chapter 7 marketing
Exploratory research
Gathering preliminary information that will help define the problem and suggest hypotheses.
Descriptive research
Generating information to better describe marketing problems, situations, or markets
A good problem definition has 3 characteristics
-Identifies the cause of the problem, not its symptoms -Identifies alternative courses of (marketing) action -Identifies information needed to evaluate those options.
benefits of data mining are
-improved prospecting -better market segmentation -increased customer loyalty -more sucessful cross and up selling
which of the following are usually elements of focus group research?
-six to ten people -other observers -use of a moderator -paid participants
Internal databases
Electronic collections of consumer and market information obtained from data sources within the company network (MIS).
Probability Sample
Every population member has a known, non-zero chance of selection. Chosen by an objective process.
Survey research
Most widely used method for primary data collection. Approach best suited for gathering descriptive information. Can gather information about people's knowledge, attitudes, preferences, or buying behavior
Researchers can try to increase response rates in several ways. Three things that usually help are
Prenotification Call backs Incentives
Experimental research
Tries to explain cause-and-effect relationships
Sampling requires three decisions
Who is to be surveyed? Selecting the sampling unit. How many people should be surveyed? Referred to as sample size. How should the people in the sample be chosen? Describes the sampling procedure. Probability vs. nonprobability samples.
which problem describes the following survey question 'do you fly southwest airlines regulary?"
ambiguous question
your assistant wants to use secondary data exclusively for the current research project. which of the following is a reason why this may be a poor idea?
it may not exist and all of the needed data is rarley available
the final step in the marketing research process, according to the text, involves
evaluate actions taken
________reserach is best suited for gathering causal information
experimental
a scale that is comprised of series of statements, each of which gives a possible characteristic about the subject, and followed by a range of agreement choices is a ______ scale
likert scale
a good problem definition results in _______ and _________
lower cost, and greater value
gathering preliminary info that will help define the problem and suggest hypotheses is called?
exploratory research
numbers that only can be used for identifying characteristics are ________ numbers
nominal
when people are unwilling or unable to provide information, marketers turn to the use of this method of research
observation
in survey research, the MOST cost effective means of contacting sample memebers is via
online
numbers that can identify and rank order things are _____ numbers
ordinal
which of the following is NOT viewed as a common mechanical instrument used to conduct market research ?
telephone
secondary data is often where marketing research begins. secondary data consists of information ?
that already exists somewhere, having been collected for another purpose.
number that can identify, rank with equal distance but have NO absolute zero are _____ numbers
interval
Primary data
Consists of information collected for the specific purpose at hand
Secondary data
Information that already exists somewhere which has been collected for another purpose
Common sources of secondary data
Internal databases Commercial data services Government sources
Nonprobability Sample
Population member chances of selection unknown. Chosen by some subjective process.
Sample
Segment of the population selected to represent the population as a whole. No need to canvass entire population because of probability theory
The research plan outlines
Sources of existing data
Marketing intelligence
Systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. This comes from environmental scanning
Marketing research
Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Causal research
Testing hypotheses about cause-and-effect relationships
the objective of _________ research is to test hypotheses about cause and effect relationship
casual
companies need info about their
customers needs, marketing environment, competition
using sophisticated statistical software to sift through data warehouses looking for new patterns and correlations is called
data mining
As response rate increases, nonresponse error will TEND to
decrease
the hardest step in the marketing research process to take is?
defining the problem and research objectives
a good problem definition has certain characteristics. which of the following is NOT one of these: -identifies the cause of the problem, not its symptoms -describes who needs the info -identifies alternative courses of action -identifies info needed to evaluate those options
describes who needs the info
survey research is best suited for gathering __________ information
descriptive
generating info to better describe marketing problems, situtations, or markets.
descriptive research
Defining the problem is often the most
difficult step of the research project
this systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?
marketing intelligence
To assist in the development of a new economics textbook, pearson prentice hall is using the systematic design, collection, analysis, and reporting of relevant data. what are they doing
marketing research
response rates in surveys are generally higher using ___________ contact methods
personal or online
info collected for the specific purpose at hand
primary data
if every population member has a known, non zero chance of selection in a sample and members are chosen by an objective process this would be a _________ sample
probability
numbers that can identify, rank with equal distance and have an absolute zero are_________ numbers
ratio
The gathering of primary data by observing
relevant people, actions, and situations
researchers want to maximum response rates to help reduce non response error. one thing that usually helps but is beyond researcher influence is?
respondent interest
a scale that uses a series of bi polar opposite descriptors about a subject is a ___________ scale
semantic differential scale
why would In the Mood Music Distributors choose a sampling of its customers to research rather than all 15,000 of them?
the sample can fairly represent the entire population
you have been asked to provide good advice to a beginning market research intern as he or she develops a research questionnaire. which of the following is the best advice you could provide?
use care in the wording and ordering of questions
which of the following is a correct statement? secondary data are? -collected mostly via surveys -expensive to obtain -sometimes not reliable -never purchased from outside suppliers -always necessary to support or refute the primary data colelcted
-sometimes not reliable
which problem describes the following survey question? -why do you think southwest airlines service is so much better than other airlines?
leading question