MRKT 396 OSU midterm
Exploratory research
Preliminary research conducted to: clarify, define, help identify, discover ideas, and develop hypothesis for future studies Exploratory research is meaningful in any situation where the researcher doe snot have enough understanding to proceed with the research project
All of the following are examples of internal secondary data EXCEPT:
US census data
A professional interviewer holds a 90-minute discussion with a member of the target market to determine their shopping behavior for apparel, and why that respondent purchases a particular brand of clothing. This is an example of a(n) ____.
depth interview
A major department store is conducting research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?
distribution research
Which of the following are NOT a consideration when deciding if marketing research is needed?
do we have the expertise in-house to do this research?
The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example?
geo demographic
Which of the following would NOT be helpful in determining how reliable and valid secondary data might be?
how much was spent to do the research
What step comes first in developing a marketing strategy?
identifying and evaluating market opportunities
Janna discovers a market segment that is under served by competitors' products. For Janna's company, this segment represents a
market opportunity
In terms of marketing research, the ____ a decision is strategically to the organization, it is ____ likely that research will be undertaken.
more important, more
P&G is one of the largest CPG (consumer packaged goods) companies in the world. It is also one of the largest advertisers in the world. The full name of the company is correctly spelled as:
procter and gamble
A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed?
product research
Secondary data that are owned and controlled by the organization are often called _______.
proprietary data
The use of an informed consent document to let the potential study participant know how much time the study will take, what will happen during the study, and inform them of potential risks of participating is a response to which ethical principle of the Belmont report? You Answered
respect for persons
For firms such as retailers, that have access to scanner data from cash registers/point of sale terminals, why is scanner data a useful input in their decision support system?
response rates on surveys (primary data) have been dropping for a number of years the firms already own the data this data can provide real-time information for the firm Correct! all of the above are correct none of the above are correct
Which data collection method is most often used in a descriptive study?
survey
A critical piece of establishing causality is _____________.
temporal sequence
The story Prof. Hal told about customer service for Capital One credit card holders from 15 or 20 years ago was to reinforce
that the profit from a customer's purchases should be part of a CRM system
Objectives of Using Secondary Research
Fact-Finding: Identifying web traffic, consumption patterns, tracking trends Model Building: Forecasting market potential, sales in a time-period, selecting locations, determining relationships with sales Database Marketing: Developing prospect lists, predicting future customer behavior, data mining
Observation
Field notes are the researcher's descriptions of what actually happens in the field Become text in which meaning is extracted Way to gain knowledge through what respondents can't or won't verbalize
American Community Survey:
Ongoing survey sent to 3.5 million homes each year with wider range of questions such as income, education, disability, and citizenship -Higher sampling error
Qualatative Research Orientations:
Phenomenology- originating in philosophy and psychology Ethnography- originating in anthropology Grounded theory- originating in sociology Case studies- originating in psychology and in business research
Many of the people that eat French fries, dip them in ketchup or put ketchup on them. For these individuals, French fries and ketchup are ________. You receive a letter in the mail inviting you to a retirement planning seminar that will be held at a local restaurant. The invitation states that you and a guest will receive a free dinner at the restaurant for attending the seminar. The free dinner is ________.
complements; complimentary
Surveys filled out by consumers that include questions about their preferences for a variety of local restaurants and the customer's characteristics (e.g., demographics) are what type of research?
descriptive
Research that is conducted to clarify the nature of a research problem is called _____ research.
exploratory
Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.
faster, less
Bethany and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Bethany is participating in a ____.
focus group interview
Census data about consumers and households comes primarily from two surveys done by the Bureau of the Census. Comparing the two, data from the American Community Survey will typically be __________ than data from the Decennial Census.
more timely
Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw themes from her observations. Cindy is referred to as a(n) ____.
participant-observer
Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _______.
stakeholder orientation
Casual
A type of research where the major objective is to obtain evidence regarding cause-and-effect relationships An experiment is a carefully controlled study in which the researcher nabipulted a proposed cause and observes any corresponding change in the proposed effect Whether the presence and helpfulness of salespeople (independent variable) will influence the sales of housewares (dependent variable) It has a clear statement of the problem, specific hypothesis, and detailed information needs
Theme for the term:
*Marketing research is fundamental to making business and marketing decisions*
Who does the research?
-Outside agency: is an indepedent research firm contracted by the company that actually will benefit from the research -In-house research: is research performed by employees of the company that will benefit from the research Conflict between marketing management and marketing research -Sources of conflict -Sources of error when studies are rushed -Intuitive decision making -Future decisions based on past evidence
Thematic Apperception Test (TAT)
-Picture Response: respondents are asked to describe a series of pictures of events. -Cartoon Tests: Respondents are asked to indicate what one cartoon character might say in response to the comments of another character
What is Qualitative Research?
-Qualatative research is interested more in QUALITIES than quantities, often extending beyond the obvious -Addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of marketing phenomena without depending on a numerical measurement -Less structured than most quantitative approaches -Focuses on discovering new insights and true inner meanings
Free-assocation techniques
-Record a respondents first cognitive reactions to some stimulus -Word association
The Belmont Report identified three principles to use when collecting data from human subjects. Which of the answers below is NOT a principle from the Belmont Report?
Balancing the risks to the participant with the benefits the participant may receive
When planning a study, the researcher will look at the potential benefits to the subjects and the potential benefits to society and compare those to the potential risks faced by the subjects. This process falls under which of the principles from the Belmont Report?
Beneficience
Census:
Count everyone living in US including demographic questions such as age, gender, and race
Interviews
Depth interviews One-on-one interview between a professional researcher and respondent conducted about some relevant business or social topic Probing: an interview technique that tries to draw deeper and more elaborate explanations from a respondent Types of questions to dig deeper Laddering Hidden issue questioning Symbolic analysis Conversations Informal qualitative data gathering approch in which the researcher engages a respondent in a discussion of the relevant subject matter The goal is to produce dialogue from respondent Semi-structured interviews Written forms that ask respondents for short essay responses to specific open-ended questions Interviews typically in the style of a survey
Descriptive
Describes market characteristics or functions: characteristics of consumers, estimate percentages, determine consumers perceptions, address who what when where why how, make marketing predictions Has clear understanding of the problem or situation and detailed information need A majority of marketing research studies involve descriptive research
Ethical issues in marketing research:
Problem Definition: Using surveys as a guide for selling and fundraising/personal agendas of the researcher or client. Developing an Approach: Using findings and models developed for specific clients or projects for other projects. Research Design: Design suited to researcher rather than client/using secondary data agthered through questionable means/not maintaining anonymity of respondents/embarresing or putting stress on respondents Field Work: Increasing discomfort levels of respondents
All of the following are examples of observational studies EXCEPT:
a consumer responding to a questionnaire about advertising
A drug trial that includes a control group and an experimental group is what type of research?
casual
When the article, "Ethics and Clinical Research," was published in the New England Journal of Medicine, the author, Henry Beecher was ____________.
the chief of anaesthesiology at a Boston hospital
Decision making
the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities -Market opportunity is a situation that makes some potential competitive advantage possible -Market problem is a situation that makes some significant negative more likely
All marketing research involves the use of _________________?
the scientific method
Examining the rights and obligations of the participants in the research process, the primary obligation of the respondent is:
to be truthful
Projective Techniques
-An indirect means of questioning that enables respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation -Encourages respondents to describe a situation in their own words with little prompting by the interviewer -Useful in studying sensitive issues -Advantages: May elicit response that subjects would be unwilling or unable to give if they knew the purpose of the study -Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms -Underlying motivations, beliefs, and attitudes are operating on subconscious level -Disadvantages: Need to be highly trained interviewers and interpreters -Serious risk of interpretation bias
Applied vs basic research
-Applied Research: To better understand the market *Problem Identification research and Problem Solving research -Basic Research: To expand the frontiers of knowledge
Why use marketing?
-Creating, communicating, delivering, and exchanging offerings that have value for customers -Identifying and satisfying customer needs -How do you do these things? -research needs to be done well, know your consumers -What is important for creating value?
Secondary Research Disadvantages:
-Currency/Timelessness: Might be outdated -Accuracy: Might have potential sources of error and biases -Content of the data: Variable may be defined in a manor inconsistent with the definition by the researcher. -Availability: Might not be any available data on your topic -Analyzability: Could be hard to analyze
When to use qualitative research?
-Define the problem or to develop decision statements or research objectives -Need a detailed and in-depth understanding of some phenomena -Need to learn how consumers use a product in its natural setting -Behavior is a context-dependent -Beed a fresh approach to studying the problem EX: Idea generation, concept testing
External Data
-Facts observed and recorded by an entity other than the researcher's organization -Information as a product and its distribution -Libraries, Online info, Vendors, Producers
Internal Research
-Internal data are data that originate in the organization -Represent events recorded by or generated by the organization -Proprietary data is secondary data owned and controlled by the organization
What is marketing?
-Marketing environment -Segmenting, Targeting, Positions -4Ps -Concepts: Production, Sales, Marketing, Societal
Completion techniques
-Require respondents to complete an incomplete stimulus -Sentence completion
Project vs Program
-Research project: a single study that addresses one or a small number of research objectives; uses specific techniques for solving one-dimensional problems: identifying segments -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
Collages
-Respondents create a collage of images to represent their experience with products, services, and brands
What is marketing research?
-The American Marketing Association (AMA) redefined it as: "The function that links the consumer, the customer, and public to the marketer through information." -The marketing text defines it as: "The application of the scientific method in searching for the truth about marketing phenomena." "The systematic and objective approach to the development and provision of information for the marketing decision-making phenomena."
Marketing Research
-Used to identify and define market opportunities and problems -Generate, refine, and evaluate marketing performance and strategies -Monitor marketing performance and make adjustments -Improve understanding of marketing as a process -Understand customers
"Beecher's Bombshell," the article published in the New England Journal of Medicine that started a national discussion of research ethics, was published in ____.
1966
Focus Groups
An unstructured, free-flowing interview (1-2 hours) with a small group (6-10 people) led by a moderator who encourages dialogue among respondents Respondents are screened based on some relevant characteristics (age, geography, etc.) related to your objectives Respondents are inappropriate of they are either unwilling to express their views Group composition: Six to ten people Relatively homogeneous Similar lifestyles and experiences Setting: specific facility with video and audio recording capabilities and observation room Focus group moderator Leads focus group Kind but firm Allow discussion but keep group on track Encourage involvement of everyone Be curious Flexibility Sensitivity Focus group planning Examine your research objectives and problem statements What are the objectives of the focus group? Who are your participants? Develop a topic/discussion guide
Primary research
Data that are originated by a researcher for the specific purpose of addressing the problem at hand. -Benefits: Data fits, collected for problem at hand -Drawbacks: High cost, involved and time consuming collection time
Secondary Research:
Data that have been collected for purpose other than the problem at hand. -Benefits: Relatively low cost, short collection time, easily accessible -Drawbacks: Collected for another purpose, may not fit well, might be old
BIG DATA
Data: recorded facts or measures of certain phenomena (things or events) Big data: large quantities of data taken from multiple, varied sources that: -were not intended to be used together -available to be analytically applied to provide input to organizational decision making Information: data formatted (structured) to support decision-making or define the relationship between two or more data points Market intelligence: is the subset of information and data that actually has some explanatory power enabling effective decisions to be made Goals of marketers: -attract -develop -retain
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases (i.e., products that the consumer purchases at the same time) or relationships between products purchased and other retail shopping information. When very large datasets (i.e., hundreds of thousands of transactions) are analyzed, this is referred to as ________.
data mining
Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) divided by the local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the _____________.
index of retail saturation
All of the following are advantages of secondary data EXCEPT
it is fairly recent data
For a company using the __________ concept or orientation, a wide range of marketing research is necessary to be successful.
marketing
The application of the scientific method in searching for the truth about marketing phenomena is known as ___________.
marketing research
From the case discussion in class on Wednesday, one part of the situation analysis covered the market structure of the consumer market for banking services. Hal indicated that if 3-4 firms accounted for 70-80 percent or more of the market share, they would be an oligopoly. Recent data show that the top four banks account for a little less than 68 percent of the market share. While that is concentrated, Hal would classify the market as _______________.
monopolistic competition
Which type of research attempts to determine the critical attributes of the product that consumers use to assess the value of the product?
pricing research
The Decennial Census happens every ten years and the American Community Survey is an ongoing project. As a result, Decennial Census workers tend to be employed __________ and this can result in _____________ data being collected.
short term or part-time; lower quality
A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case?
time constraints
Which situation is the WORST fit with qualitative research?
when needing conclusive evidence to be drawn from data
