Marketing Research Exam 1
The Market Research Process: 6 Steps
1. Defining the Problem - the most important step 2. Developing an Approach to the Problem •What a could be the cause(s) of the problem(s)? -hypothesis 3. Formulating a Research Design 4. Doing Field Work/Collecting Data 5. Preparing and Analyzing Data 6. Preparing & Presenting the Report/ Conclusion
The forgiving wording method:
Did you vote in the recent election? • People will say yes because they think this is their duty/ social responsibility Instead say: Voting is not necessarily convenient for every person. Did you happen to vote in the recent election?
FOCUS GROUP ACRONYM
Focused on a particular topic Outline prepared for discussion Characteristics of the moderator Unstructured Size 8-12 participants Group Composition: homogeneous Recorded: audio and video recording Observation: one way mirror Undisguised Physical setting: related Several sessions needed: 1-3 hours each
Disadvantages of observational methods:
It is hard to observe private behavior and people act differently in public Doesn't tell you the attitudes and methods behind the behavior People may have reactions once found being observed. Participants in a study change their behavior in some way due to their awareness that they are being observed. Infrequent behavior is hard to observe. Attitudes, motivation and private behavior are hard to observe.
disguised observation:
the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.
consumer behavior
the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society
defining the problem
•Management decision problem and the corresponding market research problem •management decision problem is broad (ex. Why was the sales of this drink not good- there could be SO many reasons...you have to narrow the problem down to a manageable scale (ex. Color and taste) ---the market research problem does this (ex. Gatorade case- to determine whether the dark color leads consumers to perceive the drink as more sugary)
3 important aspects of survey design
•Wording of a survey •Order of Questions in a survey •Social desirability
Structured Data Collection
a formal questionnaire is prepared and the questions are asked in a prearranged order order of questions are fixed, responses are given as a fixed set of options to choose from
Quantitative research
a research methodology that seeks to quantify the data and typically applies some form of statistical analysis
Personal observation:
a researcher observes actual behavior as it occurs; does not attempt to manipulate the phenomenon being observed but merely records what takes place
{ } is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher
a. a research question b. a hypothesis !! c. a broad statement d. a specific component
to identify the underlying causes of the problem, the researcher should { }
a. conduct a problem audit !!!! b. conduct a blind taste test c. assess what past research was done for the firm d. talk to managers at a competitor's company e. all of the above
in the second step of marketing research, researchers need to { }
a. define a (a few) research question(s) b. develop a hypothesis !!! c. conduct secondary data analysis d. all of the above
while every step in a marketing research process is important, { } is the most important step
a. problem definition!! b. approach development c. data collection d. report generation and presentation
"How much do you like the iPhone 6" is used in a survey to solicit respondent's attitude toward the iPhone 6. The word "like" in the question may introduce a problem called [ ] which may lead to biases in respondents reactions
a. social desirability b. positive test strategy!! c. double faced question d. none of the above
marketing research needs to be
a. systematic b. objective c. accurate d. both a and b!!!
Qualitative research - 2 key words
an unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting Unstructured- open ended Exploratory - we want a preliminary understanding of the problem
according to the principles in deciding the order of questions in a survey, classification information relating to socioeconomic should be asked a. before basic information relating directly to the research question b. before identification information including respondents name, number, and email address c. at the end of the survey d. before both a and b
b. before identification information including respondents name, number, and email address
group dynamics of a focus group can bring certain benefits. which one below is not one of them? a. group dynamics can widen range of responses b. group dynamics can activate forgotten details c. group dynamics can make group discussion less time consuming d. group dynamics can release inhibitions
c. group dynamics can make group discussion less time consuming
Advantages of survey research (3)
-Ease. Questionnaires are relatively easy to administer. -Reliability. Using fixed-response (multiple-choice) questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses. -Simplicity. It also simplifies coding, analysis, and interpretation of data.
survey method disadvantages
-Perhaps the biggest issue researchers face is how to motivate respondents to candidly answer their questions -participants may be unable or unwilling to provide the desired information; especially if the information is personal -wording questions properly is not easy
Disadvantages of survey research:
-Respondents may be unable or unwilling to provide the desired information. -Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings. -Properly wording questions is not easy.
Possible Problems caused by group dynamics
-Someone never speaks out. -Someone dominates the discussion. -Even if someone disagrees with the others, they may not be willing to share their opinion to avoid possible confrontation. -People may not tell you the real motivation behind their behavior
Disadvantages of FG
-The clarity and conviction with which group members often speak leads to a tendency for researchers and managers to regard findings as conclusive rather than as exploratory. -Focus groups are also difficult to moderate. The quality of the results depends heavily on the skills of the moderator; unfortunately, moderators who possess all the desirable skills are rare. -The unstructured nature of the responses makes coding, analysis, and interpretation difficult.
problem audit definition
-a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature -used in case there is a discrepancy between manager problem and the marketing problem - make sure they are both on the same page - helps determine marketing research problem
Advantages of FG
-group interaction produces a wider range of information, insights, and ideas than do individual interviews. -The comments of one person can trigger unexpected reactions from others, which leads to the snowballing of participants responding to each other's comments. -The responses are generally spontaneous and candid, providing rich insights. -Ideas are more likely to arise out of the blue in a group than in an individual interview and are likely to be unique and potentially creative.
the duration of a typical focus group interview is a. 3-5 hours b. 1-3 hours c. 2-4 hours d. more than 4 hours
1-3 hours
Important tactics to use in observational research: (2)
1. If possible, use disguised observations. 2. Go to the field multiple times to observe, or create situations to make infrequent behavior to emerge.
2 criteria in defining the research problem
1. The definition should allow the researcher to obtain all the information needed to address the management decision problem 2. The definition should guide the researcher in proceeding with the project
steps of the problem audit
1. The history of the problem 2. The possible choices available to the decision makers which can resolve the problems 3. The criteria that will be used to evaluate all possible choices 4. The potential solutions that are likely to be suggested based on the research findings -all of this is done by: discussion with decision makers, interviews with experts, secondary data analysis, qualitative research-
Order of questions in a survey
1. The opening questions should be interesting, simple, and non-threatening. 2. General questions should be asked first, then specific questions. -What is your overall satisfaction towards FAC? -What is your satisfaction towards the cleanness of FAC? 3. Basic information should be obtained first (1), then classification information(2) and identification information(3).
People interacting in a group setting has 3 main benefits
1. Widen range of responses - different viewpoints 2. To activate forgotten details - people can build off each other's comments; revealing more info 3. To release inhibitions - people feel safer in a group and are more willing to share info as compared to if they are alone
3 criteria of consumers
1. has the willingness to pay 2. has the ability to pay 3. has the decision power
3 things marketing researchers are interested in for observational research:
1.Consumer behavior-arguably most important 2. Changes in tastes and preferences (changes in marketing practices) 3. Differences in tastes and preferences (differences in marketing practices)
developing an approach to the problem
Given the problem, we can develop a potential cause -hypothesis: an unproven statement or proposition about a phenomenon that is of interest to the researcher a hypothesis is a possible answer to the research question. In other words, a hypothesis describes the possible cause of a marketing problem E.g., the darker the color of a drink is, the more sugary content that consumers perceive the drink to have.
Identification information
Identification information includes respondent's name, phone number, and email address, etc.
If social desirability is an issue, which methods should be used?
If social desirability is an issue, mail, mail-panel, fax, and Internet surveys are best.
If speed is a big concern, which methods should be used?
Speed favors Internet, e-mail, telephone, and fax methods.
market research has to be two things
Systematic: you need to consider market research process as a whole (consider all 6 steps together before you do anything to make sure they are well coordinated) Objective: not influenced by personal feelings or opinions in considering and representing facts. some measures are better in terms of how objective the data is...KEY
undisguised observation
the respondents are aware that they are under observation
3 Q's market research aims to address
What is the problem? What is the cause of the problem? How can the problem be fixed? (WWH Model)
Mechanical observation
does not require respondents' direct participation
The question, "Do you think iPhone 6 plus is user friendly and reliable? Yes _ No _ should not be used in a survey because it is a { }
double barreled question
disadvantages of focus groups include all of the following except: a. tendency to regard findings as conclusive b. difficulty in moderating focus groups c. completely skilled moderators are rare d. coding, analysis, and interpretation are difficult e. respondents are generally spontaneous
e. respondents are generally spontaneous
participants in a focus group interview need to be as { } possible, all other things equal
homogenous
what is the purpose of marketing research
improving decision making related to the identification and solution of problems and opportunities in marketing
Classification information
information relates to socioeconomic and demographic characteristics; • E.g., gender, age and income
Observational Methods
involves recording the behavioral patterns of people as well as data on objects and events in a systematic manner to obtain information about the phenomenon of interest
if social desirability is an issue, which method below is better than the others? a. mail survey b. mail intercept personal interview c. personal in-home interview d. computer-assisted personal interview
mail survey
Challenges from consumer behavior
marketers need to know what they want - do NOT assume (ex. Pampers disposable diapers) market research is only helpful when consumers know what they want and have steady preferences
If complex and diverse questions have to be asked, which methods should be used?
one of the personal methods (in-home, mall intercept, or CAPI) is preferable.
Basic information
relates directly to the research question. • E.g., consumers' attitude towards a brand which is a key piece of information needed by marketing researchers
____ refers to the tendency of respondents to give answers that are view favorably by others but are likely incorrect
social desirability
unstructured observation
the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand; e.g., observing children playing with new toys
structured observation
the researcher specifies in detail what is to be observed and how the measurements are to be recorded; e.g., observing whether employees who have used the restroom have washed their hands before returning to work
