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136 Cards in this Set
- Front
- Back
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the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
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marketing research
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What is the general purpose of marketing research?
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To link the consumer to the marketer by providing information that can be used in making marketing decisions
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What does marketing research have to do with marketing strategy?
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We need marketing research to make the right decisions to select the right marketing strategy
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What are the four broad categories of marketing research studies?
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1. Identify marketing opportunities and problems
2. Generate, refine, and evaluate potential marketing actions 3. Monitor marketing performance 4. Improve marketing as a process |
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a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
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marketing information system
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What is the difference between MIS and Marketing Research?
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MIS is like a candle in a dark room
Marketing research is like a flash photo |
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What are the eleven steps of the marketing research process?
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1. Establish the need for research
2. Define the problem 3. Determine the Research Objectives 4. Determine the “research design" 5. Identify the type and source of information 6. Determine the data collection method(s) 7. Design data collection forms 8. Determine sample plan and sample size 9. Collect the data 10. Data Analysis 11. Prepare and Present the Final Report |
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Four indicators that research is needed
a. When we must make a decision and needed information is lacking. (an information gap) b. We see symptoms of an underlying problem but don't know what it is (or even what the alternative causes might be) c. We don't know what possible alternative actions could be taken to cure the symptoms. d. We want to verify the indicators of a possible marketing opportunity Five indicators that research is not needed: a. There is no decision to be made b. Adequate information is available c. Decisions are need immediately - no time to do research d. Cost of research is greater than its value e. There are no resources for research |
1. Establish the need for research
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You must distinguish among these:
Symptoms Underlying problems Managerial problems Research problems |
2. Define the problem
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What information is needed to solve the decision problem? (The “information gap”)
What data must the researcher gather in order analyze it and obtain the information to fill the information gap? |
3. Determine the Research Objectives
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THREE types of Research Designs - a different purpose for each
a. Exploratory b. Descriptive C. Causal |
4. Determine the “research design”
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a. Two types: “Primary research” is the collection of data you do by communication or observation
Secondary research is the identification of existing studies done by somebody else in the past. b. Sources: Primary - Decide what people to ask or observe? What things to observe? Secondary - What publications? Census? Syndicated services? Proprietary services? |
5. Identify the type and source of information
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Searching records
Communicating with people Observing people or things |
6. Determine the data collection method(s)
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A recording form is necessary to keep track of observations
A questionnaire is needed to guide interviews and record responses |
7. Design data collection forms
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A sampling plan guides us in how we define populations and use an acceptable method to select people or things to interview or observe
(this step determines representativeness) Sample size will depend on the accuracy we need (small sample size causes "sampling error") |
8. Determine sample plan and sample size
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Consider the many types of “non-sampling error” so you can try to avoid them.
--Here’s where the major costs occur! |
9. Collect the data
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You may be in trouble if you didn’t plan for your analysis at step #4
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10. Data Analysis
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Which step is most critical in terms of getting the rest of the project designed correctly?
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2. Define the problem
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When should marketing research NOT be done? (5 reasons)
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a. There is no decision to be made
b. Adequate information is available c. Decisions are need immediately - no time to do research d. Cost of research is greater than its value e. There are no resources for research |
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When should marketing research be done? (4 reasons)
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a. When we must make a decision and needed information is lacking. (an information gap)
b. We see symptoms of an underlying problem but don't know what it is (or even what the alternative causes might be) c. We don't know what possible alternative actions could be taken to cure the symptoms. d. We want to verify the indicators of a possible marketing opportunity |
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the collection of data you do by communication or observation
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primary research
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the identification of existing studies done by somebody else in the past
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secondary research
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What are the 3 types of research design?
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1. Exploratory
2. Descriptive 3. Causal |
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Research should not be done when:
a. information is available b. there is no time to do research c. there are no resources for research d. costs of research outweigh its value |
d. costs of research outweigh its value
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Which is the most crucial step of the marketing research process?
Defining the problem Selecting Research Design Collecting Data Data Analysis |
Defining the problem
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(1) an indicator of an unmet organization objective or (2) an indicator of an opportunity
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symptoms
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causes of the symptoms
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underlying problem
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situations calling for managers to make choices among alternatives
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managerial problems
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the decision on how to reach the research objectives
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research problem
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state specifically what information must be produced by the researcher so that the manager can choose the correct alternative to solve the problem
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research objectives
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alternative actions for remedying underlying causes of the symptoms
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managerial decision
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discrepancies between the current level and the desired level of information at which the manager feels comfortable resolving the problem at hand
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information gaps
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involves entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests
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data analysis
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an abstract idea inferred from specific instances that are thought to be related
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construct
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defines a construct that describes the operations to be carried out in order for the construct to be measured empirically
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operational definition
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a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information
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research design
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When there is no managerial decision to be made, good researchers should advise management to…
Do research to see if any potential problems exist. Do only the most inexpensive research. More carefully evaluate when decisions are really needed. Avoid doing research |
Avoid doing research
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When Meisterbrau received a large number of complaints about the taste of its beer, what did these represent?
A managerial problem An underlying problem A research problem A symptom |
a symptom
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The actual cause of the complaints about the taste of the beer would be called a(n) …
symptom managerial problem underlying problem research problem |
underlying problem
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A need to decide on a course of action by Meisterbrau is what?
A managerial problem An underlying problem A research problem A symptom |
a managerial problem
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What critical research error most likely led to Meisterbrau’s failure with “Lite” beer?
They did research only in Chicago They mis-defined the research problem They didn’t observe how demographics were changing. They didn’t state any research objectives. |
They mis-defined the research problem
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Again reviewing the 11 research steps, the research step that comes immediately after defining the problem is…
Deciding if research is needed Deciding on research objectives Defining the problem Deciding whether primary or secondary data is needed |
Deciding on research objectives
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How do you know which research design to select? It depends on the…
Size of budget available Type of statistics you want to use Type of symptoms you see Type of information gap (research objective) and the needed data for analysis. |
Type of information gap (research objective) and the needed data for analysis.
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insight, background
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exploratory research
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of a market variable for measurement of markets
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descriptive research
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test hypotheses
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casual research
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To understand a situation…what's likely to be going on here? (why are the possible causes of customers complaining about taste of our beer?
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exploratory research
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To accurately describe a market (e.g. how many men think light beer is for sissies?)
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descriptive research
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To show that one variable will impact another (will humorous ads sell more than serious ads?)
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casual research
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most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.
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exploratory research
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4 Uses of Exploratory Research:
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1. Gain background information
2. Define terms 3. Clarify Problems and Hypothesis 4. Establish Research Priorities |
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5 Categories of Exploratory Research:
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1. Secondary Data Analysis
2. Experience Surveys 3. Case Analysis 4. Focus Groups 5. Projective Techniques |
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The type of research that has no formal questionnaire, no sample plan, no formal objectives and could be described as creative and may involve a lot of sniffing around is...
Experimental Descriptive Exploratory Primary |
Exploratory
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Which technique is not used for exploratory research?
Experience survey Sample survey Case Analysis Projective techniques Focus groups |
Sample Survey
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process of searching for and interpreting existing information relevant to the research objectives
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secondary data analysis
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gathering information from those thought to be knowledgeable on the issues relevant to the research problem
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experience survey
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a review of available information about a former situation(s) that has some similarities to the present research problem
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case analysis
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small groups of people who are brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
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focus groups
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undertaken to describe answers to questions of who, what, where, when, and how.
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descriptive research
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desirable when we wish to accurately project a study’s findings to a larger population, if the study’s sample is representative
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descriptive research
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2 Types of Descriptive Research:
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1. Cross-Sectional Studies
2. Longitudinal Studies |
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measure units from a sample of the population at one point in time
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cross-sectional study
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cross-sectional studies for which samples are drawn in such a way as to be representative of a specific population
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sample surveys
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repeatedly measure the same sample units of a population over a period of time
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longitudinal studies
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ask panel members the same questions on each panel measurement
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continuous panels
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vary questions from one panel measurement to the next
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discontinuous panels
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Which of these items in Kipling’s verse does NOT apply to descriptive research?
What, and Why, and When, and How, and Where, and Who |
Why, and
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The “why” in a situation is determined with what type of research?..
Exploratory Descriptive Causal Primary |
Causal
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A "true experiment" must provide what 3 types of evidence?
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1. Co-variation
2. Time order of occurrence 3. Elimination of other explanations or causes |
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manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional extraneous variables
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experiment
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those that the researcher can control and wishes to manipulate
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independent variables
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variables over which we have little or no direct control, yet we have a strong interest in them
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dependent variables
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those that may have some effect on a dependent variable but yet are not independent variables
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extraneous variables
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a treatment (the independent variable)
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X
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an observation
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O
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means the group has been randomly selected
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R
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Why are "after-only" and "one-group, before after" not useful designs?
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They do not have randomly selected groups
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Why is "Before-After with Control Group" design able to show cause and effect when the first two designs do not do so?
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Includes random selection of people or things observed
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(R) X O1
(R) X O2 Is this a good experimental design? Does it meet the 3 criteria? Yes No We can’t tell It is not a true experimental design. |
Yes
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How does a true experimental design control for internal validity?
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By assuming that the experimental group and the control group are, in fact, equivalent
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the extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the real world
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external validity
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Assume I find that grades in the day section of Mkt 352 (where Turning Point was used) are 15% higher than in the evening Mkt 352 class where Turning Point was not used. Is this experiment valid?
No- poor external validity No-poor internal validity Yes-validity is not an issue here Yes-both types of validity are good. |
No-poor internal validity
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Why is it hard to have accurate experiments in test markets?
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Because in order to control for as many variables as possible, some experimental settings are far removed from real-world conditions
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What is the greatest concern when selecting a test market city for a field experiment? (Note: all validity types are of some concern!)
External validity Internal validity Content validity Cost |
External validity
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If treatments or respondents are not randomly assigned to groups, can we have a true experiment?
No Yes Maybe Can’t tell |
No
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seeks an in-depth understanding of human behavior and the reasons that govern it
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qualitative research
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observation that counts specific things consumers do
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quantitative research
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observation when it looks for an understanding of what consumers do
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qualitative research
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question when exact numbers can be attached to pre-enumerated responses or to numeric responses
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quantitative research
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question when it is open-ended and asks "why"
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qualitative research
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Given the purposes of qualitative research, for what type of research design are qualitative research techniques generally used?
Exploratory Descriptive Causal Experimental |
Exploratory
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If Dean Williams of the SCB were interested in learning how students like using "clickers" in class and he asked 10 Mkt 352 clicker users "how do you like the clickers?", this would be a(n)…
Experience Survey Case Analysis Projective study Depth interview Focus group Observation |
Experience Survey
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If Dean Williams of the SCB were interested in learning how students like using "clickers" in class and asked 10 Mkt 352 students to come to the Amway Boardroom (5th floor) and he moderated an interactive discussion with them, this would be a(n)
Experience Survey Case Analysis Projective study Depth interview Focus group Observation |
Focus Group
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a technique which may be either a Qualitative or Quantitative Technique
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observation
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3 Conditions in which observation is appropriate:
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1. Time of the behavior of interest is short enough to be practical to view
2. Readily observed public behavior 3. Consumers can't accurately recall their behavior |
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4 Types of Observation:
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1. Structured vs. Unstructured
2. Direct vs. Indirect 3. Disguised vs. Undisguised 4. Human vs. Mechanical |
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If Dean Williams came to a Mkt 352 class and simply sat in the back of the room watching how students responded to clicker questions, he is doing…
Experience survey Case analysis Projective study Depth interview Focus group Observation |
Observation
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What type of data is represented by the following question: “What is the primary reason you bought a foreign made car?
a) styling b) performance c) economy d) reliability qualitative quantitative pluralistic subjective |
quantitative
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What type of data is represented by the following question in a sample survey: “Tell me about your thinking processes when you bought your foreign made car.”
Qualitative Quantitative Pluralistic None of the above |
Qualitative
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A museum decides to measure the popularity of displays by counting the finger prints on a glass viewing window. What type of observational research is this? (page 151 or Ch.8 p. 211)...
Disguised Unstructured Mechanical Indirect |
Indirect
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The amount of space devoted to it in the text book is indicative of the fact that the most popular qualitative, exploratory method is:
Depth Interview Focus group Protocol analysis Projective tests |
focus group
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Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing, for about two hours
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traditional focus group
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Online with client viewing from distant locations; may have 25 or even 50 respondents; allow client interaction; may take place in nontraditional locations
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non-traditional focus group
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4 Advantages of Focus Groups:
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1. Generate fresh ideas
2. Allow clients to observe their participants 3. May be directed at understanding a wide variety of issues 4. Allow fairly easy access to special respondent groups |
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4 Disadvantages of Focus Groups:
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1. Representativeness of participants
2. Interpretation sometimes difficult 3. High cost per participant 4. "Group Think" may occur |
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What is most crucial to the succes of a focus group?
Intelligent participants Quality moderator Comfortable setting Well hidden recording equipment and one-way mirrors. |
Quality moderator
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Which should NOT be true of focus groups
Have 6 – 12 members Members don’t know each other Members have very different demographic characteristics Member should not have experience being in focus groups |
Members have very different demographic characteristics
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Which is NOT true of focus groups?
They are often used together with other methods They suggest possible types of true purchase motives Their opinions portray the market accurately They clarify our understanding of consumer language |
Their opinions portray the market accurately
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Besides focus groups, what are the 4 other useful types of qualitative research studies:
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1. Depth interview
2. Experience surveys 3. Protocol analysis 4. Projective techniques |
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A "sample survey" is meant to be accurate and representative. As such, what type of research design is a sample survey?
Exploratory Descriptive Causal None of these |
Descriptive
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What are the 5 advantages of communication by survey instead of observation:
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1. Standardization of questions and administration
2. Ease of administration 3. Ability to tap the "unobservable or unseen" 4. Suitability to tabulation and statistical analysis 5. Sensitivity to subgroup differences |
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What are the 5 most frequent combinations of contact methods and administration:
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1. Personal face-to-face interviews without computer assistance
2. Telephone interviews without computer assistance 3. Telephone interviews with computer assistance 4. Mailed questionnaire (self administered) 5. Computerized interviews administered via the internet |
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4 Advantages of Personally-Administered Surveys:
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1. Feedback
2. Rapport 3. Quality control 4. Adaptability |
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4 Disadvantages of Personally-Administered Surveys:
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1. Humans make errors
2. Slow speed 3. High cost 4. Interviewee reaction to evaluation |
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5 Advantages of Computer-Administered Surveys:
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1. Speed
2. Error-free Interviews 3. Use of pictures, videos, and graphics 4. Real-time capture of data 5. Reduction of "interviewer evaluation" concern in respondents when interviewers are not involved |
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3 Disadvantages of Computer-Administered Surveys:
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1. Technical skills required to set up programs
2. High set-up costs 3. Limits responses...close-ended questions are often used |
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4 Advantages of Self-Administered Surveys:
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1. Reduced costs
2. Respondents control the time and the pace at which they answer 3. No interviewer errors 4. No interview-evaluation apprehension |
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4 Disadvantages of Self-Administered Surveys:
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1. Respondent controls the survey
2. Lack of monitoring 3. Mistakes or fibs are not unusual 4. High questionnaire quality is a requirement |
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3 Advantages of Personal (face-to-face) Contact:
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1. Allows use of visuals, props, etc.
2. It's possible to verify the correct respondent has been contacted 3. Allows establishing personal rapport |
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4 Disadvantages of Personal (face-to-face) Contact:
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1. Very expensive because it requires travel, much time, and trained interviewers
2. May be difficult to monitor or supervise 3. Very easy to bias the respondent 4. Sometimes requires the interviewer to select people, which could lead to errors in the sampling |
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6 Advantages of Telephone Contact:
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1. Much cheaper than personal contact
2. Random digit dialing can produce good samples 3. Fairly fast, depending on the number of callers and the sample size 4. Gives respondents anonymity 5. Accurate sequencing and provides data file if computer aided 6. Good for open-ended questions |
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5 Disadvantages of Telephone Contact:
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1. "Voice only" contact limits the use of exhibits
2. Interviewer can't see body language, expressions or personal characteristics 3. Hard to do long interviews 4. Refusal rates are growing 5. Caller ID etc. adds to refusal rate |
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6 Advantages of Computer Contact:
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1. Allows people to respond when they want to do so
2. Can show video or photos 3. It is easy to tell who has responded 4. Large numbers can be contacted very cheaply 5. Large numbers can be contacted very quickly 6. Produces a computer file of data |
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3 Disadvantages of Computer Contact:
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1. Requires e-mail addresses
2. Significant numbers of people don't have computer access 3. Some types of people are scared of computers! |
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3 Advantages of Mail Contact:
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1. Very cheap
2. Easy to buy good mailing lists 3. Respondents can feel anonymous |
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4 Disadvantages of Mail Contact:
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1. May be very slow
2. Limits responses...many people don't like to write answers 3. Limits displays 4. Hard to verify correct delivery |
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What 5 variables should you consider when deciding on a method of surveying?
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1. Money
2. Incidence rate of the desired respondents in the population 3. Infrastructure 4. Time 5. Special requirements of types of questions |
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Which is not one of the three methods of questionnaire administration?
By respondent him/her self By interviewer By mail By computer |
By mail
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Which is not one of the four common methods of Respondent Contact in Surveys?
Telephone Computer In Person Shopping mall |
Shopping Mall
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Which method of contact is most likely to create rapport with the respondent?
telephone computer personal |
personal
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When you have a relatively modest research budget, you need the data and analysis relatively quickly and need a huge sample, which method of contact would likely be preferable (if possible)?
Computer Telephone (non-CATI) Personal: Face-to-Face |
Computer
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When you have a relatively modest research budget, need a relatively small sized sample and need the data fast, which method of contact should you consider?
Computer Telephone Personal: Face to face |
Telephone
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Assume you have a questionnaire that requires a lot of “branching” depending on how previous questions are answered. Which is the best administration method?
Self administered Computer or CATI Personal Interviewer |
Computer or CATI
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Open-ended questions are ones which gather “qualitative” type data. Which method would be best for open ended questions?
Mailed paper questionnaire Computerized questionnaire Telephone questionnaire Paper Questionnaire handed out in person |
Telephone questionnaire
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The method of contact that usually results in the lowest response rate is…...
Telephone Internet Personal |
Mail
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The method of contact that now faces greatly decreasing response rates is ...
telephone computer personal |
Telephone
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