MKTG4360 Chapter 3

Causal Research

- Allows causal inferences to be made - they identify cause-and-effect (x brought about y) relationships

Research's role in the Decision Making Process

- Recognizing the nature of the problem or opportunity - Identifying how much information is currently available and how reliable it is - Determining what information is needed to better deal with the situation

Diagnostic Analysis

- Seeks to diagnose reasons for market outcomes - Focuses specifically on the beliefs and feelings consumers have about and toward competing products

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" a. causal research b. exploratory research c. pilot study research d. descriptive research

ANS: A

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n): a. Hypothesis b. Theory c. causal statement d. empirical study

ANS: B

All of the following are types of marketing research EXCEPT ____. a. exploratory marketing b. selective marketing c. descriptive marketing d. causal marketing

ANS: B

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n): a. secondary data researcher b. mystery shopper c. pilot researcher d. undercover researcher

ANS: B

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing? a. analyzing the data b. editing the data c. coding the data d. reporting the results

ANS: B

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a: a. market threat b. market opportunity c. backward linkage d. test market

ANS: B

All of the following are examples of exploratory research techniques EXCEPT: a. previous research b. pilot studies c. case studies d. experimentation

ANS: D

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? a. multivariate research b. literature review c. Pretest d. focus group interview

ANS: D

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population? a. sampling b. theorizing c. segmenting d. causal inference

ANS: A

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is: a. Rejected b. Conclusive c. Supported d. True

ANS: C

Research objectives _____________ the rest of the research process

DRIVE *research objectives = goals*

Deliverables

The consulting term used to describe research

Empirical Testing

comparing a hypothetical proposition ex: a hypothesis, against reality using data

Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way? a. experiment b. observation study c. survey d. personal interview

ANS: C

Previous research (exploratory research cont)

check for reports of previous research within the company archives

Correlation between the data and the hypothesis is either:

hypothesis is supported OR hypothesis is not supported

3 types of marketing research

Exploratory, Descriptive, Causal

Codes

Rules for interpreting, categorizing, recording and transferring the data to the data storage media

3 Critical Pieces of causality (Causal Research cont)

Temporal sequence - the appropriate causal order of events Concomitant variation - two phenomena vary together - association or relationship btw variables Non spurious association - an absence of alternative plausible explanations - Share a common cause

Data Analysis

The application of computation, summarizing, and reasoning to understand the data that have been gathered (T or Z tests)

Manipulation

The research alters the level of the variable in specific increments

Defining the managerial decision situation

The summary of the managerial decision situation, the research objectives and/or deliverables, and a basic description of the research process represent key elements of a research proposal

Observation

Traffic (vehicle or foot) time spent viewing an ad Unobtrusive measurement

Focus group (exploratory research cont)

a small group discussion about some research topic led by a moderator who guides discussion among the participants (topic sensitive)

Pretest (exploratory research cont)

a small-scale study in which the results are preliminary and only intended to assist in design of a subsequent study - model attractiveness compared to brand: take different models with and without makeup and ask people to rate attractiveness

Conclusions

are determined from data analysis Speak directly to the research questions Are presented in a formal report and in oral or electronic presentations

Research objectives must be stated formally

- delineate the type of research needed - indicate what intelligence may result

Exploratory Research Purpose (exploratory cont.)

- unstructured (survey's, focus groups) - clarify ambiguous situations - discover ideas that may be potential business opportunities

The logical explanation helps the researcher know:

- what variables need to be included in the study - how the variables may relate to one another

Exploratory Research

-helps researchers discover and define the decisions themselves

Techniques for obtaining insights and gaining a clearer idea of the problem (exploratory research cont)

-previous research - pilot studies - case studies - experience surveys

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n): a. Hypothesis b. backward linkage c. forward linkage d. non-spurious association

ANS: A

What is the first stage of the marketing research process? a. planning a research design b. defining the research objectives c. analyzing the data d. planning a sample

ANS: B

It is important to _________ errors in the _____________ process.

minimize; data gathering

Innovation and exploratory research (exploratory cont.)

useful in product development

Which term means that something has been examined against reality using data? a. Causality b. manipulation c. empirical testing d. spurious association

ANS: C

Which type of marketing research address who, what, when, where, why, and how questions? a. causal research b. exploratory research c. descriptive research d. proscriptive research

ANS: C

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities. a. Marketing b. Marketing research c. Decision making d. Verification

ANS: C

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____. a. concomitant variation b. nonspurious variation c. diagnostic variation d. absolute variation

ANS: A

Over the past two years, home values have been decreasing. This is an example of a(n): a. symptom b. ambiguous situation c. descriptive hypothesis d. causal inference

ANS: A

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a: a. research project b. research program c. research assessment d. research snapshot

ANS: A

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? a. pretest b. focus group c. primary test d. preliminary study

ANS: A

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a: a. research project b. research program c. research philosophy d. research integration

ANS: B

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. causal research b. exploratory research c. situation analysis research d. descriptive research

ANS: B

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n): a. obtrusive method b. unobtrusive method c. experiment d. exploratory research study

ANS: B

Which of the following is the weakest form of causality, but is still a useful concept? a. absolute causality b. contributory causality c. conditional causality d. secondary causality

ANS: B

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a. causal research b. diagnostic analysis c. concomitant research d. test-market

ANS: B

A conclusion that, when one thing happens, another specific thing will follow is known as a ____. a. diagnostic analysis b. Manipulation c. causal inference d. Deliverable

ANS: C

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

ANS: D

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory

ANS: D

The application of computation, summarizing, and reasoning to understand the information gathered is research is called: a. experimentation b. coding c. theorizing d. analysis

ANS: D

_____ means that the researcher alters the level of the experimental variable in specific increments. a. Causality b. Testing c. Analyzing d. Manipulation

ANS: D

Unobtrusive methods

methods in which research respondents do not have to be disturbed for data to be gathered

Literature review (exploratory research cont)

- a directed search of published works - reports may discuss theory and/or present empirical results relevant to the research objectives

Mystery shoppers

people who act like customers while observing and recording data

Pilot study (exploratory research cont)

small-scale research projects that collect data from respondents similar to those to be used in the full study (test drive a car)

Decision Making

the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities

Sampling decisions

who to sample? - target population What size should the sample be? - how big is big enough? How to select the sampling units? - random sample or cluster-sample

Sampling

Involves any procedure that draws conclusions based on measurements of a portion of the population

Experiment

a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect

Hypothesis

a formal statement, derived from theory, explaining some specific outcome H1: the more hours a student studies, the higher their GPA

Survey

a research technique in which a sample is interviewed in some form or the behavior off respondents is observed and described

Research project

a single study that addresses one or a small number of research objectives Uses specific techniques for solving one-dimensional programs (as identifying market segments)

Initial research ... (exploratory cont.)

clarifies and defines the nature of a problem - does not provide conclusive evidence - assumes and expects subsequent research

Exploratory research and problem solving (exploratory cont.)

helps identify symptoms

Editing

involves checking the data collection forms for omissions, legibility, and consistency in classification

Iceberg Principle

only a very small amount (the 'tip') of information is available or visible about a situation, whereas the 'real' information or bulk of data is either unavailable or hidden

Theory

a formal, logical explanation of some event(s) that includes predictions of how things relate to one another

Stages in the Research Process

- Defining research objectives - Planning a research design - Planning a sample - Collecting data - Analyzing data - Formulating conclusions and preparing a report

Descriptive Research

- Structured (larger) - Describes characteristics of objects, people, groups, organizations, or environment - addresses who, what, when, where,why, how questions - accuracy: critically important - involves considerable understanding of the nature of the problem - does not provide direct evidence of causality

May be better to _________ rather than _____________

observe; ask questions

The "Best" Research Approach

no single best research design fits all situations researchers often have several alternatives that can achieve a stated research objective the ability to select the most appropriate way to implement a research project develops with experience Inexperienced researchers often jump to the conclusion that a survey methodology is usually the best design because they are most comfortable with this method

Research program

numerous related studies that come together to address multiple, related research objectives Because research is a continuous process, management should view marketing research at a strategic planning level

Experimental Variable

represents the proposed cause and is controlled by the researcher by manipulating it

Research objectives

the goals to be achieved by conducting research objectives to a research client

Planning Research Design

the methods and procedures for collecting and analyzing the needed information provides a framework or plan of action for the research