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37 Cards in this Set
- Front
- Back
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____ doesn't know...
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Research Problem
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Determine .....
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Research Objective
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The primary purpose of _________ research is to shed light on the nature of a situation and to identify any specific objectives or data needs to be addressed through additional research.
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exploratory
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Data collected expressly for an organization’s purpose for specific research needs
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Primary market research
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Focus Groups
In-depth Interviews (IDIs) Word Association Test Mystery shopping |
Qualitative Research methods
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Uses non-structured questioning or observation techniques
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Qualitative Research
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Typically involved relatively few respondents or units
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Qualitative Research
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Involves collecting, analyzing, and interpreting data that cannot be meaningfully quantified, that is, summarized in the form of numbers
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Qualitative Research
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More easily captures information crucial to forming effective strategies
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Advantages of Qualitative Research
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Works better if the purpose of the research is to understand a problem or to develop “new product concepts”
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Advantages of Qualitative Research
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Richness of data
Versatility Ability to study special reports |
Advantages of Observational Research
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Cost
On a cost-per-respondent basis it is extremely expensive |
Disadvantage of Observational Research
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Opportunity for misuse
Occurs when managers yield to a temptation to generalize a few key remarks from participant |
Disadvantage of Observational Research
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Lack of generalizability
Results cannot be viewed as conclusive |
Disadvantage of Observational Research
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Respondent-moderator groups
Client participant groups Telephone focus groups |
Three ways you could conduct a focus group
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Individual who conducts/facilitates the focus group
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Moderator
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research that aims to describe something
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descriptive research
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research that allows one to make causal inferences about relationships among variables.
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experimental research
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screening questionnaire
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document used to recruit focus group participants
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research used conducted to generate or create knowledge
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basic research
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research conducted to solve a problem
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applied research
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Credibility
Cost: could be cheaper to out source Capacity: may not have ability to gather data fast enough Competence |
4 C's when choosing an external supplier of research services
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• Privacy of answers
• Personal information/individual responses won’t be horded • Won’t be sold anything • Will be contacted at your convenience • Can discontinue research whenever you decide • Informed in advance if interview is recorded |
Respondent Bill of Rights
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one time studies involving data collection at one period of time
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cross sectional study
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repeated measurement studies that collect data over a period of time
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longitudinal study
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Discreet situation specific project that is initiated in response to a particular question or set of related questions raised by a decision
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Ad-Hoc
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a. A centralized database, which consolidates enterprise-wide data from a variety of internal and external sources
b. An architecture which allows individuals to query and generate ad hoc reports in order to perform and in depth analysis |
Data Warehouse
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A continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate and distribute pertinent, timely and accurate information to marketing decision makers
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Marketing Information Systems
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customer reactions are observed as they happen naturally
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natural observation method
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conducted in an environment artificially set up by the researcher
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contrived observation method
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one on one; up to 3 client personnel
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crowded one on one interview
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stimulus that is presented to respondents who by reacting or describing the stimulus indirectly reveal their true feelings
include TAT and WAT tests fairly ambiguous |
'projective' techniques
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non structured disguised form of question (Story Telling)
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TAT technique
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A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers who are involved with marketing goods, services, or ideas
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Market Research
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i. Readily available
ii. (Relatively) inexpensive to find iii. Alternative to more expensive primary data collection iv. Quickly alert researcher to potential problem areas—‘A reality check’ |
advantages of secondary research
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i. Reliability, validity, accuracy problems!
ii. Units of measurement may be different iii. Product and/or quantity definitions may be different iv. Class or category definitions may differ v. Statistical procedures may be misleading vi. Outdated publications |
disadvantages of secondary data
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a. City/State/Gov’t agencies
b. Audit Data c. Syndicated Research d. Associations e. Periodicals f. Textbooks, directories and more |
sources of secondary data
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