Flashcards
Marketing research: types, surveys, scales and sampling
Cards in this deck (59)
- 1Marketing research1. Specify
2. Design
3. Manage
4. Analyze
5. Communicate - 2Pure vs applied researchPure – theoretical
Used to expand the limits of knowledge and is theoretical in nature. It may not have a defined practical use.
Applied – used when a real life, specific marketing or business decision must be made. It is a practical use of the information - 3Strategic Development1. Identify and evaluate growth oppertunies
2. Analyze market segments and select target markets
3. Plan the marketing mix
4. Analyze coporate and market performance such as the effectiveness of the marketing activies - 4Product researchdesign / develop new products and improve existing ones
- 5Pricing researchdetermine the price point that represents the best value for the consumer
- 6Distribution researchselect the best retail for warehouse sites for the distribution channel
- 7Promotion researchevaluation the effectiveness of the various promotional tools
- 8Marketing mixtests various combinations of marketing ingredients and identify the optimum mix
- 9Global Research and the internet is important to understand opportunities such asEconomic conditions
Market and competitive conditions
Political climate
Cultural and consumer factors - 10Decision making certainty levelsUncertainty – a general understanding of the marketing problem or oppertunity, but it may not be clear what info is needed
Complete certainty – complete and clear understanding of the marketing problem or opportunity as well as the information needed to make the decision
Absolute ambiguity – the marketing problem or opportunity is unclear, and information needs are well understood - 11Types of researchExploratory
descriptive
casual - 12States of the research process1. Defining the problem
2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing the report
DPPCAF - 13Understanding the problem1. Situation analysis
2. Identify the problem, not the symptoms
3. Determine the unit of analysis
4. State the research questions and research objectives - 14Quantitativedetermines the quantity or extent of an outcome in numbers using vigorous mathematical analysis. It can be used to measure usage, frequency, ratings, and rankings – anything that can be measured and quantified. Quantitative research is more dependent on mathematical analysis and less on the researcher’s interpretation
- 15Qualitativeis very subjective in nature and depends of the researchers evaluation, analysis and insight. If often deals with consumer attitudes, feelings, beliefs and biases – all very personal issues that are difficult to measure objectively
- 16Exploratory research DSDDiagnosing a situation – exploratory research helps diagnose the dimensions of problems so that successive research projects will be on target
Screening alternatives – when budgets do not allow trying all possible options, exploratory research may be used to determine the best alternatives
Discovering new ideas – generate ideas for new products, advertising copy, product improvement, etc. Understanding consumer needs and dissatisfaction with existing products is a great potential source of product ideas. - 17Advantages of surveyquick
inexpensive
efficient
accurate info
flexible - 18errors in survey - random sampling errorerror everyone should know
- 19systematic errorerror that must be accounted for in research
- 20RESPONSE BIAS acquiescence biasindividuals tend to agree with all questions or to concur with a particular position
- 21RESPONSE BIAS extremity biasuse extremes when responding to questions
- 22RESPONSE BIAS interviewers biaspresence of interviewer influences respondents answers
- 23RESPONSE ERROR auspices biasbias caused by presence of organization conducting survey
- 24RESPONSE BIAS social desirability biastrying to be act like a different role
- 25ADMINISTRATIVE ERRORS1. Data processing error
2. sample selection error
3. interviewer error
4. interviewer cheating - 26survey research methods questionsSTRUCTURED
limit of allowable answers
UNSTRUCTURED
no answer restrictions
UNDISGUISED
straightforward
DISGUISED
indirect question to hide purpose of study - 27Classifications of surveyslongitudinal study
cross sectional - all at the same time - 28TYPES OF INTERVIEWSpersonal interviews
door to door interviews and shopping mall intercepts
telephone interviews
computer assisted telephone - 29ATTITUDE RATING ratings3 out of 5 stars
- 30ATTITUDE RATING simple attitude scaleagree or disagree
- 31ATTITUDE RATING Likert scalestrongly agree , strongly disagree
- 32ATTITUDE RATING numerical scaleextremely satisfied 1-2-3-4-5
extremely dissatisfied - 33constant sum up scaledivide 100 point among each category
- 34ATTITUDE RATING stapel scalesease of use
-3 -- -2 -- -1 --0--+1--+2--+3 - 35ATTITUDE RATING graphic rating scalevisuals
smiley face
point on a line - 36BEHAVIORAL INTENTIONBehavioral Differential
Ranking
Paired Comparison
audi bmw both are same
Sorting
put each car brand in boxed category - 37Choosing which scale to useforced choice
non forced choice
no opinion option
category labels
maturation literacy education
categories needed for topic
balanced or unbalanced - 38what should be asked in questionairerelevancy and accuracy
- 39phrasing questionsopen ended questions
or
fix alternative questions - 40fixed alternative questionssimple dichotomy
choose 1 of 2 alternatives
determinant choice
choose 1 of many
frequency
general frequency or occurrence
checklist
multiple answers - 41art of asking questionsavoid complexity
avoid leading and loaded questions
avoid double barreled items
questions with built in assumptions
avoid to memory oriented questions - 42best question sequenceoften filter questions
find out qualifications to do survey
pivot questions
determines which second question - 43internet questionnaires designspush button
radio button
drop down boxes
check boxes
open ended boxes
pop up boxes - 44samplepart of larger population
- 45populationgroup that share common characteristics
- 46population elementindividual member of a population
- 47censusinvestigation of all individual elements that make up a population
- 48sampling unitprimary sampling unit
secondary sampling unit
tertiary sampling unit
(third stage) - 49normal distributionpredict outcomes or behaviors on collected data
- 50NORMAL DISTRIBUTION normal distributionsymmetrical, bell shaped line on graph
- 51NORMAL DISTRIBUTION standardized normal distributionanalyzing parts of the bell curve
- 52NORMAL DISTRIBUTION population distributionfrequency distribution of a sample
- 53factors choosing sample sizevariance of population
magnitude of acceptable error
confidence level - 54Tabulationarrangement of data in a table
- 55Frequency tablesrow and column format of statistical data
- 56measures of central tendencymean median or mode
- 57cross tabulationcomparisons by groups, categories or classes
- 58communicating results whos the audience?decisions makers who commissioned the research
senior management group
shareholders / board of directors - 59research report includesintro
research objectives
research methodology
results
conclusions and recommendations
limitations
appendix
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- Flashcards on Untitled, created by Subirthan Thiruc on 15/01/2015.
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- Subirthan Thiruc
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