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