Marketing Research test 2

Operational Aspects of focus group ho maany and who

-6 to 12 ppl -who share homogeneous characteristics

Types of observation

-Direct v Indirect -Covert v Overt -Structured v Unstructured -In Situ v Invented

Applications of Packaged infomation

-Measuring Consumer Attitudes and opinions -Market segmentation -monitoring media usage and promotion effectiveness -market tracking studies

Advantages of Syndicated Data

-Shared costs -high quality of data -very quickly disseminated(more current the data, the greater the usefulness)

Advantages of secondary data

-can be obtained quickly -inexpensive -readily available -enhance primary data -may be all that is needed

Donts for questions

-dont lead -dont use loaded wording -dont use double barreled questions -dont overstate case

Advantages of Packaged Data

-experience of the researchers -reduced cost of research =speed -benchmarks for comparison

Dosfor questions

-focused on a single issue -should b brief -grammatically simple -crystal clear

Uses of Secondary Data

-forecasting economic trends -analyzing the competition -choosing international markets to enter -understanding customer concerns -demographics to help forecast the size of a new market -population and growth rate - evaluate market performance -

Objectives of focus group

-generate ideas -understand consumer vocab -reveal customer needs/attitudes about a product -understand the findings from a qualitative studies

Focus Groups advantages

-generates fresh ideas -clients to observe participants -may be directed at a wide variety of issues -easy access to special respondent groups (lawyers doctors)

Internal Secondary Data Uses

-identify prospects -to decide which customer should receive a certain offer -deepen customer loyalty -reactivate customer purchases -avoid serious customer mistakes

Disadvantages of Packaged Data

-inability to customize aspects of a project -research company may not know the topic well

Disadvantages of secondary data

-incompatible Reporting Units -mismatched measurement units -unusable class definitions -outdated data

Limitations of Observation

-limits of qulitative data in general -small numbers -unseen aspects (like why they did it)

Disadvantaged of Syndicated Data

-little control over what info is collected -units of measuring correct? -geographical reporting units appropriate? -long term contracts -no strategic info bc all competitors also have it

Physiological measurements

-neuroimaging -eye tracking -facial coding

Focus Group disadvantages

-not good representative samples (generalizing findings) -success in dependent on the moderator -hard to interpret results

When should focus groups NOT be used

-predicting doesnt work c only small group -not in a major / expensive decision

Benefits using focus groups

-reasonable cost -adaptive to manager's concerns -immediate results -see and hear market

Conditions for observation

-relatively short time interval -public setting -when you cannot just ask

Advantages of a survey

-standardization -ease of admin -tap the unseen -suitability for tabulation and analyze -sensitivity to subgroup differences

interval scale measurement

-subjective properties where distance is defined s one scale unit ex:one unit away "very satisfied" v "satisfied"

WHen should a focus group be used

-to explore or describe rather than predict

ratio scale

-true zero ex:number of children in the household

Advantages of Observation

-unaware, so they act in a natural manner -no recall error -only way to accurate info -better accuracy and less cost -supplement and complement other techniques

Evaluating Secondary data

-what is the purpose -who collected the data -what info was collected -how was info obtained -How consistent is the info with other info

intro to survey

-who is doing it -what is it about -how did you pick me -motivate me to participate -am i qualified

American Community Survey

1996, small percentage, annually economic, social, demographic, and housing info

_____ is a set of probing questions posed one-on-one to a respondent by a trained person to gain an idea of what the respondent thinks about something or why he or she behaves in a certain way.

An in in depth interview

The CRAAP framework is a guideline for assessing the quality of secondary data. CRAAP stands for ____________.

Currency, relevance, authority, accuracy, purpose

It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

False

The Taget example discussed in class and your textbook is an example of a firm using ______________.

Internal secondary data for micromarketing

The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of:

Mixed methods research.

_____________ is viewing activity in the brain to better understand consumers' unconscious emotions

Neuroimaging

________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]).

Neuromarketing

A technique in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is:

Observational research.

Data that measures customer satisfaction for a particular brand--data may be different for each client but generated the same way for all clients --- IS AN EXAMPLE OF

Packaged Data

Internal Secondary Data

Previously gathered within the firm for some other purpose ex: sales records, complaints, etc

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

Protocol analysis

Collecting, analyzing, and interpreting data by observing what people do and say is:

Qualitative research.

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:

Quantitative research

Which of the following is NOT a major disadvantage of observational research?

Seeing what consumers actually do

The Nielsen Rating service, which measures TV audience size and viewer demographics for TV programs. Info is packaged and made available to subscribers-- both process of collecting and analyzing the data and the data themselves are not varied for the client---- IS AN EXAMPLE OF

Syndicated Data

Data Mining

The process and practice of examining large databases in order to generate new information

Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

True

Wearables

clothing or accessories that are equipped with computer technology or sensors that allow the collection and sharing of data

computer assisted questionnaire design

computer software that allows users to use computer tech to develop questionnaire

Likert scale

degree of agreement on a symmetric agree/disagree scale for each statement

Ethnographic research, an approach borrowed from anthropology, is defined as a detailed, ________ of a group and its behavior, characteristics, and culture.

descriptive study

Ethnographic Research

detailed, descriptive study of a group and its behaviors, characteristics and culture

Measurement

determining a description or the amount of some property of an object that is of interest to the researcher

micro marketing

differentiated marketing mix for specific customer segments, sometimes fine tuned for individual shopper

Scale measurements

distance between each level is known ratio and interval

pretesting

dry run of survey on a small to reveal errors before launch

Packaged Services

form of external, secondary data that are supplied from a common database to subscribers for a service fee

Syndicated Data

form of external, secondary data that are supplied from a common database to subscribers for a service fee

Primary Data

gathered specifically for the research project at hand

Social Media Data

information created by users of online systems, intended to be shared with others

User Generated Content

information created by users of online systems, intended to be shared with others

Official Statistics

information published by public organizations, including government institutions and international organizations

Passive Data

information that is collected without overt consumer activity

survey

interviewing large number of people with a pre-designed questionnaire

Big Data

large amounts of data from multiple sources such as companies, sensors, retailers, trade organizations, government, and social media

coding

number associated with questions response options to facilitate data analyze after survey is done

Protocol Analysis

placing a person in a decision making situation and asking him or her to verbalize everything they consider when making a decision

Stapel

positive and negative numbers , +5 to -5

Secondary Data

previously gathered for some other purpose

Ordinal measurements

rank order the respondents or their responses

Sentiment

ratio of positive to negative comments posted about brands and products on the web.

reliability measure

same or similar manner to an identical question

question flow

sequencing of questions, including instructions

semantic differential scale

series of bipolar adjectives for the various properties of the object under study, ex: "high price" v" low prices"

Data Aggtegators

services or vendors that organize and package information on focused topics.

Projective Techniques

simulated activities -Word association -sentence completion -picture test -cartoon or balloon test -roleplaying

Published Sources

sources of information prepared for public distribution and normally found in libraries or a variety of other entities, such as trade organizations.

The Internet of Things

the network of physical objects that are embedded with software or sensors that allow them to gather and distribute data

It is not appropriate to use a focus group when the objective of the research is to ____________.

to predict consumers' behavior

Valid measurement

truthful accuracy of the measurement (are they lying or forgetful)

Nominal measurement

use only labels-characteristics of description

question bias

wording that influences respond