Karteikarten
Market Research
Karten in diesem Stapel (18)
- 1Define market researchMR is the function that links the consumer to the marketer through information. The information is used to identify and define marketing problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process
- 2What kind of organisations conduct marketing researchOrganisations that produce products or deliver services for businesses or consumers. The research is designed to develop and help market their products or services.
- 3List 3 reasons for studying marketing researchTo know how to evaluate the validity of the research
To aid or justify key management decisions
Save lives
Make profits
Expand target market - 4Why should researchers care about market research ethics?Ethics are the principles, values and standards of conduct that we need to follow. The goal of any MR project should be to uncover the truth about the topic of interest - not to produce a result that the researcher or manager want to see.
Researchers must behave ethically because their jobs depend upon the trust and goodwill of participants. - 5Specify the 6 steps in problem formation1) Define the problem
2) Plan the research design
3) Plan the sample
4) Collect the data
5) Analyse the data
6) Formulate conclusions and write report - 6Explain qualitative researchQualitative = small number of participants, unstructured research approach, provides insights into behaviour, motivations, attitudes, not quantifiable, offers deeper more penetrating insights
- 7Explain quantitative researchQuantitative = measures quantities, e.g how many people are behaving in a certain way etc
- 8What 6 features must market research possess to aid management decision-making1) RELEVANCE
2) ACCURACY
3) RELIABLE
4) VALID
5) TIMELY
6) EFFICIENT - 9When should you conduct MR1) when you have sufficient time available
2) when you have inadequate information
3) when the decision to be made is of strategic or tactical importance
4)when the value of the information exceeds cost of research - 10Specify the key steps in problem formation1) MEET WITH CLIENT
2) CLARIFY THE PROBLEM/OPPORTUNITY
3) STATE THE MANAGERS PROBLEM
4) DEVELOP FULL RANGE OF RESEARCH PROBLEMS
6) PREPARE RESEARCH PROPOSAL - 11Distinguish between two types of decision problemsDiscovery-orientated problems ask 'what or 'why'
Strategy-orientated problems are usually directed at 'how' planned change should be implemented - 12Describe elements of the research proposalbackground
lit review and problem statement
proposed methodology
ethical considerations - 13identify and explain the 3 basic types of research designEXPLORATORY: is the discovery of ideas and insights
DESCRIPTIVE: determines the frequency with which something occurs or the relationship between the variables
CAUSAL: determines cause-and-effect relationships - 14Cross-sectional research designCROSS SECTIONAL involves researching a sample of elements from the population of interest at a single point in time. Characteristics of the elements are measured just once.
- 15Longitudinal descriptive research designLONGITUDINAL involves panels of people or other entities whose responses are measured repeatedly over a period of time
- 16Primary dataPrimary data is information collected specifically for the investigation at hand. Its decision focused and tailored with a specific purpose in mind (survey data, observation, interviews, focus groups etc)
- 17secondary dataSecondary is not gathered for the immediate study at hand. it provides good background knowledge from already existing research. (literature review, newspaper articles, industry reports, ABS data, social media trends, benchmarks, census data etc)
- 18list four scales of measurement and include examplesNominal: what club are you with, e.g. tennis club
Ordinal: list your preference in order from 1 to 6
Interval: to what extent are you confident to undertake your market research project (1 not at all confident, 6 very confident)
ratio: how much money have you spent on shows in the last fortnight)
Informationen
- Beschreibung
- Karteikarten am Market Research, erstellt von jallbeur am 08/11/2013.
- Erstellt von
- jallbeur · Nov 2013
- Aktualisiert
- 19 Feb 2016
- Aufrufe
- 19
- Bewertung