Marketing Research Exam #2

What is big data?

large amounts of data from multiple sources.

Primary data

information that is developed or gathered by the researcher specifically for the research project at hand

Secondary data

information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand

What is secondary data used for?

Economic-trend, forecasting, corporate intelligence, international data, public opinion, and historical data.

What are external databases?

Databases supplied by organizations outside the firm

What are some examples of external databases?

Published sources, Official data, Data aggregators

What are some of the advantages of secondary data?

Time and Money (sometimes)

What are some disadvantages of secondary data?

Not specific enough target and Too broad

Types of secondary data

Internal and external

Example of Internal data

Data Warehouses——> Customer databases and CRM and marketing databases

Examples of external data

Business/Non-government and Syndicated Services

What is Packaged Information?

Is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users

What are the two broad classes of packaged information?

Syndicated data and Packaged services

What are the advantages of Syndicated Data?

Shared costs, Quality of the data collected is typically very high, and speed

What are the disadvantages of Syndicated Data?

Buyers have little control over what information is collected, firms often must commit to long-term contracts when buying syndicated data, NO strategic information advantage in purchasing syndicated data

What are the advantages of Social Media Data?

Current, Inexpensive, Unprompted, can track trends, great for insights on search words for website development

What are the disadvantages of Social Media Data?

Audience may not be representative, Consumers not identifiable, Review websites subject to manipulation, and shallow content, very little reliable application

Evaluation Platform

Who, What, Where, Why

What falls under the who in the evaluation platform?

Demographics, psychographics, media consumption, and etc.

What falls under the what in the evaluation platform?

Share, trends, needs, and behavior

What falls under the where in the evaluation platform?

Greatest opportunities and where else do they shop

What falls under the why in the evaluation platform?

Drivers, barriers, and why shopping in other retailers

What are infographics?

-A data-rich visualization of a story or thesis

-a tool educates and inform

-a way to build brand awareness and inbound links at half the cost of standard online marketing campaigns.

What is the value of using infographics?

-High-quality infographics are 30x more likely to be read than text articles

90% of information transmitted to the brain is visual

40% of people respond better to visual information than text

What are the two broad survey methods/

Structured Data Collection and Observational

What falls under the Structured Data Collection?

• Formal Questionnaire
• Prearranged order
• Types of questions:
• Fixed alternative questions:
• Requires respondents to choose from a set of predetermined answers
• Open Ended:
• Blank template for respondents to
answer

Examples of Observational survey methods

Using shampoo, Brushing teeth, and shopping store

Example of Five Scale

5 - always, 4 - often, 3 - sometimes, 2 - rarely, 1 - never

Survey methods

Telephone, personal, mail, and electronic

Example of survey methods on the telephone

Traditional phone and Computer-assisted tele interview (CATI)

Example of survey methods that are personal

In-home and Intercept

Example of survey methods through mail

Mail/fax interview and Mail Panel

Example of electronic survey methods

E-mail and Internet

Person-administered surveys Advantages

Feedback, Rapport, Quality control, and Adaptability

Person-administered surveys Disadvantages

Humans make errors, slow speed, high cost, and Fear of interview evaluation

Self-Administered Surveys Advantages

Reduce cost, Respondent control, and Reduced interview apprehension

Computer-Administered Surveys Advantages

Breadth of user-friendly features, Relatively inexpensive, Reduction of interview evaluation concern in respondents

Improving Response Rates

Incentives, Follow-up, other facilitators, Prior Notification

Example of Insentives

Monetary, Prepaid, Promised, and Nonmonetary

Purpose of Follow-ups

Builds compliance for longer task

Examples of other facilitators

Personalization and sending personal letters

Examples of Prior Notification

Telephone call and E-mail

Qualitative versus Quantitative

Quant- Seek to quantify the data

Typically applies some form of statistical analysis

Qual- Provides greater understanding

Underlying issues

could either: Build understanding of what to quant test OR further understanding of quant findings

Qualitative

Objective- To gain a qualitative understanding of the underlying POBA (Perceptions, Opinions, Beliefs, Attitudes)

Sample- Small

Data Collection- Less Structured Data Analysis- Nonstatistical

Outcome- Develop initial understanding and Deeper understanding of quant insights

Quantitative

Objective- To quantify the data and generalize results from sample of the population of
interest

Sample- Large Representative of target

Data Collection- Structured Data Analysis- Statistical

Outcome- Recommend final course of action

What is Neuromarketing

The study of an individual’s involuntary responses to marketing stimuli

Examples of Neuromarketing

Skin conductance (Galvanometer), Eye tracking, Saccadic (Pupilometer), Facial Coding (Emotive Facial Recognition)

Classification of Qualitative research process

Direct (non-disguised) and Indirect (disguised)

Examples of Direct (non-disguised)

Focus Groups, In-depth interviews, Ethnographies

Examples of Indirect (disguised)

• Archives
• Collection of records (e.g. sales call reports)
• Journaling
• Physical traces
• “garbology”

Types of Qualitative Research

Focus Groups (6-12 respondents), Mini groups (3-4 respondents), Individual Interviews (1 respondent), In-store Shop along, Ethnography (In-home and In-premise)

Advantages of Qualitative research

Emotional understanding, speed, and flexibility

Disadvantages of Qualitative research

Not projectable, Group think, “confirmation/Selective Listening” from client

NET

Advantages outweigh the disadvantages…IF used correctly

What is the “roof” of qualitative writing?

Executive Summary

What is the “Front of the Building” of qualitative writing?

General Findings, Analysis/Supportive, and Statements

What is the “Back of the Building” of qualitative writing?

Conclusions and Indicated Actions

What is the “Foundation” of Qualitative writing?

Purpose Statement, Methodology, Statement of Limitations

What is the “Grounds of Building” of Qualitative writing?

Appendices/Supporting Documents

What are the “Four Courses” of a focus group?

Introduction, Rapport & Reconnaissance, In-depth Investigation, and Closure

What is included in a focus group Introduction?

Purpose, Logistics, Recording, No wrong answers (expect different answers, one person talking

What is included in the Rapport & Reconnaissance in a focus group?

Information about themselves and the emotional handshake

What is the moderator doing during an In-depth Investigation?

Explore Purpose

What is included in the closure of a focus group?

One thing they want remembered and thank them

What are some examples of effective probing?

“Tell me more…”, “what did you say to yourself when…”, “What did you mean by…”, “what other words do you link with….”, "Silent probes

What do you NEVER ask when probing?

Why- places the respondent on defensive!!

What are the 5 key body language cues?

Arms folded, leaning back, feet, one corner of mouth, and finger tapping

What are the questionnaire Objectives

1. Translate the info needed into a set of specific questions

2. Must encourage respondent to become involved AND complete

3. Minimize response error (eliminate bias and must be clear)

What are some ways to overcome the respondent’s unwillingness to answer?

Place sensitive topics at the end of QRE, Preface (E.G. “most Americans are in debt”, Ask question in third person, and provide categories for answer

How do you organize a Questionnaire?

Introduction, Screener, Question Flow

What does the introduction look like through a questionnaire?

• what is survey about

• How did you pick me

• Motivate me to participate (incentives; confidential; anonymity)

What is purpose of the screener in a Questionnaire?

Insures respondent fits target

What does the Question flow look like through a questionnaire?

• Warm up question

• Most important question(s)

• Secondary questions

• Tertiary questions

• Sensitive questions (if applicable)

• Demographics

What are the different types of measures?

Nominal, Ordinal, Scale (Interval scales and Ratio scales)

Nominal measures

Those that use only labels

Ordinal measures

Those with which the researcher can rank-order the respondents or responses. indicate only relative size differences among object (greater than, equal to, less than)

Scale measures

Those in which the distance between each level is known

Interval scales

Rating scale for subjective properties in which the distance between each descriptor is one scale unit

Ratio scales

Ones in which a true zero exists

What is a Likert Scale?

An interval scale commonly used by marketing researchers is the _________.

Respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for each of a series of statements.

The ________ format measures intensity of agreement or disagreement.

What is a Semantic Differential scale?

A ____________ scale contains a series of bipolar adjectives for various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum.

*Is a good way to measure a brand, company, or store image

One concern with this type of scale is the halo effect, in which a general overall feeling about a brand or store could bias responses on its specific properties

Types of statistical analyses used in marketing research

Descriptive, Inferential, Differences, Associative, and Predictive analysis

Descriptive Analysis

Used by marketing researchers to describe
the sample dataset in such a way as to portray the “typical” respondent and to reveal the general pattern of responses.

Statistical Concepts: Mean, Median, Mode, frequency distribution, range, standard deviation

Inference Analysis

Used when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents.

Statistical Concepts: Standard error, null hypothesis

Difference Analysis

Used to determine the degree to which real and generalizable differences exist in the population to help the manager make an enlightened decision on which advertising theme to use.

Statistical Analysis: t test of differences, analysis of variance

Association Analysis

Investigates if and how two variables are related

Statistical Concepts: Correlation, cross-tabulation

Relationship Analysis

Statistical procedures and models to help allow insight into multiple relationships among variables

Statistical Concepts: Multiple regression