Marketing Research exam 1
Terms
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- Exploratory Research
- Conducted to clarify ambiguous situations or discover ideas that may be potental business opportunities
- Symptoms
- Observable cues that serve as a signal of a problem because they are caused by that problem.
- Descriptive Research
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Describes characteristics of objects, people, groups, organizations, or enviornments; tries to "paint a picture" of a given situation.
Who, What, When, Why, How
Describe potental customers - DIagnostic Analysis
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Seeks to diagnose reasons for market outcomes;
Why are the sales of product A better than product B? - Causal Research
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Allows causal inferences to be made, seek cause and effect relationships.
IE, we know that product A sells more, why is this? - Temporal Sequence
- Time - order of events
- Concomitant Variation
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Two things vary systematically. When a change in cause occurs, a change in outcome also occurs.
- Causal Inference
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When one thing happens, another will follow.
1. Temporal
2. Comcomitant
3. Nonspurious - Experiments
- A carefully controlled study in which the researcher manipulates variables
- Three types of research
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Exploratory
Descriptive
Causal - Research Objectives
- WHat you want to accomplish by doing research
- Deliverables
- USed in consulting, to describe research objectives to a client
- Literature Review
- A directed search of published works that discusses theory and presents empiracal results that are relevant to the topic at hand.
- Pilot Study
- Pilot Study is a small scale project that collects data similarly to that in the full study. Can serve for a guide in the larger study, or expose mistakes.
- Pretest
- A test that is used to determine how good a real study is only to assist in the design of the real study
- Theory
- A formal, logical explanation of some events that includes predictions of how things relate to one another.
- Sampling
- Gathers data based on a measurement of a portion of the population
- Outside Angency
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1. Fresh Perspective - creativity hindered by too much knowledge
2. Can be more objective -
3. Special Expertise
4. Local Knowledge - In-house Research
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1. Done quickily
2. If close colaboration is required
3. Cheaper
4. Secrecy - - Qualatitave Research
- Not relying on numbers for results, things like how a person uses a product, etc.
- Researcher- dependent
- Qualititave research is dependent on the interpretations of the researcher.
- Uses of qualitative research
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1. Abbiguities
2. Understanding in great detail and depth
3. Learn how use in natural setting, or colloquilly
4. When something is context-dependent
5. When fresh approach is needed - Research aspects
- Common Purpose
- Research Aspect: Common Purpose
- Discover ideas for use in exploratory research vs answer spesefic questions
- Research Aspect: Approach
- OBserve and interpret vs measure and test
- Research Aspect: Data Collection Approach
- Unstructured, free form vs. structured, categories provided
- Research Aspect: Researcher Independence
- subjective vs. objective
- Research Aspect: samples
- small samples vs large samples
- Research Aspect: Most often used for
- exploratory designs vs. descriptive and causal research designs
- Phenomenology
- Human experience is subjective and determined by where they live
- Hermenutics
- Interpretation of texts
- Ethnography
- Studying culture by becoming highly active in that culture
- Grounded Theory
- The researcher takes responses and really thinks about them to determine why the information tells what it tells
- Advantages of focus groups
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1. Fast
2. Easy to execute
3. Allow Respondents to piggyback
4. Provide multiple perspectives
5. flexibility allows more detailed descriptions
6. High degree of scrutiny - Laddering
- Asking people to compare different brands at different levels
- Probing
- An interview tequnique that is designed to draw deeper and more elaborate explinations from the discussion
- Thematic Apperception Test (TAT)
- Test that places subject in an ambiguous situation, and asks the respondent what is going on
- Projective Tecniques
- An indirect means of questioning, asking what others might think about something
- Disadvantages of focus groups
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1. Expensive
2. Require really effecitve moderators
3. Sampling problems
4. Anomininity - Primary barriers to scientific decision making process are
- Time, Money, and Emotion