marketing 350 chapter 4
focus groups
-6 to 10 people -trained moderator Challenges: -expensive -difficult to generalize from small group -consumers not always open and honest
Defining the problem and research objectives
-exploratory research (gather preliminary info) -descriptive research (find issues or new trends) -causal research (cause/ effect)
marketing research
-focus groups -survey research -research instruments
exploratory research
-research is flexible and unstructured -findings tentative -used as building block for more research when used: -looking for insights in the problem -help define hypothesis
Closed-end question
include all possible answers and subjects -make choices among them -provide answers that are easier to interpret/ tabulate
observational research
involves gathering primary data by observing relevant people, actions and situations
ethnographic research
involves sending trained observers to watch and interact with consumers in their natural environment Example: man pretends to be homeless for 6 months for his dissertation
confidentiality
is more and more businesses hire outside firms and consultants to handle Market Research, the issue of __________ is a concern, even for non-tech firms
To capture and use customer data
Why do companies use customer relationship management?
touch point
Any contact between a customer and a company is called a(n) _________.
utilize ethnographic methods
Lydia's Lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research to gauge customer's needs, interests, and buying patterns by having some of the researchers live and participate in the Mexican culture directly. Which of the following is the BEST option for Lydia
internal database
Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as___________.
behavioral targeting
Tracking consumer movements across online sites has given Marketers insight into ____________________. The idea behind this concept is that movement on social networking sites is parallel to how people shop. In other words, we shop much like our friends and respond to ads from brands friends use
causal research
conducted to find cause/effect relationships in business, how actions will affect the future laboratory and field experiments: Hamburger university (McDonalds)
Primary data
consists of information gathered for the special research plan
secondary data
consists of information that already exists somewhere, having been collected for another purpose -cheaper, less expensive but not as good quality
Marketing Information System (MIS)
consists of people and procedures for: -assessing the information needs -developing needed information -helping decision makers use the information for customer
marketing ethics
problems: -research not being true, making a claim and it not being true -privacy
-defining the problem and research objectives -developing the research plan, -marketing research
steps in the marketing research process
Marketing Intelligence
websites that can give some company data
8
According to lecture, the ideal number of participants for a focus group is?
Developing the research plan
-secondary data -primary data Types of exploratory research -observational research -enthnographic researhc
-internal data, marketing intelligence, marketing research
marketers obtain info from:
attitudes, interests, opinions
AIO -basically shapes lifestyle -what people watch, listen to, see, wearing -shapes how your going to spend money
False
According to lecture, a dichotomous question format is always the best choice to use for a closed-ended question in Marketing Research.
The US Census
According to lecture, one of the most popular sources for Secondary information in Marketing is?
intrusions on consumer privacy and the misuse of research findings
According to the text, two major public policy and ethical issues in marketing research are ________.
observational research
Amy is a Marketing Researcher who is viewing store video and timing the amount of seconds that consumers spend in front of different product category shelved brands. Which of the following types of research discussed in lecture does this exemplify?
Data contained in huge and complex data sets
What is big data?
Research instruments
Questionnaires: -closed end questions -open end questions
descriptive research
-understanding of the nature of the problem -preplanned, structured, conclusive
survey
A colleague needs to collect descriptive data about his customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research project?
A company extranet
A power tool company wants to give its customers access to internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this information?
Subjective
A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is _________.
CHAPTER 4 QUIZ QUESTIONS DONT HAVE
CHAPTER 4 QUIZ QUESTIONS DONT HAVE
Causal Research
In lecture, the Fisher Price Toy Laboratory was discussed. What type of Marketing Research is Fisher Price conducting?
sample
In order to assess the effectiveness of its "Oh Yes We Did" ad campaign, Domino's tested the ad using a small group of individuals it thought was representative of the overall market. This group of consumers is called a __________.
observational
In order to better understand consumers' perceptions of the taste of Domino's, the research team utilized an online listening approach, examining unsolicited opinions about their pizza on social networks. This approach would best be described as __________:
experimental
In order to determine which combination of crust, sauce, and cheese options work best together, the Domino's researchers employed a(n) __________ research design.
marketing intelligence
Mark and Roberta own and manage a brand where the product they invented created a new product category. Now that their brand has been in the marketplace for a while competitors have entered. Each time a new competitor enters the market, Mark and Roberta buy a sample off the shelf and then take it a part in their lab to ensure they are one step a head of the competition. In terms of Marketers obtaining information, this is an example of developing
misuse of research findings
Martin and Ruby are doctors who have conducted research for a well-known University about the effects of eating a whole-grain diet on patients with diabetes. The doctors have been approached about using their research to support claims for a well-known, whole grain brand of cereal. Martin and Ruby are concerned that their research was not intended to support claims for a branded food product. Which of the following concepts from chapter 4 reading is at play?
MIS
The group of individuals in the video and the processes by which they gather information to help decision makers generate and validate actionable customer and market insights could be described as Domino's __________.
MIS
The people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a ________.
it enables a company to use customer insights to improve relationships with customers
The role of a company's marketing information system (MIS) is important because ______________.
Defining the problem and research objectives
The Domino's leadership team determined that while it was a great delivery company, the poor taste of their pizza was an impediment to future growth. To what stage of the marketing research process did this realization correspond?
provide useful customer insights
To deliver real value to marketers, marketing information must _________.
internal databases, marketing intelligence, and marketing research
To develop needed information, marketing information systems utilize _________.
Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
What are the four steps of the marketing research process in their correct sequence?
Internal data, marketing intelligence, and marketing research
What are the three general sources from which marketers can obtain information?
Exploratory research, descriptive research, and causal research
What are the three types of objectives a marketing research project might have?
Marketing analytics
What do marketers use to analyze big data?
describing market characteristics and functions
What is descriptive research useful for?
surveys (primary data), panels, scanner data (secondary data)
What methods are used with descriptive research?
internal data example
marketers should have access to the consumer database, how many viewers? are they using the promotion? whose using it? sales data is always very important...does have ethical issues though so must be careful "Don't stoop to snoop"
survey research
the most widely used method and is best for descriptive info- knowledge, attitudes, preferences, and buying behavior -flexible -people can be unable/ unwilling to answer -gives misleading/ pleasing answers -privacy concerns
marketing research
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation focusing on organization to make better marketing decisions Example:in her consumer behavior class students must put together questions for a survey -they are asking questions but not good ones -the questions must have a purpose -must be insightful and see ahead (what are you going to do with these results?)
you're only as good as the data you're getting
why conduct marketing research?
often a follow up to exploratory research
When is descriptive research used? Examples: market segmentation studies, price promotion studies, determining perceptions of product characteristics
Both large multinationals like Disney and IBM and small locals truly need market research.
Which kind of company would most benefit from conducting marketing research?
To create more value for customers
Which of the following BEST describes the purpose of the customer insights team?
Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research.
Which of the following BEST describes the research relationships?
Translating questionnaires from one language to another is not an easy task.
Which of the following is true regarding international marketing research?
One result of big data is that marketing managers are often overloaded and overwhelmed with information.
Which of the following statements about big data is correct?
Online surveys generally have higher response rates than those conducted by mail or phone.
Which of the following statements about online research is correct?
To have a "full picture" of the subject of its study
Why is it important for a company to collect both primary and secondary data when conducting marketing research?
focus group interview
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n) ________.
Marketing Analytics
_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.
open-end questions
allows respondents to answer in their own words (can't answer with yes or no) -useful in exploratory research
