Marketing Research Final Exam.

Marketing Research

Spans the informational boundary between the firms and it’s environment.

Purpose of Marketing Research.

Furnish information that aids decision-making.

When did Marketing Research take off?

WW2

Who uses marketing research?

retail, political, religious, and not-for-profit.

Normal Thinking

A routine way of looking at the business and responding to different situations.

Decision-oriented decision problem.

Unplanned changes in the marketing environment. Holds basic information.

Are timelines for projects important?

Yes, because it is a roadmap for key project phases.

The major emphasis is on gaining ideas and insights.

Exploratory Research

The major emphasis is on determining cause-and-effect relationships.

Casual Research

Major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary.

Descriptive Research

Describes the problem, for with research is sought, and asks providers to offer proposals, including cost estimates about how they would perform the job.

Request For Proposal

Hypothesis

A statement that describes how two or more variables are related.

Literature Search

a search of popular press, including trade lit, academic lit. or published statistics from research firms for data/insight into the problem at hand.

What is the first step in conducting exploratory research?

Literature Search

Focus Groups

An interview that’s conducted among a small number of individuals simultaneously. relies more on group discussion.

Moderator

The individual who meets with the focus group participants and guides the session.

When did the New Coke vs Pepsi challenge happen?

1985

What happened in the New Coke vs Pepsi Challenge?

A rollback happened in under 3 months.

Sugging

Contacting people under the guise of marketing research when the real goal is to sell products.

Advocacy Research

Research conducted to support a position rather than find out the truth about a product.

What was the first company to do Marketing Research?

NW Ayer and Sons

Information/Data that is found within the organization for which the research is being done.

Internal sourced data

Data that is obtained from outside sources.

External sourced data

Personality

A normal pattern of behaviors exhibited by individuals.

Attidue

An indivudals’s overall evaluation of something.

Motive

A need, want, urge, or any inner state that moves and directs behavior towards a goal.

Behavior

What individuals have done or are doing.

Observation

A method of data collection in which the situation of interest is watched and then recorded.

What is considered gender, education, occupation..?

Demographic/Lifestyle

Individuals are trained to systematically observe a phenomenon and to record on the observation form the specific events that take place.

Human Observation

A question for which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives.

Opened ended question

The amount of knowledge about the purpose or sponser of a study communicated to the respondent. (Hidden)

Disguise

Day-After Recall

think about the Super Bowl, how was an ad remembered, usually common to measure short-term success.

Debriefing

The process of providing appropriate information to respondents after the data has been collected using disguise.

Direct, face-to-face conversations between an interviewer and a respondent.

Personal Interview

Telephone conversation between an interviewer and a respondent.

Telephone interview

A data collection in which interviews in a shopping mall stop or interrupt a sample of those passing by to ask them if they’d participate in a research study.

Mall Intercept

Mail Questionnaire

Questionnaire administered by mail to designated respondents with accompanying cover letter.

Strengths of this are a wide/representative sample, inexpensive, and anonymous responses.

Mail Questionnaire

Internet based questionnaires

Questionnaires that rely on the internet for completion.

What are the two forms of internet-based questionnaires?

Email surveys and ones that are completed over the web

Which provides a fast turnaround time due to the ability to compile results quickly?

Internet/Email surveys

Survey questions with predefined, limited answer options, and restricts respondents’ answers.

Closed ended question

Measurements in which numbers are assigned to objects or classes of objects solely for the purpose of identification.

Nominal Scale

Measurements in which the assigned numbers legitimately allow comparison of the size of the differences among and between numbers.

Interval Scale

Measurements in which numbers are assigned to data on the basis of some order.

Ordinal Scale

Measurements that have a natural, or absolute, zero, and therefore allow the comparison of absolute magnitudes of the numbers. (Specific items)

Ratio Scale

Reliability

Ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or to assess the items forming the measure.

A question used to determine whether a respondent is likely to possess the knowledge being sought.

Filter Question

Typically open-ended questions that leave the respondent confused and unlikely to answer.

Ambiguous Question

Questions that cue the respondents’ desired answer.

Leading Question

Used to direct respondents to different places in a questionnaire, based on their responses.

Branching Question

A question that calls for two responses and creates confusion for the respondent.

Double Barreled Question

Question Order Basis

The tendency for earlier questions on a questionnaire to influence respondents’ answers to later questions.

Funnel Approach

An approach to question sequencing that gets its name from its shape. Starting with broad questions and progressively narrowing down the scope.

Pre Test

Use of a questionnaire on a trial basis in a small pilot study to determine how well the questionnaire works.

A type of sampling plan in which data are collected from or about each member of a population.

Census

Selection of a subset of elements from a larger group of objects

Sample

The list of population elements from which a sample will be drawn. Could be geographical areas, institutes, individuals, etc.

Sampling frame

All cases that meet designated specifications for membership in the group.

Population

A judgement sample that relies on the researcher’s ability to locate an initial set of respondents with the desired characteristics.

Snowball sampling

A probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample.

Simple random sampling

A nonprobability sample