Chapter 3 and 4 Market AS Midterm

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Questions and Answers

Why is it recommended to collect secondary data before primary data?

To alert the researcher to other potential problems

To clarify or refine the research issue

To enhance research credibility

To save time, money, and convenience (correct)

Which of the following is NOT an advantage of using secondary data?

Clarifying the research issue

Providing background information

Offering primary data research alternatives

Ensuring data accuracy (correct)

What is one of the limitations of using secondary data according to the text?

It helps in clarifying the research problem

It is sufficient for decision-making

It can be inaccurate (correct)

It is always relevant

When considering secondary data, what question should a researcher ask regarding the original study's purpose?

What was the original study's purpose? Signup and view all the answers

What does secondary data help with that might influence the decision to use it?

Offering primary data research alternatives Signup and view all the answers

What type of marketing relies on the creation of a large computerized file of customers' profiles and purchase patterns?

Database Marketing Signup and view all the answers

Which technology mimics the processes of the human brain and is capable of learning from data examples to find patterns?

Neural Network Signup and view all the answers

What is the main purpose of Data Mining in marketing?

Customer acquisition Signup and view all the answers

Which type of research uses mathematical analysis and measurable, numeric standards for analysis?

Quantitative Research Signup and view all the answers

What type of data system generates maps by using secondary and/or primary data?

Geographic Information Systems (GIS) Signup and view all the answers

What is the purpose of a marketing research aggregator?

Cataloguing marketing reports Signup and view all the answers

What is a focus group primarily used for?

Generating fresh ideas and brainstorming Signup and view all the answers

What is the role of the moderator in a focus group?

Leading the discussion and interacting with clients Signup and view all the answers

What is one of the disadvantages of online focus groups?

Exposure to external stimuli Signup and view all the answers

Why are individual depth interviews considered more personalized?

Elimination of group pressure Signup and view all the answers

What should good moderators possess during a focus group?

Objective and open-mindedness Signup and view all the answers

Why is it essential to have a separate observation room during a focus group?

To facilitate discussion without distractions Signup and view all the answers

What is the main advantage of conducting individual depth interviews over focus groups?

An interview can be conducted anywhere Signup and view all the answers

What does a discussion guide in a focus group help achieve?

Setting clear goals/questions for each discussion topic Signup and view all the answers

Why are focus groups valuable for understanding customer motives and attitudes?

Because they provide insight into motives, attitudes, and perceptions Signup and view all the answers

Why do good moderators need to be accepting of participant differences?

To ensure objective and open-minded moderation Signup and view all the answers

What is the primary purpose of Database Marketing?

To create large computerized files of customer profiles and purchase patterns Signup and view all the answers

What is the key function of a Neural Network in marketing?

Learning from examples to find patterns in data Signup and view all the answers

Which method does Behavioral Targeting primarily use to increase the effectiveness of online advertising?

Understanding customer habits, demographics, and social networks Signup and view all the answers

What distinguishes Qualitative Research from Quantitative Research?

Relies on subjective observations and analysis Signup and view all the answers

What is a Decision Support System primarily designed for in a company?

To be controlled by individual decision-makers Signup and view all the answers

Which technology is used to visually display various types of data geographically?

Geographic Information Systems (GIS) Signup and view all the answers

Why is it important to collect secondary data before primary data?

To save time, money, and enhance research credibility Signup and view all the answers

What is one of the advantages of secondary data discussed in the text?

Provides sample frame Signup and view all the answers

What is a limitation of secondary data?

Insufficient information Signup and view all the answers

When considering secondary data, which question should a researcher ask regarding the original study's purpose?

What was the original study’s purpose? Signup and view all the answers

What is one of the benefits of secondary data according to the text?

Might provide primary data research alternatives Signup and view all the answers

What is one advantage of online focus groups over traditional focus groups?

No geographic barriers Signup and view all the answers

Why are individual depth interviews considered more personalized than focus groups?

Group pressure is eliminated Signup and view all the answers

What is one drawback of using focus groups according to the text?

Misused as representative of the general population Signup and view all the answers

Why is it important for a moderator to dress the same as the respondents in a focus group?

To blend in and establish rapport Signup and view all the answers

What advantage do focus groups provide in terms of understanding customer motives and attitudes?

Reveal needs driven by emotions Signup and view all the answers

What is one disadvantage of using individual depth interviews compared to focus groups?

More costly to conduct Signup and view all the answers

Study Notes

Data Collection Methods

Collecting secondary data first is cost-effective and time-saving, providing a foundational understanding before gathering primary data.
Secondary data may lack specificity or relevance to the current research, which is a notable disadvantage.
Limitations of secondary data include potential inaccuracies or outdated information that was collected for different purposes.

Research Purpose and Considerations

Researchers should evaluate the original study's purpose to ensure the relevance and applicability of the secondary data to their own research objectives.
Secondary data can guide research design decisions, influencing methodology and target demographic choices.

Marketing Techniques

Database marketing creates extensive computerized profiles of customers, analyzing their purchase patterns.
Neural networks replicate human brain processes, learning from data to discover patterns useful in marketing strategies.
Data mining in marketing aims to extract useful patterns and insights from large data sets, enhancing decision-making and strategy.

Research Types and Tools

Quantitative research employs mathematical analysis and numeric standards for systematic evaluation.
Geographic Information Systems (GIS) generate visual maps using both secondary and primary data for spatial analysis.
Marketing research aggregators collect and synthesize data from various sources, enhancing market insights.

Focus Group Insights

Focus groups are utilized primarily for qualitative insights into consumer behaviors and preferences.
The moderator's role is crucial for guiding discussions, fostering an environment where participants feel comfortable sharing insights.
Online focus groups are more flexible and can reach a broader audience but may lack the personal dynamics of in-person sessions.

Interview Techniques

Individual depth interviews are personalized and allow for deeper exploration of participant views compared to group settings.
Good moderators need strong listening skills, empathy, and adaptability to manage diverse participant perspectives effectively.
Separate observation rooms during focus groups enable researchers to gain insights without influencing participant behavior.

Comparative Advantages

Individual depth interviews provide more in-depth insights but may lack the collaborative discussion benefits found in focus groups.
A discussion guide helps structure focus group conversations to ensure all relevant topics are covered efficiently.
Focus groups are valuable for capturing customer motives and attitudes due to the dynamic interactions between participants.

Behavioral Targeting and Systems

Behavioral targeting relies on data analysis techniques to refine online advertising effectiveness based on user behavior.
A Decision Support System (DSS) helps companies make informed decisions through data analysis and scenario simulation.
Visual data display technologies highlight patterns geographically, facilitating better data comprehension.

Summary of Data Considerations

Collecting secondary data first is advantageous for its cost-effectiveness and timely insights, yet limitations exist regarding its contextual relevance.
Researchers must assess original research intentions and adaptation relevance when using secondary data, ensuring it aligns with current objectives.

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Test your knowledge on the advantages of using secondary data in research. Learn about the benefits of collecting secondary data before primary data and how it can help clarify issues and provide solutions.