Marketing Research Spring Test 2 Set 1 Slides

Front 1

is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

Back 1

Research Design

Front 2

To describe and measure marketing phenomena at a point Descriptive
in time

Back 2

descriptive research

Front 3

To determine causality, to make “if-then” statements

Back 3

causal research

Front 4

is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.

By unstructured, we mean there is no formal set of objectives, sample plan, or questionnaire.

It is usually conducted when the researcher does not know much about the problems.

is usually conducted at the outset of research projects.

Back 4

Exploratory research

Front 5

Also called a “one-on-one” interview, this is an intensive exploration of the consumers thoughts and feelings about a topic.
It uses a single interviewer to talk with a single participant to probe and reveal unconscious thoughts and feelings.

Back 5

depth interviews

Front 6

are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

The moderator’s task is to ensure that open discussion is “focused” on some area of interest.

Focus groups are used to generate ideas, to learn the respondents’ “vocabulary,” to gain some insights into basic needs and attitudes.

Focus groups are part of what is known as qualitative research.

Back 6

Focus groups

Front 7

What are advantages of focus groups?

Back 7

Generate fresh ideas

Allow clients to observe their participants

Directed at understanding a wide variety of issues

Allow fairly easy access to special respondent groups such as lawyers and doctors

Front 8

What are the disadvantages of focus groups?

Back 8

Do not constitute representative samples

Difficult to interpret the results of the focus group

Cost per participant is high

Front 9

Focus groups should not be used when the research objective is to

Back 9

predict a specific number based upon sample data.

Front 10

Focus groups should be used when the research objective is to

Back 10

should be used when the research objective is to describe rather than predict.
How do consumers describe a better package?
How would they describe their satisfaction with our service?
How could they describe their ideas for an ad campaign?

Front 11

Researchers can use -----------to gain insights for managers.
can be formal or informal and it can be qualitative or quantitative.

Back 11

observation

Front 12

Also called “participant observation”
Its aim is to gain a close and intimate familiarity with a given group of individuals (such as a religious, occupational, or subcultural group, or a particular community) and their practices through an intensive involvement with people in their natural environment, usually over an extended period of time.

Back 12

ethnographic research

Front 13

Presents research participants with neutral or ambiguous stimuli, such as pictures or words, and asks them to respond.
The goal is to bypass the “editor” or “censor” in the minds of consumers to reveal true feelings or thoughts.
Needs interpretation of the data to make sense of it.

Back 13

projective tests

Front 14

is undertaken to describe answers to questions of who, what, where, when, and how.

Descriptive research is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative.

Back 14

descriptive research

Front 15

measure units from a sample of the population at only one point in time.

Back 15

cross sectional research

Front 16

are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population.

Back 16

sample surveys

Front 17

-------- ------- repeatedly measure the same sample units of a population over time.

often make use of a panel which represents sample units who have agreed to answer questions at periodic intervals.

Many large research firms maintain panels of consumers.

Back 17

Longitudinal studies:

Front 18

ask panel members the same questions on each panel measurement.

Back 18

continuous panels

Front 19

vary questions from one panel measurement to the next.

Back 19

discontinuous panels

Front 20

-------- -------- have the advantage of being able to access a large groups of people who have made themselves available for research.

represent sources of information that may be quickly accessed for a wide variety of purposes.

Back 20

Discontinuous panels

Front 21

are used quite differently from discontinuous panels in that one may use data from continuous panels to gain insights into changes in consumers’ purchases, attitudes, etc.
For example, brand switching studies are used to illustrate how consumers change brands, and market-tracking studies track some variable of interest over time.

Back 21

continuous panels

Front 22

may by thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.”

studies are conducted through the use of experiments.

Back 22

causilty

Front 23

is defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.

Back 23

experiment

Front 24

is one that truly isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables.

Back 24

a true experimental design

Front 25

refers to the measurement of the dependent variable taken prior to changing the independent variable.

Back 25

pretest

Front 26

refers to a measuring the dependent variable after changing the independent variable.

Back 26

post test

Front 27

is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting.

To test sales potential for a new product or service
To test variations in the marketing mix for a product or service

Back 27

test marketin

Front 28

types of test markets

Back 28

Standard test markets

Controlled test markets

Electronic test markets

Simulated test markets (STMs)

Consumer vs. industrial test markets

“Lead country” test markets

Front 29

Realism of setting
Able to project findings
Gives a view of the total strategy
Allows managers to refine strategies

Back 29

advantages of test markets

Front 30

Time consuming
Expensive
Give away information
Vulnerable to sabotage
Not infallible and may be biased

Back 30

disadvantages of test markets

Front 31

criteria for selecting test markets

Back 31

Representativeness

Degree of isolation

Ability to control distribution and promotion