marketing research exam

what does 95% confidence level mean?

95% will get the same out come and 5% will not

what does the P Value tell you?

if we should reject

(p<0.05 then we reject)

when do you use independent sample T test?

comparing the same thing with 2 groups (one question)

when do you use Anova?

when you are comparing the same thing with multiple groups

when do you use paired sample T-test?

when your looking for averages of 2 preferences (it must make sense) (2 different questions)

what test do you use when it’s an association test relationship of two categorical variance?

Contingency test (cross tabs)

when do you use correlation testing?

2 numeric variance

when do you use linear regression?

when you are testing the relationship between one and many

what is the marketing research process?

1. situation analysis

2. research plan

3. survey development

4. data collection and analysis

what is the most important step in the marketing research process?

defining the problem

descriptive analysis: measures of central tendency?

mode, median, mean

what are the measures of variability?

frequency, range, standard deviation

can you just use descriptive and no inference statistics for marketing research?

Yes, most marketing research does

why do we need inferential statistics?

it accounts for the uncertainty in the data.

with descriptives only, we cannot say if a result is due by chance.

what is a data set?

an arrangement of numbers (mainly) in columns or rows

why do researchers use a data code book?

It identifies:

1. The questions on the questionnaire

2. The variable name or label that is associated with each question or question part

3. The code number is associated with each possible response to each question

America marketing association defines marketing as:

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients partners, and society at large

is marketing research?

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

what is market research?

Any organized effort together, information about markets or customers

what is the use of marketing research?

1. identifying market opportunities and problems.

2. generating, refining, and evaluating potential marketing actions

3. monitoring marketing performance

What is research integrity?

1. data will never be falsified or omitted

2. results will be reported accurately, and honestly

3. No misrepresentation of the sampling method and its impact on data

4. respondents informed constant is a must

5. no false incentives

what is the process for defining a problem?

1. Recognize the problem (initially or vague)

2. Understand the background of the problem

3. Determine the decision alternatives

4. formulate the problems statement, precisely

what is the focus group?

10-12 people

Great source of insights and ideas

downside: social influence

what is an in-depth interview?

5-7 people

good for understanding, depth of reasoning

Good for collecting sensitive information

downside: takes longer than focus groups, up to 20 minutes per interview

what is the problem statement?

specifies what the manager needs to do (action oriented)

it is specific and tells the researcher exactly what information must be collected to solve the problem

What is the research objective?

Specifies what information is needed and how it should be obtained (information oriented)

A general statement about what the manager needs

what is the research plan?

describes in detail exactly what information will be collected

true or false: there are almost always is a literature in previous research that can guide the analytical framework.

true

what is invitation to bid (ITB)/ request for proposal?

When a client first contacts marketing research supplier to conduct research, the client will generally request a proposal prior to agreeing to work with the firm.

true or false: the whole research process must be thought out completely before a contract is signed

True

what is action standards?

is a designation of some quality of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place

what is research design?

A master plan specifying the methods used for collecting and analyzing the needed information

what are the different types of research design?

Exploratory, descriptive, casual

what is exploratory research?

Unstructured informal research usually conducted at the outset of research projects

used to: gain background info, defined terms, clarify problems in hypothesis, and establish research priorities

what is secondary data analysis?

The process of searching for interpreting existing information relevant to the research topic

what is case analysis?

A review of available information about a former situation that has some similarities to the current research problem

what is descriptive research?

undertaken to describe answers to questions of who, what, where, when, and how

what are cross-sectional studies?

Measures units from a sample of the population at only one point in a time (or snapshot)

what is longitudinal studies?

it repeatedly measure the same sample units of a population over time

what are continuous panels?

ask panel members the same question on each panel measurement

what is a discontinuous panel?

varied questions from one panel measurement to the next

casual relationships often examined using what?

experiments testing cause-and-effect

what is A/B testing?

Test two alternatives (A & B) simultaneously to see, which is better

what is big data?

large amounts of data from multiple sources

what is primary data?

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

what is 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 published sources?

Information that was prepared for public distribution by trade associations, professional organization, companies, and other entities and can be found online and in libraries

what is social media data?

Also termed user generated content is any information that is created by users of online systems and intended to be shared with others

what is quantitative research?

Research involving the use of structured questions in which response options have been predetermined and a large number of representatives involved

what is qualitative research?

Research involving collecting, analyzing, and interpreting data by observing what people do and say

what is mixed method research?

combination of both quantitive and qualitative research methods to gain the advantage of both

what is laddering?

attempting to discover how product attributes are associated with consumer values

what is ethnographic research?

A term borrowed from anthropology to describe a detailed, descriptive study of a group and it’s behavior, characteristics, culture, and so on

what is thematic analysis?

involves examining qualitative data to uncover themes or patterns which relate to the objectives of the research

what are the advantages of using survey methods?

Standardization, efficiency, ease of administration, stability, suitability for statistical analysis

what is a panel company?

an institution that recruits a large number of potential survey respondents who participate for compensation

what are properties?

specific features or characteristics of an object that can be used to distinguish it from another object

what are the types of measurements?

Nominal, ordinal and scale measurements (interval and ratio)

what is a questionnaire?

The vehicle used to present the questions the researcher desires responded to answer