MKTG 368 Exam 1

Describe Phase 3 of the research process

Collect and prepare data Analyze data Interpret data to create knowledge

What are typical ethical dilemmas faced with Researchers

Conducting research that is below professional standard, padding expenses, stating that interviews are shorter than they are, "sugging" - collecting names to sell to

What are the three types of research design? In what situations would you propose using each of these designs?

Exploratory - generating insights that will help define the problem situation confronting the researcher or deepening the understanding of consumer motivations, attitudes, and behavior. Examples include literature reviews of already available information, qualitative approaches like focus groups Descriptive - involves collecting quantitative data to answer research questions. Used to determine customer attitude, intentions, preferences, purchase behaviors, evaluations of current marketing mix strategies, and demographics Causal - collects data that enables decision makers to determine cause-and-effect relationships between two or more variables. Examples include "if then" statements.. If we increase marketing budget by 20% then sales should increase by 10%

What information can you typically find by conducting a secondary data search?

Demographics, employment characteristics, economic data, competitive characteristics, supply characteristics, regulations, international market characteristics

How is marketing research used in marketing planning and decision making?

Developing the design, perceptual mapping, customer profile

What are typical ethical dilemmas faced with Clients

May behave unethically or deceptively, requesting proposals with no intent to buy, overstating research findings

What are typical ethical dilemmas faced with Respondents

Might abuse the research relationship or be abused by it. Potential abuse regarding privacy, providing dishonest answers or faking behavior

How is marketing research used in marketing planning and decision making? (Marketing strategy design)

New product planning - provides information for improving products and planning new products • Designing methods for collecting data • Managing the information collection process • Analyzing and interpreting results • Communicating findings to decision makers

Describe Phase 1 of the research process

Phase 1: determine the problem The process of determining the research problem with three activities • Identify and clarify information needs • Define research questions • Specify research objectives and confirm the information value

Describe Phase 4 of the research process

Prepare and present the final report

What is the value of secondary data and literature reviews?

Secondary data - Important because it can be used to examine marketing problems because of the relative speed and cost-effectiveness of obtaining data Literature review - comprehensive examination of available secondary information related to research topic. Can be helpful because it provides background and contextual information for the current study; helps determine if information already exists that addresses the issue of interest, and helps define important constructs of interest to study

Typical qualitative data collection methods

In-depth interviews - involves trained interviewer asking a respondent a set of semi structured, probing questions, usually face to face Focus groups - bringing in a small group of people together for an interactive and spontaneous discussion of a particular topic Observation - technology- mediated; scanner based panels; social media monitoring

What are projective techniques? Why are these techniques used? Examples?

Indirect questioning to encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher. People will talk about how they think other people will think to then project themselves into the situation. Used to get a participants true thoughts rather than asking direct questions where they could settle for rational or socially desirable responses Examples: word association, sentence completion, picture tests, TAT, ZMET (seeing pictures that relate to topic then shape those pics into a story to see how they feel), role playing, etc.

As a researcher, what are reasons for conducting a review of secondary data?

Information may be inconsistent, could be some sampling error

What types of research firms are there?

Internal - providers are typically organizational units that reside within a company External - marketing research suppliers, perform all aspects of the research, including study design, questionnaire production, interviewing, data analysis, and report preparation

Where do you find secondary data?

Internal- sources - companies own internal information External- sources - popular sources, scholarly sources, government sources, north American industry classification system, and commercial sources

When would you use qualitative research? Quantitative research?

Use qualitative data when you need to probe deeper into areas that quantitative may be too superficial to access - this enables researches to get closer to their potential consumers Use quantitative data when you want more strict data or to confirm qualitative data

What is marketing research?

The function that links an organization to its market through the gathering of information.

Conducting a literature review: How do you evaluate secondary data sources?

By searching popular, scholarly, government, and commercial sources available outside the company. Internal search of available information should be conducted as well

What is ESOMAR?

World organization for enabling better research into markets, consumers, and societies, and they publish a marketing research code of ethics

What types of research projects are there?

Customized - provide specialized, highly tailored services to the client. Many customized research firms concentrate their activities in one specific area such as brand-name testing, test marketing, or new-product development Standardized - provide more generalized services. They follow an established common approach in research design so the results of one study can be prepared to the norms of studies done with other clients

Describe Phase 2 of the research process

Find most appropriate research design to achieve the research objectives Determine the research design and data sources Develop the sampling design and sample size Create target population A census will question all of the population size A sample will question a select size of the population size Examine measurement issues and scales Design and pretest questionnaire

How is marketing research used in marketing planning and decision making? (Marketing situation analysis)

Monitoring, understanding; segmenting; perceptual mapping; pricing elasticity; testing

What is qualitative research?

Qualitative - Qualitative research is research that relies on the collection of data in the form of text or images using open-ended questions, observation, or "found" data Quantitative - research that places heavy emphasis on using formal standard questionnaires or surveys administered to large number of responders

Qualitative vs Quantitative research What are the advantages and disadvantages of each?

Qualitative advantages - Economical and timely, rich data, accuracy of recording behaviors, preliminary insights into models and scale measurements Qualitative disadvantages - lack of generalizability, difficult estimating magnitude, low reliability, difficult finding good investigators, reliance on interpretation Quantitative advantages - Validation of facts, estimates, relationships, descriptive and casual designs, mostly structured, good rep of target pop., statistical, descriptive, casual predictions possible Quantitative disadvantages - must be able to translate numerical data into meaningful narrative information

What is reliability? Validity?

Reliability - Can you rely on the information? Validity - Accuracy of recording marketplace behaviors