Marketing Research

If the response choices, when taken together, provide for every possible answer a respondent might give a response that is

Collectively Exhaustive

Asking people in the mall at 10:00 a.m. on a Saturday Morning to fill out a survey about their Tequila preferences probably constitutes a problem in: a. Defining the project's purpose b. Interpreting Results c. Choosing an appropriate research design d. Defining the sample e. None of these choices is correct.

Defining the sample -Not a good sample to ask that early to people on drinking

Isn't it true that most students will drink whether or not they get the alcohol on campus? This question is: Double-barreled Leading Complex Burdensome Collectively Exhaustive

Leading

Most students drink beer, like Pabst Blue Ribbon, on weeknights. This question is: Double-barreled Leading/Loaded Complex Burdensome Collectively Exhaustive

Leading/Loaded

One reason why non-respondents are a problem with research studies?

Respondents are more biased than non-respondents because they are not as passionate

The fact that research results show that the gym is the #1 amenity at hotels although only 11% of people ever use the gym is an indication of _____ in the research.

Social Desirability Bias

Coding

Transforming data responses into a form that is suitable for data analysis

Basic research is best described as

conducted to generate or create knowledge.

Example from class of a successful marketing research

netflix, kuerig

Systematic Error

results from some imperfect aspect of the research design or from a mistake in the execution of the research

A researcher wants to speak one on one to the Information Systems Managers at a few large corporations about the process by which network servers are purchased by the IS department. This method is called a(n) Case Study Observation Study Focus Group Experience SurveyEthnographic Research

An experience survey

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed? a. pricing research b. distribution research c. promotion research d. product research

B. distribution research

How many days in the last year did you have trouble finding parking on campus? ________ This question is: Double-barreled Leading/Loaded Complex Burdensome Collectively Exhaustive

Burdensome

What operating system is running on your current home computer? This question is: Double-barreled Leading/Loaded Complex Burdensome Collectively Exhaustive

Complex -Noone is going to know this off the top of their head

All of the following are examples of an observational study EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising

D. A consumer respond to a questionnaire about advertising

Primary Data

Data obtained from direct contact with your consumers

When a respondent's answer must fit one and only one response category, we say that the choices are: a. collectively exhaustive. b. dichotomous. c. mutually exclusive. d. in a funnel sequence. e. leading.

mutually exclusive

Exploratory Research Methods:

Focus Groups, In-depth Interviews, Experience Surveys, and Case Studies

When should sensitive questions be asked? (confidential, embarrassing issues)

In the middle of your survey

Editing:

The process of examining the collected responses and taking whatever corrective action is necessary to ensure that the data are of high quality

double-barreled questions

questions that attempt to get at multiple issues at once, and so tend to receive incomplete or confusing answers

Forced Choice Sales

scales do not give a "neutral" category option to respondents

Loaded word? "Would you support closing the disgusting movie theater on Highway 5?"

disgusting

social desirability bias

the tendency to respond to questions in a socially desirable manner

Considerations that influences the worth of a marketing research project:

1. Management's attitudes toward the research 2. The cost versus the benefits of the research 3. The potential usefulness of the results 4. The resources available for implementation of the results

Cover Letters should contain all of the following

1. The organization conducting the research 2. How long the research should take 3. The right to opt out of the research 4. Any risks associated with the research *do not point out a biased opinion on what your team hopes to find*

A case study can be an in-depth examination of

1. a customer 2. a store 3. a salesperson 4. a firm

What can be used for exploratory research?

1. talking with knowledgeable individuals 2. focus group interviews 3. case studies 4. observational studies

Where do demographics go in a survey? And an example?

At the end, gender

Students and Faculty appreciate a beautiful campus. (Strongly Disagree----------Strongly Agree) This question is: Double-barreled Leading/Loaded Complex Burdensome Collectively Exhaustive

Double-Barreled Students and Faculty are seperate

Mutually Exclusive

When the response choices for a question do not overlap, we say that the response is this

The trained researcher who leads the discussion in a focus group interview is known as the

a moderator

secondary data

data previously collected for any purpose other than the one at hand

Example from class of an unsuccessful marketing research

pepsi and coke

Administering a questionnaire to a limited number of potential respondents in order to determine design flaws in the questionnaire is known as:

pre-testing