Marketing Research, Paula Ryan

Computes the value without testing every individual element
Conjoin analysis
Nielson, Kantar, IMS Health INC, Gfk SE, and Ipsos SA are all examples of what?
Marketing Research Companies
Name the four stages in the research process
Formulate problem. Determine design. Analyze and interpret data. Prepare research report.
Elements of research design
how are we selecting people. How many is enough. how will data be collected.
4 different groups involved in market research
client. public. respondents. researcher.
Name potential issues in marketing research
phrasing. privacy. pushing certain answers. sugging. undercutting bids. PR firms cherry picking.
type of problem. A business decision that needs to be made
management problem
type of problem. the question being posed by the researcher.
research problem.
type of data. specifically collected for the project at hand.
primary data
Pros of primary data
directly answers the issues at hand.
Cons of primary data
expensive. time consuming.
Pros of secondary data
time and money savings. doesn’t fit the problem as well. analyzing data is difficult.
type of data. Originates within the organization for which the research is being done.
internal
type of data. Originates outside the organization for which the research is being done
external data
Examples about internal data
past sales. turnover rate. order rate from catalogues.
Decision support system consists of what three things
Database + Analytical models + Dialog system
Process of capturing, merging, analyzing large and varied data sets for the purpose of understanding current business practices and seeking new opportunities to enhance future performance
big data
Big data has what three elements to it
volume. velocity. variety.
Name the two types of variety in data
structured and unstructured.
type of data. can be easily analyzed and written into spreadsheets.
structured
type of data. cannot be easily analyzed or written into spreadsheets
unstructured
What type of research is sold to multiple buyers?
Syndicated
Name types of primary data.
life style. demographic. awareness. motivation.
Advantages of observational research
accurate. objective.
Examples of structured observational research
secret shopper
type of observational research. used in more exploratory research
unstructured
type of observational research. intention behind the study is hidden.
disguised
type of observational research. observation in a non controlled environment
natural
type of observational research. in a more controlled environment.
contrived
Pros of communication method of research
versatility. speed. cost.
name the four methods of administering questionnaires
in person. phone. mail. internet.
pros and cons of in person interviews
slow. expensive. difficult to get personal information. higher response rate.
pros and cons of phone interviews
fast. more expensive than mail.
pros and cons of mail questionnaires
protection from interview bias. no flexibility of question sequencing.
pros and cons of internet based questionnaires
protection form interview bias. fast. cheap. cost efficient. most popular.
issue with questionnaire. How good is this method at ensuring the respondent is who you want it to be (in person versus online).
sampling control
issue with questionnaire. Can you get the volume and kinds of info that you want?
information control
type of probability sampling technique. Everyone has an equal chance of getting selected.
simple random
type of probability sampling technique. System in place to randomly select people. ex: 1 in every 10 people
systemic
type of probability sampling technique. Step 1: group into strata. Step 2: use systematic or random samples
stratified
type of probability sampling technique. Divides population into clusters and then randomly samples.
Cluster
Type of error. Chance variation even with the most well-constructed sample. Only way to eliminate is with census.
random sampling error
Type of sampling error. Incorrectly selecting universe from which to draw simple elements.
population specification error
Example of population specification error
Pointsec
Error of sampling error. Sample is not a good representation of the population of interest Who was in our population of interest who isn’t in our sample frame and vice versa.
sample frame error
Type of sampling error. Execution of sampling plan is faulty.
sample selection error
4 types of non-probability research methods
connivence. judgement. quota. snowball.
type of non-probability testing method. Selecting sample because it’s convenience.
Connivence.
type of non-probability testing method. Targeting certain audience. Focus groups often fall into this category.
judgement
type of non-probability testing method. goals for different categories. Ex: We want 20 women ages 18-25.
Quota
type of non-probability testing method. Used when there is a really tough population of interest to find. Low incidence rate. Essentially referrals.
snowball
type of research. Used to establish cause-and-effect relationships between variables
Causal
Type of research. Describing a population with respect to important variables.
Descriptive Research
Type of research. Discover ideas and insights.
Discovery.
Literature search, in depth interviews, focus groups, case analyses are all examples of what?
exploratory research
2 major pitfalls for focus groups. What are they?
easy to project. shouldn’t be used as the end all be all.
Who? What? When? Where? Why? How? are all questions asked in what kind of research?
descriptive
Name the 2 subsections of descriptive studies.
Longitudinal. Cross-Sectional.
Two types of longitudinal studies.
continuous and discontinuous panel
Sample survey falls under what subset of descriptive research?
Cross-sectional
Type of study. Single point in time measures of a sample selected from a population.
cross-section study
Fixed sample of respondents who are measured repeatedly over time with respect to the same variables
continuous panel
Fixed sample of respondents who are measured repeated over time with respect to different variables
discontinuous panel
____________ involves the use of a controlled experiment done in a limited, but carefully selected, section of the marketplace
market testing
A test market in which the company sells the product through its normal distribution channels
standard test market
An entire test program conducted by an outside service in a market in which it can guarantee distribution
Controlled test market
A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market
stimulated test market
Is exploratory research qualitative or quantitative?
qualitative
Is conclusive research qualitative or quantitative?
quantitative
name the five steps in the problem formulation process
Meet with Client. Clarify problem/opportunity. State managers decision problem. Select research problems. Prepare request agreement.
Increase revenues, introduce new products
Planned changed
React to customer suggestions, discover new uses for old products through customer feedback
unplanned change
Researchers should conduct ____________-oriented research if possible.
strategy
Name the steps for defining your sample
Define population of interest. Determine Sample frame. Choose method. Choose technique.
Literature search is an example of exploratory, descriptive, or causal research?
exploratory
In depth interviews is an example of exploratory, descriptive, or causal research?
exploratory
Focus groups is an example of exploratory, descriptive, or causal research?
exploratory
Case analysis is an example of exploratory, descriptive, or causal research?
exploratory
Sample surveys are longitudinal or cross sectional?
cross sectional
Sample surveys is an example of exploratory, descriptive, or causal research?
descriptive
What are the two types of descriptive studies?
longitudinal and cross sectional
Continuous panels is an example of exploratory, descriptive, or causal research?
descriptive
discontinuous panels is an example of exploratory, descriptive, or causal research?
descriptive
What are the types of longitudinal studies?
continuous and discontinuous panels
market testing is an example of exploratory, descriptive, or causal research?
causal
Is the simple random sampling technique probability or non-probability?
probability
Is the Systematic sampling technique probability or non-probability?
probability
is the stratified sampling technique probability or non-probability?
probability
is the cluster sampling technique probability or non-probability?
probability
is the convenience sampling technique probability or non-probability?
non-probability
is the judgement sampling technique probability or non-probability?
non-probability
is the quota sampling technique probability or non-probability?
non-probability
is the snowball sampling technique probability or non-probability?
non-probability
if you raise the confidence level what happens to the sample size?
it increases
If you raise the error what happens to the sample size?
it decreases
if you decrease the size of the universe what happens to the sample size?
it decreases
When would “can’t tell” be valid answer to sample size adjustment questions?
2 different changes. Population change.
What do you use to determine the sample size of a non-probability sample?
you can’t
Name examples of sample frame
database, directory