Marketing Research - Midterm (Chapters 1-6)

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Online observation advantages

access to large group, low costs, fast data collection, digital trail, and greater flexibility.

Telephone

ad: Low cost/Fast Dis: Limited info, declining #, declining response rate, sample distortion. Not as strong as in past Biased sample Increase in smart phones has affected. Can include picture, open ended questions, location, fast responses, and likelihood of answering private questions.

Random error

an error that occurs when the selected sample is an imperfect representation of the overall population

Selection error

error that results from incomplete or improper sample selection procedures or from unprofessional or untrained interviewers.

Population specification error

error that results from incorrectly defining the population or universe from which a sample is chosen

Non response bias

Bias introduced into survey results because individuals refuse to participate. Fix my multiple attempts, reminders, or incentives.

Response bias

Bias resulting from false answers or inaccurate answers Fix my stating how it will be reported and why it is needed. Shorten recall periods before survey is sent.

culture

Biggest global concern for marketing research.

Cross-sectional studies

Conducted at a single point in time and thus provide a snapshot of the subject or topic being studied at that particular time.

Basic marketing research

Conducted to advance marketing knowledge in general or to verify a proposed marketing theory or concept.

dominated by Collectivism Long-term oriented

Eastern culture is... (2 things)

Processing error

Error in the processing of data that can include double data entry and correlation analysis.

Measurement instrument error

Error resulting from leading/confusing questions or an error from the evaluation of the data by diff. instruments.

Research hypothesis

Expected research outcome that seems reasonable in light of existing info

Sample Aggregators

Expedites data collection Yields better quality, more valid sample Firm that collects data through utilizing multiple sample companies.

Advantages to qualitative research

Exploratory research Background for quan. studies Questionnaire or design Understand consumer thinking Adds richness to quan. studies

Descriptive function

Finding the "who" "what" and "why" The gathering and presentation of info about a marketing phenomena or situation.

Internal research

Focus of marketing research today.

Data collection

Goal is to minimize errors in data.

Marketing Research

Has become mobile. Essential to use social media. Involved behavior data.

Margin or error

How close our data is to the same number.

Q-ratings

How many people recognize a company name and associate positive thoughts towards it.

Confidence intervals

How sure of range

Research problem

Identifies a problem, opportunity, or phenomena to be studied.

Mail

Includes ad-hoc, customer, and consumer panels. Ad: confidential, convenient, sensitive material, and longer surveys. Dis: low response rate, who is completing? not able to offer clarification.

Internet (online)

Includes email, online web sites, mobile, and twitter. Ad: accessibility, speed, low costs, real-time, sophisticated surveys, and the use of visuals. Dis: Location, sample representativeness, data quality, spam and clutter, hardware/sofware capabilities.

Respondent error

Includes non-response bias and response bias

Study parameters

Includes the budget/timeline and who will be users in the focus group.

using Mixed Models of research

Increases response rates and sample representativeness.

Research Proposal

Intro & background Research objectives, questions, design Target population Sample size and method Cost and time for study

Diagnostic function

Investigates relationship and phenomena within data that have been gathered through previous research.

Ethnographic research

Involves observing individuals in their natural settings, combination of direct research and video or audio

Quantitative Research

Involves the use of structured questions where the response options have been largely predetermined

Qualatative research

Involves unstructured data collection methods that provide realists that are subjectively interpreted

Moderator

Is trained, nonjudgmental, similar to participants, controls nonverbal cues, and establishes and maintains rapport. Uses eye contact, actively listens, probes, solicits input from all, guides interviews, provides positive feedback, and manages silence.

Online observation disadvantages

Lack of auditory and visual cues Lack of respondent authenticity Rambling and unfocused Profile of users may not be representative

Online qual. research

Low costs Quick results Tech advancements More engagement Convenient danger is: it can go viral

Traditional ads - losing effectiveness. New ways to engage to increase numbers. Social Media!!!

Marketing research takeaways.

Cognitive neuroscience

Measures brain activity, lab driven, and subject wired. Also measures heart rate and breathing

Eye tracking

Monitors eye movements and meanings. Stated that the upper left of page is prime space.

Quantitative data

More objective than subjective Good solution for finding an unknown. Not always cheaper, can depend.

ZMET

Mos complex and expensive qual. research method

Qualatative data

Not only emotional data, but also objective data. Logical, but harder to do. Research teams are the instrument.

Debreifing and Reporting

Observers and moderator discuss focus group results Includes "hot notes" at the end also includes Research Purpose, summary of findings by questions.

Exploratory function

Occurs when there is limited or no knowledge at all about a situation or outcome.

Research design

Plan used to address the research problem, question, and hypothesis. Descriptive or Causal? How to collect data...

Exploratory research

Preliminary examination of a problem/situation Goal: to help understand the problem or situation First stage in a more comprehensive study.

Link analysis

Provides information on what links people have been embedding in documents.

In-depth discussion

Research questions are directly related to specific respondent segments and individual behavior.

Site selection

Research study to help retailers determine the best locations for retail outlets.

Sales forecasts

Research that estimates future sales for a company or brand

Sales potential studies

Research that estimates potential sales for a product industry.

Market analysis study

Research that examines the current marketing situation faced by a company or brand and then identifies potential markets.

Advertising effectiveness research

Research that examines the effective of advertising and marketing communications

Benefit and lifestyle studies

Research that examines the similarities and differences consumers seek in products and how these benefits fit into particular lifestyles.

Media studies

Research that identifies the most appropriate Meade to reach a specific target market.

Product testing studies

Research that identity how a product fits the needs of consumers and what changes to make it more attractive.

Target market analysis

Research that provides basic demo, psycho, and behavioral information about specific target markets.

Test markets

Research that provides info on how well a new product. Modification will do in a limited marketers before a national or international launch.

Pricing studies

Research that values the elasticity of a brands price and the impact of price changes

Causal research

Research to determine cause and effect between variables. Determines whether one variable caused another. Requires experimentation to determines cause and effect.

Applied marketing research

Research to solve a specific marketing problem, investigate a phenomena, or to understand the results of previous decisions,

Systematic error

Results from a mistake or problem in the research design.

Participants in focus group

Share key characteristics Are familiar with the brand Have similar demographics Are all strangers Does no include employees or professional respondents

Boutique marketing firms

Specialize in a type of research, not type of audience

Marketing mix

Specific combination of product, pricing, promotional, and distribution decisions made for the purpose of targeting a particular group of customers.

Research questions

Specify the typos of info needed to fulfil the research purpose and make managerial decisions.

Introduction

Stage of focus group where participants and the moderator get acquainted. Purpose of the study and courtesy rules are explained as well.

Interview questions

Starts with general questions Only has open-ended questions Uses probing questions.

Research purpose

Statement that broadly specifies the situation, phenomena, opportunity, or problem to be investigated, and guides the creation of research questions and hypothesis.

Incident rate

States whether they qualified for the survey

Marketing Research

Systematic gathering of marketing related data to produce information that can be used in decision making.

Golden Age of marketing research

The 1970s-1980s were referred to as the______________.

Social media monitoring

The process of a company listening to what is being said of them on social media.

Text mining

The process of tracking words being said.

Observational research

The systematic process of recording the behavior or the results of behaviors of people, objects, and occurences.

Physiological measures

Tracks pupil dilation, sweating, and voice pitch.

The Philosophy of Science

Underlies researchers' efforts to make sense of the world. Assumes causes can be identified. Values a more general understanding.

Predictive function

Used to predict or forecast the results of marketing decision or consumer action.

Rapport building

Uses simple questions to validify participants position or knowledge of a topic.

dominated by Individualism Short-term oriented

Western culture is... (2 things)

Request for proposal

Written document containing an official request for a research proposal. Initiatesthe research process. Provides background, questions, population, sample size, and time frame for study

Market basket

a hypothetical set of consumer purchases of goods and services

Personal interviews/intercept

Ad: clarification, lower non-response, more complete answers, longer interviews, visual aids, and higher participation. dis: lack of respondent anonymity, sensitive topics, bias, high costs.

Cross tabulation

Analyzes the relationship between 2 variables. One or more is classification variable Frequency counts Chi-square test

Descriptive research

Answers questions like "who", "what", and "when" in describing the characteristics of consumers, brands, and other marketing phenomena.

Longitudinal studies

Asks the same questions but at different points in time. Goal is to track long-term trends.

Middle eastern countries

specifically present special challenges in personal interviewing situations.

Confidence levels

states how confident you are of sampling error

Sample frame error

the degree to which the sample frame fails to account for all of the population

Observable Repetitive or Frequent Be of short durations

3 Conditions for observation research.

Product Price Place Promotion

4 elements of the Marketing Mix.

Research Purpose Research Design Sampling Plan Data Collection Data Analysis Research Report

6 steps of the marketing research process.

Focus groups

A strategy to obtain data from a small group of people using interview questions. Utilizes group dynamics on broad topics where participants need help generating or sharing ideas.

Sample Selection

Defines the population and selects a sampling method. (Ex. Text, email, in-person)

Survey research

Descriptive research of situations, target markets, and phenomena.

Full service marketing research companies

capable of conducting all types of research.

Third person technique

qual. research method to try and root our deep biases "what would an average person say when they see this picture?"

Competitive analysis studies

research that examines competitors within a market industry.

Advocacy research

research that is purposively designed to advocate or support a particular position


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