Research 101
What are the 3 steps of conducting market research?
Gathering, recording, and analyzing information about the situation
What is a variable?
This research design tests cause and effect
Casual Research
What is an intense, in-depth analysis of a person, group, organization, situation, or event
A Case Study
What is data based on thoughts, opinions, feelings, motivations, or experiences?
Qualitative Data
What do you call a business or management issue that requires a decision?
A Decision Problem
What is an educated predication that can be tested through research?
A hypothesis
What research is being used when asked the question "Does reducing the price from $2.50 to $2.00 increase students' likelihood of purchasing?"
Casual Research
What determines the research design that's selected?
a. exploratory research
b. the purpose or research question
c. mrs. cardona
d. the pilot study
b. the purpose or research question
A researcher wants to know both how many students want a donut shop AND why they would buy from it. What two types of data would the researcher benefit from using?
Qualitative and Quantitative Research
The first thing researchers need to clearly identify before conducting useful research is...
The problem or opportunity
A company asks, "Will lowering our price increase purchases?" Price and purchases are examples of:
Variables
What research is being used when asked questions like "Why are students choosing not to purchase breakfast at school?"
Exploratory Research
What is the master plan for conducting a market research project?
A Research Design
What is Quantitative Data?
Objective information that is specific, measurable, and often expressed with numbers.
What is a research problem?
The specific information researchers need to investigate to help solve the decision problem.
Factors or characteristics related to the research problem that researches measure or consider is:
a. hypothesis
b. unit of analysis
c. relevant variables
d. variables
c. relevant variables
This research design gathers specific facts and measurements about customers or market
Descriptive Research
What is an imitation or enactment of a real situation used for research or testing
A simulation
"63% of students prefer chocolate-glazed donuts"
Is this quantitative or qualitative data?
Quantitative
What is a research objective?
A clear statement of exactly what the marketing research is intended to accomplish
What is the unit of anaylsis?
The person, group, business, product, or other items being studied.
This research design helps make marketers discover and understand what may be happening.
Exploratory Research
A small-scale research study used to see whether a larger research project or procedure will work is:
a. case study
b. pilot study
c. project study
d. scale study
b. pilot study
"Students said they skip breakfast because they don't have enough time"
Is this Qualitative or Quantitative?
Qualitative