Marketing Chapter 10
survey
a systematic means of collecting information from people using a questionnaire
panel data
information collected from a group of consumers, organized into panels, over time
sample
a group of customers who represent the customers of interest and can be generalized
step three
data collection process
syndicated data
data that can be purchased for a fee from commercial research firms
step one
defining objectives and research needs
step two
designing the research
observation
entails examining purchase and consumption behaviors through personal or video camera scrutiny
panel research
focuses on the total weekly consumption by a particular person or household
scanner research
focuses on weekly consumption of a particular product at a store or chain
observation, in-depth interviews, focus groups, social media
four types of qualitative research
experiments, survey, scanner, panel
four types of quantitative research
biometric data
include one or more physical traits such as facial characteristics, iris scans, or fingerprint
selling, fundraising, misrepresentation, omission, clients, suppliers
AMA Guidelines for Conducting Market Research: 1. It prohibits _____ or _____ under the guise of conducting research, 2. It supports maintaining research integrity by avoiding _____ or the _____ of pertinent research data, 3. it encourages the fair treatment of _____ and _____.
panel, scanner
Both _____ and _____ data provide firms with a comprehensive picture are what consumers are buying or not buying.
churn
By mining customer data and information, the company can reduce its _____ levels.
qualitative, quantitative
Depending on the nature of the research problem, the primary data collection method can employ a _____ or a _____ research method.
descriptive
If you want to describe the way things are, use _____ research.
exploratory
If you want to gather preliminary info to define the problem, use _____ research.
causal
If you want to test a cause-and-effect relationship, use _____ research.
objectives, designing, data, insights, implementation
Marketing Research Process: 1. define the _____ and research needs, 2. _____ the research, 3. _____ collection process, 4. analyzing data and developing _____, 5. action plan and _____
information
When the data are interpreted, they become _____, which results from organizing, analyzing, and interpreting data and putting them into a form that is useful to marketing decision makers.
questionnaire
a form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives
experimental research (experiment)
a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on other variables
step five
action plan and implementation
step four
analyzing data and developing insights
in-depth interview
can establish a historical context for the phenomenon of interest, particularly when they include industry experts or experienced customers
social media
can provide valuable information that could aid marketing research and strategy endeavors
neuromarketing
claims the ability to read consumers' minds, using wireless EEG scanners that measure the involuntary brainwaves that occur when they view a product, advertisement, or brand images
eFocusGroup
company that records focus groups and lets the company interact
marketing research
consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas
data warehouses
large computer files that hold millions of pieces of individual data
sentiment mining
monitoring social media sites to collect consumer comments about companies and their products
five
number of steps in the marketing research process
unstructured questions
open ended questions that allow respondents to answer in their own words
structured questions
questions that are closed-ended for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate
data
raw numbers or other factual information that, on their own, have limited value to marketers
census
relatively cheap form of secondary data
quantitative research
structured responses that can be statistically tested
primary data
the data collected to address specific research needs
churn
the number of participants who discontinue use of a service divided by the average number of total participants
secondary data
the pieces of information that have been collected prior to the start of the focal research project, can be internal or external
blogs
type of social media that especially represents valuable sources of marketing research insights
scanner data
used in quantitative research obtained from scanner readings of UPC labels at check-out counters
qualitative research
used to understand the phenomenon of interest through broad open-ended responses
data mining
uses a variety of statistical analysis tools to uncover previously unknown patterns in the data or relationships among variables
focus group interview
when a small group of persons (8-12) come together for an intensive discussion about a particular topic
social engagement
when companies join in on online conversations with customers
in-depth interview
when trained researchers ask questions, listen to and record answers, and then pose additional questions to clarify or expand on a particular issue