MKTG 461 - Ch. 1-4

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This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery Shopping

A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes.

Usability tests

Research plan

formal document detailing the research scope, methodology, and details regarding data collection and analysis

survey research

gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior

objective of the focus group is to ________ to the prototypes

gauge reactions

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?

generally cheaper

Blind Study

study in which participants are not made aware of the study's sponsor

Contrived Observation

study in which researchers create artificial environments to observe behaviors under controlled conditions

Visible Observation

subjects are aware of the observer's presence

Word Clouds

text-based visuals that give greater prominence to words that appear more frequently in a conversation

Artifacts refer to ______.

the clothes, accessories, and belongings of subjects

Unobtrusive Observation

the observer does not interact with or make himself or herself known to research subjects in order to capture subjects in authentic scenarios

Target Consumer/Target Market

the population of consumers that fit the profile of those who have a need or desire for a particular product or service

Business risk

the possibility a company will have lower than anticipated profits or experience a loss rather than profit

Each is a necessary component of a secondary research report, except ______.

the survey tool used

Mystery shop results are usually reported in two ways:

through individual and aggregate reports

Research methodologies

tools researchers can use to help address a research question

Secondary research is ______.

existing research

Demographic Data

statistics that describe attributes of a population or sample

Demographics are ______.

statistics that describe target consumers' attributes

Variable

data that has a quantity that can vary

Dual methodology studies

when multiple methodologies are employed to address one overarching research objective

visible observation

where subjects are aware of an observer

Descriptive research helps answer questions related to:

who, what, where, why, and how.

Geodemographic segmentation can be useful for each of the following, except ______.

when identifying weaknesses of a current product

True or False: Focus group participants should never be segmented by usage level of the product category which they are about to discuss.

False

True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.

False

Recruiting is typically conducted via a combination of ______

email invitations and confirmation phone calls

Environmental Scanning

secondary research endeavor that entails information gathering and fact-finding designed to detect indications of environmental changes in their initial stages of development

Survey

set of standardized questions that can be administered to respondents in various ways, including in person or via mail, an online questionnaire, or a telephone interview

An individual mystery shop report will provide results of a _______ encounter

single

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report.

False

The three types of research are:

(1) exploratory (2) descriptive (3) causal

Toolbox of methodologies at their disposal when approaching a study

(1) the level of risk associated with the research decision, (2) cost of the research and (3) how soon the research is needed before a strategic decision is made are all factors that impact a methodological choice—or if research is conducted at all

Observational research can give insight into

- The consumer decision making process - How to enhance services, products, and processes - How to improve customer service interactions - Design/layout guidance in retail or service-oriented spaces (wayfinding)

You will notice in the sampling plan that 12 are to be recruited; it is expected that at least two participants recruited per group will not attend. With this in mind, the general rule of thumb is to recruit ________ participants to attend and to recruit 12 for 10 participants to attend

10 for 8

The ideal group size for an individual focus group is roughly ______ participants

8 to 10

Who conducts market research? An external research firm A mix of on-staff and external resources On-staff research experts

All of these

Conducted in authentic situations and locations where observers record what naturally occurs as it happens.

Direct observation

Disadvantages of Observational Research

Examines the HOW, not the WHY Observers Can Bias Results

True or False: Research plans are only used when a company hires a research consulting firm.

False

True or False: Researchers must obtain permission to observe subjects in all observational research studies.

False

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Observational Research

Experiments

Primary or Secondary method: Primary Qualitative or Quantitative method: Quantitative

Focus Groups

Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative

Interviews

Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative

Mystery Shopping

Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative

Observation

Primary or Secondary method: Primary Qualitative or Quantitative: Qualitative

Surveys

Primary or Secondary method: Primary Qualitative or Quantitative: Quantitative

Secondary Research

Primary or Secondary method: Secondary Qualitative or Quantitative method: Either

A technique used by focus group moderators to dig for deeper and more meaningful responses.

Probing Questions

Each is part of the research plan, except ______.

Study Conclusion

________ is playing a role in observational studies

Technology

What makes environmental scanning different from other forms of secondary research?

There is no specific research objective

True or False: Mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff

True

True or False: Primary data can be either quantitative or qualitative.

True

True or False: Secondary data can be either qualitative or quantitative.

True

True or False: Secondary research can be exploratory.

True

True or False: Secondary research is typically conducted before primary research.

True

Focus Group

a guided discussion with a small group of participants for the purpose of gathering feedback, opinions, and brainstorming

Focus groups are ______.

a primary qualitative method

Environmental scanning

a secondary research endeavor that entails information gathering and fact-finding designed to detect indications of environmental changes in their initial stages of development.

Sample

a subset of a population; in market research, the population refers to the target consumer/target market

independent variable

a variable that can be tested to see if it causes an effect on other variables

Causal research ______.

aims to determine if changes in one variable impacts changes in another variable

Causal research

aims to determine if changes in one variable impacts changes in another variable (or other set of variables); because causal research examines relationships between variables, the research is often an experiment

All of the following are disadvantages to secondary research, except that ______. external secondary data may not be comparable to internal data the quality and accuracy must be scrutinized data could be outdated

all of these are disadvantages

Variable

anything that has a quantity that varies.

Research questions ______.

are detailed and tactical in nature and help flesh out the overarching research objective

The following are good uses of focus group methodology, except ______.

assuring the target population feels the same way as participants

Psychographic Data

attitudes and behaviors held by a population or sample

Psychographics are ______.

attitudes and behaviors of the target consumer

All of the following are reputable secondary sources, except ______.

blogs

Research objective

broad question or statement that declares the purpose of conducting the research

Artifacts

clothes, accessories and belongings of subjects

Aggregated reports ______ the results of mystery shop sessions over a period of time

combine

Direct Observation

conducted in authentic situations and locations; observers record what naturally occurs as it happens

Exploratory research

conducted to clarify an ambiguous topic; used to discover new ideas or brainstorm solutions

Identifying reliable sources is a:

crucial first step

Quantitative Data

data expressed numerically, such as percentages and mean scores

Qualitative Data

data that includes thoughts, opinions, and ideas that cannot be counted; the output is generally text-based or visual

The research objective ______.

declares the purpose of conducting the research

Researchers should strive for a balanced mix of a target market's __________

demographics and psychographics

Market segments help _______ various groups of consumers so that a company can develop products and modes of communication that cater to their needs and preferences

describe

Descriptive research

describes demographic characteristics, psychographic behaviors, as well as opinions held by a market; helps answer questions related to who, what, where, why, and how

Research questions

detailed and tactical in nature, questions that support and further flesh out the research objective

Experiments

examine cause and effect relationships between variables; associated with causal research

Each of the following is an advantage of observational research, except that it ______.

examines the "how" not the "why"

Sources of external secondary research include each of the following, except ______.

existing customer survey results

Internal secondary research involves ______.

existing research gathered within a researcher's own company

Interviews

in-depth structured question-and-answer sessions among an interviewer and one to three participants around a topic that is usually complex

External Secondary Research

information gathered outside of a researcher's company

Internal Secondary Research

information gathered within a researcher's own company

Observational research

involves collecting observations of consumers interacting with a product or service

Secondary Research

involves gathering existing data from past research studies, articles, databases, sales figures, etc.; collected data can be data sources internal to a company or external

Mystery shopping

involves researchers posing as consumers in order to gather data on the customer experience

Each of the following is an advantage to secondary research, except that it ______.

is generally more accurate than conducting primary research

Exploratory research ______.

is used to discover new ideas or brainstorm solutions

Qualitative methodologies typically do not include a _____ to attribute the results to an entire target market but can be used to probe deeper and get to the "why" behind a phenomena.

large enough sample

Secondary research is typically ______ and ______ compared to primary research.

less costly; quicker to obtain

Each of the following is part of the role of the moderator, except ______.

making sure to never deviate from the moderator's guide

Incentives

money, food, or other gifts to help entice participants to attend a focus group

exploratory research is often used in:

new product or service development when testing concepts or generating ideas

An unobtrusive observer is:

one who does not interact with or make themselves known to research subjects

Primary research is ______.

original research

Primary Research

original research conducted with the intent of addressing specific research questions or problems

Qualitative Primary Research

original research that collects thoughts, opinions and observations

Usability Test

participants are asked to complete tasks given by a moderator while observers watch, listen, and takes notes

Descriptive research is also used to help describe:

phenomena taking place in the marketplace itself, such as competitor behaviors and market trends.

Hawthorne Effect

phenomenon where subjects, knowing they are being observed, begin performing what they deem are more socially acceptable behaviors; these changes in behavior can bring bias to study results

Moderator's Guide

pre-designed discussion guide used by a moderator to help facilitate the activities and flow of a focus group session

Geodemographic Segmentation

predefined segmentation scheme that uses population characteristics within geographic regions; segments are assigned to geographic clusters

If the amount of data gathered is robust enough and proper sampling techniques are employed to assure a representative sample of the target population, then _____ results can be used to describe the target market overall.

quantitative

Probing Questions

questions that dig deeper for more meaningful responses; used when answers given are too simplistic to be of use

Open-ended Questions

questions that facilitate detailed responses or more conversation

Clarifying Questions

questions that look for more facts to help give greater understanding to an answer

Wayfinding

refers to studies that aim to determine the most advantageous design/layout of a space (retail or service) with which consumers interact

quantitative research

research in which results are measurable and can be counted. research methodologies strive for a large enough sample size so that results can be projected upon a larger population

if the cost of the research effort exceeds the estimated benefit of the decision, _______.

research is most likely not warranted

Research proposal

research plan used as a contract between clients and research firms

When research plans are used as contracts between clients and research firms they are called:

research proposals

If the decision is high stakes, ______.

research should be included as part of the decision making process.

dependent variables

variables that the independent variable may impact


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