marketing chapter 9

What is exploratory research and when/how is it used?

-Consider exploratory research to help you decide on the set of decision alternatives, to give yourself a broader scope of alternatives. -Focus Groups or In-depth interviews -Exploratory research will be open-ended.

What are different contact methods (mail, phone, Internet...)? What are advantages/disadvantages of each?

.......Web based surveys are increasingly viable, even allowing very robust and technically complex methodologies, and highly cost-effective.

What are focus groups, mall intercept surveys, executive interviews etc.?

...a demographically diverse group of people assembled to participate in a guided discussion about a particular product before it is launched, or to provide ongoing feedback on a political campaign, television series, etc.

What are different question types (dichotomous, multiple choice, scaled response/Likert, open-ended etc.)?

Dichotomous: two choices multiple choice: more than 2 choices scaled response:A statement with which the respondent shows the amount of agreement/ disagreement.(1,2,3,4,5)

What is marketing research?

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Non-probability smaples

Convienince:Selects the most accessible population members Judgment: Selects population members who are good prospects for accurate information Quota:The researcher finds and interviews a prescribed number of people in each of several categories

What are probability samples (random sample, stratified random) and non-probability samples (convenience sample, judgment sample, quota sample).

Random: Every member of the population has an equal chance of selection. Stratified: The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. the most accessible population members

What are primary and secondary data?

Secondary:Data that already exists, has not been gathered for the specific research project. Primary:Primary data is information that you collect specifically for the purpose of your research project. An advantage of primary data is that it is specifically tailored to your research needs. A disadvantage is that it is expensive to obtain.

What are the steps of the marketing research process?

Step 1: Identify the research problem Step 2: Develop a research plan data sources research approaches (observation, focus groups, survey, experiment, etc.) and contact methods (mail, telephone, in person interviews, online) research instruments (discussion guides, questionnaires, psychological instruments, mechanical devices, etc.) sampling plan (sampling unit, size, procedure) Step 3: Collect data Step 4: Analyze research data Step 5: Present findings, make decision

What is the recommended order of questions in a questionnaire (screeners & easy questions first etc.)?

see powerpoint.