Vocabulary
Process used to define the size, location, or makeup of a market for a product or service.
What is Market Research?
Statements that specifically describe what information the research will collect to address a problem...
What are research objectives
A tool used to define a problem...
SWOT analysis
Some advantages of this method include: insights into actual versus reported behaviors, and no chance of recall error
What is observation
This method of sampling is more difficult to execute but is representative of the general population.
What is probability (or random) sampling
Organizations or individuals who supply their own marketing research information...examples might include Kraft Heinz, General Mills, or DIY).
What is client side research
Information collected specifically for the problem at hand
What is primary information?
This type of research is conducted when you don't know much about a problem.
What is exploratory research
Name one disadvantage of using secondary data
reporting units may be incompatible
measurements units might not match
may be outdated
source may not be credible
This error occurs when a fieldworker deliberately falsified his or her work, such as cheating by submitting bogus completed questionnaires.
External suppliers hired to fulfill a company's marketing research needs.
What is supply side research
Name one reason that marketing research might not be needed...
information is already available
time to conduct research doesn't work within decision timeframe
there aren't enough funds
costs outweigh the value
Name two important reasons why research design is so important...
it can effect cost and timeline of a research project
What is syndicated data?
Name one technique for improving response rates for surveys
Clarify the purpose for the study
Offer an incentive
Limit survey length
Some marketing research firms provide specialized services such as in one particular method, or in one particular industry. This category of firms is known as...
Limited service providers
Research that describes the phenomena of interest (i.e. addresses who, what, when, where, why and how)
What is descriptive research
What is an iterative process?
Small groups of people are brought together for the purpose of gaining information relevant to the research problem. Common uses are to: generate ideas, learn a population's "vocabulary", or understand basic needs and attitudes.
What is a focus group
Name this question error:
Would you consider purchasing an automobile navigation system if it saved you time, money and worry?
What is a double barreled question
Name one of our guest speakers' companies and its categorization within the industry (supply side or client side).
Lifestyle Fitness (client side)
MRI (supply side)
Groupon (client side)
Foodmix (client side, limited service)
Research that attempts to uncover what factor or factors cause some events...(if X, then Y)
What is causal research?
A type of study that repeatedly measures the same sample units of a population over time.
What is a longitudinal study?
Name one disadvantage of a focus group
Not representative of population
Can be difficult to interpret
Costly on a per participant basis
Quality depends on moderator's training
What are the three most important things you learned in this course?
Any good responses will work here!