Marketing Research Fundamentals

Hypotheses, constructs, and variables

Hypotheses are testable predictions, constructs are abstract concepts, and variables are measurable elements in research.

Field interviews

In-depth interviews conducted in the natural environment of the participants, allowing for a deeper understanding of their behaviors and experiences.

New survey technologies

Innovative tools and methods for conducting surveys, such as online platforms, mobile apps, and interactive interfaces.

Knorr's use of market research for new market segments

Knorr utilized market research to identify untapped consumer segments and tailor their products to meet the specific needs and preferences of these segments.

Objective vs. subjective measures

Objective measures are based on observable facts, while subjective measures are influenced by personal opinions and interpretations.

Primary vs. secondary information (data)

Primary data is collected firsthand, while secondary data is obtained from existing sources.

Steps of the marketing research process

The steps include problem definition, research design, data collection, data analysis, and report preparation, among others.

AI-Sentiment analysis

The use of artificial intelligence to determine the sentiment expressed in a text, often used in marketing to understand customer opinions and emotions.

Robotics for research

The use of robots in marketing research to automate data collection, observation, and analysis processes.

Nominal, Ordinal, Interval, and Ratio measures

These are different levels of measurement scales used in research, each with distinct properties and applications.

Ethnography

A qualitative research method that involves the systematic study of people and cultures, often used in marketing to understand consumer behavior in their cultural context.

Focus groups

A qualitative research technique involving a small, diverse group of participants discussing a specific topic, providing detailed insights into consumer perceptions and attitudes.

Google trends

A tool that shows how often a particular search term is entered relative to the total search volume across various regions of the world, providing insight into search trends.

Client-side vs. supply-side research

Client-side research is conducted by the company itself, while supply-side research is outsourced to specialized research firms.

Effective question wording

Crafting clear, unbiased, and unambiguous questions to elicit accurate and meaningful responses from survey participants.

Empathy in marketing research

Empathy is crucial in marketing research to understand and connect with consumers on an emotional level, leading to the development of more resonant marketing strategies.

Ethics in marketing research

Ethical considerations in marketing research involve ensuring the privacy, confidentiality, and well-being of research participants, and the responsible use of data.

Exploratory vs. descriptive vs. causal study

Exploratory research aims to explore new areas, descriptive research describes characteristics of a population, and causal study examines cause-and-effect relationships.

Qualitative vs. quantitative marketing research

Qualitative research focuses on understanding motivations and attitudes, while quantitative research involves numerical data and statistical analysis.

Reliability & Validity

Reliability refers to the consistency of research results, while validity pertains to the accuracy and truthfulness of the findings.

Sampling error vs. non-sampling error

Sampling error occurs due to the variation in the sample, while non-sampling error arises from data collection, processing, or reporting issues.

Common question types in surveys

Semantic differential, Likert scales, and slider scales are examples of question types used to gauge attitudes and opinions in surveys.

Approaches to minimizing question bias

Strategies to reduce the influence of question wording, order, and context on survey responses, ensuring unbiased data collection.

Advantages and disadvantages of surveys

Surveys offer broad data collection but may suffer from response bias, while other methods provide richer insights but are more resource-intensive.

Augmented reality (B&M)

Technology that overlays digital information onto the real world, often used in marketing for brand and product visualization.

Gamification

The integration of game mechanics or game design techniques in non-game contexts to engage users and solve problems.

Survey organization & flow

The logical arrangement and sequence of survey questions to ensure coherence, minimize respondent fatigue, and maximize data quality.

Response rate and calculation

The percentage of completed surveys returned, calculated by dividing the number of responses by the number of eligible participants and multiplying by 100.

Sampling

The process of selecting a representative group from a larger population for research purposes, ensuring the findings can be generalized.

Thick data in qualitative research

Thick data refers to rich, in-depth insights obtained from qualitative research methods, providing a nuanced understanding of consumer behavior.

Basic goals and uses of marketing research

To understand consumer behavior, preferences, and trends, and to make informed marketing decisions based on data-driven insights.