381 Midterm #1
What the cure for Halo Effect? CH8
-Randomly flip bipolar phrases so not all good ones are on same side -Makes respondent think about each property -No validity if respondent chooses all on one side
What are Advantages of Surveys? CH7
-Standardization -Easy of administration -Suitability to tabulation and statistical analysis -Get's beneath the surface -Sensitivity to subgroup differences
What are Cons of Test Marketing? CH4
-don't yield infalliable results --complexity and changeability of consumers --sabotage from competitors -costs -exposure of product to competition -ethical issues -takes time to conduct
What are Pros of Test Marketing? CH4
-most accurate method of forecasting future demand -opportunity to pretest marketing mix variables
What are the appropiate conditions for use of observation? CH6
-short time interval -public behavior, unles respondent agrees to observations in private -faulty recall of respondent
What are Pros and Cons of Traditional Focus Group? CH6
Advantages -Generate Fresh Ideas like group craetivity/snowballing -Allows clients to observe -Work well with special participants -Easy to understand results, energizes client Disadvantages -Small group and representativeness issues -Subjective Interpretation -High cost per participant, $150-$200 per respondent but low compared to survey research -High involvement by management may lead to bias
What are Pros and Cons of Online Focus Groups? CH6
Advantages -No physical setup -Transcripts are captured on file in real time -Varying locations -More comfortable to be home -Private DM can be exchanged Disadvantages -Can't see participant body language -Can't physically inspect products or taste food -Can lose interest or be distracted
What are the Pros and Cons of the Use of Observation? CH6
Advantages -People act natural, if unaware -Less chance for human error, recall -Only way to measure some behaviors, facial expressions -Often less expensive than other methods Limitations -Small numbers of subjects, can't generalize -Subjective interpretation of findings -Conclusions tentative -Can't determine motives or attitudes behind behavior
What is a modified likert scale? CH8
Includes agreement options EX: agree or disagree
What are lifestory inventory questions? (Likert) CH8
Includes specific questions with agreeing options. EX: I enjoy reading -> agree disagree, etc
What is Primary Data? CH5
Info developed or fathered by the researcher specifically for the research project at hand
What is Secondary Data? CH5
Info previously gathered by someone other than the researcher and/or for some other purpose than research project at hand -internal data -external data
What are the Components of MIS System? CH1
Internal Reports System - Past sales patterns Marketing Intelligence System - competitive info, trends, climate change, Giga Alert (Google) Marketing Decision Support System - Break-even analysis of possible new modes, "What-if" scenarios Marketing Research System - consumer altitudes, specific reactions to possible new automobile designs
MR System has a role in MIS because: CH 1
It gathers information not gathered by other MIS components subsystems. MR studies conducted for a specific situation facing the company. MR projects unlike MIS components are not continuous - they have a beginning and an end.
What is Quantitative Research? CH6
It involves the use of structural questions where the response options have been predetermined and a large number of respondents is involved. -purpose specific -problem defined -data = numerial
What is Qualitative Research? CH6
It is collecting, analyzing, and interpreting data by observing what people do and say. -Often exploratory, not always -data = non-numerical
Other Ethical Issues? CH2
Research Integrity: professional respondents; advocacy studies Treating Buyers and Suppliers Fairly: selling unnecessary research; low ball pricing; misleading reporting Research Confidentiality: conflict of interest problems increasing w/ industry consolidation Involving Society's Welfare: concern over search on children for R rated movies.
Ethical Issues with Respondents? CH2
Respondent cooperation has been going down Marketing Researchers should: -Eliminate or keep deception to a minimum -If promised, guarantee anonymity or confidentiality -Fight invasions of privacy such as SPAM and telemarketing
What are Scaled-response questions? CH8
They use a continuous scale to measure the attributes of some construct = interval scale -Labeled or unlabeled response options -Use interval scales whenever possibly; more info -Good for subjective questions (attitudes, perceptions)
What is External Data? CH5
Three Classes 1) Published Data 2) Syndicated Services Data 3) External Databases
What are the Uses of Marketing Research? CH1
To identify marketing oppurtunities and problems. Generate, refine, and evaluate potential marketing actions: -TM Determination -Advertising Pretesting -Pricing Studies Monitor marketing performance, measure brand and customer engagement.
What is the Purpose of Marketing Research? CH1
To link consumer to the marketer by providing information for use in making marketing decisions.
What is the Marketing Concept? CH1
business philosophy that holds that the key to achieving organizational goals is the company being more effective than competitors in creating delivering, and communicating customer value to its TM
What is Standard Test Marketing? CH4
test of marketing mix through normal distribution channels PROS: -great for DIY test market -very realistic, hi external validity CON: -competitors find out
What is External Validity? CH4
the degree to which the relationship observed between the IV and DV during the experiment is generalizable to the real world
What is Internal Validity? CH4
the extent to which the change in DV is actually due to the IV
What is Simulated Test Marketing? CH4
data on consumer response to new product fed into model containing assumptions about planned marketing mix that predicts sales volume PROS: -fast -only 5-10% of cost of standard test market CON: -not as accurate as standard test market
What are characteristics of a Field Experiment? CH4
high realism low internal validity high external validity hi cost long duration subjects unaware of participation
What are Action Standards? CH3
is a predesignated measure of an attribute or characteristic that must be achived for an action to take place defines what action will be taken given the ressults of the research findings
What is Marketing? CH 1
is the activity of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What are characteristics of a Lab Experiment? CH4
low realism hi internal validity low external validity low cost short duration subjects aware of participation
Electronic Test Market CH4
panel of consumers carry ID cards they use when purchasing goods and services to measure results of marketing mix PROS: -automatic recording of purchases and demo's -fast -lower cost CON: -removed from real market
What are Surveys? CH7
They involve interviews with large number of respondents using a pre-designed questionnaire.
MR industry today accounts for more than: CH2
$43 billion spent annually, with 3-5% growth rate
What is Internal Data? CH5
-Data collected by firm (Sales records, invoices, etc) -Database Marketing: building and maintaining customer and other DB for the purpose of contacting, transacting, and building relationships. -Specific uses of DB, CRM, and Data Mining --deepen customer loyalty --identify prospects --reactivate customer purchases --avoid serious customer mistakes
What is the Horns Effect? CH8
-General bad feeling about brand -Negatively biases respondents' feelings about specific properties of brand
What is the Halo Effect? CH8
-General good feeling about brand -Positively biases respondents' feelings about specific properties of brand
What are objectives of Focus Groups? CH6
-Generate Ideas - brainstorming -Understand consumer vocabulary -Reveal shifts in products or services, consumer needs, motives, perceptions and attitude -Understand findings from quantitative studies: "Why did they come out that way?"
What are some other commonly used interval scales? CH8
-Graphical rating scales -Itemized rating scales (label every value) -Stapel scale (unipolar rating scale with 10 categories numbered from -5 to +5 without a neutral point, 0) -Percentage scale -Summated scale (constant-sum), helps determine proportions like % scale, respondents have 100 points to give to more than one attribute so that it = 100 points. -Composite Scale: combine multiple variables into a new variable to determine a marketing construct. EX: social class = index of: education, residence, income
What are some Scale Characteristics that determine the level of measurement? CH8
1) Distance: absolute differences b/w descriptors are known -1 degree difference between 4 and 5 degrees -How important school is to you? 1-5 scale -Only metric scales (Interval and Ratio) -A thermometer shows the differences b/w each temp. reading: 65 and 67 degrees 2)Origin: there is a true, natural zero: -How much spent? -What is your age? -Only ratio scales have Origin 3)Description: label stands for each "unit" on scale -yes, no, male, female, etc -#'s of each player -but #'s tell us nothing about players features -All scales have description -Nominal scales have only description (dichotomous and multiple-categories) 4)Order: relative sizes of labels are known, allowing us to say one is greater/less than the other -Only ordinal, internal, and ratio scales -Ordinal scales = ranking -Ordinal tells us the order the horses finish but not the distance between the finishers
What are the 4 Uses of Exploratory Research? CH4
1) Gain Background Information -Review Internal Data -Learn about target market needs -Generate new product ideas 2) Define terms -Important attributes used in decision-making -Language used by teens to describe snowboarding 3) Clarify Problems/Oppurtinities and Hypotheses -Distinguish between: --Symptom (perceived problem) --Cause (actual problem) 4) Establish Research Priorities - what to examine first? -Examine complaints -Talk to the trade
What are factors in determining the choice of survey method? CH7
1) Researcher's resources and objectives -Generalizability: online still a problem globally and w/ some U.S. sub-cultures -Time horizon: short suggests online or phone -Budget: low suggests online 2) Respondent characteristics -Incidence Rate: % of poeple in population that fits sample qualifications -Willingness to participate: cultural norms + learned behaviors -Ability to participate: infrastructure issues AKA no phones -Diversity of respondents: high diversity may require in-person survey 3) Characteristics of Survey Questions -Complexity of Task and/or questions: need for response to actual product, taste est, TV ad viewing/response -Amount of information required per respondent- lost of info = no phone -Topic sensitivity - avoid person-adminstered interviews -Feedback and/or adaptability necessary to eliminate misunderstanding - suggests in-person
What are some issues with using sensitive scales? CH8
1) To use neutral option or not? -Some believe it allows for an opt out -Some believe respondents don't have opinions 2) symmetric scales aren't always needed -Symmetrical: very sweet vs. very sour -Not symmetrical: very sweet vs. not at all sweet
What is the Application Areas of Packaged Information? CH5
1)Measuring Consumer Attitudes and Opinion Pols -Pew Research Center: examines changing issues, attitudes, and trends -Gallup Public Opinion Polls: focus on world affairs 2)Defining Market Segments -B2B: providing info on businesses (SIC, NAICS, Dun's Market Identifiers) -B2C: providing information consumers 3)Conducting Market Tracking: -Monitor Sales and market shares over time -Retail level tracking -Household level tracking -Wholesale Level Tracking 4)Monitoring Media Usage and Promotion Effectiveness -TV -Print -Radio -Downloaded Music -Consumer Generated Media -Multimedia
What are considerations in choosing a question-response format? CH8
1. Nature of property being measured -21 or older? = dichotomous, Y/N, objective -liking for chocolate = sliding scale, subjective 2. Previous research studies -Use format in previous study if desire to compare results -Don't reinvent the wheel, perfect it -Tried and true formarts are more reliable 3. Data collection mode -Hard to use scales on a phone call -Respondent can't see them -Hard to relate to without seeing 4. Ability of the respondent -Kids can't relate to scales -Illiterate may need graphics -Blind may not relate to scales 5. Level of statistical analysis desired -Nominal = % Yes or % No (Frequencies) -Metric Scales = Mean, Std Dev, etc. -Order = Median but no mean
What are 4 basic survey modes? CH7
1. Person-Administered -In-home interviews -Mall-intercept survey -In-office survey -Telephone 2. Computer-assisted -Full automated -Digital Surveys 3. Self-administered -Group self-adminstered -Drop-off -Mail 4. Mixed-mode (Hybrid)
What is the Criteria for writing research objectives? CH3
1. specify from who information is to be gathered 2. specify what information is needed (construct = variable) -a construct is a marketing term or concept that's involved in a marketing management problem, also called a variable 3. specify unit of measurement used to measure information -an operational definition defines how we'll measure the construct empirically 4. Word questions are used to gather information using the respondent's frame of reference
What are semantic differential scale options? CH8
Bipolar adjectives 5-7 separators between adjectives Used to measure image EX: Bad vs Good, Old vs New
What are the Key Secondary Sources for Marketers? CH5
Census of the population: considered the grand-daddu of all market info, it is conducted every 10 years American Community Survey (ACS) -Survey 3 million Americans every year -Provide updated information on key demographics -Provide forecasts for future years -Use data.census.gov to explore data
What is Controlled Test Marketing? CH4
Conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors PROS: -fast and "turn-key" -competitive sales info CON: -distribution network may not represent brands own distribution network
What is Descriptive Research? CH4
Cross-sectional studies - snapshot at one point in time Longitudinal Studies: overtime with same sample
What are External Databases (External Secondary)? CH5
Databases supplied by organizations outside the firm such as online information databases: -IBISWorld -Business Source Complete -Mergent Online -Lexis Nexis
What are some Other Qualitative Research Techniques? CH6
Depth Interview -Consumer decision process -Consumer rituals -Use of laddering technique --ID Values of consumer: Health --ID Path to achieve values: eat healthy, exercise --ID products people use to achieve desired value Protocol Analysis - examine consumers' decision-making process Projective Techniques: asked to project themselves into situation; can be used with focus groups -Work Association -Picture Test -Storytelling Ethinographic Research -Detailed descriptive study of a group and its behaviors -Methods include immersion, participant observation, depth interviews Example: consumers transform their kitchens/homes into HIVES (Highly Interactive and Virtual Envoriments) Physiological Measurement: eye-tracking studies show us what people look at on webpages -mOFC is the pleasure center of the brain.
What is Descriptive Research? CH4
Describe and measure marketing phenomena at a point in time Who is buying our product? What features do current buyers prefer in our product?
What is Causal Research? CH4
Determine causality Make "if-then" statements Which package color will sell more product? Which of these 2 ad campaigns is more effective?
What are 4 types of observation techniques? CH6
Direct Vs. Indirect: archives, physical traces like garbage Disguised Vs. Undisguised Structured Vs. Unstructured Human Vs. Mechanical
What are the Exploratory Research Methods? CH4
Experience Surveys - use of experts Case Analysis - study similar situations Focus Groups - small group discussions Projective Techniques - "draw me a picture of people who use Viagra"
What is Causal Research? CH4
Experiment - manipulating independent variable to see how it affects a dependent variable while also controlling for the effects of additional extraneous variables -usually manipulates the 4P's (X=IV) -examines effect on sales, preference or attitudes (Y=DV)
Marketing Redefined as: CH1
Focus on Customer Need NOT what we offer Their Need is a problem to be solved
What is Exploratory Research? CH4
Gain background info Define terms Clarify problems and hypothese Establish research priorities Are consumers interested in our new product idea?
What are the Trends in Marketing Research? CH2
Greater use of new channels to gather marketing intelligence. MR pros moving into marketing strategy/management areas. Increased Competition in the research industry. Outsourcing MR coexists with doing research in-house. Need for those trained in BOTH quantitative and behavioral sciences.
What are Trends in Focus Groups? CH6
Growth worldwide: need to be careful of cultural biases Most popular qualitative technique in U.S. -Non-traditional focus groups overcome many of the disadvantages -Have to be careful of professional respondents
What are 8 Perceived Problems in Marketing Research? CH2
Lack of creativity Too focused on techniques Lack of concern for respondents Lack of high-quality Researchers Lack of understanding of the real problems Cavalier attitude regarding nonresponse error Price of research too high relative to its value Sugging and Frugging
Panels as Solution CH2
MR Companies are making greater use of panels Recruiting respondents who agree to participate in future studies Panel Equity, the value of having access to many willing to consumers to cooperate in studies will increase in the future.
What are the Experimental Design Symbols? CH4
O = measurement of DV X = manipulation or measurement of an IV R = random assignment of subjects to experimental and control groups - consumers, stores E = experimental effect -change in DV because of IV
Reliability and Validity CH8
Reliability: respondent answers the same way to an identical or nealy identical question (consistency) Validity: truthfulness of answer Face validity: does the question look like it measure what it's suppose to measure?
What do we record observations of? CH6
Physical traces: behavior or actions Verbal behavior: slang Expressive behavior: facial expressions Spatial locations: shelf layout Temporal patterns: path thru store Physical objects: competitive package Archival: verbal or pictorial records
What is Syndicated Services Data(External Secondary)? CH5
Provided by firms that collect data in a standard format and make them available to subscribing firms Highly specialized and not available in libraries -Neilson Radio Listnership Studies -Neilson Retail Sales Index -Comscore -MediaMark MRI+
What are Open-ended questions? CH8
Questions that presents no response options to the respondent -Use for numerical and non-numerical responses fill in blank text box
Single Source Data? CH5
Recorded previously from a panel of respondents to measure their exposure to promotions and subsequent buying hevaior Components of Single Source Databases -Purchase data -Media habits -Demographics and psychographics -In-store activity of brand Disadvantages -Uses non-probability sample; question of representativeness -Sample of self-selection - sample is unique -Poor response rates Allows marketers to answer cause and effect questions because can show different HH different ads and sales promotions and track sales [causal research = experiment]
What is Marketing Strategy? CH1
Selecting a segment of the market as the brand's TM and designing the proper mix to meet the wants and needs of the consumers w/ in the TM
What is Published Data (External Secondary)? CH5
Sources of info prepared for public distribution and normally found in libraries or a variety of other entities such as trade organizations. Academic: Journal of Marketing Research Government: Census Data Trade/Professional Association: AMA Non-Profit: Chamber of Commerce, Univerisities For Profit: Business Week, Fast Company, PS Biz Journal
What are 4 Types of Test Markets? CH4
Standard Test Market Controlled Test Market Electronic Test Market Simulated Test Market
What are the 11 steps in the Marketing Research Process? CH3
Step 1: Establish the NEED for MR When is it not needed? -Info already available -Decisions must be made now -Can't afford MR -Costs outweigh the value of MR Step 2: Define the Problem -Most important of all 11 steps. -If problem defined incorrectly, effort is wasted -2 Types of Problems: --Missing Objectives - stem from gaps between what is supposed to happen and what did happen --Oppurtunities - gaps between what did happen and what could be happening Step 3: Establish Research Objectives -RO - when achieved provides info necessary to solve problem identified -RO state what the researchers must do to solve problem Step 4: Determine Research Design -Exploratory Research: collecting information in an unstructured and informal manner -Descriptive Research: refers to a set of methods and procedures describing marketing variables. -Causal Research (Experiments): allows isolation of causes and effects. Step 5: Identify Informaton Types and Sources -Primary information (Data or Research):information for a problem at hand -Secondary Information (Data or Research): information already collected for other purposes Step 6: Determine Methods to access data -Secondary data relatively easy to access -Primary data more complex Step 7: Design Data Collection Forms -Questionnaire: must be worded objectively, clearly, and without bias in order to communicate with respondents -Software programs are available to assist marketing researchers in preparing forms (Qualtrics) -Doesn't have to be in survey form can be in focus groups or observations Step 8: Determine Sample plan and size -Sample plan refers to the process used to select units from population to be included in sample and gives you representativeness -Sample size refers to determining how many elements of population should be included in sample, gives you accuracy Step 9: Collect Data -Data collection is very important because regardless of the data analysis methods used, data analysis cannot fix bad data -Nonsampling errors may occur during data collection: Respondent lies, interviewer does not communicate questions well Steo 10: Analyze Data -Data analysis involves entering data into computer files, inspecting data for errors, and running tabulation and various statistical tests Step 11: Prepare and present the Final Research Report -Last step is one of the most important phases of MR -important because it properly communicates results to the client
What is Pluralastic/Mixed Methods Research (Primary Data Collection)? CH6
The combination of qualitative and quantitative research methods in order to gain the advantages of both. Often begin with exploratory, qualitative research
What are Closed-ended questions? CH8
They are questions that lists options on survey that can be answered easily and quickly -Nominal Dichotomous: 2 options -Nominal mulitple category: 3+ options -Good for objective questions, EX: what tv shows do you watch?
What is Marketing Research? CH1
The process of designing, gathering, analyzing, and reporting OBJECTIVE, ACCURATE, and TIMELY information that may be used to solve a specific marketing problem.
What are Focus Groups? CH6
They are a small group of people guided by a moderator through an unstructured, spontaneous discussion about some topic. -Draws out ideas, feelings and experiences that may be obscured/stifled by a survey -Often generates objectives and questions for subsequent research
What are some types of Focus Groups? CH6
Traditional -Select 6-12 people -Meet in a dedicated room with one-way mirror for client viewing -Lasts about 2 hours Nontraditional: Online -Client views from distant locations -May have 25 or even 50 respondents -Allows client interaction -May take place in nontraditional locations
Why the level of a measurement scale is important? CH8
Type of scale determines measurement EX: to find mean, you must use interval or ratio scale or Nominal or ordinal scales only % or frequency distribution
What is Packaged Information? CH5
Type of secondary data in which the data collected and/or the process of collecting data are prepackaged for all users -Syndicated data: data that are collected in a standard format and made available to all subscribers --Nielsen TV ratings --NOTE: data same for each user -Packaged Services: a prepackaged marketing research process that is used to generate information for a particular user --Nielsen BASES product concept testing --IRI segmentation service --NOTE: data different for each user
Where to Find External Research Suppliers? CH2
quirks.com bluebook.org greenbook.org
What is a Marketing Research Proposal? CH3
serves as a basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee elements include the following: -statements of the problem -research objectives -research method -statement of deliverables -costs -timetable
