Marketing 6900 - Week 3: Marketing Research

  1. What is Marketing Research?
    Gathering unique information to aid in making specific decisions
  2. What are the steps in the Marketing Research Process?
    • Define problem/objectives
    • Determine research design
    • Choose data collection method
    • Design the sample
    • Collect the data
    • Analyze data
    • Prepare report
  3. What are the components to Define Your Research Problem?
    • Specify research objectives
    • Identify population of interest
  4. What do you do when you Define Your Research Design?
    Define what information will be collected and what type of study will be done
  5. What are the two branches of Research Designs?
    • Secondary
    • Primary
  6. What is Secondary Research Design?
    Data that has been collected for some purpose other than the problem at hand.
  7. What is a Primary Research Design?
    Data that did not previously exist, but was collected to answer a specific research question
  8. What are the types of Secondary research?
    • Internal - Inside the company
    • External - Outside the company
  9. What are the types of Primary research?
    • Exploratory 
    • Descriptive
    • Causal
  10. What is Exploratory Primary research?
    Requires an experiment to be made or some sort of observation.
  11. What is Descriptive Primary research?
    Very detailed facts and information like demographics.
  12. What is Causal Primary research?
    Finding out why something may have caused something else to happen.
  13. Under External Secondary research, what is Syndicated Research?
    Collected by independent research firms and sold to all that are interested
  14. Under Exploratory Primary research, what is a focus group?
    Discussion among a small group of consumers led by a trained moderator
  15. Under Exploratory Primary research, what is Ethnography?
    Observation of consumers in natural habitat
  16. In Exploratory Primary research, what are Projective Techniques?
    To reveal "hidden" motivations
  17. In Descriptive Primary research, what is Cross Sectional design?
    One time data collection
  18. Under Descriptive Primary research, what is Longitudinal data?
    Tracks same group over time
  19. Under Causal Primary research, what are Independent Variables?
    Factors that might cause changes observed
  20. Under Causal Primary research, what are Dependent Variables?
    The variables of interest, what we are trying to  predict or explain
  21. What are the advantages of Secondary data?
    • It's already on hand
    • Easy and cheap
  22. What are the disadvantages of Secondary data?
    • It's collected for a different purpose
    • Risks of being inaccurate, old, irrelevant
  23. What are the advantages of Primary data?
    • Collected for new research plan
    • Tailored to new problem
  24. What are disadvantages of Primary data?
    • Costly
    • Takes Time
  25. What is a Survey?
    Involves interaction between researcher and participant
  26. What are some characteristics of a good survey that "dives beneath the surface?"
    • First set objectives
    • Survey provides standardization and uniformity to collect data
    • Survey is a launching pad for conversation with your respondents
    • Surveys should be short and to the point
  27. What's the problem with Open-Ended Questions?
    They vary too much and are difficult to "grade."
  28. What is a Graphic Rating Scale?
    • Measures attitude along graphic continuum which is anchored by two extremes
    • Easy to construct and use
    • Overly extreme anchors can force respondent to the middle
  29. What is an Itemized Rating Scale?
    Respondent selects an answer from a limited number of ordered categories
  30. What's important for an Itemized Rating Scale?
    Keep the answers in order
  31. What is a Likert Scale?
    Indicate agreement with a statement by selecting the number that best represents their attitude
  32. How many questions are typically used with a Likert Scale format?
  33. What do you need to consider when creating Multiple Choice questions?
    Are all possible answers available?
  34. What are Categorical questions used for?
    • Numerical answers
    • Categories of numbers
  35. What are the rules of Categorical questions?
    • Be sure that categories do not overlap
    • Be sure to break down items into distinct and clear categories
    • Each respondent must "belong" in a specific category
  36. What are Ranking questions?
    Objects are judged against one another, with respondent indicating their first, second... choice
  37. What are the advantages of Ranking questions?
    • Instructions are easy to read
    • Realistic substitute for real-world behavior
  38. What are the disadvantages of Ranking questions?
    • Answer options may not contain all the possibilities
    • If uninterested, ranking is meaningless
    • Can't judge distance between rankings
  39. What is a Constant Sum question?
    • Allocating number of points among list of items
    • Indicates rank and relative magnitude
  40. What are the advantages of a Constant Sum question?
    • Can give objects equal values unlike traditional rank order scale
    • Researcher can judge relative distance between ranks based on points allocated
  41. What are the disadvantages of Constant Sum questions?
    Can be confusing for respondent when you have a large number of objects (more than 10)
  42. What is a Semantic Differential question?
    Rate object using a set of continuums from one extreme to another
  43. What are the advantages of Semantic Differential questions?
    • Good way to compare products or company images
    • Generally regarded as a reliable and valid tool in making marketing decisions
  44. What are disadvantages of Semantic Differential questions?
    • Must develop unique scale for the object under study
    • Halo Effect - when rating of specific component is dominated by overall impression
  45. What are the 3 tips for writing successful surveys?
    • Remember your purpose
    • Keep it simple
    • Stay focused
  46. What is the order of a good survey?
    • Intro - qualifying questions
    • Warm-ups
    • Meat and potatoes
    • Classification
  47. What should you never include in a survey?
    Sales pitch
  48. What are Double-Barreled questions?
    Asking questions where the respondent may only partially agree
  49. What are Leading questions?
    Asking questions that lead the respondent in one direction
  50. What are mutually exclusive and mutually exhaustive answers?
    Answers are all covered and do not interrupt each other
  51. When is "I don't know" not an option?
    When you want to force them to take a side
  52. What is an Observation method of data collection?
    No interaction between researchers and participants
  53. What is one of the arguments FOR surveillance in observation?
    Consumers can say one thing and do another
  54. What are types of tracking used in Observation?
    • Mobile
    • Security footage
    • RFID tags
    • Motion sensors
    • Facial recognition
  55. What is an Experiment in data collection?
    Manipulating a variable to observe the effect of one on another
  56. What are Dependent Variables in an experiment?
    • Static items
    • Example: Sales
  57. What are Independent Variables in an experiment?
    The marketing mix
  58. What is a Control Group in an experiment?
    The group where nothing changes
  59. What is the Treatment Group in an experiment?
    The group where changes are introduced
  60. What is a Feedback Mechanism in an experiment?
    A way of obtaining feedback from an experiment
  61. What are the rules of an experiment?
    • Focus on individuals and the short term
    • Keep it simple
    • Start with proof of concept
    • Validity - did you measure what you intended?
    • Reliability - Is info free of errors?
  62. What is a Stratified sample?
    Groups represent the classification you want and then sample the groups
  63. What is Clustered sampling?
    • Divided into clusters and then random clusters become the sample
    • (mini me of population - proportion wise)
  64. What is a Non-probability sample?
    Can't calculate the chances of being chosen
  65. What is a Snowball sample?
    Find one and get referrals from there
  66. What is a Quota sample?
    • Break up something different than you purpose
    • Use convenience from each group
Card Set
Marketing 6900 - Week 3: Marketing Research
Marketing research