marketing 350 chapter 4

focus groups

-6 to 10 people -trained moderator Challenges: -expensive -difficult to generalize from small group -consumers not always open and honest

Defining the problem and research objectives

-exploratory research (gather preliminary info) -descriptive research (find issues or new trends) -causal research (cause/ effect)

marketing research

-focus groups -survey research -research instruments

exploratory research

-research is flexible and unstructured -findings tentative -used as building block for more research when used: -looking for insights in the problem -help define hypothesis

Closed-end question

include all possible answers and subjects -make choices among them -provide answers that are easier to interpret/ tabulate

observational research

involves gathering primary data by observing relevant people, actions and situations

ethnographic research

involves sending trained observers to watch and interact with consumers in their natural environment Example: man pretends to be homeless for 6 months for his dissertation

confidentiality

is more and more businesses hire outside firms and consultants to handle Market Research, the issue of __________ is a concern, even for non-tech firms

To capture and use customer data

Why do companies use customer relationship​ management?

touch point

Any contact between a customer and a company is called a(n) _________.

utilize ethnographic methods

Lydia's Lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research to gauge customer's needs, interests, and buying patterns by having some of the researchers live and participate in the Mexican culture directly. Which of the following is the BEST option for Lydia

internal database

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as___________.

behavioral targeting

Tracking consumer movements across online sites has given Marketers insight into ____________________. The idea behind this concept is that movement on social networking sites is parallel to how people shop. In other words, we shop much like our friends and respond to ads from brands friends use

causal research

conducted to find cause/effect relationships in business, how actions will affect the future laboratory and field experiments: Hamburger university (McDonalds)

Primary data

consists of information gathered for the special research plan

secondary data

consists of information that already exists somewhere, having been collected for another purpose -cheaper, less expensive but not as good quality

Marketing Information System (MIS)

consists of people and procedures for: -assessing the information needs -developing needed information -helping decision makers use the information for customer

marketing ethics

problems: -research not being true, making a claim and it not being true -privacy

-defining the problem and research objectives -developing the research plan, -marketing research

steps in the marketing research process

Marketing Intelligence

websites that can give some company data

8

According to lecture, the ideal number of participants for a focus group is?

Developing the research plan

-secondary data -primary data Types of exploratory research -observational research -enthnographic researhc

-internal data, marketing intelligence, marketing research

marketers obtain info from:

attitudes, interests, opinions

AIO -basically shapes lifestyle -what people watch, listen to, see, wearing -shapes how your going to spend money

False

According to lecture, a dichotomous question format is always the best choice to use for a closed-ended question in Marketing Research.

The US Census

According to lecture, one of the most popular sources for Secondary information in Marketing is?

intrusions on consumer privacy and the misuse of research findings

According to the​ text, two major public policy and ethical issues in marketing research are​ ________.

observational research

Amy is a Marketing Researcher who is viewing store video and timing the amount of seconds that consumers spend in front of different product category shelved brands. Which of the following types of research discussed in lecture does this exemplify?

Data contained in huge and complex data sets

What is big​ data?

Research instruments

Questionnaires: -closed end questions -open end questions

descriptive research

-understanding of the nature of the problem -preplanned, structured, conclusive

survey

A colleague needs to collect descriptive data about his customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research project?

A company extranet

A power tool company wants to give its customers access to internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this information?

Subjective

A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is _________.

CHAPTER 4 QUIZ QUESTIONS DONT HAVE

CHAPTER 4 QUIZ QUESTIONS DONT HAVE

Causal Research

In lecture, the Fisher Price Toy Laboratory was discussed. What type of Marketing Research is Fisher Price conducting?

sample

In order to assess the effectiveness of its​ "Oh Yes We​ Did" ad​ campaign, Domino's tested the ad using a small group of individuals it thought was representative of the overall market. This group of consumers is called a​ __________.

observational

In order to better understand​ consumers' perceptions of the taste of​ Domino's, the research team utilized an online listening​ approach, examining unsolicited opinions about their pizza on social networks. This approach would best be described as​ __________:

experimental

In order to determine which combination of​ crust, sauce, and cheese options work best​ together, the​ Domino's researchers employed​ a(n) __________ research design.

marketing intelligence

Mark and Roberta own and manage a brand where the product they invented created a new product category. Now that their brand has been in the marketplace for a while competitors have entered. Each time a new competitor enters the market, Mark and Roberta buy a sample off the shelf and then take it a part in their lab to ensure they are one step a head of the competition. In terms of Marketers obtaining information, this is an example of developing

misuse of research findings

Martin and Ruby are doctors who have conducted research for a well-known University about the effects of eating a whole-grain diet on patients with diabetes. The doctors have been approached about using their research to support claims for a well-known, whole grain brand of cereal. Martin and Ruby are concerned that their research was not intended to support claims for a branded food product. Which of the following concepts from chapter 4 reading is at play?

MIS

The group of individuals in the video and the processes by which they gather information to help decision makers generate and validate actionable customer and market insights could be described as​ Domino's __________.

MIS

The people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a​ ________.

it enables a company to use customer insights to improve relationships with customers

The role of a company's marketing information system (MIS) is important because ______________.

Defining the problem and research objectives

The​ Domino's leadership team determined that while it was a great delivery​ company, the poor taste of their pizza was an impediment to future growth. To what stage of the marketing research process did this realization​ correspond?

provide useful customer insights

To deliver real value to​ marketers, marketing information must​ _________.

internal databases, marketing intelligence, and marketing research

To develop needed information, marketing information systems utilize _________.

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

What are the four steps of the marketing research process in their correct​ sequence?

Internal​ data, marketing​ intelligence, and marketing research

What are the three general sources from which marketers can obtain​ information?

Exploratory​ research, descriptive​ research, and causal research

What are the three types of objectives a marketing research project might​ have?

Marketing analytics

What do marketers use to analyze big​ data?

describing market characteristics and functions

What is descriptive research useful for?

surveys (primary data), panels, scanner data (secondary data)

What methods are used with descriptive research?

internal data example

marketers should have access to the consumer database, how many viewers? are they using the promotion? whose using it? sales data is always very important...does have ethical issues though so must be careful "Don't stoop to snoop"

survey research

the most widely used method and is best for descriptive info- knowledge, attitudes, preferences, and buying behavior -flexible -people can be unable/ unwilling to answer -gives misleading/ pleasing answers -privacy concerns

marketing research

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation focusing on organization to make better marketing decisions Example:in her consumer behavior class students must put together questions for a survey -they are asking questions but not good ones -the questions must have a purpose -must be insightful and see ahead (what are you going to do with these results?)

you're only as good as the data you're getting

why conduct marketing research?

often a follow up to exploratory research

When is descriptive research used? Examples: market segmentation studies, price promotion studies, determining perceptions of product characteristics

Both large multinationals like Disney and IBM and small locals truly need market research.

Which kind of company would most benefit from conducting marketing research?

To create more value for customers

Which of the following BEST describes the purpose of the customer insights team?

Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research.

Which of the following BEST describes the research relationships?

Translating questionnaires from one language to another is not an easy task.

Which of the following is true regarding international marketing​ research?

One result of big data is that marketing managers are often overloaded and overwhelmed with information.

Which of the following statements about big data is correct?

Online surveys generally have higher response rates than those conducted by mail or phone.

Which of the following statements about online research is correct?

To have a "full picture" of the subject of its study

Why is it important for a company to collect both primary and secondary data when conducting marketing research?

focus group interview

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n) ________.

Marketing Analytics

_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.

open-end questions

allows respondents to answer in their own words (can't answer with yes or no) -useful in exploratory research