GoConqr has a new look! Let us know what you think.

Sign up free

Flashcards

MART212 L1-14

Guy Turner English 131 cards

Cards in this deck (131)

  1. 1What is market research?Business function that links an organization to its markets via generating information
  2. 2What are the 2 types of market research? Briefly define eachPrimary: directly generated by organization based on a cost-benefit analysis. May be quantitative or qualitative
    Secondary: information comes from a 3rd party. Looks closely at industry trends
  3. 3What's the difference between descriptive & exploratory research?Descriptive: 'who, what, when, where, etc."
    Exploratory: seeks to understand consumer behaviours & feelings relevant to product/service
  4. 4What are the 4 phases of market research?I: definition of research problem (if this fails, all else will fail too)
    II: select appropriate research design
    III: execute research
    IV: communicate results
  5. 5What are the 2 types of research that may be conducted in phase I of market research in order to define the problem? Why is this step so important?Problem Identification Research: problem not yet apparent, identifies it. Good for long term growth.
    Problem Solving Research: addresses already recognised problems
  6. 6What are the 3 steps of phase I of market research? Describe eachStep 1: Identify & clarify information needs - agree on research purpose & relevant problem, match symptoms to root problem
    Step 2: Define research question - creates a specific research question (often using secondary data)
    Step 3: Confirm value of the research - is the problem serious enough, & is research likely to solve it?
  7. 7What are some common symptoms that may justify market research? These are indicative of what kinds of root causes?Loss of sales, decreasing brand loyalty, decreased market share, etc. This is indicative of root causes such as poor sales performance, poor brand image, & poor transport systems
  8. 8What is the difference between the management decision problem (MDP) & the marketing research problem (MRP)?MDP is when the decision-maker must take steps in the face of a problem. MRP seeks to identify the cause of these problems, and generate solutions to alleviate them.
  9. 9Market segmentation research determines:Demographics of your buyers (age, income, etc.)
  10. 10The hypothesis is often an _____ to the research questionAnswer
  11. 11In marketing research, qualitative data may be analysed ______Quantitatively
  12. 12How do qualitative and quantitative studies relate in terms of generalizability & insight?Qualitative data is hard to make generalizations from, but has great insight on smaller numbers of participants. Quantitative data is the opposite (high generalizability, low insight)
  13. 13What are some advantages of qualitative research?- Data may already exist
    - Produces rich in-depth data
    - Low risk of respondent bias
    - Can be collected quickly & is good for sensory/luxurious products
  14. 14What are some disadvantages of qualitative research?- Can't be used to make generalizations (largely because of low sample numbers)
    - Hard to estimate the magnitude of phenomena being investigated
    - Very dependent on the capability & skills of a trained interviewer
  15. 15Quantitative data is good for ______, while qualitative research is good for ______Fact validation & establishing relationships, understanding respondent ideas & behaviours
  16. 16Are quantitative & qualitative methods mutually exclusive? What idea outlines this?No - several methods have both qualitative & quantitative aspects. The 'research continuum' addresses this.
  17. 17Discuss some of the protocol an interviewer must follow during an in-depth interview- No yes/no questions & don't ask why
    - Funnel questions from general to specific
    - Probe strategically to elicit elaboration
    - Explore tangential topics but use good judgement when moving conversation back on topic
  18. 18What are 3 types of probes an interviewer may use? Give an example of a possible probe technique- Proactive: asking detailed q's
    - Reactive: in response to a statement
    - Spontaneous
    Experience recall, e.g. 'how was your last bank experience?' as opposed to 'how do you feel about the bank?'. Likely to get more detailed & honest response
  19. 19What interviewer characteristics lead to the best results in an in-depth interview?Similar demographics, personality, & no inclination to inject personal opinions to the discussion
  20. 20What are some advantages of in-depth interviews?- No social pressure = freer information exchange
    - Ability to build closer rapport/trust with interviewer, making it better for sensitive topics
    - Maximum depth of information
  21. 21What are some disadvantages of in-depth interviews?- Potential biases (need very skilled interviewers)
    - Costly, time-consuming, and data depth may be difficult to analyse
  22. 22Where are in-depth interviews best applied?High-involvement decisions, potentially regarding sensitive or embarrassing topics where a detailed understanding of complex behaviour is required
  23. 23How does a focus group compare to an in-depth interview?Similar principles, except there is a trained moderator that mediates conversation between a small group of people in a non-structured & casual manner. Most commonly used qualitative research method
  24. 24Focus groups are done for _____ researchExploratory
  25. 25Discuss some characteristics of focus groups8-12 people homogenous people (different perspectives would inhibit conversation), 1-3 hours of relaxed/informal discussion w/ a trained moderator, observed using digital recorders etc.
  26. 26What are the advantages of focus groups? (see lecture notes for details)- Synergy (multiple ideas)
    - Snowballing (others open up)
    - Stimulation (people want to contribute)
    - Security ('safe' environment to talk)
    - Spontaneity (only relevant responses)
    - Serendipity
    - Specialization (of moderator)
    - Speed (can be fast)
    - Structure (focused despite non-structure)
    - Scrutiny (observation of clients)
  27. 27What are the disadvantages of focus groups?- Misuse (can never be conclusive, only exploratory)
    - Misjudge (subject to bias)
    - Moderation (can be difficult)
    - Messy (more respondents)
    - Misrepresentation (no generalization)
  28. 28How can the 'shared' views generated in focus groups be problematic?If one member disagrees with a view most agree with, they're less likely to open up and share their views. This is why focus groups are always exploratory and never conclusive
  29. 29In what situations is a focus group best applied?Impressions about new product ideas, preliminary reactions to new marketing programmes, securing interpretations of price & value, etc.
  30. 30Describe the characteristics of a moderator in a focus groupKind but firm, involved, sensitive, encouraging. Probing should occur through demonstrating an incomplete understanding
  31. 31In what ways are focus groups advantageous over in-depth interviews?More information & ideas for less time & money
  32. 32Define system 1 thinking. How much of our decision-making is based off system 1 thinking?Intuitive and instinctive decision making. 95% of our decisions as consumers are system 1 thinking
  33. 33Define system 2 thinking. How much our decision-making is based off system 2 thinking?Rational & conscious thought. 5% of our decisions as consumers are system 2
  34. 34Define projective techniques.An unstructured indirect form of questioning that encourages respondents to project their feelings, beliefs, attitudes or motives
  35. 35What is member checking?Method used in qualitative research to increase credibility of the results.
  36. 36What are 4 projective techniques used in qualitative research?- Association techniques
    - Completion techniques
    - Construction techniques
    - Expressive techniques
  37. 37Briefly describe association techniques. What's it good for?Respondent is given a stimulus and asked to describe how they feel. Most simply, a single word may be asked from the respondent. Useful for studying brand names & brand associations.
  38. 38Pros and cons of association techniques?PROS:
    - Picture associations effective w/ children
    - Allows a more non-rational answer
    CONS:
    - Potentially unpredictable & useless responses
  39. 39Describe completion techniquesRespondent asked to complete a sentence or story (free-association principles). People tend to provide the best responses here when asked to attribute human characteristics to brands/products
  40. 40Describe constructive techniques. What are 2 commonly used types?Respondent presented with stimulus, asked to construct a response in form of story, dialogue, or description. Often picture stimulus is used (ambiguous but sets the scene), or cartoon with empty speech bubbles (very dialogue based)
  41. 41What is a famous example of constructive projective techniques being used?Thematic apperception tests. Subject presented with multiple pictures and asked to develop a relatively complex story surrounding these pictures
  42. 42What are expressive techniques? Provide one exampleRespondent asked to role-play draw/paint a certain concept or situation. E.g. role-play, "if you were the product manager, what would you do to improve this product?"
  43. 43What are third person expressive techniques?When a respondent is asked to project their feelings onto a person or inanimate thing as a third party
  44. 44What are advantages of projective techniques?Elicits responses respondents wouldn't give if they knew the purpose of the study, good for topics with strong emotions/social norms, both intuitive and rational responses are observed
  45. 45What are disadvantages of projective techniques?Highly trained interviewers needed, expensive & risk of interviewer bias, interpretation is difficult. Similarly to other qualitative techniques, they are purely exploratory (no conclusions)
  46. 46What is a case study?Exploratory research technique that intensively analyses situations with a problem/opportunity similar to yours
  47. 47What is observation?Systematic process of recording the behavioural patterns of people to obtain info on interest. Researchers, view, record, and analyse the behaviours as they engage in a market-related activity
  48. 48What 3 conditions must be satisfied for observation to be productive during market research?1. Action/behaviour is observable
    2. Behaviour of interest must be repetitive/frequent
    3. Behaviour of interest must be of a relatively short duration
  49. 49What 3 factors are key during observations?Structure
    Awareness (open or disguised)
    Directness (natural or contrived)
  50. 50Discuss structure during observation in market researchDegree to which the target behaviours are known by the researchers beforehand. Structured = observing for specific behaviours, unstructured = recording all behaviours that may be relevant
  51. 51Discuss awareness during observation in market researchThe degree to which the individual is aware they're being observed. Open = know they're being watched, may be biased. Disguised = video cams one way mirrors etc, but no demographic info can be obtained
  52. 52Discuss directness during observation in market researchHow controlled are outside factors? Natural = waiting until behaviour occurs in actual environment e.g. CCTV in a shop, but must wait until it occurs. Contrived = artificial situation w/ outside factors controlled, but bias may occur
  53. 53What are the 3 classifications of observation in market research?- Human observation: requires high training, but more relevant data. Take care to not invade privacy
    - Mechanical observation: eye tracking, physiological monitoring. Must be open observation.
    - Online observation
  54. 54Discuss online observation, including pros & consWeb tracking, social media monitoring, etc. Effective because of the huge scale of those who use the internet, but lack of respondent authenticity (fake profiles) & cues.
  55. 55How does bias & recall error in observations compare to that in interviews + focus groups?Has the potential to be significantly lower (no interviewer or need to recall)
  56. 56What are the limitations of observations?Can't generalize findings, time & money if human observation, observer bias (what we see is only what we look for)
  57. 57When analysing qualitative data, we look for _________Patterns in large quantities of data
  58. 58Themes or patterns in qualitative data can be identified by what 2 ways?Inductive or deductive thematic analysis
  59. 59Before analysing qualitative data, what must you do?Familiarize yourself with the data. Transcribe it, read it, and note down initial ideas
  60. 60After familiarized with the data, what must you do next?Data reduction. Data is separated into categories represented by a code, analysed to identify any recurring themes, then re-reviewed many times (iteration) to find anything missed
  61. 61Describe comparison & integration when searching for themes (after generating code categories)Comparison: different data categories & refining differences & similarities
    Integration: integrating all the separately identified themes & categories into a theory
  62. 62After comparison and integration, what does the re-review involve?A rigorous iteration (work through several times to modify previous ideas) and negative case analysis (intentional hunting of contradicting data)
  63. 63What does member-checking (emic validity) involve, and why is it important after the analysis of qualitative data?Sharing findings with members of culture to ascertain whether there is agreement or disagreement. This increases credibility
  64. 64What is another way qualitative findings can be validated?Cross-researcher reliability - do your findings to data of the same topic by other researchers?
  65. 65Define peer review & triangulation- Peer review: other specialists asked to review qualitative analysis
    - Triangulation: addressing the analysis from multiple perspectives. This can involve using multiple data sets, multiple techniques, multiple researchers, & multiple time periods
  66. 66Iteration & negative case analyses are started in the data reduction stage. Do they continue through the qualitative analysis stage?Yes
  67. 67What is a survey?A quick, inexpensive way to collect quantitative data from large groups of people (populations)
  68. 68Define a populationA group that has a common set of shared characteristics
  69. 69What sort of information may be obtained through surveys?'Why, how, who'
  70. 70When should survey research be used?- When information is possible to be obtained through short, structured questions
    - When data is needed but the entire population isn't available
    - When an adequate response rate is expected
  71. 71Define sampling error. How may it be reduced?Difference between obtained values & actual values. Decreased by increasing sampling size & optimizing the method of sampling used
  72. 72Define non-sampling error. Provide examplesError not related to sampling, e.g. non-response error & response error
  73. 73Name 3 types of surveysPersonal, telephone, self-administrative
  74. 74Discuss personal interviewsFace-to-face. May be in home or mall intercept (interviewer seeks target demographic). These are adaptable, rapport builds, with high qual responses. But expensive, and have interaction + recording errors
  75. 75Discuss telephone interviewsMainly CATI (computer assisted telephone interviews) today. Cheap, fast, and probing possible. Bad for complex or sensitive issues, interview length limited. Responses rates low
  76. 76Discuss self-administered surveysE.g. mail, email, online panels, kiosks. Low cost per survey, respondent in control, no bias, anonymity. High non-response & response errors, slow acquisition
  77. 77What is a solution to working around the cons of the different survey methods?Mixed mode surveys. This combines different survey types into one. This may improve response rate & times, as well as reach. Example is the census
  78. 78What 3 characteristics need consideration when picking your survey type?Situational characteristics
    Task characteristics
    Respondent characteristics
  79. 79Describe the situational characteristics that need considering during survey design?- Budget
    - Time frame for completion
    - Quality requirements: e.g. data completeness, generalisability, and precision.
  80. 80Describe the task characteristics that need considering during survey design- Difficulty
    - Required stimuli
    - How much info is needed from respondents
    - Topic sensitivity (use self-administered)
  81. 81Describe the respondent characteristics that need considering during survey design- Diversity
    - Incident rate
    - Participation
  82. 82At what is an experiment?Empirical research designed to determine the effect of one or more independent variables on a dependent variable
  83. 83Define a variable and an independent variableA variable is any concept you are trying to measure. An independent variable is one that can be directly manipulated by the researcher
  84. 84Define a dependent variableA measure of effects or outcomes that occur due to changes in the independent variable(s)
  85. 85Experiments are the only research with the potential to demonstrate _____Causality
  86. 86What 3 things must an experiment be able to show to demonstrate causality?1. Concomitant Variation: A & B correlate in a predictable way
    2. Appropriate Time Order of Occurrence: independent variable must change before the dependent variable
    3. Elimination of Other Possible Causal Factors: no other factor can demonstrate the observed variation in the dependent variable
  87. 87What is something that can affect both variables in an experiment?A confounding factor. E.g. alcohol consumption vs. mortality, confounding factors may be age, sex, race, etc.
  88. 88Outline experimental procedure1. Randomly divide participants into 1 or more groups.
    2. Expose each group to different stimuli
    3. Measure outcomes
    4. Compare outcomes
  89. 89What are the two types of experimental settings?Lab experiments & field experiments
  90. 90Discuss lab experimentsConducted in a controlled setting with all external variables controlled. Risks results not applying to real world, but gives you better certainty confounding factors aren't the cause
  91. 91Discuss field experimentsPerformed in real or natural settings. They tend to better reflect the marketplace. However they're time consuming, costly, and competitive reactions (to your findings) can affect the outcome of your research
  92. 92Compare the 3 types of experiments (incl. surveys)Surveys: generalisable
    Field experiments: realistic
    Lab experiments: precise
  93. 93Define internal validity, and state the type of experiment that struggles with it the mostThe extent to which competing explanations can be ruled out. Problematic in field experiments
  94. 94Define external validity, and state the type of experiment that struggles with it the mostThe extent to which your findings are applicable/generalizable to a target population. Problematic in lab experiments
  95. 95What are the 6 threats to experimental validity?- History Effects (e.g. weather)
    - Maturation Effects (e.g. ageing)
    - Selection Bias
    - Instrumentation Effects (dodgy tools)
    - Mortality Effects
    - Testing Effects (e.g. trying to answer q as expected)
  96. 96Describe the 3 methods we can use to reduce the threats to experimental validity- Randomisation: allows assumption that any variation is equally distributed across groups
    - Statistical Control: identifies any potential confounders
    - Design Control: selects design to control specific confounders
  97. 97What is measurement?Process of developing methods to systematically characterize or quantify info abouts persons, events, or objects of interest
  98. 98Why do we assign numbers to phenomena during measurement1. Allows statistical analysis
    2. Allows better communication of the results
  99. 99Describe scaling. Provide exampleAssigning a set of scale descriptors that measures the range of possible responses to a question. E.g. "Strongly agree" associated w/ number 7, and "strongly disagree" associated w/ number 1
  100. 100What are scale points in scaling?Degrees of intensity associated w responses
  101. 101What are the 4 basic scale levels?Nominal
    Ordinal
    Interval
    Ratio
  102. 102Describe nominal scales. How do you analyse nominal data?Most basic, arbitrary numbers assigned for identification & classification. E.g. horses w numbers, no idea on placing. Analysed with mode (most common number).
  103. 103Provide an example of a question with nominal scales?What chocolate did you just eat? Whittakers, cadbury, lindt, etc.
  104. 104Describe ordinal scales. How do you analyse ordinal data?Provides a relative magnitude between data. Provides rank-order, no info on difference between ranks. E.g. horses are placed, no idea on time differences etc. Analysed through mode and median
  105. 105Provide an example of an ordinal scaled qOrder the following items in order of likeability: x, y, and z
  106. 106Describe interval scales. How do you analyse interval-scaled data? Provide example of qOrders of magnitude distinguished by equal intervals. Analysed by mode, median, and mean. E.g. 'unlikely' to 'likely' questions
  107. 107Describe ratio scales. How do you analyse ratio-scaled data? Provide an example of a ratio-scaled qIdentification of absolute differences in questions + absolute comparisons between responses. No limit to analysis. E.g. "how old are you? _____ years"
  108. 108Why does interval-scaled data remain more popular than ratio-scaled, despite ratio-scaled data having no limit to analysis?Any random number can be assigned, whereas there is a '1-7' to choose from in interval. Simplifies analysis
  109. 109How can we evaluate measurement scales?Scale reliability: can the same results be reproduced?
    Scale validity: does it measure what it's supposed to measure? (content and convergent validity)
  110. 110What are the 2 broad categories of scaling techniques (not methods)?1. Comparative scaling
    2. Non-comparative scaling
  111. 111Comparative scaling is a format that requires what? What are the 3 types of comparative scaling?Judgement comparing one person, object, or concept against another on the scale.
    - Rank-order scale
    - Constant sum scale
    - Graphic rating scale
  112. 112Describe rank-order and constant sum scalesRank order provides comparative information between data, but no objective difference between objects. Constant sum allocates ordinal data
  113. 113What is non-comparative scaling? What are the 2 types?Scaling that requires judgement without comparison to another person, object, or concept.
    - Continuous rating
    - Itemized rating
  114. 114Describe the itemized scaleNon-comparative scale that uses ordinal scaling with a brief number or description associated with each category, e.g. the likert scale or semantic differential scale
  115. 115Describe a semantic differential scaleNon-comparative itemized scaling method that uses bipolar descriptions to ascertain respondent attitudes
  116. 116What is sampling and the sampling frame?Sampling = selection of a small number of elements to gather information to make inferences about a larger group
    Frame = the list of elements from which a sample may be drawn (like a list of ideal characteristics). Contact details important
  117. 117Non-sampling error breaks into what categories? What categories exist under this?Response & non-response error.
    Response breaks into researcher, interviewer, and respondent error
    N.B. sampling frame error is also non-sampling error
  118. 118What is the purpose of sampling plan?Blueprint or framework to ensure collected data is representative of the target population
  119. 119What 7 steps are there in the sampling procedure?1. Define the target population
    2. Determine data collection method
    3. Identify sampling frame
    4. Sampling method
    5. Sample size
    6. Sampling units
    7. Data collection
  120. 120What is involved in defining the target populationWho will be potentially included? Consider geographics, demographics, knowledge, product usage
  121. 121Describe choosing the data collection method during samplingSame methods as surveys. Important, as it may guide the researcher towards an appropriate sampling frame
  122. 122What are the 2 categories of sampling methods? Are there any requirements for them?Probability & non-probability.
    - Probability only possible if you have a list of the target population
  123. 123Discuss the characteristics of probability samplingEach population member has a known and non-zero probability of being selected. It is unbiased and provides true generalizability
  124. 124Discuss the characteristics of non-probability sampling. On what basis may respondents be picked?Unknown probability of each member being picked, high risk of selection bias. Selection might occur on convenience, judgement, or researcher knowledge
  125. 125Why is non-probability sampling often considered more practical?Despite selection bias being a risk, it is nearly impossible to avoid sampling error.
  126. 126Describe some probability sampling methods- Random
    - Systematic random: some division in pop, elements selected using skip intervals
    Stratified: separated into homogenous strata
    Cluster: grouping people based on traits
  127. 127Two types of stratified sampling methods?Proportionate: strata proportionally sized to the strata in population
    Disproportionate: strata size disproportionate to the size in the population
  128. 128What is a common non-probability sampling method used in qualitative research?Snowballing: word of mouth. Good for when no sampling frame, bad for large samples
  129. 129Describe some pros and cons of each non-probability sampling method- Convenience: easy but non-representative
    - Judgemental: better criteria than convenience, non-representative
    - Quota: non-sampling equivalent to stratified, identifies subgroups but poor generalisability
  130. 130What are some considerations to make when deciding a sampling method?- Accuracy: are pop inferences needed or marketing predictions?
    - Resources + Time Frame: cost + time constraints?
    - Pop Knowledge & Research Scope: how informed is the pop and will the study be national, regional, international?
  131. 131What are some statistical considerations when deciding sample size?Margin of error and confidence interval (95 or 99%?)

Information

Description
Flashcards on MART212 L1-14, created by Guy Turner on 18/03/2019.
Created by
Guy Turner
Views
21
Rating

More on Market Research Process

Feedback

What is it about?

What do you think of the new look?

How do you like it?