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Marketing Research
MARK 2267 Midterm Review
127
Marketing
Undergraduate 2
03/03/2014

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Cards

Term
Marketing
Definition
set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships
Term
Marketing Research
Definition
process of designing, gathering, analyzing and reporting info that may be used to solve a specific problem
Term
Uses of Marketing Research
Definition

- identify market opportunities / problems

- generate potential marketing actions

- monitor marketing performance

- improve marketing as a process

Term
Marketing Information System (MIS)
Definition
Structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute info to marketing decision makers
Term
Marketing intelligence system
Definition
set of procedures used by managers to obtain everyday information about developments in the environment
Term
Marketing Decision Support System
Definition
consists of collected data that may be accessed and analyzed to help marketers make decisions
Term
marketing research system
Definition
provides information not available from other components of the MIS
Term
MRIA
Definition
Marketing research and intelligence association. responsible for all aspects of the marketing research industry. Provides ethic codes and supports professional research standards.
Term
Bartels & Parlin
Definition
two of the first marketing researchers
Term
Internal supplier
Definition
an entity within a firm that supplies marketing research
Term
external supplier
Definition
outside firm hired to fulfill a firm's marketing research needs
Term
full-service supplier
Definition
has the ability to conduct entire marketing research projects for the buyer firms
Term
syndicated data service firm
Definition
collects info that is made availale to multiple subscribers
Term
standardized service firms
Definition
provie ombinus surveys
Term
customized service firms
Definition
offer a cariety of research services tailored to a customer's specific needs
Term
online research service firms
Definition
provide services online
Term
limited service research firms
Definition
specialize in one or a few marketing research activities
Term
auditing
Definition
to have marketing research firms subject to an outside, independent review to determine the firm's quality of work
Term
MRIA's ten core principles
Definition

1. consent

2. public confidence

3. public's right to privacy

4. accuracy

5. ethical practice

6. client rights

7. lawfulness

8. competency

9. familiarity

10. professionalism

Term
marketing concept
Definition
the key to achieving organiational goals consists of the company's being more effective than competitors in creating and delivering value to target markets.
Term
Issues with the MRIA's Code
Definition

-rights of the respondent-> privacy issues, random calling

- research integrity-> bias, unethical shortcuts, etc

Term
Frugging
Definition
fundraising under the guise of research
Term
Symptoms
Definition
changes in key measures
Term
2 sources of problems
Definition

-gap between what was supposed to happen & what did happen (failure to meet objectives)

 

-gap between what did happen & what could have happened (failure to meet opportunities)

Term
Action standard
Definition
predesignation of a critical attribute that must be achieved in order to go forward
Term
David Singleton's rule
Definition
"good research design is the first rule of good research"
Term
3 typical objectives of research
Definition

1. gain background info

2. measure the state of a variable of interest

3. test a hypothesis

Term
3 types of research
Definition

1. exploratory (focus groups, qualitative research, depth interview)

2. descriptive (cross sectional, longitudinal)

3. causal (experiments)

Term
Exploratory research
Definition
unstructured, informal. Used to get background info, define terms, clarify problems, or establish further research priorities. No formalized objectives or questionnaire.
Term
Descriptive research
Definition
answers questions of who, what, where, when and how.
Term
Cross-sectional research
Definition
a type of descriptive research; measures a unit from a sample of population at only one point in time
Term
longitudinal research
Definition
a type of descriptive research; measures a population over time. divided into continuous or discontinuous panel
Term
continuous panel
Definition
a type of longitudinal descriptive research; asks the same questions over time
Term
discontinuous panel
Definition
a type of longitudinal descriptive research; asks the same panel different questions over time
Term
Causal Research
Definition

if x, then y... "if-then" statements

ex, if my ad is printed in color, then ____

 

uses experiments

Term
experiments
Definition
used in causal research; manipulation of an independent variable to see its effect on a dependent variable
Term
2 clauses of validity
Definition

an experiment is valid only if 1) the change in the dependent variable is in fact due to the change in the independent variable and

2) the results apply to the "real world"

Term
internal validity
Definition
checks the experimental design
Term
external validity
Definition
looks at generalizability --> application of the experiment to the real world
Term
Lab experiment
Definition
takes place in an artificial setting, controls extraneous variables
Term
field experiment
Definition
an experiment in a natural setting
Term
Test marketing
Definition
experiment, study or test conducted in a natural setting, testing the market for a product
Term
Standard test marketing
Definition
uses normal channels of distribution, but competitors become immediately aware of the new product giving them the opportunity to copy it or compete with it
Term
controlled test marketing
Definition
conducted by an outside firm. offers guaranteed, fast distribution
Term
electronic test marketing
Definition
involves the use of scannable cards by consenting consumers. the cards instantly record demographic info.
Term
simulated test marketing
Definition
test marketing using a comoputer model
Term
"lead country" test markets
Definition
testing a product in a specific country that is deemed a good predictor for the entire continent. South Korea is a common example
Term
3 criteria when selecting test-market cities
Definition

1. representativeness of the whole marketing territory

2. degree of isolation from external influences such as the media

3. distributio and promo -> must be manageable

Term
Pros of test marketing
Definition

provides the best info possible before roll out

can pretest the 4 p's

Term
cons of test marketing
Definition

not guaranteed to be right

competitors can sabotage

costly

Term
quantitative research
Definition
reearch using structured questions with set response options & a representative sample. allows you to quantify the information
Term
qualitative research
Definition
observing and listening. nonstandardized, unstructured research. no set questionnaire
Term
pluralistic research
Definition
a combination of quantitative and qualitative research. usually qualitative first then quantitative when using this method of research
Term
direct observation
Definition
observation of behavior as it occurs
Term
indirect observation
Definition

study the results or effects of the behavior rather than the behavior itself

 

can use archives (secondary sources like historical records)

or physical traces (tangible evidence of an event ex, throwing something recyclable in the garbage)

Term
disguised observation
Definition
when the subject is unaware they are being observed, ex mystery shopper
Term
undisguised observation
Definition
observation in a lab setting
Term
structured observation
Definition
researcher identifies beforehand what behaviours they are observing, all other behaviours are "ignored"
Term
unstructured observation
Definition
no restriction on what the researcher will observe/record
Term
human observation
Definition
a person is the one observing. costly and error-prone
Term
mechanical observation
Definition
a device is observing. ex, auto traffic counts
Term
pros of observation
Definition

actual, natural beahviours

sometimes is the only way to get accurate data

Term
cons/limitations of observation
Definition

only a few people are observed ->not representative

you cannot observe motivations, attitudes and intentions

Term
pros of online focus groups
Definition
no physical setup required, electronically captured transcripts, participants are geographically diverse, participants are in their natural environment
Term
cons of online focus groups
Definition
can't see body language, participants can't physically inspect products, participants may get distracted
Term
objectives of focus groups
Definition
generate ideas, understand consumer vocabulary, reveal consumer views, understand quantitative findings (such as sales numbers)
Term
depth interview
Definition
a set of probing questions posed one on one to a subject by a trained interviewer. used to gain an idea of what a subject thinks about something or the way they behave
Term
laddering
Definition
discover how product attributes are associated with consumer values - used in depth interviews.
Term
protocol analysis
Definition
placing people in a decision-makimg situation and asking them to verbalize everything they consider when making a decision to give insight into the decision-makig process
Term
projective techniques
Definition
simulated activities to reveal thinking, useful if participant is hesitant to reveal the truth ex if they smoke, if they tip waitresses etc
Term
word-association
Definition
a projection technique; read a word to a respondent and they say the word that first comes to mind. use a combo of neutral and subject-specific words
Term
sentence-completion
Definition
a projection technique; respondent finishes an incomplete sentence
Term
picture test
Definition
a projection technique; respondent is given a picture and asked to describe their reaction to it in writing
Term
balloon test
Definition
a projection technique; cartoon speech "bubble" is empty, respondents fill it in
Term
role-playing
Definition
a projection technique; respondent is asked to pretend to be someone else they know and answer questions as them
Term
ethnographic research
Definition
detailed descriptive study of a group and its behaviour, cuture, etc. looks for words, metaphors, symbols through immersion, observation and interviews
Term
physiological measurement
Definition
monitoring involuntary responses to stimuli via electrodes or other equipment, ex checking pupil dilation
Term
4 data collection modes
Definition

1. person administered

2. computer-assisted surveys

3. self-administered surveys

4. mixed-mode surveys

Term
person-administered surveys
Definition

interviewer reads questions face to face or over the phone.

pros=feedback, rapport, quality control, adaptability

cons= human error, slower than a computer, costly

 

Term
computer assisted surveys
Definition

computers assist human interviewer, may interact directly w/ respondent

pros= speed, error-free, use of visuals, real-time data capture

cons= respondents must be tech savvy, high setup costs

Term
self-administered surveys
Definition

respondent completes the survey o their own, choosing their own location and time, and pace. no human or computer assisting.

 

pros= low cost, respondent control and comfortability, more insightful

cons= no monitoring, the respondent may ignore the survey, everything is in the respondent's hands

 

Term
mixed-mode surveys
Definition

use of multiple data collection methods

pros= best of each technique

cons= added complexity, chosen modes may affect responses

Term
methods for person-administered surveys
Definition

in-home interviews

mall-intercept interviews

in-office interviews (good for b2b)

telephone (cheap, high quality, but no visual & high refusal)

Term
types of telephone interviews
Definition

traditional -> all mechanical

 

central location -> all cals from one place

 

computer-assisted-> interview reads questions from a computer screen, often automatic dialling

 

fully-computerized ->computer dials, respondent pushes buttons

 

Term
3 formats of question responses
Definition

open ended

categorical

scaled

Term
open ended questions
Definition
subject responds in their own words, good for exploratory research
Term
unaided open-ended question
Definition
has no prompt or probe
Term
aided open ended question
Definition
response probe as follow-up question
Term
categorical question
Definition
answer options are provided ex, multiple choice, dual answer (yes or no), check all that apply
Term
scaled question
Definition
answer is a number expressing a quantity
Term
natural scaled question
Definition
respondent chooses an actual number ex, age, number of visits to a store
Term
synthetic scaled question
Definition
respondent choses an artificial number ex "indicate level of satisfaction from 1 to 10"
Term
nominal categorical scales
Definition
use onlylabels, ex male or female, married or single
Term
ordinal categorical scales
Definition
rank-order ex rank brands first, second etc
Term
interval metric scales
Definition
have a known distance between descriptors ex 1 2 3 4 5 6 7 8 9 10 (distance of 1 between each selection)
Term
ratio metric scale
Definition
a true zero origin exists
Term
Synthetic metric scales
Definition
often called workhorse scales. tailor made scales for the specific purpose. seek attitudes, opinions, perceptions and itentions
Term
intensity continuum
Definition
a synthetic metric scale; extremely negative to extremely positive
Term
likert scale
Definition
a synthetic metric scale; extreme agreement to extreme disagreement, neutral in the middle
Term
lifestyle inventory
Definition
a synthetic metric scale; a series of likert scale questions that measure psychographics.
Term
semantic differential
Definition
a synthetic metric scale; uses bipolar adjectives, respondents show impressions
Term
nonsymmetric synthetic scale
Definition
a one-way labelled scale or an n-point scale that is not symmetric
Term
reliability
Definition
respondents answer in the same or a very similar manner to an identical or near-identical question
Term
validity
Definition

measures what it should, is truthful. 

 

Term
questionnaire
Definition
a vehicle used to pose the questions tat the researcher wants respondents to answer. translates research objectives into questions, provides permanent record of research
Term
loading
Definition
subtle references encouraging a particular answer
Term
double barreled question
Definition
two different questions posed as one
Term
overstated question
Definition
places undue emphasis on some aspect of the topic
Term
undisguised questionnaire
Definition
the sponsor is identified
Term
disguised questionnaire
Definition
the sponsor is not named
Term
anonymity
Definition
no identifying designation
Term
confidentiality
Definition
the name is known but not divulged
Term
question flow
Definition
screening -> warmup -> transition -> complicated -> classification
Term
population
Definition
entire group under the study
Term
sample
Definition
subset of the population
Term
census
Definition
accounting of everyone
Term
2 sources of sampling errors
Definition

1. method of sample selection

2. size of sample *larger samples have less errors*

Term
random sample
Definition
everyone has a chance of being selected
Term
simple random sampling
Definition
guarantees each person has an identical chance, can use random number technique ex lotto
Term
systematic sampling
Definition
using a lisst of members of the population and choosing a random starting point. more efficient than simple random, but still random
Term
cluster sampling
Definition
the population is divided into subgroups and each subgroup represents the entire population
Term
stratified sampling
Definition
a skewed distribution of the population- leads to dissimilar groups and is overall more accurate
Term
nonprobability techniques
Definition
  • convenience sampling
  • judgement sampling
  • referral sampling (snowbal sample)
  • quota sampling (most common nonprobability)
Term
data entry
Definition
comoputer file with raw data
Term
data set
Definition
coded data entered in a file
Term
central tendency
Definition
the typical response
Term
sugging
Definition
selling under the guise of research
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