Marketing research

cross-sectional

A sample survey is a type of _____ study

takes managers perspective, simple, question form

A well stated decision problem does what 3 things?

communication, observation

For example, using _______ methods we can ask a consumer to estimate how many jars of peanut butter he purchased at a particular store in the past year. With _______ research, we can KNOW how many jars he purchased at that store in the past year

observing behavior or asking consumers to recall past behaviors

How can behavioral data be obtained?

unstructured, structured

In _____ observation, the questions are more open ended and allow for more flexibility, such as short answer. In _____ observation, the questions are more defined and rigid, such as check boxes and multiple choice.

undisguised, disguised

In _____ observation, the subjects know they are being observed. In _____ observation, they do not.

natural, contrived

In a _____ setting, the subjects perform actions in place where they normally would perform those actions. In a ____ setting, the subjects are observed in an environment that has been specially designed for recording their behavior.

exploratory, descriptive, causal

What are the 3 types of research design?

versatility, speed, cost

What are the benefits of communication?

objectivity and accuracy

What are the benefits of observations?

ratio, interval, ordinal, nominal

What are the four scales of measurement?

degree of structure, degree of disguise, setting, and method of administration

What are the key issues with collecting data through observation?

personal interviews, telephone interviews, mail surveys, online surveys

What are the primary ways that communication studies are administered?

Consistent variation, time order, elimination of other explanations

What are the three main pieces of evidence for causality?

describe, estimate, predictions

What are the three purposes of descriptive research?

communication and observation

What are the two main methods of data collection?

Longitudinal and cross-sectional

What are the two main studies done for descriptive research?

continuous and discontinuous

What are the two types of panels involved with longitudinal studies?

exploratory

When conducted correctly, ______ research should provide a better understanding of the situation and possibly yield hypotheses—but this kind of research is NOT designed to come up with final answers and decisions.

d

Which are the major categories of firms that conduct marketing research? a. Companies that produce or sell products and services b. Advertising agencies c. Marketing research companies d. All of these are correct.

Structure, disguise, method of administration

Which key issues of collecting observational data also apply to collecting communication data?

d

Which of the following are not valid examples of marketing research? a. A salesperson using research study results to help sell products b. A politician using polling data to plan campaign strategies c. A media company using research to better understand its audience so it can better sell advertising d. All of these are valid examples of marketing research.

external

_____ validity = The degree to which the results of an experiment can be generalized, or extended, to other situations. Field experiments tend to have higher levels of _____ validity.

self-report

______ = A method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings toward an object or class of objects. Most common approach to measuring attitudes

Graphic-ratings scale

______ = A scale in which individuals indicate their ratings of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other.

Comparative-ratings scale

______ = A scale requiring subjects to make their ratings as a series of relative judgments or comparisons rather than as independent assessments

Information

______ = transformed and organized facts in a form suitable for managers to base decisions

field

A _____ experiment is a research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.

longitudinal

A _____ study involves a fixed sample of respondents who are measured repeatedly over time

laboratory

A ______ experiment is a research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others.

comparative-ratings

A ______-_____ scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability. ex. given 100 points, grade the service and quality

semantic-differential

A ______-______ scale is a self-report technique for attitude measurement in which the subjects are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object. ex. service is discourteous to service is courteous

summated

A ______-ratings scale a self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements. ex. strongly disagree - strongly agree

b

Advertising agencies are most likely to do marketing research that estimates market needs for products and services. a. True b. False

b

All of the following statements describe attributes of successful marketing researchers except which one? a. They realize research is done primarily to help managers make better marketing decisions. b. They simply respond to explicit requests for information. c. They are proactive rather than reactive. d. They tend to identify and lead the direction of individual studies and overall programs.

d

Among the important reasons for studying marketing research are which of the following? a. Marketing research can be rewarding and fun. b. To learn to be a smart consumer of marketing research results c. To gain an appreciation of the process, what it can and cannot do d. All of these are correct.

a

Considering how managers use marketing research, which use applies to a manager who wishes to allocate resources in the best way to pursue business opportunities? a. Marketing research used for planning b. Marketing research used for problem solving c. Marketing research used for control d. Both B and C

what, why

Discovery oriented decision problems seek to answer ____ or ____ questions about problems/opportunities. Focus on generating useful information

meet with client, clarify problem/opportunity, decision problem, develop research problems, select research problem, prepare research request agreement

List the key steps to problem formulation: 1. 2. 3. 4. 5. 6.

exploratory

Literature search, depth interviews, focus groups, and case analysis are examples of _____ research.

a

Managers should study marketing research so they can understand what they are asking of researchers when requesting marketing research. a. True b. False

c

Managers who study and understand marketing research will know which of the following statements about the research process are NOT true? a. The process is detailed, time consuming, and requires a lot of thought and effort. b. The process of gathering data and generating information is full of opportunities for errors to slip into the results. c. Marketing research is inexpensive to an organization and can therefore be undertaken on trivial issues. d. No research is perfect and managers must take this into account when making decisions.

creating, communicating, delivering, exchanging

Marketing is... the activity, set of institutions, and processes for c_____ing, c_____ing, d____ing, and e______ing offerings that have value for customers, clients, partners, and society at large

global

Solid marketing research is becoming more important as the world moves to a _____ economy.

how

Strategy oriented decision problems seek to answer ____ questions about a problem/opportunity. The focus is generally on selecting alternative courses of action.

b

Successful marketing researchers tend to be reactive rather than proactive. a. True b. False

a

The basic function of marketing research is to gather information that is needed to help managers make better decisions. a. True b. False

a

The growth in the need for marketing research is creating demand for individuals who can a. collect, analyze, and interpret information. b. collect and analyze information. c. analyze and interpret information. d. collect and interpret information.

causal

The purpose of _____ research is to test cause and effect relationships

research request

The purpose of the _____ _____ agreement is to make certain that everyone understands the problem to be addressed and what the research is to accomplish.

a

Which of the following is NOT one of the requirements for entering the marketing research field? a. Negotiation skills b. Communication skills c. Human relations skills d. Analytical skills

d

Which of the following is probably the best source of data for a marketer doing research on the U.S. labor force? a. A university's bureau of business research b. A marketing research company c. A trade association d. A federal government agency

C

Which of the following statements about marketing research is true? a. It is involved in some phases of the information management process. b. It is a non-essential activity that takes a single form. c. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans. d. It is just for large organizations with deep pockets

b

Which type of research would an advertising agency most likely conduct? a. Research done on a regular basis to sell in syndication b. Research designed to create effective campaigns and measure their effectiveness c. Research designed to develop and market their products d. Research to gather information about consumer preferences

consumers can be bias, more natural set up

Why can disguise be useful?

exploratory

Why conduct _____ research? •Develop hypotheses •Better formulate the manager's decision problem •Increase researcher's familiarity with the problem •Clarify concepts

d

Why is it important for business people, who are increasingly exposed to research results, to study marketing research? a. So they won't take research results at face value b. So they will know how to ask the right questions about the research c. So they can determine the validity of the results d. All of the above

graphic-ratings

____-_____ scale is placing your rating on a line. ex. indicate on the line how much you liked the product

itemized-ratings scale

_____ = A scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object.

Data

_____ = the raw facts, recorded measures of phenomena

exploratory

_____ research is flexible and small scale

nominal

_____ scale refers to simply labeling or naming for the purpose of identification

ordinal

_____ scale refers to sorting things into a specific order based on preference.

internal

_____ validity = The degree to which an outcome can be attributed to an experimental variable and not to other factors. Lab experiments tend to have higher levels of _____ validity.

sample survey

______ _____ = Cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages.

decision problem

______ _____ = The problem facing the decision maker for which the research is intended to provide answers

Marketing research

______ ______ = The process of gathering and interpreting data for use in developing, implementing, and monitoring the firm's marketing plans

observation

______ is often the best method for generating valid data about individuals' behavior.

exploratory

______ research is research conducted to gain ideas and insights to better define the problem or opportunity confronting a manager

descriptive

______ research is very rigid. Who, What, When, Where, and Why

ratio

______ scale refers to applying actual numbers to things. ex. how many ounces of x did you consume

interval

______ scale refers to grading items on a scale. ex. from unfavorable to favorable

cross-sectional

______ study: Investigation involving a sample of elements selected from the population of interest that are measured at a single point in time

Longitudinal

______ study: Investigation involving a fixed sample of elements that is measured repeatedly through time.

Estimating, accurately

________ demand for products and services ________ is one of the most difficult tasks a marketing researcher faces.