Mkt Exam 2 10.22.12 Market Research

Front 1

Primary sources (3 general things)

Back 1

1. Generally more expensive (time and money) than secondary data-have to do data collection

2. Allows for customization

3. Must first decide HOW to collect data from users

Front 2

Sampling decisions-probability samples (3)

Back 2

Utilizes some form of random selection of participants (subset through US)

1. Simple random sample-everyone in a given population has an equal probability of being selection (lower costs)

2. Stratified random sample-derive sub samples based on cultural background...simple from homogeneous groups

3. Cluster (area) sample-Divide geographic clusters and randomly choose-talk to everyone in cluster-could also cluster for time periods

Front 3

Nonprobability samples (1)

Back 3

Convenience samples-draw participants that is weightable-close to us-like MKT 300 students as population-but difficult to generalize to entire population of US students--shoppers in shopping mall on Monday morning..not representative

Front 4

One example of crowdsourcing

Back 4

Amazon Mturk-cheap fast way-paying amount of money--is it relevant? would have to take results with caution

Front 5

2 different approaches to collecting data

Back 5

1. Qualitative (in depth, lots of info): useful for hypothesis and model building, can use projective tests (like sentence completion), observational research, ethnographic research, focus groups

2. Quantitative: more common in later stages, to test hypotheses, surveys and experiments--once you have good feeling of research, do this..more common for later stages in marketing

Front 6

Examples of Projective tests

Back 6

TAT Thematic Apperception Test--fill in story

inkplot tests..confronted with pics

Front 7

Qualitative example (Zaltman Metaphor Elicitation Technique)

Back 7

DuPont investigated attitudes toward pantyhose
Some distressed images
Some appealing images
Overall, images suggested a surprising love/hate relationship with pantyhouse--call out set of pics-come up with pics-make collage-the interview

Front 8

Observational research

Back 8

Excellent source of primary, exploratory data (don't ask but observe)

Observe shoppers, equip shoppers with pagers, ask them to note what they're doing when paged (mystery shoppers-random customer and then work toward management)----problem: don't know why doing these things

Front 9

More on observational research (ethnographic research)

Back 9

Observational research in which researcher immerses self into consumers' lives, culture (become a customer!)
Does not observe, but also ask questions of subjects

MTV teenagers example

Front 10

Focus groups

Back 10

Widely used in most kinds of mkt research (relativily fast and not too expensive)

Emphasis on group interaction when focused on a topic introduced by a moderator-like new running shoe

Open ended discussion with moderator ensuring that relevant issues are brought up

3 Uses:
Generate new ideas, uncovering basic customer needs, attitudes, priorities
Testing concepts (often for new products)

Front 11

Group dynamics in focus groups (3 things to consider)

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1. Peer pressure can often lead to misleading results-other group members may be reluctant to oppose passionate minority

2. Such dynamics produce especially unreliable results for goods largely consumed in private-headache med, prep H

3. But those dynamics could be relevant for goods consumed and discussed publicly..New Coke *small minority against New Coke-find out why minorities feel a certain way*

Front 12

Purpose of experiments

Back 12

Isolate effects of independent variables on dependent variables

Front 13

Experiments allow us to draw causal conclusions (4)

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1. The essential feature of experiments: random assignment

2. Experiments differ in their internal and external validity

3. Internal validity (ability to confidently draw causal conclusions--how clean experiment, free of confounds?)

4. Confounded variable: Can't use both coke and pepsi when looking the shape of glass and how much consumed

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External validity

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Ability to generalize from research setting to other contexts in real world-is he research environment context free or results useless?

Difficult to achieve both high internal and external validity

Front 15

Causation

Back 15

one variable PRODUCES movement in other variable

Front 16

Correlation ____, but not ____ for causality

Back 16

necessary but not sufficient

Front 17

3 factors necessary for casusal conclusion

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1. Correlation
2. Temporal antecedence (a before b)--cause before effect
3. No third factor driving both-rule out all kind of confounds

Front 18

Implicit egotism

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Notion that name similarity influences major life decisions

but maybe matches reversed (causality like ford created ford)

Front 19

Questions can ____ _____

Back 19

shape answers

Front 20

Rating scales bias

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Respondents infer the researcher's intent based on numbers used in rating scale

different kinds of 11 point scales

Front 21

Estimating behavioral frequency

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Respondents assume researcher constructs a meaningful scales based on knowledge of expectations about distribution of behavior in real world (scale is creating bias for distribution of frequencies)

Front 22

Better way to measure behavioral frequency

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How many hours a day you watch TV (open ended)

don't use vague quantifiers (like occasionally and frequently)

Front 23

Question order

Back 23

Supposed we want to cleanly isolate life satisfaction from marital satisfaction:

1. joint lead in can be helpful (we will now ask you 2 questions about your well being)

2. Rewording life satisfaction Q can also be helpful.."aside from your maarriage, which you already told us about..)

Front 24

3 other common survey wording errors

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1. Ambiguously worded questions (what is your church pref...Sex?)

2. Double barreled questions (do you eat Wend'ys hamburgers and Chili?)

3. Leading questions: you agree that Subway is great?

Front 25

What do we value? Dictionaries and comparisons

Back 25

WTP for A, B or A and B

If consumers will be comparing your product to close competitors, asking them to evaluate your product in isolation may not be that informative

Front 26

What is better..direct inquiry or indirect inquiry?

Back 26

indirect

Admission and denial with having done something before..maybe ask zaglia about this?

Front 27

fMRI

Back 27

Functional Magnetic Resonance Imaging

Measures neural activity by tracking changes in blood oxygenation (useful when hard time saying what feel about something)--if having difficulty articulating

Problem: reverse inference...often hear "because area 1 active, person must have been engaging in process Z"..however, area 1 also associated with processes of A, B, C, D, Z---different processes

Front 28

Comparing self report to fMRI

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B most effective on self report, but FMRI had clear outcome for C in results

Front 29

rTMS (repetitive transcranial Magnetic Stimulation)

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Manipulative brain stuff..don't know if activation drives behavior

Front 30

Non-informative neuroscience data partially rescues bad explanations

Back 30

curse of knowlege and brain data..people like it even if not very helpful no real support