Introduction to Marketing Research Proposal

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Questions and Answers

What does object personification typically involve?

Focusing on user demographics

Using anthropomorphic representations (correct)

Associating a brand with a celebrity

Using visual symbols exclusively

Which method involves creating a new theory based on data?

Thematic analysis

Narrative analysis

Grounded theory (correct)

Content analysis

What type of analysis is focused on language in its social context?

Discourse analysis (correct)

Content analysis

Thematic analysis

Narrative analysis

What is the primary goal of thematic analysis?

To identify key themes and patterns Signup and view all the answers

What type of research design would be most appropriate for identifying relationships between variables?

Causal Signup and view all the answers

Which of the following is NOT a method of qualitative data analysis?

Statistical analysis Signup and view all the answers

Which methodology is primarily focused on numerical data collection?

Survey / Quantitative Signup and view all the answers

What does collage construction typically require from participants?

Visual representation of themes Signup and view all the answers

When designing a sample, what should be carefully considered about the population?

The target population Signup and view all the answers

What is the primary feature of dream exercises in research?

They explore fantasy realms and possibilities Signup and view all the answers

What does primary data refer to in research?

Original data created by the researcher Signup and view all the answers

Which of the following concepts is an old marketing study using projective methods?

Shopping list Signup and view all the answers

Which of the following is NOT a method for data collection?

Secondary data mining Signup and view all the answers

What is essential to include in a research report for it to be effective?

Clear, accurate, and concise information Signup and view all the answers

What aspect of data analysis examines whether the research objectives have been met?

Objective evaluation Signup and view all the answers

What type of sampling includes a specific list of population elements?

Sampling frame Signup and view all the answers

What is a characteristic of descriptive research?

It presupposes extensive prior knowledge about the phenomenon studied. Signup and view all the answers

Which of the following is NOT a type of descriptive research?

Causal-comparative study Signup and view all the answers

When should causal research be used?

When the researcher wants to determine if one variable impacts another. Signup and view all the answers

What type of study involves measuring the same sample with different questions over time?

Omnibus study Signup and view all the answers

Which research method is used to answer the question, 'Does X cause Y?'

Causal research Signup and view all the answers

What is the primary focus of qualitative research?

Understanding individuals' social realities. Signup and view all the answers

Which of the following statements about longitudinal studies is true?

They can track changes and trends over time. Signup and view all the answers

What type of research typically uses focus groups to gather information?

Qualitative research Signup and view all the answers

What is a key characteristic of questions used in focus groups?

They should explore complex behaviors and motivations. Signup and view all the answers

Why is it important for the moderator in a focus group to listen without interrupting?

To allow participants to feel comfortable sharing their thoughts. Signup and view all the answers

What should moderators avoid when conducting interviews?

Asking leading questions. Signup and view all the answers

What is one of the benefits of conducting focus groups rather than individual interviews?

Focus groups allow for greater interactive discussions. Signup and view all the answers

What role does homogeneity play in face-to-face focus groups?

It helps create a more comfortable environment for participants. Signup and view all the answers

In what way should moderators approach the dynamics of a focus group?

By facilitating equal participation among members. Signup and view all the answers

What is an appropriate response to silence during a focus group discussion?

Wait and allow participants to reflect. Signup and view all the answers

What can be a drawback of groupthink in focus groups?

It may inhibit individual expression among participants. Signup and view all the answers

What is one of the major limitations of in-depth interviews?

They cannot be generalized to the larger population. Signup and view all the answers

What is a suggested session length for focus groups?

1 ½ hours to 2 hours Signup and view all the answers

What should be the starting approach when writing questions for a research instrument?

Start with general topics, then move to specific. Signup and view all the answers

How many participants are generally recommended for online focus groups?

5 participants Signup and view all the answers

Which of the following is a crucial factor when selecting a location for focus groups?

A convenient, neutral, and comfortable site. Signup and view all the answers

What does the recruitment protocol aim to achieve?

Screening potential candidates for their suitability. Signup and view all the answers

What type of questions should be avoided in research interviews?

Yes/no questions Signup and view all the answers

When determining how many focus groups to conduct, what key factor should be considered?

The research problem at hand. Signup and view all the answers

What does the term 'motivation' refer to in the context of understanding behavior?

The reasons why people perform certain actions Signup and view all the answers

Which of the following is a limitation of secondary data?

The data might not be relevant for specific research objectives Signup and view all the answers

Which of the following is a type of exploratory research?

Literature review Signup and view all the answers

What is a characteristic of in-depth individual interviews?

They explore sensitive personal topics Signup and view all the answers

What is a common source of external secondary data?

Census data Signup and view all the answers

What does 'attitudes & opinions' encompass in psychographic research?

An individual's ideas and convictions Signup and view all the answers

In the context of data collection techniques, what does observation involve?

Watching behaviors and activities Signup and view all the answers

Which of the following is an advantage of using secondary data?

It is faster and less expensive to obtain Signup and view all the answers

What is a characteristic of focus groups in exploratory research?

They allow for the generation of new ideas through discussion Signup and view all the answers

What type of secondary data is considered internal?

Sales data Signup and view all the answers

Which is a challenge of using external secondary data?

It may not be relevant to specific needs Signup and view all the answers

What role does secondary data play in research design?

It provides insights that guide the research process Signup and view all the answers

What does the term 'intentions' signify in behavioral research?

Future anticipated behaviors Signup and view all the answers

Study Notes

Consultancy Research Marketing

This document is about a marketing research project for HEC Montréal.
A QR code is included to access further material online.
The project does not appear to be sponsored by a specific university or high school.

Class 1: Introduction to Marketing Research Proposal

Marketing research helps managers.
- Specify information needed.
- Collect and analyze information.
- Interpret information based on objectives.
Helps managers make better decisions.
- Provides competitive edge.
- Improves profitability.
- Translates data into useful information for informed decisions.
- Provides insights into existing and potential customers.
Marketing research assists all aspects of marketing .
- Product (concept testing, brand equity, market testing).
- Pricing (price elasticity, forecasting).
- Distribution (website testing, channel performance).
- Promotion (media & ad effectiveness, sales force compensation).
- Buyer behavior (segmentation, awareness, preferences).
- General corporate research (market trends, diversification).

Formulate the Problem

Clearly defining the problem and research objectives is crucial.
3 sources of marketing research problems/opportunities:
- Unanticipated.
- Planned.
- Serendipity.
Examples include:
- St-Hubert entering the vegetarian market,
- CIBC introducing Bitcoin investment accounts.
- Montréal Canadiens increasing immigrant awareness of hockey.

Marketing Research Process

Formulate the problem.
Determine the research design.
Design data collection.
Design sample and collect data.
Analyze and interpret data.
Prepare the research report.

Class 2: Research Design and Data Types

Primary Data: Original data collected by the researcher.
- Demographics & Socioeconomic factors (Age, education, occupation, etc.).
- Psychographic & Lifestyle traits (personality, activities, interests, values).
- Attitudes & Opinions (beliefs and convictions).
- Awareness & Knowledge (brand awareness).
- Motivation (understanding why people behave as they do).
- Intents (anticipated future behavior).
- Behavior (purchase and usage).
Collection techniques: Communication (asking questions) & Observation (watching).
Secondary Data: Data previously gathered, available from existing sources.
- Internal (company data, customer databases).
- External (newspapers, trade publications, government data, market research firms).

Faster less expensive to acquire data

Clarify, guide, or redefine research.
Assist in research design.
Interpret and provide insights.
Provide information on market size, conditions, and buying behaviors.

Exploratory Research

Preliminary research when little is known.
Most flexible research design.
Used to formulate problems more precisely, develop hypotheses, establish research priorities, and clarify concepts.

Descriptive Research

More structured than exploratory research.
Used when knowledge about the phenomenon is already established.
Describe the characteristics of groups/segments.
Estimate proportions of certain behaviors ("Who, what, when, how").

Causal Research

Used to determine the influence of one variable on another.
Clear causal relationships are needed to use this type of research.

Class 3: Qualitative Research

Aims to gather and analyze non-numerical data.
Rich, detailed information obtained from small samples.
Less structured questioning.
Confirmed and enriches hypotheses.
Four contexts:
- Unique research methodology
- Initial step before quantitative research
- Confirming quantitative research results
- Exploring quantitative research results further.
Types include:
- Focus groups
- In-depth individual interviews
- Projective techniques
- Observation and ethnographic studies.

Quantitative Research

Deals with numbers and statistics
Example of process to conduct exploratory research:
- Formulate objectives (What information will be collected for the research?)
- Choose best method (in-depth interviews)
- Create a sample structure
- Prepare the best research instrument (questions)
- Choose and prepare the Moderator
- Conduct the exploratory phase of the research
- Analyze the results of the research
Specific objective examples of exploratory research
- Formulate problems better
- Develop hypothesis
- Establish priorities for further research
- Eliminate impractical ideas
- Clarify concepts

Class 4: Qualitative Data Analysis

Content Analysis: Patterns within content, multiple topics.
Narrative Analysis: Understanding stories, meaning from stories.
Discourse Analysis: How language is used in social settings.
Thematic Analysis: Identifying key themes, patterns in experience and perspectives.
Grounded Theory: Developing theories based on data.
IPA (Interpretive Phenomenological Analysis): Analyzing experiences in depth.

Class 6: Quantitative Research Planning & Collecting

Formulate objectives.
Prepare the research instrument (survey).
Create a sample structure.
Collect the data.
Analyze the results.

Class 7: Quantitative Research Analyzing

Prepare data for analysis using SPSS and other relevant data analysis software.

Class 8: Quantitative Research (Analyzing Bivariate)

Analyze relationships between two variables at the same time, statistically.

Hypothesis Testing

Test the relationship between two variables using hypothesis testing methods.

Sampling

Probability Sampling: Every element has an equal chance to be selected.
- Simple Random
- Stratified
- Cluster
Non-probability Sampling: Not every element has the same probability; the sample may not represent the population.
- Convenience
- Judgment (use your judgment)
- Snowball (refer a friend)
- Quota (selected based on specific demographic criteria).

Types of Errors

Sampling Error: Difference between sample statistics and true expected value.
Non-sampling Error: Errors in the process or data collection.

Projective Techniques

Methods for indirectly assessing emotions, beliefs, feelings.
Used in sensitive topics, hard to articulate.
Include Word Association, Sentence Completion, Cartoon Tests, and various other tasks.

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Description

This quiz explores the fundamental concepts of marketing research, particularly as it relates to improving managerial decision-making. It highlights the importance of information collection, analysis, and interpretation in creating competitive advantages and profitability. Through this quiz, you will gain insights on how marketing research influences product, pricing, distribution, and promotion strategies.