MRKT 396 - Fundamental of Marketing Research

Decision Support System (DSS)

Helps decision makers confront problems through direct interaction with computerized databases and analytical software programs.

Causal Research

Marketing research to test hypotheses about cause-and-effect relationships.

Unconscious Misrepresentation

When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question.

CATI

acronym for computer-assisted interviews where a computer routine selects numbers from a sampling frame and schedules calls

data processing error

administrative error that occurs because of incorrect data entry, computer programming or other procedural errors during data analysis

advantages and disadvantages of email

advantage: low cost, speed, faster turnaround, flexible, disadvantage: can be seen as junk mail

advantages and disadvantages of mall-intercept interviews

advantages: fast data collection, versatile, questions disadvantages: confined to suburban areas, most difficult follow up

advantages and disadvantages of snail mail

advantages: high flexibility, easy call back disadvantages: slow collection rate, low question versatility,

advantages and disadvantages of telephone interview

advantages: very fast, any location, short questions, easy follow up, low cost disadvantages: difficult to get an answer, not a lot of versatile questions, low anonymity,

advantages and disadvantages of door-to-door interviews

advantages: visuals, versatile questioning, good respondent cooperation after initial agreement disadvantages: long, limited location, moderate response rate, high cost, difficult to follow up, low nonresponse rate

Exploratory Research

aims to clarify ambiguous situations or discover ideas that may amount to a true business.

integrated marketing communication

all promotional efforts should be coordinated to create a consistent image

Interactive Survey Approaches

allows for two-ways spontaneous interaction between interviewer and respondent

administrative error

an error cause by the improper administration or execution of the research task

When planning a study, the researcher will look at the potential benefits to the subjects and the potential benefits to society and compare those to the potential risks faced by the subjects. This process falls under which of the principles from the Belmont Report? Justice Beneficience Respect for persons Justice and Respect for persons

beneficience

primary research benefits and drawbacks:

benefits: - collected for problems at hand! it fits well drawbacks: - time consuming collection process - relatively high cost - might be outdated. - could be hard to analyze and nothing available on your topic

secondary research benefits and drawbacks

benefits: - low price - short collection time - easily accessible drawbacks: - collected for other purpose, may not fit well.

social desirability bias

bias cause by respondents' desire to gain prestige or appear in a different social role ie. overstate money and education to feel better.

relationship marketing

build long-term relationships with customers that to their success.

A clue to the quality of a set of secondary data can be found in a. the methodology of the data collection b. the reputation of the firm that collected the data c. the units of measurement used in the study (e.g., dollar sales versus units sold) d. B and C above e. A and B above

d. B and C above

secondary research

data collected for purpose other than the problem at hand

primary research

data that are originated by a researcher for the specific purpose of addressing the problem at hand.

archival data

data that has been previously collected for some purpose other than the one at hand.

Surveys filled out by consumers that include questions about their preferences for a variety of local restaurants and the customer's characteristics (e.g., demographics) are what type of research? Exploratory Descriptive Causal Selective Exclusive

descriptive

nielsens people meter

device that looks and functions much like a small cell phone but automatically detects broadcast signals, satellite radio and tv transmissions

Noninteractive survey approaches

do not facilitate two-way conversations between interviewer and respondent

sampling error

error arising because of inadequacies of the respondent to represent the population of interest

systematic error

error resulting from some imperfect aspect of the research design that cause mistakes from the respondent

Research that is conducted to clarify the nature of a research problem is called _____ research. exploratory judgmental descriptive convenience

exploratory research

predictive analytics

extracts information from data and uses it to predict future trends and identify behavioral patterns

curb stoning

filling in answers for people who dont really exist

descriptive research

finding the characteristics of customers.

marketing concept

focuses more on the value to customer rather than the product

sample selection bias

improper sample design or sampling procedure execution

"field work" ethical issues

increasing the discomfort levels of respondents

electronic data interchange

integrate one company's computer system with another

Customer Relationship Management (CRM)

interaction between customer and firm. Brings information about customers trends and data and how they respond to them according to preferences.

crowdsourcing

inviting a shit ton of people to complete a survey to guarantee a response

big data

large amounts of data from multiple sources, not intended to be used together but analytically makes sense.

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases (i.e., products that the consumer purchases at the same time) or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ________. neural networking scandowns database marketing market-basket analysis

market-basket analysis

coverage bias

misrepresentation of a population by survey results that disproportionately represent one group over another

From the case discussion in class on Wednesday, the consumer market for banking services is best described as Pure competition Monopolistic competition An oligopoly A monopoly

monopolistic competition

unobtrusive observation

no communication with the person being observed is necessary so that he or she is unaware that he or she is an object of research

visible observation

observations in which the observers presence or mechanical measurement device is obviously known to the subject

experimental conditions

one of the possible levels of an experimental variable manipulation

for what orientation is it necessary for a wide range of market research

production

to meet the high demand for the product, the best business orientation to use would be a... product orientation. production orientation. marketing orientation. stakeholder orientation.

production orientation

Secondary data that are owned and controlled by the organization are best called _______. first order data proprietary data exclusive data valid data inconspicuous data

proprietary data

near field communication (NFC) devices

radio frequency id, that is a chip that tracks purchases and whereabouts of products and people.

population parameter

refers to some true value of a phenomenon within a population

non respondent

sample members who are mistakenly not contacted or who refuse to provide input.

internet surveys

speed and cost effective, visually appealing, respondent participation is high, personalized questioning

when a marketing team trying to market the nutritional value of snack foods to parents of kids are engaging in what type of orientation?

stakeholder orientation

observer bias

systematic errors in observation that occur because of an observer's expectations

concomitant variation

when two event "covary", as in when one outcomes changes then the cause changes.

"data preparation and analysis" ethical issues

- discarding unsatisfying respondents - making incorrect conclusions and recommendations

"report preparation and presentation" ethical issues

- incomplete recording - biased reporting - inaccurate reporting

disadvantages of personal interviews

- interviewer influence - lack of anonymity of respondent - cost

The value of data:

- is it relevant? - is it complete? - is the data of high quality? - is the data relevant in terms of timeliness.

advantages of personal interviews

- opportunity for feedback - probing complex answers - survey length - visual aids - high participation rates

"Developing an approach" ethical issues

- using findings and models developed for specific clients for other projects

problem definition ethical issues:

- using surveys guise for selling or fundraising - personal agendas of the researcher or client

"Research Design" Ethical issues

- when design is suited for the researcher instead of client - using secondary data that was gathered questionably - not anonymous - putting stress on respondents

physiological observations:

1. eye tracking 2. pupilometer 3. psychogalvanometers 4. voice-pitch analyzers 5. neurological activity

Marketing Research Process

1. problem definition 2. development of an approach to the problem 3. research design formulation 4. fieldwork or data collection 5. data preparation and analysis 6. report preparation and presentation

"Beecher's Bombshell," the article published in the New England Journal of Medicine that started a national discussion of research ethics, was published in ____. 1956 1961 1966 1971

1966

The use of an informed consent document to let the potential study participant know how much time the study will take, what will happen during the study, and inform them of potential risks of participating comes from what ethical principle of the Belmont report? Beneficience Justice Respect for persons Balancing the risks to the participant with the benefits the participant may receive

Respect for persons

self-selection bias

a bias that occurs because people who passionately about a subject are more likely to respond to surveys

response bias

a bias that occurs when respondents answer questions with a certain slant that misrepresents the truth

respondent error

a category of sample bias resulting from some respondent action such as lying or inaction such as not responding

direct observation

a straightforward attempt to observe what naturally occurs. can obtain data more easily.

sample bias

a tendency for the results of a sample to deviate in one direction from the true value of the population parameter

scanner-based consumer panel

a type of consumer panel where purchasing habits are recorded with a laser scanner rather than a purchase diary

which of the following is not a consideration when deciding if marketing research is needed? a. do we have the expertise in-house to do this research? b. is the data available? will be benefit of the research exceed the cost of the research? c. can the research be done before the decision needs to be made? d. is the decision of considerable strategic or tactical importance?

a. do we have the expertise in-house to do this research?

obtaining secondary data is usually --- and --- expensive than obtaining primary data.

a. faster and less expensive

All of the following are advantages of secondary data EXCEPT a. it is fairly recent data b. it is faster than acquiring primary data c. it requires no access to subjects d. it may provide information that is otherwise not accessible

a. it is fairly recent

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case? a. nature of the decision b. time constraints c. availability of the data d. cost considerations

a. time constraint

what step comes first in developing a market strategy? a. analyzing firm performance b. identifying and evaluating market oppurtunities. c. selecting target markets d. planning and implementing a marketing mix

b. identifying and evaluating market oppurtunities.

The Belmont Report identified three principles to use when collecting data from human subjects. Which of the answers below is NOT a principle from the Belmont Report? Justice Balancing the risks to the participant with the benefits the participant may receive Beneficience Respect for persons

balancing the risks to the participant with the benefits the participant may receive.

A critical piece of establishing causality is _____________. a. diagnostic analysis b. manipulation c. temporal sequence d. deliverability

c. temporal sequence

When a retailer can match up what they paid for each item in their inventory (i.e., the retailer's cost of goods sold) with the transactions from their customers using loyalty cards, this allows the retailer to determine which customers are spending a. which products are purchased most frequently b. the profitability of the transactions of those customers c. the segments that have the d. highest transaction totals

c. the profitability of the transactions of those customers.

A drug trial that includes a control group and an experimental group are what type of research? Exploratory Descriptive Causal Selective Exclusive

causal

The story Prof. Hal told about customer service for Capital One credit card holders from 15 or 20 years ago was to reinforce that customer service personnel, in every customer interaction, have to follow rigid guidelines that the profit from a customer's purchase should be in your CRM system that Capital One's most important customer service goal was to make all their customers happy all of the above are correct

that the profit from a customers purchase should be in your CRM system.

response latency

the amount of time it takes to make a choice between two alternatives

market intelligence

the data that finally becomes available for effective decision making

nonresponse error

the difference between a survey that includes only those who responded and a perfect survey

Marketing Research

the function that links the consumer, the customer, and the public to the marketer through information. - the scientific method used to search for truth in marketing

marketing channel

the network institutions that perform the logistics necessary for consumption to occur.

interviewer cheating

the practice of filling in fake answers or falsifying questionnaires while working as an interviewer

acquiescence bias

the tendency of a respondent to answer questions in a way that goes along with the expected answer.

Applied Research

to better understand the market

Basic Research

to expand the frontiers of knowledge

Culturally cross-validate

to verify that the empirical findings from one culture also exist and behave similarly in another culture

which situation is the WORST fit with qualitative research?

when needing conclusive evidence to be drawn from data

deliberate falsification

when respondents deliberately give false answers because they either do not know or are bored.

self-administered questionnaires

when respondents take the liberty of answering the questions on their own

extremity bias

when respondents use extremes to respond to questions

non spurious variations

when the covariation is because of the cause and not some other variable.

contrived observation

when the investigator creates an artificial environment in order to test hypothesis.

hidden observation

when the subject is unaware that observation would take place