MKT 220 - CHPT 2

research process steps

1. Identify and clarify information needs 2. define the research questions 3. specify research objectives and confirm the information value 4. determine the research design and data sources 5. develop the sampling design and size sample 6. examine measurement issues and scales 7. design and preset the questionnaire 8. collect and prepare data 9. analyze data 10. interpret data 11. prepare and present the final report

Identify and clarify information needs

1. agree o note decision makers purpose for the research 2. understand the complete problem 3. identify measurable symptoms and distinguish them from the root problem 4. select the unit of analysis 5. determine the relevant variables

exploratory research

1. generating insights that will help define the problem situation confronting the researcher 2. deepening the understanding of consumer motivations, attitudes and behavior that are not easy to access using other research methods

determining the research problem

1. identify and clarify the information needs 2. define the research questions 3. specify research objectives and confirm the information value

casual research

Collects data that enables decision makers to determine cause-and-effect relationships between two or more variables most appropriate when the research objectives include the need to understand which variables cause a dependent variable to change

Who are primarily responsible for the initial recognition of an opportunity or a problem in marketing research?

Decision makers

A consequence of technological advances on organizations is the ongoing collection of data that is placed in a data warehouse and is available as primary data that could be useful for understanding business problems and for improving decisions.

False

What are the considerations that a researcher should take into account when designing a questionnaire? (Check all that apply.)

Format and sequence of the questionnaire Selection of the correct type of questions Questionnaire pretest

Which of the following is true of the evaluation of the value of information sought through research?

It is a challenging task that requires "best judgment" answers to be made for several questions.

Which of the following is true of the census approach used for data collection?

It may be the best approach for small populations.

What is the significance of determining a suitable unit of analysis for marketing research?

It provides direction in research activities such as scale development and sampling.

Identify the significance of literature review in marketing research.

It provides valuable perspectives and ideas that may be used in research design and in interpretation of results.

Identify the significance of a situation analysis in understanding the complete problem situation. (Check all that apply.)

It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects. It improves communication between researchers and decision makers.

Which of the following are the approaches used for data collection? (Check all that apply.)

Questioning Observation

which of the following do researchers do in the data analysis stage of the information research process?

They conduct a detailed examination of data using procedures that vary widely in complexity and sophistication.

Identify the features of causal research designs. (Check all that apply.)

They render decision makers capable of making "If-then" statements about variables. They provide a chance to evaluate and explain causality among market factors.

What should researchers ensure if predictions are to be made about a market phenomenon?

They should ensure that the sample is representative.

Which of the following factors should a researcher consider while determining an appropriate research design? (Check all that apply.)

Types of data Method of data collection Budget and schedule Sampling method

marketing research dashboard

a good rule of thumb is to ask "Can the decision-making problem (or question) be solved based on past experience and managerial judgement?" If "no", research should be considered

Global expansion effects

affects marketing decision makers forces new sets of cultural issues that force researchers to not only focus on date collection but also on data interpretation and information management activities

Based on a company management's recognition of the need for information to improve decision making, the three interrelated steps in the first phase of the information research process help _____.

bring together researchers and decision makers

_______ _________ collects data that enables decision makers to determine cause-and-effect relationships between two or more variables (Enter one word per blank).

causal research

descriptive research

collecting quantitative data to answer research questions

primary data

information collected specifically for. a current research problem or opportunity

secondary data

information previously collected for some other problem or issue

A _____ is conducted by marketing researchers to provide background information on other organizations that may have faced similar problems.

review of literature

a ______ __________ gathers and synthesizes background information to familiarize researchers with the overall complexity of a specific business problem

situation analysis

gatekeeper technologies

technologies such as caller ID that are used to prevent intrusive marketing practices such as by telemarketers and illegal scams internet users either block or clear cookies periodically in order to keep marketers from tracking their behavior

Which of the following functions as a general plan of the methods used for data collection and analysis in research?

the research design

Determining the most suitable research design is a function of _____.

the research objectives and information requirements

In the context of problem definition in the marketing research process, the ____________ ____________ ______________ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

unit of analysis