Marketing Research Test 1 (Ch. 1, 3, & 5)

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What must the overall research plan involve elements of?

It is essential that an overall research plan involves all elements of marketing strategy.

What is basic marketing research?

Basic marketing research is conducted without a specific decision in mind that usually does not address the needs of a specific organization. Attempts to expand the limits of marketing knowledge in general. Not aimed at solving a pragmatic problem. Generalized ideas not problems.

What are geo-demographics?

Geo-demographics is information describing the demographic profile of consumers in a particular geographic region.

What is grand-tour? What does it relate too?

Grand-tour is an interview technique used in the phenomenological approach to research where the interviewer brings the interviewee into memories by telling a story about some experience.

What are marketing metrics?

Marketing metrics are quantitative ways of monitoring and measuring marketing performance.

What is phenomenology?

Phenomenology is a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live. Relies on conversational interview tools.

What does phenomenology originate in?

Phenomenology originates in philosophy and psychology.

What is pricing research?

Pricing research involves finding the amount of monetary sacrifice that best represents the value of customers perceive in a product after considering various market constraints. If it is too expensive, consumers will not buy it.

What is product research?

Product research is designed to evaluate and develop new products and to learn how to adapt existing product lines. This includes concept testing, product testing, brand-name evaluation, and package testing. We want to see if customers are ready to adopt these new kinds of products.

What is promotion?

Promotion is the communication function of the firm responsible for informing and persuading buyers.

What does it mean to be researcher-dependent?

Qualitative research is researcher-dependent because the researcher must extract meaning from unstructured responses such as text form, a recorded interview, or a collage representing the meaning of some experience.

What are the qualities of a good moderator?

Qualities of a good moderator include: develops rapport with the group, good listener, tries not to interject own opinions, and controls discussion without being overbearing.

What is quantitative data?

Quantitative data represents phenomena by assigning numbers in an ordered and meaningful way.

What are research objectives?

Research objectives are the goals to be achieved by conducting research.

What are some methods of conducting a survey?

Telephone, mail, internet, smartphone, or in person. The best form for response rate is internet.

What are 4 major categories of qualitative research?

4 major categories of qualitative research includes: phenomenology, ethnography, grounded theory, and case studies.

What is a depth interview?

A depth interview is a one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.

What is the discussion guide?

A discussion guide includes written introductory comments informing the group about the focus group purpose and rules and then outlines topics or questions to be addressed in the group session.

What are the disadvantages of a focus group?

A focus group requires objective, sensitive moderators. It may have unique sampling problems. May not be useful for discussing sensitive topics. Costs a considerable amount of money.

What is a pilot study?

A pilot study is used in exploratory research. It is a small-scale research project that collects data from respondents similar to those to be used in the full study.

What is a pretest?

A pretest is a type of pilot study. It is a small-scale study in which results are only preliminary and intended to assist in design of a subsequent study.

What is a research proposal?

A research proposal is a written statement of the research design emphasizing what the research will accomplish. It is a detailed procedure.

What is a survey?

A survey is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described.

What are advantages of a focus group?

Advantages of a focus group include: relatively fast, easy to execute, allow respondents to piggyback off each other's ideas, provide multiple perspectives, flexibility to allow more detailed descriptions, and a high degree of scrutiny.

What is marketing research?

marketing research is the application of the scientific method in searching for the truth about marketing phenomena.

What does a researcher and business gain from exploratory research?

Through exploratory research, researchers gain information. It is about discovering ideas and insights. It does not provide conclusive evidence, so researchers cannot solve problems. However, it is particularly useful in new product development.

What do case studies originate in?

Case studies originate in psychology and business research.

What is data analysis?

Data analysis is the application of reasoning to understand the data that have been gathered.

What are deliverables?

Deliverables is the consulting term used to describe research objectives to a research client.

What is descriptive research?

Descriptive research describes characteristics of objects, people, groups, organizations, or environments. It addresses who, what, when, where, why, and how questions. Considerable understanding of the problem already exists.

Why is descriptive research useful?

Descriptive research is useful because it answers the question, "What does the consumer look like?" Additionally, it helps researchers identify trends.

How are focus groups composed?

The group is composed of 6 to 10 people, it is relatively homogeneous, and they have similar lifestyles and experiences.

What is exploratory research?

Exploratory research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. It is initial research conducted to clarify and define the nature of a problem, but it does not provide conclusive evidence.

What are the steps of research?

First, define the research objectives. Second, develop research design. Third, select what kind of sampling to use. Fourth, conduct data collection by distributing surveys, etc. Fifth, conduct data analysis through SPSS, etc. Last, come to a conclusion.

What is laddering?

Laddering is a particular approach to probing asking respondents to compare differences between brands at different levels.

What are three sampling decisions?

Sampling decisions include: Who to sample? What size should the sample be? How to select the sampling units?

What is sampling?

Sampling involves any procedures that draw conclusions based on measurements of a portion of the population.

What is involved in drawing conclusions?

The conclusions speak directly to the research questions developed in the early phases of the research project and should fulfill the deliverables promised in the research proposal.

What is the marketing channel?

The marketing channel is a network of interdependent institutions that perform the logistics necessary for consumption to occur.

What is the marketing concept?

The marketing concept is a central idea of marketing that involves focusing on how the firm provides value to customers more than on the physical product or production process; emphasis on long-run profitability rather than short-term profits or sales volume.

What does the process of marketing research include?

The process of marketing research includes: Idea and theory development. Problem definition. Gathering information. Analyzing data. Communicating the findings and their implications.

What is the scientific method?

The scientific method is the way researchers go about using knowledge and evidence to reach objective conclusions about the real world; the analysis & interpretation of empirical evidence to confirm or disprove prior conceptions.

What is the supply chain?

The supply chain is another term for a channel of distribution, meaning the link between suppliers and customers.

What are the 3 types of marketing research?

The three types of marketing research are exploratory, descriptive, and causal.

What are the two broad types of marketing research?

The two broad types of marketing research are applied and basic.

How are themes involved with case studies?

Themes are identified by the frequency with which the same term arises in the narrative description.

What is total value management?

Total value management tries to manage and monitor the entire process by which consumers receive benefits from a company.

What is a focus group interview?

A focus group interview is an unstructured, free-flowing interview with a small group led by a moderator who encourages dialogue among respondents.

What is a focus group?

A focus group is a type of pilot study. It is a small group discussion about some research topic led by a moderator who guides discussion among the participants.

What is a focus group moderator?

A focus group moderator is a person who leads a focus group interview and insures that everyone gets a chance to speak and contribute to the discussion.

What is a hermeneutic unit?

A hermeneutic unit is a text passage from a respondent's story that is linked with a key theme from within the respondent's story or provided by the researcher.

What is a hypothesis?

A hypothesis is a formal statement explaining some outcome. Based on your theory, you form a hypothesis.

Why are satisfied customers important?

A satisfied customer will return to a company that has treated them well. That is why they'll send cards and coupons on your birthday. Marketers want customers for life.

What is a theory?

A theory is a formal, logical explanation of some events that includes predictions of how things relate to one another. What you design your research model, there is a theory applied.

What is applied marketing research?

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization; solves problems. Also called market research.

What kind of insight do businesses gain from qualitative research?

Brand managers can learn from what costumers don't like about the brand. Many social networking sites are devoted to this. Qualitative research will tell them exactly what consumers do not like and what they prefer.

What are case studies?

Case studies are a documented history of a particular person, group, organization, or event.

What is causal research?

Causal research is research conducted to identify cause and effect relationships. One event makes another event happen, and the experiment is controlled by the researcher. It answers the question, "What brought some event about?"

What is cross-functional perspective?

Cross-functional perspective: Marketing is integrated across other business functions.

What is customer-oriented marketing concept?

Customer-oriented: Decisions are made with a conscious awareness of their effect on the consumer.

What is distribution research?

Distribution research is a study aimed at selecting retail sites or warehouse locations in support of the distribution channel.

What is editing and coding?

Editing and coding is part of the data collection process. Editing involves checking the data collection forms for omissions, legibility, and consistency in classification. Data have to be coded to become useful.

What is empirical testing?

Empirical testing is something that has been examined against reality using data; using and analyzing data.

What does ethnography originate in?

Ethnography originates in anthropology.

What is ethnography?

Ethnography represents ways of studying cultures through methods that involve becoming highly active within the culture.

Of the three types of marketing research, which are qualitative and which are quantitative?

Exploratory is qualitative research, while descriptive and causal are quantitative research and deal with numbers.

What does grounded theory originate in?

Grounded theory originates in sociology.

What is grounded theory?

Grounded theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records. Repeatedly ask questions to derive deeper explanations.

What is hermeneutics?

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself.

How is qualitative research related to idea generation?

Idea generation occurs through qualitative research. Qualitative research can generate ideas for new products, advertising copy, promotions, and product improvements.

What is integrated marketing communication?

Integrated marketing communication is all of the promotional efforts coordinated to communicate a consistent image. Promotional efforts include advertising, personal selling, event marketing, and so forth. All advertising has to match.

What is integrated marketing mix?

Integrated marketing mix means that all of the 4 P's have to work together. Research studies often investigate the effects of various combinations of marketing mix elements on important outcomes like sales and image.

What is a literature review?

Literature reviews are used in exploratory research. It is a directed search of previously published works that discuss theory and present empirical results that are relevant to the topic at hand.

What are the most common forms of performance monitoring research?

Market-share analysis and sales analysis are the most common forms of performance monitoring research.

What can marketing research be used to support?

Marketing research can be used to support specific decisions about aspects of the marketing mix.

Why are geo-demographics important?

Once the company knows the geo-demographics of a market segment, it can effectively communicate with those customers by choosing media that reach that particular profile.

How is participant-observation utilized in ethnography?

Participant observation is an ethnographic approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations.

What is performance monitoring research?

Performance monitoring research is research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity. Compares current sales with previous sales or a competitors sales.

Describe the scientific method flow chart:

Prior knowledge, theories, and discoveries help to form the hypotheses. The hypotheses are tested through observation or experimentation. Based on the hypotheses testings, conclusions are formed creating new knowledge that is compared to the prior knowledge and theories.

What is probing? When and how is it used?

Probing is an interview technique that tries to draw deeper and more elaborate explanations from the discussion. It is used in qualitative research to create higher insights by starting with generalized questions and going deeper.

What is promotion research?

Promotion research investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions.

What is qualitative data?

Qualitative data is not characterized by numbers, but rather by textual, visual, or oral. Focuses on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions.

What is qualitative research focused on?

Qualitative research is focused on discovering true inner meanings and new insights.

What is qualitative research?

Qualitative research is research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena.

When is qualitative research useful?

Qualitative research is useful when it is difficult to develop specific and actionable decision statements & research objectives. The research objective is to develop a detailed understanding of some phenomena. The research objective is to learn how consumers use a product in its natural setting.

What is quantitative research?

Quantitative research is descriptive and conclusive. It addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis. You will have conclusions and results. There are structured questions. There is usually a larger sample. It is statistical.

What are the main differences between quantitative research and qualitative research?

Quantitative research uses large samples, while qualitative uses small samples. Quantitative research asks structured questions, while qualitative research asks unstructured questions. Quantitative research uses statistical analysis, while qualitative research relies on subjective interpretation.

What is relationship marketing?

Relationship marketing looks at the idea that a major goal of marketing is to build long-term relationships with the customers contributing to their success. Sales are not the end of the process, but the start of the organization's relationship with the customer.

Describe ways in which researchers contribute to decision making:

Research helps to better define the current situation; it helps define the firm, such as the consumers, competitors, and employees view the firm; it provides ideas for product improvement; and it examines how correct a certain marketing theory is in a given situation.