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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
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
Seeks to diagnose reasons for market outcomes;

Why are the sales of product A better than product B?

Causal Research
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
Two things vary systematically. When a change in cause occurs, a change in outcome also occurs.



Causal Inference
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
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
1. Fresh Perspective - creativity hindered by too much knowledge
2. Can be more objective -
3. Special Expertise
4. Local Knowledge


In-house Research
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
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
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
1. Expensive
2. Require really effecitve moderators
3. Sampling problems
4. Anomininity


Primary barriers to scientific decision making process are
Time, Money, and Emotion

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