MKT-312 midterm
what is experimental manipulation
Experimental manipulation is when you alter or "manipulate" the given variables in an experiment in hopes to change the outcome in a specific way.
What factors might discourage a researcher from using a particular secondary data source
Factors that may discourage researchers from using a particular secondary source are the fact that the data is too old, the terms and definable qualities of the data is not strong enough, the measures and units of the data are not applicable, there is inadequate information to verify the data's validity or allow any potential explanation for its behavior.
how has big data created greater demand for people with research skills
Furthermore, Big Data creates greater demand for people with research skills because compiling this data is complex but necessary for modern business methods.
A sample of 14 year olds are asked if they smoke cigs, the students are asked to respond orally in the presence of other students. What type of error might enter into the process
Given the situation, the students interviewed would have inherent response bias given that they are answering Infront of other students. Furthermore, the students would likely encounter some form of acquiescence bias given that smoking is inherently bad for health and they could be looked at differently.
suppose auchan a hyper market chain based out of France, was considering opening markets in the mid west. what might they consider
If Auchan decided to open three hyper markets in the mid-west, Theory would play a large part in their decision making. Meaning, that Auchan would consider its competition, what its competition is doing and comply its current business model with American standards. American Shopping modes may largely differ from France and Japan for the fact that we may want certain items at a relative price point not found in these other countries. That being said, a hypothesis for this study would be "America has different wants and needs, which separates this market from France and Japan, these wants, and needs must be met to ensure our success in this new market"
Define secondary data. What is the primary advantage of using secondary data to a marketing researcher?
Secondary data, is data that has been previously collected for some purpose other than the one at hand. The primary advantage of secondary data is that it is readily available and is usually less expensive than then primary data.
What is self-selection bias? describe it as a source of total survey error
Self-selection bias is when someone feels strongly about a subject is more inclined to respond to survey questions. As it pertains to a source of total survey error, self-selection bias can wreak havoc for the fact that the pool of applicates view can be skewed. With this in mind the, survey can be unintentionally soiled
describe what smart agent software is and how it may effect you as a typical consumer?
Smart agent software allows us to tap into behavioral data that consumers generate when surfing the web. Basically, this software allows us to learn the given users preferences and "automatically searching out information in selected websites and then distributing it". This affects me a "typical" consumer in the way that businesses can leverage my data and create more effective sales appeal to my buying habits.
Identify some typical research objectives for secondary data studies
Some of the typical research objectives for secondary data studies are fact finding, identification of consumer behavior for a product category, and trend analysis.
what are the three types of marketing research
are exploratory, descriptive, and causal. ***look at question 4 on page 73
What is big data?
big data is large quantities of information taken from a variety of sources that are not necessarily intended to be put together.
Thinking of secondary data is advantageous, how might a bank or a health-care organization use a big data approach using secondary data to predict peak periods for loans or emergency care
. A hospital or bank may use secondary data in predicting peak periods of loans or emergencies for the fact that it provides ready information. Furthermore, a bank could use secondary data such as historical market fluctuations to judge when loans will be in the highest demand. Hospitals can use secondary data such as patient surveys and statistics they have on there own to generate a model of when emergencies will be at there highest. This is generally in the summer, considering that's when people are most active.
Why is test-market usually considered and experiment
. A test market is usually considered an experiment for the fact that it engulfs all different aspects of one. Being that it uses forecasting techniques, test hypothesizes about different options for the marketing mix, and identifies weaknesses in product design or marketing strategies. Considering this one can understand why a test market can be considered an experiment.
Define experimental condition, experimental treatment, and experimental group. How are these related to the implementation of a valid manipulation.
. Experimental condition is all about controlling the variables, meaning that one level of experimental variable is the experimental condition. Experimental treatment refers to an experiment's variable is manipulated. An experimental group referred to the subjects of the give experiment. These are all related in relation to a valid manipulation in the control of the independent variables. For instance, the book provides the example of color palette's in night clubs and how that effects the mood and the drinks sold at the club.
A researcher sends out 2,000 questionnaires via e-mail and promises respondents anonymity.......this question is a bitch to write out look at question 7 page 204
. Given the scenario, this is not the right thing to do. The reason being is that the response rate is extremely low. To boost this, you want seek alternative methods in retrieving information because email is not cutting it. If for whatever reason you must proceed with email marketing, you can incentivize the survey and offer a gift card or be entered into a raffle of some sort. As of right now the people you emailed are not enticed to answer this survey and you must make it in their best interest to answer the email.
Suppose you are a marketing research consultant and a client comes in with, I must have this information, and have it done by the end of the day" Its longer, but its about potato's
. If proposed this question, I would ask what this information is being used for so I can better tailor the information to what the customer desires. This question will also help me determine what secondary data I would potentially need to find. Then I would ask for sales and other vital financial information from the company so I can create a model of the market and how it pertains to their original question.
what are the conditions that make in house research preferable? what are the conditions that make outside research preferable?Would the company in the opening vignette have been better off to do the marketing research desired in-house rather than out of house?
. In-house research is preferable in the case that you need to get something done in a timely fashion. Furthermore, in-house research promotes close collaboration between different teams at time, it is economical, and secure. Out-side research can be preferable for the fact that it can provide fresh ideas, be more objective, offer special expertise, and often provide local knowledge. Considering both in and outside research, the example from the vignette would benefit the most from outside research. The reason being is that deciding on packaging is a big endeavor to which in house research could provide bias. Utilizing outside research will ensure that your idea is creative and provided greater insight on what the customer wants.
what is the definition of marketing ethics? how are marketing ethics relevant to research
. Marketing ethics is the application of morals to behaviors related to the exchange environment. With this in mind, marketing ethics is relevant to research for the fact that one must keep in mind what is right and what is wrong. Meaning that, one must always consider the greatest good when compiling information and not twist this information and use it against people. Such as the case with Facebook and Cambridge Analytica.
what are predictive analytics
. Predictive analytics as described by the book refers to " computerized data mined from multiple sources to statistical tools that can search for predictive relationships and trends".
List at least one research obligation for research participants , marketing researchers, and research clients.
. Research participants, marketing researchers, and research clients all have obligations. When you are committed to the researching process you must be honest. This is most notably so with the research participants who must give a truthful answer to every question. Marketing researchers are then obligated to not twist or skew this information to get the answers they want, or they see a certain client wanting. Finally, research clients are obligated to respect the research participants privacy and ensure that their response to a given question cannot be held or used against them.
What types of situation call for qualitative research
. Situations that may take a more abstract approach or have limited data to look at will best fit qualitative research data. You may want to look at the economic effects on a certain village in Tibet, to which you can only formulate accurate thoughts and later a hypothesis by interviewing these people. Further proving the point that when data doesn't exist qualitive techniques will rein supreme. Also, qualitative data will be applicable to situations where data needs more meaning and reasoning to which you can apply this method of research.
Do surveys tend to gather qualitative or quantitative data? what types of information are commonly measured with surveys
.Surveys tend to answer questions that relate to the more quantitative side of things. Examples of questions asked would be demographical questions such as age, and sex. Beyond that surveys also have a lot more physiographic information to truly understand the person answering the survey. Although, physiographic questions are harder to quantify.
what are the characteristics of useful information
1. The characteristics of useful information is relevance, quality, completeness, and timeliness. Relevance being how important is the information to answers you are trying to determine. Quality being how accurate the data is. Finally timeliness refers to how old the data is and that the data that you have is relevant to your decision making.
What is the difference between data, information, and intelligence
1. The difference between data, information, and intelligence is that they all vary in immediate implementation in relation to decision making. For instance, data by itself does not provide information to make sound business decisions but provides as more of a building block. Thus leading us to information. Information is data formatted to make decisions or define a relationship between two or more data points. Finally with this information one can obtain Intelligence or market intelligence, that is actually tangible, meaning that you can make effective decisions with intelligence .
what is the key question that distinguishing relevant from irrelevant data.
1. The key question that distinguishes relevant data from irrelevant data is to consider how things change. Furthermore, as discussed in the book this consideration of change can be boiled down to the question of ***" Will a change in the data coincide with a change in some important outcome"?*** Thus meaning that one must consider the data that can be deemed relevant and not create further implications.
what is conversation volume? what sources provide this type of data
Conversation volume looks at the amount of times a specific name or item/term is used in internet posting. Examples of websites that provide this type of data are statcounter.com, click.com, and google analytics, among others.
What role does debriefing play in ensuring that experimental procedures are consistent with good ethical practice?
Debriefing plays a critical role in ensuring good ethical practice when conducting an experiment. When the subject(s) are debriefed and can have no alternation to there physical or psychological being then that is evidence of ethical practice. If at any time during the experiment the subject(s) experience any physical or physiological alteration, then that is evidence or poor ethical practice.
What are demand characteristics? How can they be minimized
Demand characteristics are unintentional hints to the subject(s) that can divulge the research hypothesis. This can largely be found in elements or the procedures the experiment. They can be minimized by using experimental disguise, isolation of experimental subjects, the use of blind experiment administrator, the administrator uses only one experiment level at each subject, or the avoidance of using subjects who are paid based on performance in the task.
referring to the question about the super markets, what type of research design do you believe would be the most useful to provide useful input to the auchan decision makers? what deliverable might go along with the research?
Descriptive research would provide the best results for Auchan. The reason being is that Auchan is trying to answer the who, what, when, where, why, and how question. This is a very big step for the company, and they want as much quality information as possible. Furthermore, Auchan is trying to "paint a picture of what the market in the American Midwest is like". Along with this an expected deliverable would be what type of experience are American's looking for and at what price point are they willing to pay for this experience. Also, since Auchan is a foreign company, another deliverable could be what type of international goods are they looking for.
what is do-not call legislation? what effect has it had on survey research?
Do not call "legislation (established by the FTC) has limited the number of random phone interviews that can be done. Thus, email surveys have risen in prominence.
what is laddering? how might it be used in trying to understand which fast food restaurant different segment of customers prefer
Laddering relates to probing, it helps understand attribute level distinctions, benefit level distinctions, and value and motivation level. Laddering is particularly helpful in regard to fast food companies in the instance that they want to further understand their customer base. Let's say Burger King wants to use laddering. They could potentially ask what the customers like to order, understand what that given order is made of, and the given satisfaction a customer receives from the time of ordering to finishing the meal.
Define market opportunities, market problems, and market symptoms. Give an example of each as it applies to social networking company
Market opportunities are "situations that make some competitive advantage possible", Market problems "make negative consequences more likely", and market symptoms are "observable cues that serve as a signal of a problem". Using these definitions as it relates to social networking company one must have a competitive advantage to survive. In relation to a market problem a social networking company must overcome negative consequences some of its users encounter. That being said, one must also be aware of market symptoms and react when there is a problem with the social network.
why is marketing research such an attractive career today
Marketing is such an attractive career today because the sheer amount of data that every company has at its fingertips. Cited by the book 3/4ths or organizations have a department or individual responsible for marketing research. That means that marketing researchers are in high demand, and a career that's in demand makes it instantly attractive.
list the five ways that marketing research can contribute to effect business decision making
Marketing research helps define the organizations situation, identifies useful decision statements, defines the firms meaning, provides ideas for product improvements, and examines how well a marketing theory describes reality.
How should a marketing researcher help top management better understand the functions and limitations of research?
Marketing researchers should help top level management better understand the functions and limitations of research by being more closely connected. Having the ideas of the marketing researcher and top management be conversed more frequently will improve the relationship between the two parties. Also, the marketing researcher should have clear responsibilities to which they at times will have to sympathize with managements view. Most importantly simplify information and make it easily understandable. Once a researcher has done this, they will see top level management being much more receptive to their ideas.
what is a model building? how does it use secondary data? What are some examples of different applications of model building in marketing research?
Model building is a mathematical representation of the relationship between two or more variables, basically it shows how one thing responds to another. Model building uses secondary data by utilizing market share information as well as previous sale records that come in the form of secondary data. Models can be vital to business for the fact that it gives a visual representation of how important an outcome is.
how could new balance, use NFC device like i beacon
New Balance could use NFC device like I-beacon to determine what their customers desire. I-beacon utilizes iPhone (or apple) technology to give information about customers the moment they step in the store. Thus, you can direct a customer to what he or she needs, eliminating confusion by the customer. Which maximizes the potential this customer has to not only buy what they want today but be a repeat customer. NFC devices like I-beacon can provided sellers information and make the potential customer have a better buying process.
Describe ways that observation is used to create data for marketing research?
Observation is used to create data for marketing research by supplementing already attained or "soon to be" attained survey data, or to make certain that employees are acting accordingly for internal research.
Define probing. Describe an illustration of the way probing might reveal ideas for a new product or a product improvement in the grocery or fast food industry
Probing is an interview technique in which a person will try to draw a more "elaborate" answer from the person they are interviewing. Probing can be used in the fast food industry by asking consumers questions about there experience or rather what they are looking in an eating experience. This can and is used in Fast food apps, in essence a customer may receive a certain discount on an item from say "Dunkin Donuts" if they answer a few questions on the dunks app. Also, the fast food provider may be receiving this information from say a per system that relies on you having the app. To which they can track your order history.
In what ways might a researcher determine if a specific secondary data source is sufficiently reliable and valid?
Researchers should determine if the data is reliable for the fact that decisions will be made on the data and how you manipulate it. The key to this is to implement cross-checks or compare the data from one source with data from another source to determine the similarity of independent projects. This is especially important when you are building a model, for the fact that you want o to ensure that the data being used is reputable and relates to information you are trying to gather.
why is response rate a concern for survey researchers? Are there other issues that should be of greater concern
Response rate is a concern with a survey given that you want to have an adequate amount of data to pool from. Other concerns can be (but are not limited to) biases surrounding the surveys topic, sample selection error, administration error, and a litany of other potential concerns. The point being is that a survey can give you quality information, but it must be free of faults for it to be successful.
What is the difference between a main effect and an interaction in an experiment?
The difference between a main effect and an interaction in an experiment is that the main effect looks at the difference between the variables. Furthermore, an experiment can have more than one main effect. That being said, the interaction looks at the independent variable of the experiment and how the variables interact due to specific combinations. In regards to question 2 the two different forms of product promotion through sales will act as the main effect. The Interaction effect will look at the variables of the variants in month purchasing habits to the variability in whether consumers preferer $.50 off or "by one get on" and on what medium they receive this information.
what is the difference between direct and contrived observation
The difference between direct and contrived observation is that a direct observation does not create an artificial observation. Contrived observation on the other hand does create an artificial environment in order to test a hypothesis.
Define qualitative and quantitative research, compare and contrast the two approaches
The difference between qualitive and quantitative. Is that quantitative research looks at numerical and statistical answers to a situation. Whereas qualitive looks at non numerical answers, it looks at information that is conveyed through interpretation of market understanding. That being said, the use of qualitive and quantitative data is vital when making sound decisions. Let's say for instance, you are a Brad Stevens, coach of the Boston Celtics and you need to create your rotation of players. You may look at the stats of the given player and decide his minutes while also assessing in game situations. Thus, coach Stevens uses both type of research to leverage with regards to positive outcomes.
How is a focus group outline used by a focus group moderator?
The focus group outline is used by the focus group moderator in a way to control the topics being conveyed and get the desired information. That is not to say they guide them into a certain mindset but rather put them into a mindset that will generate thoughtful answers, with tangible information.
What are the key differences between a focus group interview and a depth interview?
The key differences between a focus group interview and a depth interview is largely based on the size of the people being interviewed a t given time. A focus group interview will be a much a larger group of people. Meaning that more than one person is being asked the same question. Whereas in a depth interview will be one-on-one.
What are the major advantages of unobtrusive observation over other types of data collection
The major advantages of unobtrusive observation over other types of data collection is that it can provide data without the consumer knowing. This is often the case for both mechanical and human observation.
what are the major limitations of observational data collection techniques
The major limitations of observation data techniques is that non-verbal information can be subjective and provide limitations for those observing. Also, observational data can be harder to track when it is not atomized like a super market tracking purchases.
What purpose does the random assignment of subjects serve
The purpose of random assignment of subjects is that it ensures that each subject has an equal opportunity of being tested in each environment. This also ensures that the experiment can be totally non subjective and ensure unique responses to a given experiment.
What key questions help resolve the question of whether or not research participant serving as subjects in an experimetn are treated ethically
The questions that help solve the idea of whether or not research participants are treated ethically is based on confidentiality. Meaning, is this person information going to be used in a productive manner and not expose the person to harm? Beyond confidentiality, the research participants being given fair questions that won't sway their opinion or give them ideas that they should be thinking differently in a negative or positive context?
why is the "define research objectives" of the research process probably the most important stage?
The reason why "defining research objectives" is the most important step in the research process is because of how intricate it is. This meaning that defining your research objectives is an extensive process. Furthermore, you must have sound research objectives for the fact that you cannot do research without knowing what the objective of the research is
Describe the term interpretive research
The term interpretive research refers to the understanding of free will. Meaning, that you are looking at research at a more sociological standpoint. Furthermore, Interpretive research largely looks at the environment in which research is being done.
Illustrate how researchers could apply at least four different qualitative tools to the business situation described in the opening vignette
When considering the opening vignette as it relates to vans one can easily apply four methods of qualitative tools. Starting with the idea of vans, given that it is closely related to pop culture you want to find evidence of how to keep it relevant in pop culture for years to come. Beyond that, you also want to leverage the marker in a way that makes vans vital to every person's style, using qualitative tools you can determine what people find to be fashionable and relate that to the shoe. Qualitative data can also be used to determine future models of vans, reading consumer reports and asking customers what they want in a shoe will help the company. Lastly you can use qualitative tools to determine what the competition is doing and how they are leveraging the market differently.
suppose a retail firm is interacting in studying the effect of lighting on customer purchase behavior. Which of the following pieces of information is the least relevant and why?
a. the amount of natural light b. the compensation system for store salespeople c. the color of the walls in the store d. the type of lighting; fluorescent or incandescent answer = B
What is a data warehouse?
a large store of data accumulated from a wide range of sources within a company and used to guide management decisions.
look at 9 on page 140
its a bitch to write out
refer to question 14. on page 73
its a bitch to write out
Look at 12 and 13 on page 164
its a bitch to write the whole thing out
assignment 2 chapter 3 is too long to type out, refer to page 72 of the book for question
problem, problem, opportunity, opportunity, problem, symptom
what is a service level agreement?
things that a given company is doing for you is met, usually defined in a contract. There is an opportunity when dealing with data that this could become convoluted.
