General Marketing Research
The process and methods used to gather information, analyze it, and report findings related to marketing goods and services.
Marketing Research
Focuses on smaller numbers of people and aims to gather more in-depth information often through interviews, small group settings, and observations.
Answers questions that begin with “why” or “how”
Qualitative Research
Data collected for the first time and used specifically for the problem being studied
Primary Data
Type of questions that ask respondents to construct their own response to a question.
Open-ended Questions
Data that has been collected for a purpose other than the current study, but it can be applied to the current study.
Secondary Data
What marketing function is marketing research?
Marketing Information Management
Gathers information from large groups of people, often using surveys or questionnaires
Answers questions that begin with “how many” or “how much”
Quantitative Research
Research technique in which the researcher observes the results of changing one or more marketing variables while keeping all other variables constant under controlled conditions.
Experimental method
Questions that ask respondents to choose answers from possibilities given on a questionnaire.
Forced-choice question
Type of research that focuses on issues of media effectiveness, selection, frequency, and ratings.
Media Research
A collection of related data/information about a specific topic.
Database
Small groups of people who are gathered and questioned to provide information and opinions about a topic.
Focus Groups
Research technique in which information is gathered from people through the use of questionnaires.
Survey Method
Exists when a research technique produces nearly identical results in repeated trials (goal is to get nearly the same results no matter how many times you administer the survey)
Reliability
Type of research that focuses on evaluating product design, package design, product usage, and customer acceptance of new and existing products
Product Research
What does CRM stand for?
Customer Relationship Management
Type of research designed to obtain information on how people feel about certain products, services, companies, or ideas.
Attitude Research
research technique in which the actions of people are watched or recorded either by cameras or by researchers.
Observation method
Questions measure what was intended to be measured (are questions written in a way to gain accurate information about the problem)
Validity
research technique in which people are questioned face-to-face.
Interview Method
Data sources for Marketing Information Systems. List 3 of the 5 sources.
Customer Data, Company Records, Competitors Records, Government Data, and Marketing Research Reports
List 3 limitations of market research
Time, Money, Number of Personnel Needed, Accuracy of the Results.
List the 5 steps of the marketing research process
1. Define the Problem
2. Obtain Data
3. Analyze the Data
4. Recommend Solutions
5. Apply the Results
To be valid and reliable, a survey questionnaire must be properly:
(List 3 things we discussed in the slides)
Written, Formatted, and Administered
A well-written survey questionnaire should have ___________ and _____________.
validity and reliability