Marketing Research Process
What triggers the need for research?
Problems; opportunities; emerging social and economic trends
When should projective techniques be used?
When motivations are not easily articulated, participants indirectly project their own underlying motivations into the situation.
What is the difference between cross-sectional data and longitudinal data?
Cross-sectional data is gathered from different samples at one point in time, whereas longitudinal data is gathered from the same sample of people over time.
What is systematic error?
Biases is your measurement
What are some advantages of open-ended questions?
Provides greater insights and explanations, find things that you were not aware of, useful for explanatory research, understand how important something is, use it when you cannot list all the possible responses, understand participants’ thought process.
What is the first step in conducting a marketing research project?
Define the problem or opportunity
What are the advantages of qualitative techniques?
Uncovers insights and unexpected discoveries
What are some advantages of longitudinal designs?
Effective in determining variable patterns over time; can ensure focus and validity; accuracy when observing changes.
What are the four examples of non-comparative scales?
Continuous scales, semantic differentials scales, stapel scales, and graphic scales
What is the first step of the sampling process?
Define the target population
What is the last step of the marketing research process?
Prepare and present final results
What is the major advantage of in-depth interviews?
Allows deeper insights and detailed beliefs to be uncovered.
How can extraneous variables be controlled?
Random assignment
Which analysis can be done with a ratio scale?
Correlation and regression analysis
What are four examples of probability sampling?
Simple random sampling, systematic sampling, stratified sampling, cluster sampling
What are the 3 types of marketing research?
Exploratory research, conclusive research, performance-monitoring research
What are the advantages of ethnography and observational techniques?
Reflects real behavior in real settings
What are disadvantages of laboratory experiments?
Artificial environment, difficult to generalize results.
What scale maintains the labeling characteristics of nominal scale and can order data?
Ordinal
How are participants selected in convenience sampling?
Participants are selected because they are conveniently located or accessible
What is the goal of exploratory research?
Help management define the decision problem and alternative courses of action
What are some examples of projective techniques?
Word associations, sentence completion, picture response, cartoon test, role playing, third-person technique
What are some disadvantages of experimental research?
High cost, security issues (confidentiality), implementation problems.
What is a limitation of paired comparison scales?
The number of comparisons becomes unwieldy as the number of objects gets large
When is snowball sampling beneficial?
When populations are difficult to reach or identify