BUS 418 Cal Poly Final

social desirability bias

(answer based on what you think other ppl want to hear. Feel need to conform)

discovery-oriented decision problem

A decision problem that typically seeks to answer *"what" or "why"* questions about a problem/opportunity. provide facts. see the options Ex. my company wants to know what motivates customers to shop online during covid-19.

Which of the following is an example of an unplanned change?

A local restaurant in Morro Bay was hit by an unforeseen hurricane, causing significant damage to the premises. The owner must make changes to repair the facility and implement contingency plans for future disasters.

2. Motivation

A motive is a need, want, drive, urge, or impulse which causes a behavior Useful for marketing researches to know what motivates the consumer

assumed consequences question

A problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences. "Are you in favor of placing price controls on crude oil?" will generate different responses from individuals, depending on whether they think price controls will result in rationing, long lines at the pump, or lower prices.

snowball sampling method

A snowball sample is a judgment sample that is sometimes used to sample special populations, in particular, populations that are difficult to find and identify. This type of judgment sample relies on the re-searcher's ability to locate an initial set of respondents with the desired characteristics. These individuals are then asked to help identify others with the desired characteristics

secondary data

Data not gathered for immediate study at hand but for some other purpose Pros: saves time and money, understand problem, help interpret primary data, fills gaps Cons: data doesn't fit problem, not accurate, out of date Ex. Census Ex. Market Basket Analysis Anticipate consumer shopping behavior Many retailers use scanner data to explore the items purchased by each customer on a given transaction Ex. receipts Original purpose: keep record of transactions for accounting purposes Now: can use it to make predictions

Dave's Chicken is deciding to come up with a seafood in their menu. Before spending too much money on research & development of a new product, Dave's Chicken marketing researchers plan to gather insights and ideas from US consumers. What research design does this scenario depict? Causal research Descriptive research Exploratory research

Exploratory research

Gemini has consumer insights data and wants to identify whether there is a difference between favorite automobile and their purchasing intentions. Variables: Favorite automobile: Toyota vs. Jeep (where 0 = Toyota; 1 = Jeep) Purchasing intentions: 1 = strongly disgree to 7 = strongly agree Gemini should conduct a paired sample t-test.

False

Kamu owns a small business in SLO selling handmade jewelry for pets. Recently, an old friend from college also decided to start a handmade jewelry business in SLO too. In efforts to stay competitive in the market, Kamu needs to figure out how to effectively market his business soon. This scenario is an example of a discovery-oriented decision problem

False

One of the advantages of in-depth interviews compared to focus groups is that in-depth interviews are less costly to run than focus groups.

False

The degree that you can reproduce the data results for a quantitative study is low.

False

Interval scale descriptive statistics used

Here we're asking the respondents to rate their attitudes toward the brands, using 1-7 scales where 1 = "extremely unfavorable" and 7 ="extremely favorable."Scoring system Unobservable variables Ex. how likely are u to purchase this. Scale of 1-10. Collect the mean So there is a continuum Kinda like a scoring system. In an interval scale, the difference between two values is meaningful, and there is a *consistent unit of measurement.* In this case, the difference between, say, 70°F and 80°F indicates a specific temperature difference, and the interval between each degree Fahrenheit is consistent. However, there is *no true zero point* on an interval scale.For instance, a temperature of 0°F does not represent the complete absence of temperature

Participants in a focus group should be reasonably homogenous. If this is the case, then how can firms be sure that a full range of opinions can be represented?

Hold multiple focus groups

Ordinal scale descriptive statistics used

If you assign the number 6 to identify the least preferred brand, 5 to identify the next-least-preferred brand, and so on, until 1 represents the most preferred brand, the numbers will reflect the relative standing of the different options for that particular individual.rate something in Order. like a scale of 1-10. order these from fav to least fav. tells you to indicate relative size differences between objects (1st choice, second choice, and so on) Ex. how much money do you spend: 1-5, 5-15, 15-30 Ordinal scales give RANGES (ex. Rarely 1-20%) order/rank objects ex. letter grades. ordered categories but not a number. Median

simple random sampling method

In a simple random sample, each unit included in the sample has a known and equal chance of being selected for study, and every combination of population elements is a sample possibility. For example, if we wanted a simple ran-dom sample of all students enrolled in a particular college, we might have a computer pick a sample randomly from a list of students in that college

Don't you agree that...

Leading question

Which of the following is true about designing questionnaires?

Lenny drafts an introduction section that tells participants the research goal and informed consent. Dan includes screener questions to filter out participants who might not meet the participation criterias of your survey. Mia includes transition statements to inform participants that they are moving to different question topics in the survey. NOT: john decides how to administer the survey

"rate the extent to which you agree or disagree with the recent changes in store policy: strongly disagree-strongly agree" the scale is an example of a

Likert scale NOT: graphic scale, stapel scale, semantic differential scale scale.

Jennie wants to hire a marketing research company to help improve her business's sales. She has the capital and wants to hire a company that specializes in conducting qualitative research. What type of marketing research company should Jennie consider? Limited service Mid service Full service Great Service

Limited Service

Types of marketing research companies:

Limited: When a company specializes in one, or at most, a few marketing research activities such as focus groups Ex. dynamic fieldwork, intouch insight Full: When a company has the capability to conduct the entire marketing research such as focus groups, interviews, and surveys

Pepsi's marketing research team is conducting research to identify new market trends and understand their competitors. This is an example of _________.

Market research

Market vs. Marketing research

Market: establish market size, understand consumer's needs, identify opportunities, competitor research, unveil market trends MarketING: adapt product offering, choose distribution channels, advertising effectiveness, design marketing campaigns both: generate insights for better business decisions

Causal Research

Marketing research to test hypotheses about cause-and-effect relationships

"I will purchase from this store again the next time I shop for chocolate: strongly disagree-strongly agree" For this type of scale, what kind of descriptive statistic is most appropriate to present this finding?

Mean NOT: median, mode, range

6. Awareness/Knowledge

Measure what customers do or do not know or believe about some product, brand, company, advertisement, or other element Test of awareness: unaided recall (tell me what you saw in this ad), aided recall (how many puppies did you see in the ad (cue of puppies)), recognition (lowest level of thinking. Did you remember seeing puppies in the ad?)

Sayang is a psychologist doing research to observe and uncover authentic online shopping behaviors of gen Z consumers in their daily lives and routines online. What kind of research study is Sayang conducting? Neuromarketing Mystery shopping Netnography Ethnography

Netnography

4. Personality/Lifestyle

Personality traits, activities, interests, and values being used to predict what you buy personality= normal patterns of behavior exhibited by an individual Ex. frito lay tarkets/markets to "indulgers" in early 20s who don't care about their health Common traits studied in consumer behavhor: value consciousness, materialism, innovativeness, need for cognition, competitiveness, self-monitoring, frugality, impulsivity, variety-seeking, risk aversion

Planned vs. Unplanned change Planned changes are always related to a strategy-oriented decision problem Unplanned changes are more like discovery oriented decision problems

Planned Change - change resulting from a deliberate decision to alter the organization ex. Company wants to increase sales 60% Planned: new product, new campaign, new location expansion Unplanned Change - change that is imposed on the organization and is often unforeseen ex. (like fixing window bc of flood) Covid spiked online shopping My company must set up e-commerce infrastructure, restructure inventory, address customer concerns

primary data

Primary Data Data gathered specifically for investigation at hand Ex. a survey (how satisfied were you) TWO ways of Obtaining Primary Data: Communicate (structured and unstructured) Observe

Tanya is a marketing manager at the Pepper Co. The company wishes to expand its business into Indonesia. Inka was put in-charge of understanding attitudes and preferences of consumers in Indonesia. What type of data should Tanya primarily rely on to make recommendations to the board?

Primary data NOT: secondary data

Cal Poly Dining Services ran a survey to understand the campus dining experience recently. For one of the questions, there was a pattern where participants would only answer on one spectrum in a semantic differential scale. What should Cal Poly Dining Services have done to prevent this response biased effect?

Randomly reverse scale adjectives so that all the "good" (and "bad") attributes are not placed on one side of the scale

"Based on the marketing communication you just read, do you remember seeing a picture with a man on horse? no, maybe, yes" This is an example of a ____ question

Recognition NOT: aided, unaided

5. Attitudes

Refers to an individual's overall evaluation of something Attitudes towards product categories, brands, websites, etc. are measured in market research What is your attitude towards the brand? (positive or negative) Marketers want to deliver products that customers will evaluate positively

1. Intensions

Refers to one's anticipated or planned future behavior E.g. what is your intention to purchase this product during your next shopping visit Gathered by asking respondnds whether they would definitely buy, maybe buy, maybe not buy, or definitely not buy a certain product/service -can be innacurate bc of diff btwn intentions and behavior

stapel scale descriptive statistics used

Relies on positive and negative numbers Range from +5 to -5 Ex. is a slider where you move the indivater on the bar Ex. stars on purchase

semantic differential scale descriptive statistics used

Series of bipolar adjectives for properties of the object Respondents indicated their impressions by indicating locations along continuum Measure brand, company, store image Caution: halo effect High prices _ _ _ _ _ _ _ low prices Cold atmosphere _ _ _ _ _ _ warm atmosphere ^customers choose one inbetween along. Drawing a line between the choices and comparing that to what it should look like-> snake diagram Snake diagram= zig zag. We do want this shape. Halo effect= selecting the same place on every question. All the responses in one single line. Maybe the person was rushing and just selected everything in a straight line to be boring Mitigate this by making sure youre not having all the good attributes on one side and bad attributes on the other. Switch it around.

Problem Formulation Process

Step 1: Meet the Client - expectations of client, you, and the process, understanding the client. Understand what they need Step 2: Clarify the Problem SWOT analysis (strengths, weaknesses, opportunities for competitive advantage (external), threats (external) analyze/understand background of company Step 3: State the client's Decision Problem aka problem statement Step 4: Develop research objectives Step 5: Select Research questions and develop hypothesis Step 6: Prepare

When should marketing research be conducted?

Sufficient time, information on hand is not adequate for making a decision, the decision is of considerable strategic/tactical importance, the value of the research exceeds the costs

informed consent

Survey purpose/goals Involvement expectations Assurance of privacy and anonymity Remind them it is okay to withdraw from the survey at any time, even during it Ensure proper consent of participation (tell them everything that will happen)

"Please indicate your ideal weather condition in Fahrenheit (F). ______" This question is an example of a ________ scale. Ratio Interval Nominal x Ordinal

This question is an example of an interval scale. In an interval scale, the difference between two values is meaningful, and there is a consistent unit of measurement. In this case, the difference between, say, 70°F and 80°F indicates a specific temperature difference, and the interval between each degree Fahrenheit is consistent. However, there is no true zero point on an interval scale. For instance, a temperature of 0°F does not represent the complete absence of temperature

If there is not enough time available before a decision must be made, marketing research should not be conducted.

True

example of secondary data applied

amazon "frequently bought together:

systematic error

an error that always occurs in the same direction personality, demographic, etc.

random error

an error that occurs when the selected sample is an imperfect representation of the overall population unpredictable

measurement error

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

Nominal scale descriptive statistics used

as are the numbers on football jerseys, lockers, and so on. These numbers simply identify the individual or object that has been assigned the number. In these examples, the numbers are used to uniquely identify individuals, but nominal scales can also be used to categorize people or things into groups based on their attributes. For example, if we assign the number 1 to represent female respon-dents to a survey and the number 2 to represent male respondents, we've used a nominal scale that allows us to identify the gender of a particular respondent and to determine the relative proportions of each gen-der in our sample. mode

"Please recall your most recent shopping experience. Do you remember seeing: 'promotional ads in store' strongly disagree-strongly agree'" This type of question is ______ type of primary data.

awareness/knowledge NOT: intention, demographic/socioeconomic, motivation, attitude

Crowdsourcing

culture of customer collaboration. The practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities. ex. lego ideas

independent sample t-test

difference in satisfaction in croissants among different gender groups (M/F) Null no difference, alternative males are more satisfied (this is based on assumption) do males prefer mcdonalds or females. Same question for two groups.

paired sample t-test

different levels of satisfaction w different types of products (croissants v. parfaits) do males prefer mcdonalds or burger king. Two variables in one group.

TSE method to estimate the number of people to sample: =sample size/(1-BCI)(1-I)(1-R)(1-NC)

example: how many people should I recruit in order to reach my sample goal of N = 1,503 for my next survey data collection? Assuming that: BCI = 18% I = 5% R = 9% NC = 10% =1503/(.82)(.95)(.91)(.9)= 2356

A census is frequently employed in marketing research because the cost and time to collect the data from a population on such magnitude is so great.

false

Measurement error is caused by non-response bias and systematic error.

false

A hypothesis is the comparison of the sample statistic with what is believed to be the population value prior to undertaking the study.

false; this is hypothesis testing!

hypothesis

hypothesis= unproven propositions about some phenomenon of interest. An assumption or guess that a researcher makes about some phenomenon of the pupulation being investigated Just a set of statements. Havent proven anything Hypothesis TESTING does prove things Ex. cusotmers will return to in-store shopping Ex. customers will shop online instead of returning to in-store shopping Hypothesis (singular) hypotheses (plueral) Marketing research studies cannot "prove" set for each research question H1a= null hypothesis (undesired outcome) (ex. Increasing number of deal days doesn't impact customer visitation to the restaurant) H1b= alternative hypothesis (desired outcome. What we expect.) (ex. Increasing number of deal days does impact customer visitation to the restaurant) Want to reject null in favor of alternative Hypothesis testing Procedure used to confirm or reject the hypothesis based on sample evidence

strategy-oriented decision problem

implementing the planned change (how can I implement the planned change) Ex. my company wants to increase sales by 60% by the end of the year

two types of secondary data

internal (walmart and target produce their own transaction data) and external (companies collect data and sell standardized marketing info)

Cal Poly is conducting survey research to gather feedback about library facilities as part of the renovation efforts. As such, Cal Poly has decided to handpick individuals who are library experts to get their feedback about the research topic. This is an example of a __________ sampling method.

judgement

Melisa is a marketing manager at Kohl's. Kohl's faced inventory challenges during COVID-19. To understand what they're dealing with, Melisa gathered newspapers, magazines, academic research papers and published statistics from government agecies. What type of exploratory research technique did Jenny apply?

literature search NOT: case analysis, focus group, in-depth interview

Descriptive research

marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers. relationship btwn things.

Exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses. gaining insights and ideas!!!

quota sampling method

mirrors the population in one or more important aspects. For example, if you are asked to draw a quota sample of 1,000 undergraduate students, you'll make sure that your sample contains the right *proportions* of freshmen, sophomores, juniors, and seniors. You might also want to ensure that you have the right propor-tions of men and women in the sample,

Lena is a behavioral scientist. She watches respondents closely to understand their behavior. This is a form of ____________.

observation NOT: communication

I conducted a survey to assess people's attitudes toward two different marketing communications addressing product failure: one where the company apologizes for a faulty product and another where the company blames the customers for incorrectly using the product. 150 people take my survey where they are asked to assess their attitudes towards the two different marketing communications. The research aims to understand if there are significant differences in attitudes towards the two marketing communications within the 150 people . Given this information, what type of statistical test is appropriate for analyzing the data?

paired sample t-test (different levels of satisfaction w different types of products) NOT: independent sample t-test, one way t-test

Ratio scale descriptive statistics used

possesses a natural, or absolute, zero that reflects the complete absence of the attribute being assessed. Height and weight are examples. Because there is an absolute zero, comparison of the absolute magnitudeof the numbers is legitimate. Thus, if a person was completing the final item in Exhibit 7.2 and reported consuming 20 servings of Mountain Dew and only five servings of Sprite, he has consumed four times as much Mountain Dew—an indication of a strong pref-erence for Mountain Dew versus SpriteHave a true zero point Calculate mean How long does it take-> __ minutes Compare two numbers (magnitude) True zero value mean

double-barreled questions

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

The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called _________.

reliable NOT: valid

reliable vs valid

reliable = consistent valid = accurate

The observed differences between the population and sample is known as _______

sampling error

Gemini wants to set up her questionnaire such that participants who select "yes" proceed with the survey. Those who select "no" will not continue with the survey. What is the most appropriate question flow Gemini should apply? Q. Do you currently live on campus? yes, no

skip logic NOT: display logic

stratified sampling method

stratified sample is a probability sample in which (1) the population is divided into mutually exclusive and exhaustive *subgroups* (i.e., each population element fits into one—and only one—subgroup) and (2) samples are chosen from each of the subgroups ex. income levels

Gallup frequently conducts employee engagement surveys. Gallup captures a fair amount of proportion of first-year, fifth-year, tenth-year, and twentieth-year employees in their sample. Gallup then randomly selects a few samples from each group to be studied. What is the appropriate sampling technique applied?

stratified sampling

A movie theater is interested in studying the preferences of its audience. Considering that on average, 450 patrons visit the theater daily. To collect sample data, the movie theater has decided to send a survey to every 50th person daily. This is an example of a __________ sampling method.

systematic

Cora is a marketing researcher and was just assigned a client. Cora meets with the client. The client mentioned that their sales were declining and that they are requesting Cora to conduct a surveys and focus groups because they assume their customers are unsatisfied with their products. After meeting with the client, Sammy goes on to creates surveys and conducts focus groups to identify customer satisfaction with the client. As the research concludes, Cora finds that the client's customers are actually happy with the client's products. Cora is puzzled and doesn't really have an answer as to why sales is declining. Which step in the problem formulation process did Cora miss?

Clarifying the problem. not: selecting the research objectives, meeting with the client, developing possible research problems

Scorpio is starting a small business in SLO selling homemade chocolates. He believes he should profile customers into different segments based on similar characteristics so he can develop effective advertising strategies for the different customer segments. What would you recommend Scorpio to do?

Collect customer demographic information to describe his customers

likert scale descriptive statistics used

Commonly used in marketing Ask respondents to indicate the degree of agreement or disagreement of a series of statements Measures intensity of agreement (ex. Extremely dissatisfied, moderately dissatisfied, slightly dissatisfied, neither satisfied nor dissatisfied, slightly satisfied, moderately satisfied, etc.) (ex. Very important not important) (very likely not likely)

7. Behaviors

Concerns what individuals have done or are doing Builds relationships thru customers Have to decide which behaviors to use or omit Can be obtained by observing behavior TWO ways to obtain behavioral data: Observe Ask

According to the American Marketing Association (AMA), marketing research links the ____, _____, and _____ to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions, monitor performance; and improve the understanding of marketing as a process.

Consumer, Customer, Public

judgment sampling method

the sample elements are handpicked by the researcher because she believes that they can serve the research purpose. ex. advertised for interns aged 13-17 from the area around its Cincinnati headquarters. By selecting the panel members through a hiring process rather than randomly, the company could focus on traits it considered helpful—for example, the teenagers' ability to articulate their views clearly

Moon Ji hypothesizes and concludes that customers don't like to shop online more than physical store. However, Moon Ji decides to give his recommendation to managers to focus more on physical store sales and consider getting rid of their website. The strategy backfired as it turns out that customers actually shop online more than they do in-stores. What kind of hypothesis testing error does this scenario depict?

type II error (false negative) NOT: type I error

Select the following correct answer(s). I have to look for the following when cleaning my data (i.e., removing/editing) prior to analyzing it:

typing errors, inconsistent data that doesn't belong, missing data

type II error

= false negative Happens when the H0 is accepted when it is false Statistical power contributes to this error Statistical power is the extent to which a test can detect a real effect when there is one

type I error

= false positive Happens when the H0 is rejected when it is true Sampling error and alpha coefficient contribute to this error Rule of thumb is alpha of 0.05 or 5% Set a lower significance level, but be cautious

3. Demographic/Socioeconomic

Age, education, gender, income, social class Break down data to interpret consumer responses Find relationships between demographics and behavior Helps with segmentation and positioning EX. Gillette: found that females bought products too. So created a product marketed to females- the venus razor

social media data (UGC)

Any information that is created by users of online systems and intended to be shared with others Data mining Ex. reviews, likes, follows, shares, new uses, competitors Sentiment analysis: positive vs. negative reviews

Which of the following correctly depicts the role of a focus group moderator?

As a moderator, Jenni gives everyone a chance to speak up in the group, As a moderator, Amari tries to stimulate spontaneous responses within the group, As a moderator, Sam controls and maintains a focused discussion within the group, As a moderator, Joey reflects back what people in the group have said after each topic of discussion

loaded question

Asking a question that has an assumption built into it so that it can't be answered without appearing guilty

non-response bias

Bias introduced into survey results because individuals refuse to participate.

Which of the following is true about marketing research?

The goal of marketing research is to develop effective decisions. Marketing research allows businesses to understand customers at a deeper level. Marketing research allows businesses to make predictive strategic actions. Marketing research can help provide alternatives for improvement for businesses. NOT true: Marketing research is a process used to define the size, location, and/or makeup of the market for a product or service.

focus group (exploratory)

Unstructured spontaneous discussion about research topic Facilitated by moderator (well-trained researcher) Info from focus groups is used to generate ideas, learn from respondents' vocabulary related to a product, or gain some insight into basic customer needs and attitudes

systematic sampling method

With a systematic sample, you'll randomly select the first population ele-ment to be included in the sample and then select every *kth* element following it in the sampling frame. In our example, let's assume for a moment that we'll be able to interview all 250 college students who are selected for the sample. We'll end up interviewing one out of every 20 students on campus (5,000/25020). So, you would randomly select one of the first 20 names in the student directory, then count down 20 names on the list and select that name, and so on