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Marketing research (chapter 3)
Fichas del conjunto (34)
- 1What is needed for organisations to survive and thrive?Understanding of the motivations, desires and behaviours of customers (=customer insight!)
- 2What is market research?Research about market structures (demand, customer characteristics, market share, market volume)
- 3What is marketing research?Research about how to make specific marketing strategic decisions (for pricing, sales forecasting, proposition testing)
- 4What is customer insight?A deeper understanding of customers, derived from research
- 5How do we get customer insight?By combining various sources of information (High tech and low tech)
- 6What is the difference between high tech and low tech sources?High tech: Quantitative data, big data
Low tech: Qualitative data; mystery shopper, employee feedback - 7Who introduced High and low tech sources?Barwise and Meehan (2011)
- 8How do we make use of customer insight? (CEO)CEO: support customer insight process, ask helicopter questions, not guess outcome of research, provide resources
- 9How do we make use of customer insight? (Researcher)Act as a problem-solver, not a reporter (analyse instead of reporting behaviour)
Focus on changing marketing situation - 10How do we make use of customer insight? (Insight manager)Challenge strategy assumption, challenge 'obvious' answers
- 11What is MIS (Marketing Information System)?A collection of information gained from researched. Accessed whenever marketers need information
- 12Weakness of MIS?Hard to adapt information to a particular case or industry (= ad hoc may be better)
- 13What determines type of commissioning?The level of expertise that can be used within the company. The rest is outsourced
- 14How is an agency selected?Reputation, expected cost and time, value for money, perceived expertise
Selected through interview, contact with previous clients, shortlisted agencies provide a proposal as response to a research brief - 15In the long-run, what do firms value in an agency?Flexibility, focus on the management problem --> provide solutions
- 16What is a research brief?Provided by the client. Outlining management problem, important dates for completion
- 17What is the marketing research process?1) Define the problem
2) Decide the research plan
3) Data collection
4) Data analysis/interpretation
5) Present and report - 18Why is the management problem defined?Also allows the firm to assess current position and define information needed
- 19Why is the management problem transformed into a research plan question?Make the problem more tangible.
Erase assumptions made (using sub-questions) - 20What is marketing research based on?Objectives (Exploratory, Descriptive, Casual)
Source (Primary, Secondary)
Methodology (Qualitative, Quantitative) - 21Explain the different Objectives of a marketing researchExploratory: When limited knowledge. Enables development of hypothesis
Descriptive: Accurately describe market patterns (eg. consumer behaviour)
Casual: Analys how one factor relates to a change in another factor - 22When is primary vs secondary sources used?Secondary sources are consulted (cheaper) to create a general picture.
Primary sources are then used to analyse a specific question - 23When is quantitative and qualitative research typically used?Quantitative: Descriptive and casual objecive
Qualitative: Explorative objective - 24What is research design?Once type of research has been decided. Decide how to conduct the research (who to ask, how to ask them)
- 25What are the major components of research design?Research objectives
Research type and methods
Sampling methods
Interview methods
Question design
Data analysis - 26What are the non-random ways of collecting data?Quota sampling
Convenience sampling
Snowball sampling - 27Why are online data collecting getting more common?Save time and money
See result in real time
Automatic result registration
Convenient for respondents (more accurate/genuine results)
Global pool of respondents - 28What are the weaknesses of online data collection?Long surveys can suffer
Technical problems
Can be expensive to programme
Risk of poor recruitment
Can be perceived as junk mail - 29What do data have to be in order to be useful?Reliable, valid and without bias.
- 30Which 3 words are associated with big data?High volume, high velocity, high variety
- 31What are the 5 categories of big data analysis?Public data
Private data
Data exhaust
Community data
Self-quantification data - 32Give three examples of MRS code of conduct for online marketing research (under development)Voluntary participation
Respect rights and well being of all participants
Protect reputation of research profession - 33Why are people less willing to participate in marketing research?Increasing research --> perceived as intrusive (phone interviews)
- 34What difficulties arise in international marketing research?Variations in: function (why a product is used)
language (how words in question is interpreted)
culture
infrastructure
--> Makes it difficult to compare data
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- Marketing Fichas sobre Marketing research (chapter 3), creado por Linnéa Ekberg el 17/09/2017.
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- Linnéa Ekberg
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