1
Q
What is Curbstonning
A
Making up research
2
Q
What is an example of Curbstoning
A
200 surveys and doing it yourself
3
Q
How many phases does Market Research Process have
A
4 Phases
4
Q
What is Phase 1 (MR Process)
A
Determine the Research Problem
5
Q
What is Phase 2 (MR Process)
A
Select the Appropriate Research Design
6
Q
What is Phase 3 (MR Process)
A
Execute the Research Design
7
Q
What is Phase 4 (MR Process)
A
Communicate the Research Results
8
Q
What are the two types of Data Sources
A
- Primary Data
2. Secondary Data
9
Q
Define Primary Data
A
Info collected for a current research problem or opportunity
10
Q
Define Secondary Data
A
Info previously collected for some other problem or issue
11
Q
What is the Problem Formation Process
A
Provide a different perspective on the problem
12
Q
Define Market Research
A
Is the systematic and objective process of generating information to aid in making marketing decisions
13
Q
Categories of Research Design
A
- Exploratory
2. Conclusive (Descriptive & Causal)
14
Q
What is Exploratory Research (4)
A
- Discover ideas & insights
- Increase understanding of problem or situation
- Explore/explain consumer behaviours, attitudes etc.
- Provide input into a further stage of research
15
Q
What is Causal Research (2)
A
- Establishes if there is a cause & effect relationship between variables
- Allow “if then” predictions
16
Q
What is Descriptive Research (2)
A
- Describe the characteristics of certain groups (eg. attitudes, intentions, preferences etc.)
- Regarding competitors, target market, & environmental factors
17
Q
What Research is usually numeric data not textual (eg. 52% are female)
A
Descriptive Research
18
Q
What is the role & value of MR (3)
A
- Draws on social sciences for methods & theory
- Methods are diverse
- Can be applied to problems involving price, place, promotion and product
19
Q
What are the 4 ps
A
Price place promotion product
20
Q
Branding
A
Regular research enables early detection of change in attitude & meaning toward a brand
21
Q
Perceptual Mapping
A
Used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions
22
Q
Place/Distribution
A
Decisions include choosing & evaluating locations, channels, and distribution patterns
23
Q
Retailing Research
A
Focuses on trade area analysis, store image/perception, in-store traffic patterns, & location analysis
24
Q
Behavioural Targeting
A
Displaying ads at one website based on a users previous surfing behavioural
25
Shopper Marketing
Marketing to consumers based on research of the entire process consumers go through when making a purchase
26
Promotion
Important influence on a company's sales
27
What to pricing decisions involve (3)
1. Pricing new products
2. Establishing price levels in test markets
3. Modifying prices for existing products
28
What is Segmentation Studies (2)
1. Creating customer profiles
| 2. Understanding behavioural characteristics
29
Benefit & lifestyle Studies
Examine similarities & differences in consumers needs
30
When do Marketers use Ethnographic Research (2)
1. Studies consumer behaviour as activities embedded in cultural contexts & having identity
2. Requires extended observation of consumers in context
31
Subject Debriefing
Fully explaining to respondents any deception that was used during research
32
Sugging/Frugging
Claiming that a survey is for research purposes and then asking for a sale or donation
33
De-anonymizing Data
Combining different publicly available info, mostly unethically, to find consumers identities
34
Information Research Process
Systematic approach to collecting, analyzing, interpreting, and transforming data into decision making info
35
Gatekeeper Technologies
Offer protection from intrusive marketing practices (telemarketing & illegal scams)
36
Scientific Method
Research procedures are logical, objective, systematic, reliable and valid
37
Knowledge
Data interpreted by researchers or decision makers
38
Iceberg Principle
Only 10% of the problem is perceived by decision makers. Helps Distinguish between symptoms & causes of problems
39
Situation Analysis
Gathers & synthesizes background info to familiarize a researcher with overall complexity of the problem
40
Unit of Analysis
Specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination
41
Exploratory Research (2)
1. Generates insight that help define the problem situation confronting a researcher
2. Improves the understanding of consumer motivations , attitudes and behaviour that are not easy to access using other research methods
42
Descriptive Research
Collects quantitative data to answer research questions such as who, what, when, where & how
43
Causal Research
Collects data that enables decision makers to determine cause & effect relationships between 2 or more variables
44
Target Population
Population from which a researcher wants to collect data
45
Census
Researcher attempts to question or observe all the members of a defined population
46
Sample
A small number of members of the target population from which researcher collects data
47
Research Proposal (2)
1. Provides an overview of the proposed research & methodology
2. Serves as a written contract between a decision maker and a researcher
48
Literature Review
Helps clarify & define the research problem & research questions
49
6 Criteria's to Evaluate Secondary Data Sources
1. Purpose
2. Accuracy
3. Consistency
4. Credibility
5. Methodology
6. Bias
50
3 Descriptive Variables Sought in Secondary Data Search
1. Demographics
2. Economic Data
3. International Market Characteristics
51
3 Sources of Internal Secondary Data
1. Sales Invoice
2. Accounts Receivable Reports
3. Quarterly Sales Reports
52
3 Sources of External Secondary Data
1. Popular Sources
2. Scholarly Sources
3. Government Sources
53
Syndicated (Commercial) Data
Collected, packaged, & sold to organizations (market share & sales tracking)
54
Consumer Panels
Provide specific & detailed data on purchase behaviour for an extended period of time
55
Media Panels
Provide data related to consumers media consumption habits
56
Audit
Buzz metrics
57
Conceptual Model
Literature reviews help conceptualize a model that summarizes the relationship one hopes to predict
58
Variables
Observable items used as a measure on a questionaire
59
Constructs
Unobservable concepts measured by a group of related variables
60
Relationships
Associations between 2 or more variables
61
Independent Variable
Manipulated by the researcher (what I change)
62
Dependent Variable
Variables being tested and measured (what I observe)
63
Descriptive Hypothesis
Possible answers to a specific applied research problem
64
Causal Hypothesis
Theoretical statements about relationships between variables
65
Positive Relationship
2 variables increase or decrease together
66
Negative Relationship
1 variable increases while the other decreases
67
Defines Good Hypotheses (3)
1. Follow research questions
2. Written clearly & simply
3. Testable
68
Hypothesis
Empirically testable yet unproven statement developed to explain phenomena
69
Null Hypothesis
Statistical hypothesis tested for possible rejection under assumption that it is true
70
Alternative Hypothesis
Hypothesis con-tray to the null hypothesis (suggests that 2 variables are related)
71
Parameter
True value of variable
72
Sample Statistic
Value of a variable that is estimated from a sample
73
In-depth Interviews
Well trained interviewer asks a participant a set of semistructured questions in a face-to-face setting to collect data
74
Focus Group
Responses to an open ended questions are collected from small groups of participants
75
Bulletin Board
Online research format in which participants agree to post regularly over a period of 4 to 5 days
76
Purposed Communities
Online brand communities that can be used for research
77
Private Communitites
Purposed communities whose primary is research
78
Ethnography
Records behaviour in natural setting to understand how social and cultural influences affect individuals behaviours and experiences
79
Participation Observation
Extended observation of behaviour in natural settings in order to fully experience cultural or subcultural context
80
Word Association Test
Subject is presented with list of words or short phrases one at a time and asked to respond with first word that comes to mind
81
Sentence Completion Test
Subjects are given a set of incomplete sentences and asked to complete them in their own words
82
Zaltman Metaphor Elicition Technique (ZMET)
Visual research technique that encourages research participants to share emotional and subconscious reactions to a particular topic
83
Observation Research
Systematic Observation and recording of behavioural patterns of objects, people, events, and other phenomena
84
Netography
Requires deep engagement with online communities
85
Respondents
People who answer question or survey, either verbally or written
86
Value of Quantitative Research
Used in exploratory research designs
87
Exploratory
Provides insights insight to better understand problems
88
Descriptive
Provides information that answers research questions
89
Causal
Tests cause & effect relationships between specific marketing variables
90
Quantitative Research (2)
1. Emphasizes the use of formal standard questions and predetermined response options in questionnaires or surveys administrated to large numbers of respondents
2. Representative of the target population
91
Qualitative Research (2)
1. Collection of data in the form of text or images
| 2. Uses open-ended questions, observation, or found data
92
Survey Research Methods
Research procedures for collecting large amounts of primary data using questions & answer format
93
Sampling Error
Difference between sample results & true values for population
94
Non Sampling Error (Systematic Error)
Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research
95
Response Error
When respondents have impaired memory or do not respond accurately
96
Non Response Error
A systematic bias that occurs when the final sample differs from the planned sample (refusals can't be reached)
97
Types of Survey Research (5)
1. In home interview
2. Mall-intercept interview
3. Computer assisted telephone interview (CATI)
4. Mail survey
5. Online survey
98
Causal Methods
Experiments
99
Laboratory Experiment
Artificial setting
100
Field Experiment
Natural setting
101
Experiments
Often used to isolate relationships between independent variable (condition X) & dependent (event y) variables
102
Control Variables
Kept constant by the researcher to limit their effect on the dependent variable (what I keep the same)
103
Extraneous Variables
Out of our control, but may affect the dependent variable (confounds the results)
Market Research
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