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 is the primary focus of qualitative research?
To understand beliefs, feelings, and attitudes
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 data?
Effective in determining variable patterns over time; can ensure focus and validity; accuracy when observing changes.
What are the two examples of non-comparative scales?
Continuous scales, semantic differentials scales, stapel scales, and graphic scales
What are some commonly used data collection methods in qualitative research?
Focus groups, in-depth interviews, surveys, ethnography, observations
What is the last step of the marketing research process?
Prepare and present final results
What are the two types of secondary data? Provide an example for each.
Internal secondary data: generated within the organization (examples: historical sales data, customer data, past MR project results, etc)
External secondary data: generated by sources outside of your organization (examples: govt publications, reports, books, etc)
How can extraneous variables be controlled?
Random assignment
Which analysis can be done with a ratio scale?
Correlation and regression analysis
What are commonly used techniques for quantitative research?
Surveys, Experiments, Secondary Data analysis
What are the 3 types of marketing research?
Exploratory research, conclusive research, performance-monitoring research
What research techniques reflect real behavior in real settings
ethnography and observational
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
What are the major pitfalls of qualitative research?
Misinterpretation (confirmatory bias), researcher bias, participant bias, small sample sizes
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 the types of validity in experiments?
Internal validity: the extent to which competing explanations for the experimental results observed can be ruled-out.
External validity: The extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times.
What are the levels of measurement for each scale?
Nominal: unique
Ordinal: unique, order
Interval: unique, order, distance
Unique, order, distance, ratio
What do you do prior to running a focus group?
Set your objectives, create a moderator's guide, pre-screen participants