Types of Research
Mackey's Lawn Service sends out customer surveys to all of its customers asking them about the services they offer. What type of research are they performing?
Opinion/Attitude Research
Tell me an example of a YES/NO question
Do you play video games? yes or no
__________: the entire group that you want to draw conclusions about
Population
The first step in the marketing research process is to
Define/identify the problem
Double Jeopardy
General Mill's is test marketing a new children’s cereal and has invited 20 children ages 3-6 to taste the cereal and discuss the packaging. What type of primary research?
focus group
Apple conducts a focus group interview regarding customer attitude towards its new iPhone 14. Primary or secondary?
Primary
What kind of question? Which of the following items have you purchased in the past two weeks?
a. hand sanitizer
b. gum
c. pens
d. paper
e. other
Forced-choice
Double Jeopardy
Information is gathered from people through the use of questionnaires
Survey
In which step of the process would Popeye's survey customers about their fried chicken?
Obtain the data (Step 2)
Businesses often obtain marketing information to
monitor trends
Are the following statements advantages of primary or secondary data?
Cheaper to gather
Takes less time to find
Secondary
Double Jeopardy
What is an advantage of open-ended questions?
Allow respondents to express their opinions freely.
When survey questions measure what was intended to be measured.
Validity
After receiving the survey results from respondents, an analyst tabulates the results and prepares charts illustrating the survey results.
Analyzing data
List one advantage and one disadvantage of primary research
Primary:
Advantages- Targeted to company’s needs
Disadvantages- Time consuming and costly
Kia establishes a customer panel to evaluate its commercials for the new Kia Forte
Media Research
Tell me a forced choice question asking customers to rate their satisfaction with Dunkin's Pumpkin Spice Latte.
How would you rate our Pumpkin Spice Latte?
1- I do not like it at all
2- I do not really like it
3- I don't know
4- I like it
5- I love it
Which method of research is conducted face-to-face with customers and a series of questions are asked
personal interview
Double Jeopardy
In which step of the research process would Dunkin recommend introducing a new donut?
Step 4- making recommendations
True or false:
The purpose of marketing research is to persuade, remind or inform customers about a product
False
Double Jeopardy
You receive a coupon in the mail after completing a short survey about a new shampoo product. Questions were related to the smell, color, and package design. Which type of marketing research were they doing?
Product Research
What kinds of questions belong at the beginning or a survey?
demographic
The group of people selected to answer market research questions
sample
List the 5 steps of the marketing research process in order.
Define the problem
Obtain the data
Analyze the data
Make recommendations
Action
What is a sample error?
The group that you are researching is not representative of the whole population.