Exam Review
Chapter 4
Exploratory and observation research design and data collection methods.
The objective of exploratory research is to discover ideas and insights to better understand the problem.
What is Descriptive research?
Descriptive Research objective is to collect info to provide answers to research Questions
What is causal research?
Causal Research is to test relationships
What is quantitative research?
Quantitive research method uses formal questionnaires with larger sample sizes
What are other forms of qualitative research?
In depth interviews, and Focus groups
In depth Interview: A one-on-one qualitative interview between a researcher and a participant
Focus group: A group discussion (usually 6–10 participants) led by a trained moderator
What is the key role in a focus group?
the Moderator
Advantages of focus groups?
Online FGs
stimulates new ideas
fosters understanding of consumer behaviour
social influence can be observed
Disadvantages of focus group?
Findings lack generalizability.
Limited reliability.
Data interpretation relies on researchers.
Groupthink may contaminate results.
What is ethnography?
Ethnography seeks to understand how social and cultural influences affect people’s behavior and experiences.
What are case studies?
Case study research focuses on one or a few cases in depth, rather than studying many cases superficially.
What are projective techniques (indirect questioning) Examples?
Projection techniques use indirect questioning designed to reveal a person’s true thoughts better than direct questions.
Word Association:
Word association tests “map” the underlying meaning of the product/brand to consumers.
Interviewer says: “Luxury”. Respondent says: “Expensive”
Sentence completion tests:
Sentence completion tests reveal hidden aspects about individuals’ thoughts and feelings toward the object(s) studied.
“When I think about buying a car, I feel…
The Zaitman Metaphor Elicitation Technique (ZMET)
ZMET is based on the idea that most human thinking is image-based, and that metaphors and visuals
What is Observational research?
Researchers use observation methods to collect primary data about human behavior and marketing phenomena.Observation research is observing and recording behavioral patterns of objects, people, events, and other phenomena.
Physical actions—shopping patterns or digital tracking patterns.
Expressive and verbal behaviours—tone of voice, facial expressions.
Temporal behaviour patterns—amount of time spent shopping online.
Spatial relationships and locations—traffic patterns of cars or people.
Physical objects—items purchased or car models currently driven.
Types of Observation Methods
Tech mediated observation, captured by technology
Human observers
What are the benefits of observation methods?
Captures actual behaviour, not reported behaviour.
Reduces recall errors, bias, and interviewer errors.
Time and cost-efficient.
What are the limitations of observation methods?
Difficult to generalize.
Cannot explain behaviours unless combined with other methods.
Problems in set up or recording of behaviours.
Social media monitoring, listening platforms of posts does what?
Social media monitoring is observational research based on analyzing conversations in social media, analyzes media sources to provide insights to support decisions
What is social listening?
extracting meaningful insights from what people are saying online to inform decision-making.
What is netnography?
an observational research technique for providing consumer insights.
What are limitations of these?
Captures actual behavior, not reported behavior.
Reduces recall errors, bias, and interviewer errors.
Time and cost-efficient.
Difficult to generalize.
Cannot explain behaviours unless combined with other methods.
Problems in set up or recording of behaviours.
Chapter 6
What is Sampling?
involves selecting a relatively small number of elements from a larger defined group of elements
What is a census?
A census is a research study that includes data about every member of the defined target population
What is sampling in marketing research, and how is it different from a census or population?
Sampling: Selecting a smaller group from a larger population to represent the whole
Census: Collects data from the entire population
Population: The total group of people relevant to the study
When is sampling used?
Sampling is used when a census is not possible.
What is a population?
A population is an identifiable group of elements of interest to the researcher and pertinent to the information problem
Explain what a sampling frame is?
The researcher now develops a list of all eligible sampling units
Sampling frame- where sample is drawn from
When does sampling error occur?
Sampling error is any bias resulting from mistakes in either the selection process, or in determining the sample size
When does non-sampling error occur?
Non sampling errors occur regardless of whether a sample or a census is used
Non sampling errors are related to the accuracy of the data
What is the key difference between probability and non-probability sampling?
Probability sampling: Every member of the population has a known, non-zero chance of being selected
Non-probability sampling: Not all members have a known or equal chance of being chosen
Explain probability sampling.
In Probability sampling, each sampling unit in the defined target population has a known probability of being selected
Explain non probability sampling.
In non-probability sampling the probability of selecting each sapling unit is not known
What are the main types of probability sampling designs?
Simple random sampling
Systematic random sampling
Stratified random sampling (proportionate and disproportionate)
Cluster sampling
What are three types of non-probability sampling designs?
Convenience sampling
Judgment (purposive) sampling
Quota sampling
At whose convenience is convenience sampling done?
Answer: The researcher's convenience
What is simple random sampling?
probability in which the researcher randomly selects a subset of participants from a population.
Each member of the population has an equal chance of being selected.
What are the advantages?
Easily understood.
Results can be generalized with margin of error.
Produces unbiased estimates of population characteristics.
Results in a valid representation of the defined target population.
What are the disadvantages?
Difficult to obtain a complete list of target population elements.
Requires all sampling units be identified.
Works for small populations with accurate lists.
What is systematic random sampling?
requires that the defined target population be ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster
What are the advantages?
Easy to draw a sample while ensuring randomness.
List availability allows time savings.
What are the disadvantages?
Hidden patterns create bias.
Number of sampling units in target population must be known.
How do you determine appropriate sampling design?
Research objectives
Degree of accuracy
Resources
time frane
knowledge of the target population
scope of the research
statistical analysis neeeds
Steps in developing a sampling plan?
Step 1: Define the target population.
Step 2: Select the data collection method.
Step 3: Identify the sampling frame(s) needed.
Step 4: Select the appropriate sampling method.
Step 5: Determine necessary sample sizes and overall contact rates.
Step 6: Create an operating plan for selecting sampling units.
Step 7: Execute the operational plan.
Chapter 7
What is structured data?
Structured data are organized and stored in a specific, defined format, and categorized, organized, and managed in fixed fields.
What is unstructured data?
Unstructured data do not have values and cannot be processed and analyzed using conventional statistical methods.
What is measurement?
the process of determining the intensity (or amount) of information about constructs, concepts, or object
What is a construct?
A construct is an abstract idea/concept formed in a person’s mind through a combination of construct characteristics.
What is construct development?
Construct development begins with an accurate definition of the purpose of the study and the research problem.
What are categorical types of information?
Physical, demographic, or socioeconomic characteristics of individuals, objects, or organizations is state-of-being.
What is properties of measurement scales
The amount of information obtained depends on which scaling properties are used in the scale design.
What is scale measurement?
involves assigning a set of scale descriptors to represent the range of possible responses.
What are scales to measure attitudes and behaviors, this section general steps is:
Step 1: Identify and define the construct.
Step 2: Use qualitative research to identify a theory.
Step 3: Refine problem using qualitative judgment and analysis.
Step 4: Design scales, pretest, and pilot test.
Step 5: Evaluate reliability and validity.
Step 6: Purify scales by eliminating poorly designed statements.
Step 7: Complete the final scale evaluation.
What is a behavioural intention scale?
captures the likelihood a person demonstrates predictable behavior with future purchases.
What is a noncomparative rating scale?
scales get respondents’ attitudes, behavior, or intentions about an object without referencing another object.
What is a comparative rating scale?
respondents’ attitudes, feelings, or behaviors about an object on the basis of some other object
What are some misleading scale formats?
A double-barreled question includes two or more attributes, but responses allow comment on a single issue.
A leading question influences the respondent’s answers.
A loaded question suggests a socially desirable answer or involves an emotionally charged issue.
Ambiguous questions involve possible responses that can be interpreted a number of ways.
Complex questions are worded in a way making the respondent unsure how to respond.
A double negative question contains two negative thoughts in the same question.
Scale responses should be mutually exclusive.
Chapter 13
What is the value of communicating research findings?
if the results cannot be effectively communicated to the client, the project is not a success.
What are the four objectives of marketing research reports?
To effectively communicate the findings of the marketing research project.
To provide interpretations of those findings using sound and logical recommendations.
To establish the credibility of the research project.
To serve as a future reference document for strategic or tactical decisions.
What are things to relay to the client?
The research objectives.
The research questions.
Literature review and relevant secondary data.
A description of the research methods.
Findings displayed in tables, graphs, or charts.
Interpretation and summary of the findings.
Conclusions and recommendations.
What you need on marketing research reports?
Communication
Interpretation
Credibility
Reference
Format of the marketing research report
Title page
Table of contents
Executive summary
Introduction
Research Method and procedures
Data analysis and findings
Conclusions and reccomendations
Limitations
Appendixes
What key details should be included on the title page of a formal report?
Subject of the report
Name of the recipient
Include their position and organization
Department/division number or designation (if applicable)
Name of the report writer
What information is typically listed in the table of contents of a formal report?
Topics in sequential order
Subdivisions within each topic area
Corresponding page numbers
List of tables and figures with their page numbers
What should be included in the executive summary of a research report?
Research objectives
Concise statement of the method
Summary of key findings
Specific conclusions
Clear recommendations for future actions
Conclusions: brief explanation of research findings
Recommendations: suggested next steps based on results
What information is typically included in the introduction of a research report?
Definition of key terms
Relevant background information
Scope and emphasis of the study
Specific research objectives
Research questions the study aims to answer
Hypotheses stated in natural language
Description of key constructs being measured
Identification of independent and dependent variables
Duration/length of the study
Any problems encountered during the research process
What details are included in the methods-and-procedures (methodology) section of a research report?
Purpose: explain how the research was conducted
Research design used (e.g., exploratory, descriptive, causal)
Types of secondary data used (if any)
Procedures for primary data collection
Sample details and sampling methods used
What should be included in the findings section of a research report?
Easy to understand summary of the data
Use of tables, graphs, and charts
Results are organized by research objectives
No complex or technical language
Writer explains what the results mean
What should be included in the conclusions and recommendations section of a research report?
Conclusions:
General statements based on the results
Not just numbers or stats
Linked directly to research objectives
Recommendations:
Based on conclusions and findings
Show how the client can solve the problem
Focus on creating a competitive advantage
Use critical thinking to suggest actions
What should be included in the limitations section of a research report?
Acknowledge that all research has limitations
Identify specific limitations, such as:
Sampling bias
Financial constraints
Time pressures
Measurement errors
Discuss how these limitations might have affected the conclusions
Emphasize that limitations do not undermine the report’s overall credibility
What is the purpose of an appendix in a research report, and what does it typically include?
Contains detailed or technical information not needed in the main report
Often called a “technical appendix”
Common contents:
Questionnaire or discussion guide used
Interviewer and consent forms
Statistical calculations
Detailed sampling maps
Bibliography (if needed)
Appendix information is cited in the report for readers who want more detail
What common problems should be avoided when writing a marketing research report?
Lack of data interpretation
Using complex statistics unnecessarily
Focusing on packaging instead of quality
Making irrelevant or impractical recommendations
Overemphasizing a few statistics without supporting evidence
Why is the presentation of research results important?
Presentation may be the only part seen by decision-makers
Managers need clear, accurate, and understandable information
Senior managers often rely on the researcher’s summary
Poorly organized or unclear presentations reduce impact of findings
What are important tips for delivering an effective oral presentation of research findings?
Condense complex information into an interesting and clear discussion
Ensure visuals support, not distract from, the message
Be friendly, honest, warm, and open in communication
Show knowledge and confidence when speaking
Prepare a well organized and inspiring dialogue
Practice active listening skills during interactions
What are key guidelines for creating an effective visual presentation of research findings?
Start with the presentation title and presenter(s), client, and research firm
Include research objectives and research questions
Present methodology and sample description
Highlight important findings in separate slides
End with recommendations, conclusions, and implications