MKTG4360 Chapter 3
Causal Research
- Allows causal inferences to be made - they identify cause-and-effect (x brought about y) relationships
Research's role in the Decision Making Process
- Recognizing the nature of the problem or opportunity - Identifying how much information is currently available and how reliable it is - Determining what information is needed to better deal with the situation
Diagnostic Analysis
- Seeks to diagnose reasons for market outcomes - Focuses specifically on the beliefs and feelings consumers have about and toward competing products
Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" a. causal research b. exploratory research c. pilot study research d. descriptive research
ANS: A
A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n): a. Hypothesis b. Theory c. causal statement d. empirical study
ANS: B
All of the following are types of marketing research EXCEPT ____. a. exploratory marketing b. selective marketing c. descriptive marketing d. causal marketing
ANS: B
An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n): a. secondary data researcher b. mystery shopper c. pilot researcher d. undercover researcher
ANS: B
Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing? a. analyzing the data b. editing the data c. coding the data d. reporting the results
ANS: B
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a: a. market threat b. market opportunity c. backward linkage d. test market
ANS: B
All of the following are examples of exploratory research techniques EXCEPT: a. previous research b. pilot studies c. case studies d. experimentation
ANS: D
Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? a. multivariate research b. literature review c. Pretest d. focus group interview
ANS: D
Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population? a. sampling b. theorizing c. segmenting d. causal inference
ANS: A
When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is: a. Rejected b. Conclusive c. Supported d. True
ANS: C
Research objectives _____________ the rest of the research process
DRIVE *research objectives = goals*
Deliverables
The consulting term used to describe research
Empirical Testing
comparing a hypothetical proposition ex: a hypothesis, against reality using data
Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way? a. experiment b. observation study c. survey d. personal interview
ANS: C
Previous research (exploratory research cont)
check for reports of previous research within the company archives
Correlation between the data and the hypothesis is either:
hypothesis is supported OR hypothesis is not supported
3 types of marketing research
Exploratory, Descriptive, Causal
Codes
Rules for interpreting, categorizing, recording and transferring the data to the data storage media
3 Critical Pieces of causality (Causal Research cont)
Temporal sequence - the appropriate causal order of events Concomitant variation - two phenomena vary together - association or relationship btw variables Non spurious association - an absence of alternative plausible explanations - Share a common cause
Data Analysis
The application of computation, summarizing, and reasoning to understand the data that have been gathered (T or Z tests)
Manipulation
The research alters the level of the variable in specific increments
Defining the managerial decision situation
The summary of the managerial decision situation, the research objectives and/or deliverables, and a basic description of the research process represent key elements of a research proposal
Observation
Traffic (vehicle or foot) time spent viewing an ad Unobtrusive measurement
Focus group (exploratory research cont)
a small group discussion about some research topic led by a moderator who guides discussion among the participants (topic sensitive)
Pretest (exploratory research cont)
a small-scale study in which the results are preliminary and only intended to assist in design of a subsequent study - model attractiveness compared to brand: take different models with and without makeup and ask people to rate attractiveness
Conclusions
are determined from data analysis Speak directly to the research questions Are presented in a formal report and in oral or electronic presentations
Research objectives must be stated formally
- delineate the type of research needed - indicate what intelligence may result
Exploratory Research Purpose (exploratory cont.)
- unstructured (survey's, focus groups) - clarify ambiguous situations - discover ideas that may be potential business opportunities
The logical explanation helps the researcher know:
- what variables need to be included in the study - how the variables may relate to one another
Exploratory Research
-helps researchers discover and define the decisions themselves
Techniques for obtaining insights and gaining a clearer idea of the problem (exploratory research cont)
-previous research - pilot studies - case studies - experience surveys
A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n): a. Hypothesis b. backward linkage c. forward linkage d. non-spurious association
ANS: A
What is the first stage of the marketing research process? a. planning a research design b. defining the research objectives c. analyzing the data d. planning a sample
ANS: B
It is important to _________ errors in the _____________ process.
minimize; data gathering
Innovation and exploratory research (exploratory cont.)
useful in product development
Which term means that something has been examined against reality using data? a. Causality b. manipulation c. empirical testing d. spurious association
ANS: C
Which type of marketing research address who, what, when, where, why, and how questions? a. causal research b. exploratory research c. descriptive research d. proscriptive research
ANS: C
_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities. a. Marketing b. Marketing research c. Decision making d. Verification
ANS: C
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____. a. concomitant variation b. nonspurious variation c. diagnostic variation d. absolute variation
ANS: A
Over the past two years, home values have been decreasing. This is an example of a(n): a. symptom b. ambiguous situation c. descriptive hypothesis d. causal inference
ANS: A
When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a: a. research project b. research program c. research assessment d. research snapshot
ANS: A
Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? a. pretest b. focus group c. primary test d. preliminary study
ANS: A
Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a: a. research project b. research program c. research philosophy d. research integration
ANS: B
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. causal research b. exploratory research c. situation analysis research d. descriptive research
ANS: B
When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n): a. obtrusive method b. unobtrusive method c. experiment d. exploratory research study
ANS: B
Which of the following is the weakest form of causality, but is still a useful concept? a. absolute causality b. contributory causality c. conditional causality d. secondary causality
ANS: B
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a. causal research b. diagnostic analysis c. concomitant research d. test-market
ANS: B
A conclusion that, when one thing happens, another specific thing will follow is known as a ____. a. diagnostic analysis b. Manipulation c. causal inference d. Deliverable
ANS: C
All of the following are examples of an observational study EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising
ANS: D
Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory
ANS: D
The application of computation, summarizing, and reasoning to understand the information gathered is research is called: a. experimentation b. coding c. theorizing d. analysis
ANS: D
_____ means that the researcher alters the level of the experimental variable in specific increments. a. Causality b. Testing c. Analyzing d. Manipulation
ANS: D
Unobtrusive methods
methods in which research respondents do not have to be disturbed for data to be gathered
Literature review (exploratory research cont)
- a directed search of published works - reports may discuss theory and/or present empirical results relevant to the research objectives
Mystery shoppers
people who act like customers while observing and recording data
Pilot study (exploratory research cont)
small-scale research projects that collect data from respondents similar to those to be used in the full study (test drive a car)
Decision Making
the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities
Sampling decisions
who to sample? - target population What size should the sample be? - how big is big enough? How to select the sampling units? - random sample or cluster-sample
Sampling
Involves any procedure that draws conclusions based on measurements of a portion of the population
Experiment
a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect
Hypothesis
a formal statement, derived from theory, explaining some specific outcome H1: the more hours a student studies, the higher their GPA
Survey
a research technique in which a sample is interviewed in some form or the behavior off respondents is observed and described
Research project
a single study that addresses one or a small number of research objectives Uses specific techniques for solving one-dimensional programs (as identifying market segments)
Initial research ... (exploratory cont.)
clarifies and defines the nature of a problem - does not provide conclusive evidence - assumes and expects subsequent research
Exploratory research and problem solving (exploratory cont.)
helps identify symptoms
Editing
involves checking the data collection forms for omissions, legibility, and consistency in classification
Iceberg Principle
only a very small amount (the 'tip') of information is available or visible about a situation, whereas the 'real' information or bulk of data is either unavailable or hidden
Theory
a formal, logical explanation of some event(s) that includes predictions of how things relate to one another
Stages in the Research Process
- Defining research objectives - Planning a research design - Planning a sample - Collecting data - Analyzing data - Formulating conclusions and preparing a report
Descriptive Research
- Structured (larger) - Describes characteristics of objects, people, groups, organizations, or environment - addresses who, what, when, where,why, how questions - accuracy: critically important - involves considerable understanding of the nature of the problem - does not provide direct evidence of causality
May be better to _________ rather than _____________
observe; ask questions
The "Best" Research Approach
no single best research design fits all situations researchers often have several alternatives that can achieve a stated research objective the ability to select the most appropriate way to implement a research project develops with experience Inexperienced researchers often jump to the conclusion that a survey methodology is usually the best design because they are most comfortable with this method
Research program
numerous related studies that come together to address multiple, related research objectives Because research is a continuous process, management should view marketing research at a strategic planning level
Experimental Variable
represents the proposed cause and is controlled by the researcher by manipulating it
Research objectives
the goals to be achieved by conducting research objectives to a research client
Planning Research Design
the methods and procedures for collecting and analyzing the needed information provides a framework or plan of action for the research
