MKT319 Exam 1

descriptive research

-most common type of research -research that describes some phenomena. Descriptive research is generally conducted using surveys or some types of observation.

research proposal

-the start of the marketing research project

exploratory research

-what most researchers start with -types of exploratory research: 1. secondary research: examining data that have already been collected for some other purpose 2. qualitative research: a method that gathers non-numeric data 3. observation research: a method of collecting data by observing the actions or the results of actions of respondents

casual research

-when managers want to make. cause and effect statement -done thru experiments

history stages of marketing research

1. 1879: first marketing research 2. 1930s: Foundation of marketing Research 3. 1970s: Golden Age of Marketing Research 4. 1990s: Insight Stage Marketing Research 5. Consultative Stage Marketing Research

Segmentation Research

1. Determine the basis of segmentation 2. Establish market potential and responsiveness for various segments 3. Select target markets 4. Create lifestyle profiles: demography, media, and product image characteristics

3 types of research design

1. Exploratory 2. Descriptive 3. Causal

marketing research process

1. Problem Definition 2. Research Design 3. Sampling 4. Data Gathering 5. Data Analysis 6. Report Preparation

types of projection techniques

1. association 2. completion 3. construction

7 components of a marketing research design

1. decide which type of research will be conducted (Exploratory, Descriptive or Casual) 2. identify the method of data collection and how respondents will be recruited

Stages of Backward Design

1. establish the decisions to be made and all the decision-maker's options and alternatives 2. specify what data and info will be in the final report 3. decide the type of analysis that will be used 4. understand the type of data needed for the analysis 5. review any secondary sources or syndicated data 6. design the study 7. collect the data 8. analyze the data and then write the report

components of a marketing research proposal

1. executive summary: a one or two page summary of the major points 2. background: info on the nature of the problem or decision that must be made, including the context and what has led to the current research need 3. problem definition: a clear statement of the problem and objectives 4. research design: specifications of how he research will be conducted 5. data collection 6. analysis 7. reporting: how the report will be structured 8. cost and time schedule: cost of the research

Types of Qualitative Research

1. focus groupes 2. in-depth interviews

Purposes for exploratory research

1. help define the problem 2. identify the hypotheses that can be examined 3. uncover unknown issues or concerns 4. identify variables that may impact the issue

what does marketing research consist of?

1. identification 2. collection 3. analysis 4. dissemination 5. use of info

Advantages of Focus Groups

1. interactions of respondents as they feed off of the comments of others increases the likelihood that all the nuances of the topic will be explored 2. there is some security in a group in that people may feel more free to be critical than if they were being interviewed one-on-one 3. more efficient for the moderator/she can get more info out of a. number of people in a short time

types of secondary data

1. internal sources 2. open access sources 3. published sources 5. syndicated sources

components of a research proposal

1. intro and background info 2. research objectives and questions 3. research design 4. target population 5. sample size and sample procedure 6. data collection methodology 7. report method 8. cost and time schedule for study

what are the types of marketing researchers

1. marketing research firms/supplier firms/external researchers/agencies: conducting research for their clients 2. Client side/corporate researchers/internal researchers" work for a firm or organization that makes a product and there is a department responsible for marketing research --> they dont do the actual research but will hire a supplier

the problem definition process steps

1. meeting with decision makers 2. problem audit 3. interviews with industry experts 4. conduct secondary research 5. observation 6. qualitative research

basic research

1. more theoretical in nature 2. advances general marketing knowledge 3. verifies a marketing theory or concept

disadvantages of focus groups

1. not a natural setting 2. individual decision making is not the same as group decision making 3. bias 4. group nature can produce socially desirable responding

promotional research

1. optimal promotional budget 2. sales promotion relationship 3. optimal promotional mix 4. copy decisions 5. media decisions 6. creative advertising testing 7. evaluation of advertising effectiveness 8. claim substantiation

potential ethical conflict in marketing research

1. personal interests or hidden agendas 2. client should be forthright in disclosing the relevant objectives 3. the researcher should have the best interest of the client at heart 4. ethical issues should include using models and approaches developed for specific projects for other clients

Price Research

1. pricing policies 2. importance of price in brand selection 3. product line pricing 4. price elasticity of demand 5. initiating and responding to price change

types of in-depth interviews

1. projective techniques 2. depth interviews

how to conduct a focus group

1. recruit 6-12 homogenous subjects 2. welcome and instructions -asked screening questions 3. video record group 4. move from general to specific 5. ask "Why"

CASRO Code of Standards

1. responsibilities to respondents 2. responsibilities to clients 3. responsibilities in reporting to clients and the public

what does marketing research help managers make decisions about?

1. segmentation and targeting 2. product development 3. marketing communications and media selection 4. market and competitive analysis 5. pricing and sales potential/forecast studies 6. site selection and distribution studies

marketing research addresses managerial problems such as

1. segmentation and targeting 2. product development 3. pricing decisions 4. promotion decisions 5. distribution decisions 6. customer experience

characteristics of a focus group

1. size: 4-12 people 2. respondents: respondents are pre-screened for specific characteristics 3. physical environment: a room with a table and chairs, video capabilities, and a one-way mirror 4. duration: 1-3 hours

applied research

1. solve a specific marketing problem 2. investigate a marketing phenomenon or opportunity 3. understand results of previous decisions

factors impacting the marketing research industry

1. technology 2. research panels and databases 3. competition

guidelines for interviewing

1. tell the respondents in terms what you would like to know 2. do not evaluate, either positively or negatively what the respondent says 3. do not bring your own opinions into the interview 4. let the interviewee do the talking 5. constantly prove for deeper understanding

Product Research

1. test concept 2. determine optimal product design 3. package tests 4. product modification 5. brand positioning and repositioning 6. test marketing 7. control score tests

3 conditions to show causality

1. the cause variable must occur before the effect variable EX: a claim that A causes B, A must occur before B 2. 2 variables must move together EX: if A goes up B goes up; if A goes down, B goes down (concomitant variation) 3. eliminate alternative explanations of the concomitant variation

criteria that should be assessed to evaluate secondary data sources

1. the data source:who collected/produced the data 2. purpose of the study: could be bias 3. sample selection 4. process of data collection: method used to collect data, and the safeguard used in the data collection process will affect the accuracy of the results 5. data analysis

at the problem identification stage of the research process, the researcher needs to identify what two key pieces of info?

1. the management problem 2. the marketing research problem

distribution research determines what

1. types of distributions 2. attitudes of channel members 3. intensity of wholesale and resale coverage 4. channel margins 5. location of retail and wholesale outlets

exploratory research

1. used to provide background info about the marketing problem, but does not provide conclusive info on which to make a decision

Internal Suppliers

CLIENT SIDE/CORPORATE the employees or processes that supply important information or materials to a firm's processes

Role of Marketing Research

Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision. EX: "New Coke" When new products or advertising fail, there are often multiple reasons for the failure, but marketing research mistakes are often at the top of the list. Either the firm did not do any research, they did the wrong kind of research, or they didn't listen to the research.

Role of qualitative research

Qualitative research can help define the problem better, and can produce interesting hypotheses that can then be tested in quantitative research. -is the survey asking the right thing? -make sure the words that are used in the survey are understandable to consumers

External Suppliers

SUPPLIER SIDE/AGENCIES full service: 1. syndicated services 2. standardized services limited service suppliers: 1. field services 2. focus groups and qualitative services 3. technical and analytical services

open access sources of secondary data

US government, blogs, and social media

problem audit

a comprehensive examination of a marketing problem to understand its origin and nature

focus group

a group of people talking about a. particular topic, with a moderator leading the discussion

Completion Techniques

a projective technique that requires the respondent to complete an incomplete stimulus situation

association techniques

a type of projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind

a marketing researcher works for a firm whose business is to provide marketing research services for a variety of automotive clients like GM and Ford. Which of the following is NOT a correct way to identify this person? a. client side researcher b. supplier side researcher c. research seller d. agency researcher

a. client side researcher

laddering process

attributes --> benefits --> values

who h of the following is not part of the definition of marketing research? a. it is systematic b. it is always quantitative c. it involves collecting info d. it involves analysis of info e. its purpose is to help managers make decisions

b. it is always quantitative

laddering

based on a theory of consumer behavior called means-end theory. This theory suggests that we all have high level values that we want to achieve or fulfill

a market researcher works for Kellogg's in their marketing research department. which of the following is not a correct way to identify this person: a. client side researcher b. researcher buyer c. research seller d. corporate researcher

c. research seller

qualitative research

collects and analyzes unstructured data that are subjectively interpreted utilizes words or other non numeric data -most times research talks to respondents and captures their words and then conducts a subjective analysis of the responses to come to conclusions

a marketing strategy is: a. the 4 p's b. segmentation/targeting c. a research process that includes problem definition, research design, data collection, data analysis, and report preparation d. a target market and a marking mix (the 4 p's)

d. a target market and a marketing mix (the 4 p's)

internal data

data that is collected by the client firm, often on an ongoing basis

what can be done with descriptive research and not exploratory?

decisions can be made on descriptive reproach that is properly conducted

what is the primary method of conducting casual research

experimentation

which type of research is typically conducted before other research

exploratory is conducted before causal and descriptive

construction techniques

he respondent is presented with an ambiguous object and asked to respond to the object. Often the stimulus is a series of pictures or drawings that are related to the topic of interest.

Metaphor elicitation technique

hich are defined as a figure of speech containing an implied comparison. Metaphors explain a complex or new subject by using a familiar subject. Metaphors are used frequently in our daily lives, and some argue that we often think in terms of metaphors.

in which focus group stage is most of the time spent

in depth discussion

secondary research

information collected for a purpose other than the problem at hand --> research that was previously conducted or info collected and complied by governments or research conducted, packaged, and sold by private firms

what is the most important component of marketing research?

it is conducted to help managers make decisions.

Longitudinal vs. cross-sectional research

longitudinal: following one individual and studying them throughout life cross sectional: collecting observations and data from a group of individuals at a specific point in time

projective techniques

main idea behind this is the respondents are unable or unwilling to tell the researcher the truth so instead they area asked the question in a way that gets at their true beliefs or feelings

management decision vs marketing research problem

management decision problem: asks what the decision maker needs to do, action oriented, focuses on symptoms Marketing research problem: asks what information is need and how it should be obtained, info oriented, focuses on the underlying causes

grand tour

method asks the respondent to image him/herself in an actual usage experience and walk me thru this with every detail

what is the most important part of the research proposal

objectives of the research or problem statement

Request for Proposal (RFP)

prepared by the client firm and seeks to specify the background of the study, the problem or issue to be investigated and the scope, timeline, and budget

published secondary data

published sources available thru library databases

qualitative vs quantitative research 1. objective 2. sample 3. data collection 4. data analysis 5. outcome

qualitative 1. to provide a preliminary or tentative understanding of the underlying reasons and motivations 2. usually small 3. unstructured 4. subjective 5. develop an initial understanding that will generally be verified thru quantitative research quantitative 1. to quantify the phenomena and be able to generalize the results from the sample to the population of interest 2. a large number 3. structured 4. statistical 5. recommend a final decision

descriptive research

quite simply describes something. Its The Who, what, when, where, why and how of brands or consumers.

syndicated data

research that is collected by a firm with the expressed intention of processing and analyzing the data, and then selling the data or reports to a number of different buyers.

primary research

research that is conducted to address the problem at hand

Marketing Research

systematic gathering of marketing related data to produce information that can be used in decision making

the research design

the "blueprint" of the research project. the researcher specifies which type of research will be conducted (exploratory, descriptive, or casual) and how the data will be collected (observation, survey, experiment)

Management Problem

the issue that the manager needs to address, such as the decision that must be made or the question that must be answered

what was the backward design process introduced as a way to solve?

the management problem

what is the most important phase of the marketing research process?

the problem definition

Problem Definition Process

the process of defining the management-decision problem and the marketing research problem

Social Desirable responding (SDR)

the tendency of respondents to answer questions in a manner that will be viewed favorably by others

casual research

to establish a cause and effect relationship