Marketing Chapter 4

market research process

1. defining the problem and research objectives 2. designing research plan 3. implementing research plan and collecting and analyzing data 4. interpreting and reporting the findings

chi squared test

X^2= SUM (observed frequency-expected frequency)^2/(expected frequency)

ethnographic research

a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"

sample

a segment of the population selected for marketing research to represent the population as a whole

commercial online databases

collections of information available from online commercial sources or accessible via the internet

online focus groups

gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumers attitudes and behavior

survey research

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

observational research

gathering primary data by observing relevant people, actions, and situations

experimental research

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

online marketing research

collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior

primary data

information collected for the specific purpose at hand

secondary data

information that already exists somewhere, having been collected for another purpose

descriptive research

marketing research to better describe marketing problems, situations, or markets

exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

causal research

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

focus group interviewing

personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization

marketing research

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization; GOAL: gives marketers customer insights

why we use statistics in marketing research

to describe populations of interest and to make inferences about populations of interest

types of statistical analysis

univariate analysis- 1 variable bivariate analysis- 2 variables multivariate analysis- 3 or more variables