Marketing Research Exam 1 and 2 (Comprehensive)

Purchase Intention

# of people planning to buy a specified object

Brand attitudes

# of respondents and their intensity of feeling positive or negative to a brand

Brand awareness

% of respondents who have heard of a brand

Webdriver

- the latest Selenium tool - communicates directly with the web browsers. - it is a purely object oriented tool

Qualitative Techniques

1. Direct (Non-disguised) 2. Indirect (Disguised)

What are the two research designs?

1. Exploratory 2. Conclusive

What are the two external suppliers for marketing research?

1. Full-service suppliers 2. Limited-service suppliers

7 moderators of a focus group

1. Kindness 2. Permissiveness 3. Involvement 4. Incomplete understanding 5. Encouragement 6. Flexibility 7. Sensitivity

What are the two types of marketing research?

1. Problem-Identification Research 2. Problem-Solving Research

Completion Techniques

1. Story Completion 2. Picture Response 3. Cartoon Test

Dual-moderator group

A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed.

Lemmatizing

A group of works with similar meanings

Sentiment

A method of computationally determining whether a piece of writing is positive, negative or neutral.

Longitudinal design

A type of design involving repeated measurement of the same variables from the same sample

Cross-sectional design

A type of design involving the collection of information from any given sample of population elements

Data Exploration

Ability to probe data

Demographics

Age, gender, occupation, income level, and other characteristics of individuals

Cartoon Test

Cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character might say in response to the comment(s) of another character.

Client-participant groups

Client personnel are identified and made part of the discussion group

Indirect (Disguised) research

Completion, and Association techniques

Concordance and Collocation

Context surrounding words

Full-service suppliers

Customized or syndicated services

Secondary Data

Data that has been collected

Primary Data

Data that was collected by a researcher for specific purpose

Total Error

Difference between the true value and the observed value of a variable

Internal Suppliers

Divisions within the company

Non sampling errors

Error attributed to sources other than sampling

Example of secondary data

Federal government data

Telesession groups

Focus group sessions by phone using the conference call technique

Limited-service suppliers

Focus groups and field services

Online focus groups

Focus groups conducted online over the internet

Direct (Non-disguised) research

Focus groups or interviews

Descriptive Research

Has clear statement of the problem, specific hypotheses, and detailed information needs

Itemized Rating Scales

Have a limited number of ordered categories with brief description associated with each category.

Satisfaction

How people evaluate post purchase consumption experience

Transitivity

If brand A is preferred to B and brand B is preferred to C then brand A should be preferred to C

Where would the following sentence be categorized in NOIR? Overall, how would you rate the quality of the service at Scotty's Table? 1-Poor 5-Excellent A. Nominal B. Ordinal C. Interval D. Ratio

Interval

Research Design

Is a plan for addressing the research objectives

Staple Scale

Is a unipolar rating scale with ten categories numbered from -5 to +5 without a neutral point.

Management Decision Problem

Is action oriented

Marketing Research Problem

Is information oriented

What is data probing?

Is used to view information from the information model for which it was created and is also used to create, edit, or view data

Scraping is...

Legal as of 2022

Private information(gate up)

Login required

Public information(gate down)

No authorization required

NOIR

Nominal, Ordinal, Interval, Ratio

Reading HTML

Not an application of pattern recognition

Example of primary data

Observation, Survey, Experiment, Questionnaire, Sample Size

Two-way focus group

One target group to listen and learn from a related group

Where would the following sentence fall in the NOIR scale? Please rank the 5 department stores in order of your preference. Assign 1 to your most preferred store and assign 5 to your least preferred store. A. Nominal B. Ordinal C. Interval D. Ratio

Ordinal

Story Completion

Participants are given part of a story-enough to direct attention to a particular topic but not to hint at the ending

Expressive Techniques

Participants are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation

Thermometer scale example

Please indicate how much you like McDonald's hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is.

Where would the following sentence be categorized in NOIR? Please indicate the market share of product A and product B in Northwest region in 2023. A. Nominal B. Ordinal C. Interval D. Ratio

Ratio

Problem-Identification Research

Research undertaken to help identify problems and opportunities

Problem-Solving Research

Research undertaken to help solve a specific marketing problem

Word Assosiation

Respondents are presented with a list of words, one at a time, and asked to respond to each with the first word that comes to mind

Graphic Rating Scale

Respondents rate the objects by placing a mark on a graphic continuum anchored by two extremes.

Ratio Scale

Scale that have the characteristics of interval scale, plus a meaning of zero point.

Interval Scale

Scales that have the characteristics ordinal scales, plus equal intervals between points.

Hypotheses

Statement about a relationship between one or more variables that can be tested with empirical data.

Concomitant variation

The extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration.

Absence of other possible casual factors means...

The factor or variable being investigated should be the only possible casual explanation.

Marketing Research is:

The function that links the consumer, the customer, and public to the marketer through information

Respondent-moderator group

The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.

What is the bounce rate?

The percentage of times someone visits a website site and immediately leaves

Dueling-moderator group

There are two moderators, but they deliberately take opposite positions on the issues to be discussed.

Mini groups

These groups consist of a moderator and only 4 or 5 respondents

Semantic Differential Scale

This scale is a seven point rating scale with end points associated with bipolar adjective labels

Qualitative Research

To gain a understanding of the underlying reasons and motivations

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Likert Scale

Typically, respondents are asked to indicate a degree of agreement or disagreement

probing method

Using a series of questions to discover the reason for the hesitation

Frequencies

Which words are most frequent, wordclouds.

Detractor

a person who disparages someone or something

Paired comparison scaling

a respondent is presented with two objects and asked to select one according to some criterion.

Casual Research

a type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect relationships

Response error

arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

Non-response error

arises when some of the respondents included n the sample do not respond

Time order of occurrence

condition states that the causing event must occur either before or simultaneously with the effect; it cannot occur afterwards

Problem audit

is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

Exploratory Research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

non-comparative scales

measurement scales in which judgement is made without reference to another object, concept, or person

Net Promoter Score

measures how much a customer influences the behavior of other customers through recommendations on social media

Conversion rates

percentage of consumers who buy a product after viewing it

Constant Sum Scaling

respondents allocate a constant sum of units, such as 100 points, to attributes of a product to reflect their importance.

Rank Order Scaling

respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion

Ordinal Scale

scales that maintain the labeling characteristics of nominal scales and have the ability to order data.

Nominal Scale

scales that partition data into mutually exclusive and collectively exhaustive categories

Always....

start with secondary data

Null Hypotheses

state that there is no relationship between the independent and dependent variables

What is zero point?

the point on a scale that denotes zero and from which positive and negative readings can be made

Exploratory research is meaningful in any situation where....

the researcher doesn't have enough understanding

Picture Response

the respondents are asked to describe a series of pictures of ordinary as well as unusual events.

Random sampling error

the variation between the true mean value for the population and the true mean value for the original sample

Importance of Factors

to what extent do specific factors influence a person's purchase choice

projective techniques

unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern

Alternate Hypotheses

we state the result we are trying to show. We want to prove that its true.

Homographs

words that are spelled the same but have different meanings