Marketing Research Exam 2 - Collecting Primary Data

Observation

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded.

Communication

A method of data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire.

Motive

A need, a want, a drive, a wish, a desire, an impulse, or any inner state that energizes, activates, or moves and that directs or channels behavior toward goals.

Attitude

An individual's overall evaluation of something.

Intentions

Anticipated or planned future behaviors.

Give two reasons why researchers are interested in people's motives.

First, researchers believe that motives tend to be more stable than behavior and therefore offer a better basis for predicting future behavior. Second, researchers believe that by understanding what drives are person's behavior, it is easier to understand the behavior itself.

State the specific advantages of each method of data collection.

In general, the communication method of data collection has the advantages of versatility, speed, and cost, whereas observation data are typically more objective and accurate.

Awareness/knowledge

Insight into, or understanding of facts about, some object or phenomenon.

Discuss the rationale for lifestyle analysis.

Lifestyle analysis rests on the premise that a company can plan more effective strategies to reach its target market if it knows more about its customers in terms of how they live, what interests them, and what they like.

List the kinds of demographic and socioeconomic characteristics that interest marketers.

Marketers are interested in such socioeconomic and demographic characteristics as age, education, occupation, marital status, sex, income, and social class.

Personality

Normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another.

Versatility

The ability of a technique to collect information on many types of primary data of interest to marketers.

Cite the three main approaches used to measure the effectiveness of magazine ads.

The three main approaches used to measure awareness of magazine ads are (1) unaided recall, in which the consumer is given no clues at all; (2) aided recall, in which the consumer is given some prompting; and (3) recognition, in which the consumer is actually shown an advertisement and asked whether or not he or she remembers seeing it.

Describe the two basic means of obtaining primary data.

The two basic means of obtaining primary data are communication and observation. Communication involves questioning respondents to secure the desired information, using a data collection instrument called a questionnaire. Observation involves scrutinizing the situation of interest and recording the relevant facts, actions, or behaviors.

Opinion

Verbal expression of an attitude.

Behavior

What subjects have done or are doing.