Research Process
The most important step of the marketing research process.
What is, "Define the Problem"
Three types of Research Design
What is, "
(1) Exploratory Research
(2) Descriptive Research
(3) Causal Research
Two types of Data Sources
What is, " Primary & Secondary Data".
Question Format that has only two response options
What is, Nominal-Dichotomous"
Data that is recorded continuously from a panel of respondents to measure their exposure to the marketing mix. Provide an Example.
What is, "Single Source Data". IRI BehaviorScan or AC Neilsen
Step 4 of the MR Process
What is' "Research Design".
Research Design depends on:
What is, "Research Objectives".
Types of Secondary Data
What is, "Internal & External Data".
Question format that measures level of agreement
What is, "Interval-Likert Scale"
Examples of Secondary Sources used to define a Target Market
What is,
1. American Factfinder (ACS)
2. University Reporter
3. ESRI Tapestry
4. Claritas PRIZM
State what researchers will do to provide the information needed to solve the problem.
What is, "Establish Research Objectives"
The type of research a researcher would begin with
What is, "Exploratory Research".
Three classes of Secondary Data
What is, "
1. Published Data
2. Syndicated Data
3. External Databases
Question format that allows for maximum data processing
What is "Ratio".
A Construct
What is, "a marketing concept involved in the marketing problem". Bonus: Give an example:
Defining the Problem come from these two sources:
What is, "Failure to Meet an Objective and Opportunity"
Research Design that involves making "if-then" connections
What is, "Experimental Research".
Data that is provided in a standard format to buyers
What is, "Syndicated Data"
The four types of scale characteristics that determine the level of measurement
1. Description
2. Order
3. Distance
4. Origin
A Probability Sample
What is, "all members of the population have a theoretical chance of being selected into the sample."
Bonus: What are the types of Probability Samples?
What does a Research Objective Consist of:
What is, "
(1) - Who will we gather information from
(2) - Construct: What info is needed to solve the problem
(3) - Operational Definition: The Unit of Measurement to measure the construct
(4) - Frame of Reference: Word the questions in the audiences frame of reference."
Variable in Experimental Research Design that is manipulated.
What is, "Independent Variable".
Prepackaged Marketing Research Process
What is, "a Packaged Service". E.g. AC Nielsen Scantrak
Why the question format is important.
What is, "The type of question format determines the measurement methods we can use. E.g. to find a mean, standard deviation and do advanced statistics we have to use interval or ratio scales. Nominal or ordinal scales only allow for percentage distribution analysis.
The Experimental Design Symbols:
What is,
(1) O = Measurement of Dependent Variable
(2) X = Manipulation of Independent Variable
(3) E = Experimental Effect
(4) R = Random Assignment to Groups