ADPR Quiz 1

In order to do good market research, our first step should be finding/defining a research objective. Truth or false?

True

The three types of research are exploratory, descriptive and ____.

Causal

If a participant likes football, cats, etc. What type of information is this about someone?

Psychographics

_____ is the process of selecting units (e.g., people, ads, news orgs) from a population of interest

Sampling

_____ is how confident researchers can be that the same results would be found if a study were replicated

Confidence level

Which sampling technique is easy to do but likely to bring some bias into the sampling?

Snowball sampling

Contrived observations take place in a natural setting, without manipulating the environment. True or false?

False

For observational studies performed in public spaces, subject permission does NOT need to be granted in order for the study to be considered ethical. True or false?

True

Qualitative research answers the what, while quantitative research answers the why. True or false?

False

Which of the following is a technique used by focus group moderators to dig for deeper and more meaningful questions?

Probing questions

Each of the following is part of the role of the moderator, except _____.

Making sure to never deviate from the moderator’s guide

Which of the following is the best example of an open code for the comment: “I waited forever for someone to take out an order.”

Long wait for service

In market research, it’s always best to collect the highest sample size possible regardless of cost or timing. True or false?

False

What is market research?

Using systematic approaches to gather appropriate information to answer a question

Why do we conduct market research?

Primary purpose is to reduce risk in business decisions

If the decision is high stakes, research should be included. True or false?

True

If the cost of research method outweighs the benefits, the research is not warranted. True or false?

True

Advantage: Can be tailored to answer a specific question and focus on appropriate target market.

Primary research

Advantages: Readily available, cheap/free, easy to analyze and come to conclusions

Secondary research

Disadvantages: Time to collect, $$$, greater involvement, requires expertise

Primary research

Disadvantages: May not fit specific ?, could be outdated, quality/accuracy issues, may not be helpful for entering new markets or attracting new customers

Secondary research

AKA desk research; involves gathering and analyzing existing info that has been previously collected by the same organization

Internal secondary research

AKA market intelligence, involves gathering info from sources outside of the organization

External secondary research

What is the REAL Test?

Recent, Evidence-based, Authority, Low bias

Results are measured and can be counted

Quantitative research

Answers questions like What? How many? How much?

Quantitative research

Methodologies strive for large enough sample size so results can be projected upon a larger population

Quantitative research

Gathering of thoughts, opinions, and observations that cannot be expressed in numbers

Qualitative research

Used for exploratory research and idea generation

Qualitative research

Answers questions like Why? How?

Qualitative research

Used to give meaning behind quantitative results

Qualitative research

Results cannot be projected upon a larger population

Qualitative research

Surveys can be considered quantitative if they include open-ended questions. True or false

True

Captures the 1-2 overarching questions the client is trying to answer; declaring the purpose of conducting the research

Research objective

Help flash out overarching research objective, more detailed/tactical, NOT the ?s asked directly to research participants, should be written in 3rd person

Research questions

Conducted to clarify a question, used to discover new ideas/brainstorm solutions, often used in new product/service development when testing concepts or generating ideas

Exploratory

Describe demographics, characteristics, psychographic behaviors/opinions held by a market, consumers and other stakeholders, describe marketplace phenomena, helps answer 5 W’s 1 H

Descriptive

Determines if change in 1 variable causes change in another, variable is anything that has a quantity that varies, the IV is tested to see if it causes any effects on the DV, experiments are used to provide causality

Causal

Gathering existing data, good for when short on time and $, secondary, qualitative OR quantitative

Secondary research

Group discussion about a product, service or other topic, take time and can be $$$, primary, qualitative

Focus groups

Involves in-depth semi-structured Q&A session where someone asks participants about complex topic, take time and can be $$, primary, qualitative

Interviews

Involves observation in-person, digital or via participants’s mobile device, primary, qualitative

Ethnography

studies “user experience” with a product or service, primary, qualitative

UX

studies how consumers interact w/ a company’s “user interface”, primary, qualitative

UI

UX focuses on functionality. True or false?

True

UI focuses on layout and visual aesthetics. True or false?

True

Involves researchers secretly acting as consumers to gather data on customer experience, primary, qualitative

Mystery shopping

Involves administering a standardized set of questions to a sample of respondents from the target population, primary, quantitative

Surveys

Involves a sample of the target market testing a product at home or in a public place and then giving feedback via a follow-up survey, primary, quantitative

Central location & home use tests

Involves manipulating a variable (IV) to see the effect is caused on another variable (DV), control group and test group, primary, quantitative

Experiments

What is the goal with sampling?

To use results from a subset of the population to describe the population at large

When do we typically sample?

When it’s impossible to study the entire population!

Population

includes every member of the group of interest

Sample

a subset (select few) of the target population selected for observation

Census

studies every member of a population

Parameter

a result that describes data from everyone in the population

Statistic

a result from a sample

Population

“N”

Sample

“n”

Typical market research standard confidence level

95%

Confidence interval / margin of error

indicates how much a statistic can fluctuate when using it to describe true population

Typical market research standard confidence interval

-5/+5%

The confidence level tells us our confidence that:

our population estimate lies within the confidence interval

Incidence rate

% of those in the population who possess the characteristics that make them eligible for the study

Non-probability sampling do not rely on random sampling of the target population. True or false?

True

Sample is derived from those the researcher has the easiest access to (friends, fam, colleagues)

Convenience

Selects people with specialized knowledge/expertise regarding a certain topic

Expert

People are selected based on pre-specified characteristics (50 female/50 male)

Quota

Research participants themselves recruit other members to participate in the study

Snowball

Advantage: Easier to deploy, useful when population is difficult to reach or extremely small

Non-probability sampling

Disadvantage: Cannot project findings to the entire target population, cannot calculate confidence levels or margins of error

Non-probability sampling

Probability sampling uses random selection so members of a population have equal probabilities of being chosen. True or false?

True

3 types of Probability Sampling

Simple random, stratified random, systematic

A completely random method of selecting subjects, each person = chance to be in, random # generator can be used to select participants

Simple random sampling

Divides target pop into separate groups called strata (age, gender, geog), then simple random sampling used within each group

Stratified random sampling

The key difference from quota sampling is that stratified sampling uses groups that are disproportionate to the population and doesn’t use random selection w/in groups. True or false?

False

Sample members are selected according to a random starting pt and a fixed periodic interval (every nth person from a list)

Systematic random sampling

Ethnographic market research studies:

trends, lifestyles, habits, attitudes and social influences w/in consumer markets; examining how consumers interact/react to products, concepts and services in real-world setting

Observation studies involve:

observing customers interacting w/ a product, service or venue

Can observational studies be quantitative?

Yes, when large samples of a population’s behaviors are monitored. But most are qualitative.

When subjects of an experimental or observational study change or improve their behavior bc it’s being evaluated or studied

The Hawthorne effect

Observation that occurs when a researcher deliberately creates/controls an environment

Contrived observation

Observation that occurs when a researcher observes in a natural setting, without manipulating the environment

Direct observation

Uses equipment to track participants’ physiological reactions when responding to stimuli (ex. eye tracking)

Biometric technology

The visual element that attracts the greatest amount of initial attention

First fixation

The amount of time that has elapsed from the start of visual processing until a specific element is viewed

Time to first fixation

The amount of time spent looking at individual elements of an ad

Gaze time

Uses Wi-Fi and cell phone technology to gather info from a consumers’ phones and apps

Passive tracking

Participants may provide vlogs, pictures or essays detailing their feelings, opinions and reactions

Virtual and mobile ethnography

Participants use a website or hard-copy booklet to track their experience

Diaries

The study of online communities and social interactions to gain insight into consumers in the digital space

Netnography

A researcher covertly poses as a consumer to collect data on how well processes and procedures are followed, including customer service protocol

Mystery Shopping

Typically 5-12 participants in a focus group. True or false?

True

Involves breaking qualitative data into small pieces and labeling what each piece is about

Open coding; 2-5 words, describe don’t explain!