, discover what customers want, track trends, and observe competitors.

Along with established tools and traditional data collection methods, what do digital advances provide?

New data collection opportunities.

Is a methodology "black-box" because it is branded?

No.

Is a research proposal the same as a final research report?

No.

What is netnography?

Observational research technique that extends the concepts and methods of ethnography to online communities.

What is curbstoning?

Occurs when interviewers complete interviews themselves or make up "observed" respondents' behaviors.

What is groupthink?

One or two members state an opinion, other members join the bandwagon.

What is a negative relationship?

One variable increases, the other decreases.

*What is behavioral targeting?

Online retailers work with content sites to display ads based on data collected about user behaviors.

What are purposed communities?

Online social networks with the primary purpose of marketing but also provides research insights.

What is sentiment analysis also called?

Opinion mining

What are "soft" costs used for?

Padding the total project cost associated with the development, construction, marketing, leasing, operation and maintenance of the improvements.

What is investigated with brand awareness?

Percentage of respondents having heard of a designated brand; awareness could be either unaided or aided.

What are independent variables?

Predict or explain the outcome variable.

What is secondary data?

Previously collected data for another problem.

What are the 4 P's?

Price, Placement, Promotion, and Product.

What do pricing decisions involve?

Pricing new products, establishing price levels in test marketing, and modifying prices for existing products.

What is a second use of qualitative data?

Probe into areas that quantitative research may be too superficial to access - such as subconscious consumer motivations

What are standardized marketing research firms?

Provide general services and many provide syndicated business services.

What are custom marketing research firms?

Provide tailored services to the client.

What are private communities?

Purposed communities, the primary purpose of which is research.

Simple difference between qualitative and quantitative research:

Qualitative market research aims to explore topics while the purpose of quantitative research is to measure.

What do focus group moderators do?

Question, stimulate, and control discussion.

What is participant observation?

Records behavior in natural settings.

What does Step 2 of the Research Process, define the research question, do?

Redefine the initial problem as a research question (most important step). Next, determine the types of data that will best answer each question. Finally, the researcher determines whether the information being requested is necessary.

What is content analysis?

Requires a systematic review of transcripts for individual responses and categorize them into larger categories.

What does ethnography do?

Requires extended observation of consumers in context and highlights problems and opportunities based on consumer behavior.

What is abuse of respondents?

Research firms may neglect promised incentives, they may misrepresent time needed to complete the survey, they may use fake sponsors.

Who sells branded "black-box" methodologies?

Research firms.

What is case study research?

Research focuses on one or a few cases in depth, rather than studying many cases superficially - as does survey research.

What step in defining the research question must be completed before moving onto step 3 of the Research Process?

Researcher determines whether the information being requested is necessary.

How do researchers obtain accurate data?

Researchers determine how many people to include or how many objectives to investigate.

When synthesizing secondary research for literature review, studies will likely be inconsistent. What should researchers do?

Researchers must look at the methodology used to define variables and collect data and make intelligent judgements about the sources that. may be causing the difference in the findings.

What are limitations to netnography?

Researchers need excellent interpretive skills and there is seldom demographic information for generalization.

What are researcher trying to identify during step 5 of the Research Process, develop the sampling design and sample size?

Researchers need to identify the relevant target population.

What do sentence completion tests do?

Reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.

What areas do internal secondary data cover?

Sales, accounting, or cost information.

Is there a growing emphasis on secondary data collection or primary data collection?

Secondary data collection. So much data is collected that the concept of "big data" emerged.

When evaluating secondary data sources, what is consistency?

Seeking multiple sources of the same data.

What does ethnography do?

Seeks to understand how social and cultural influences affect people's behavior and experiences.

What is purpose sampling?

Selects based on characteristics.

Regarding ethical questions in general business practices, what is an example of a pricing issue?

Selling nonessential services is unethical.

What is the most prominent quantitative tool?

Sentiment analysis

What are commonly measured constructs?

Service quality, value, customer satisfaction, and brand attitude.

What are media panels?

Similar to consumer panels and measure media consumption habits.

What are two useful tools for sentiment analysis?

Social mention and photovoice.

What is an alternative hypothesis?

States there is a relationship.

What is a null hypothesis?

States there is no relationship and refers to a population parameter, not a sample statistic.

What do databases or data warehouses do?

Store big data.

Quantitative methods are often statistically projectable to the ______

Target population.

What does qualitative data consist of?

Text, image, audio, or other digitally recorded data - occurring online, or collected by researchers.

What is the primary characteristic of observation methods?

That researchers rely on their observation skills rather than predetermined questions.

What is an example of a standardized marketing research firm?

The AC Nielsen database tracking the retail sales of thousands of brand-name products.

What does sample size affect?

The accuracy and generalizability of results.

What is the parameter?

The actual value of a variable.

What is investigated with demographics?

The age, gender, occupation, income level, and other characteristics of individuals providing the information.

What does the term "information research" reflect?

The changes occuring now that marketing research plays a bigger role in strategy development.

How does social media monitoring differ from private communities?

The data already exists and is not created by interactions with researchers.

What differentiates netnography?

The extensive contact and analysis of online communities and the use of participant observation

What is marketing research?

The function that links an organization to its market through the gathering of information.

What protects privacy?

The increased use of gatekeeper technologies.

What is a target population?

The intended audience.

The fastest growing observational research involves______

The internet

What is investigated with purchase intention?

The number of people planning to buy a specified object (e.g., product or service) within a designated time period.

What is investigated with brand attitudes?

The number of respondents and their intensity of feeling positive or negative towards a specific brand.

What is a census?

The researcher attempts to question or observe all members of a defined target population.

How do you redefine the initial problem as a research question?

The researcher conducts a review of the literature. Restate variables into key questions: how, what, where, when, or why.

What is nonparticipant observation?

The researcher observes without entering the events.

What are the steps of the Research Process guided by?

The scientific method. The procedures should be logical, objective, systematic, reliable, and valid.

What is a casual hypothesis?

Theoretical relationships between variables.

What are benefits to store audits?

They are precise and timely.

Do observation methods collect qualitative or quantitative data?

They can collect either qualitative or quantitative data and result in qualitative or quantitative summaries and analyses.

What makes a good hypothesis?

They must follow from research questions, be written clearly and simply, and they must be testable.

What are projection techniques?

They use indirect questioning designed to reveal a participant's true thoughts better than direct questions.

What is the objective of benefit and lifestyle studies?

To collect customer characteristics, product benefits, and brand preferences.

What do researchers use observation for?

To collect primary data about behavior and marketing phenomena regardless of the research design.

What is the objective of exploratory research?

To discover ideas and insights to better understand the problem.

What is qualitative research used for in exploratory research?

To follow up and quantify the qualitative findings.

What do companies use customer relationship management (CRM) for?

To manage important customer information.

What does marketing use netnography for?

To obtain information on the symbolism, meanings, and consumption patterns of products.

Why do companies use hybrid research techniques with multiple methods?

To overcome weaknesses of using one methodology.

What is the goal of the Research Process?

To provide decision makers with knowledge to resolve problems or pursue opportunities.

What is investigated with importance of factors?

To what extent do specific factors influence a person's purchase decision.

What are behavioral patterns recorded with?

Trained human observers or some recording mechanism - cameras, digital recorders, RFID chips, etc.

True or False: A literature review will help identify, define, and measure constructs.

True.

True or False: Depending on the research objective, marketing researchers use all three types of research designs.

True.

True or False: Devices often reduce cost and improve flexibility and accuracy of data.

True.

True or False: Due to time and expense, true ethnographies are rarely used.

True.

True or False: Private communities may be short or long term, and may involve small or large numbers of participants.

True.

True or False: Qualitative research often is used in exploratory research.

True.

True or False: Quantitative analysis techniques may be applied to qualitative data.

True.

True or False: The role of secondary research analyst is being redefined.

True.

True or False: Traditionally, secondary data were viewed as having limited value but has gained substantial importance in marketing research.

True.

What is a positive relationship?

Two variables increase or decrease together.

What does a situation analysis do?

Uncovers the problem's complexity.

What is the first and most important step in conducting an IDI?

Understand initial questions/problems.

Is research used for the purpose of collecting names ethical or unethical?

Unethical.

What should researchers do if the target population is large?

Use a representative sample to generalize the findings.

What is technology-mediated observation?

Uses a technology to capture human behavior, events, or marketing phenomena.

What does an in depth interview (IDI) do?

Uses a trained interviewer asking semi-structured, probing questions in a face-to-face setting.

What is quantitative research?

Uses formal questions and predetermined response options in questionnaires given to large groups of respondents.

What are dependent variables?

Variables or constructs the researcher seeks to explain.

What are common devices of technology-mediated observation?

Video cameras, traffic counters, optical scanners.

When might groupthink happen?

When conducting a focus group interview.

Regarding ethical questions in general business practices, what is an example of client confidentiality issues?

When firms specialize, it is tempting to reuse research results from one client to another.

What is sugging?

When individuals or companies pretend to be market researchers conducting a research, when in reality they are trying to build databases, generate sales leads or directly sell product or services.

What are "black-box" methodologies?

When methodologies are proprietary, and research firms will not fully disclose how the methodology works.

When is ethnography used?

When more detailed information is needed aside from benefit and lifestyle studies.

When does data become knowledge?

When someone interprets the data and attaches meaning.

What makes marketing decisions involving the four P's more successful?

When target market demographics, attitudes, and lifestyles are clear.

What is social mention?

Whenever someone name-drops a person or brand online

*What is a shopper market?

gives manufacturers and retailers an understanding of a customer's purchase journey and addresses the following: 1. Product category management. 2. Displays, sales, packaging, promotion, and marketing.

Conceptual models become theoretical models when_______

the literature review / exploratory research is sufficient to support the model.

An effective observer must understand______

the research objectives and possess excellent observation and interpretation skills.

What is internal secondary data used for?

to analyze product performance, customer satisfaction, distribution effectiveness, and segmentation