Marketing Chapter 4
market research process
1. defining the problem and research objectives 2. designing research plan 3. implementing research plan and collecting and analyzing data 4. interpreting and reporting the findings
chi squared test
X^2= SUM (observed frequency-expected frequency)^2/(expected frequency)
ethnographic research
a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
sample
a segment of the population selected for marketing research to represent the population as a whole
commercial online databases
collections of information available from online commercial sources or accessible via the internet
online focus groups
gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumers attitudes and behavior
survey research
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
observational research
gathering primary data by observing relevant people, actions, and situations
experimental research
gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
online marketing research
collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior
primary data
information collected for the specific purpose at hand
secondary data
information that already exists somewhere, having been collected for another purpose
descriptive research
marketing research to better describe marketing problems, situations, or markets
exploratory research
marketing research to gather preliminary information that will help define problems and suggest hypotheses
causal research
marketing research to test hypotheses about cause-and-effect relationships
focus group interviewing
personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization
marketing research
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization; GOAL: gives marketers customer insights
why we use statistics in marketing research
to describe populations of interest and to make inferences about populations of interest
types of statistical analysis
univariate analysis- 1 variable bivariate analysis- 2 variables multivariate analysis- 3 or more variables