Podcast
Questions and Answers
What does object personification typically involve?
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?
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?
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?
What is the primary goal of thematic analysis?
What type of research design would be most appropriate for identifying relationships between variables?
What type of research design would be most appropriate for identifying relationships between variables?
Which of the following is NOT a method of qualitative data analysis?
Which of the following is NOT a method of qualitative data analysis?
Which methodology is primarily focused on numerical data collection?
Which methodology is primarily focused on numerical data collection?
What does collage construction typically require from participants?
What does collage construction typically require from participants?
When designing a sample, what should be carefully considered about the population?
When designing a sample, what should be carefully considered about the population?
What is the primary feature of dream exercises in research?
What is the primary feature of dream exercises in research?
What does primary data refer to in research?
What does primary data refer to in research?
Which of the following concepts is an old marketing study using projective methods?
Which of the following concepts is an old marketing study using projective methods?
Which of the following is NOT a method for data collection?
Which of the following is NOT a method for data collection?
What is essential to include in a research report for it to be effective?
What is essential to include in a research report for it to be effective?
What aspect of data analysis examines whether the research objectives have been met?
What aspect of data analysis examines whether the research objectives have been met?
What type of sampling includes a specific list of population elements?
What type of sampling includes a specific list of population elements?
What is a characteristic of descriptive research?
What is a characteristic of descriptive research?
Which of the following is NOT a type of descriptive research?
Which of the following is NOT a type of descriptive research?
When should causal research be used?
When should causal research be used?
What type of study involves measuring the same sample with different questions over time?
What type of study involves measuring the same sample with different questions over time?
Which research method is used to answer the question, 'Does X cause Y?'
Which research method is used to answer the question, 'Does X cause Y?'
What is the primary focus of qualitative research?
What is the primary focus of qualitative research?
Which of the following statements about longitudinal studies is true?
Which of the following statements about longitudinal studies is true?
What type of research typically uses focus groups to gather information?
What type of research typically uses focus groups to gather information?
What is a key characteristic of questions used in focus groups?
What is a key characteristic of questions used in focus groups?
Why is it important for the moderator in a focus group to listen without interrupting?
Why is it important for the moderator in a focus group to listen without interrupting?
What should moderators avoid when conducting interviews?
What should moderators avoid when conducting interviews?
What is one of the benefits of conducting focus groups rather than individual interviews?
What is one of the benefits of conducting focus groups rather than individual interviews?
What role does homogeneity play in face-to-face focus groups?
What role does homogeneity play in face-to-face focus groups?
In what way should moderators approach the dynamics of a focus group?
In what way should moderators approach the dynamics of a focus group?
What is an appropriate response to silence during a focus group discussion?
What is an appropriate response to silence during a focus group discussion?
What can be a drawback of groupthink in focus groups?
What can be a drawback of groupthink in focus groups?
What is one of the major limitations of in-depth interviews?
What is one of the major limitations of in-depth interviews?
What is a suggested session length for focus groups?
What is a suggested session length for focus groups?
What should be the starting approach when writing questions for a research instrument?
What should be the starting approach when writing questions for a research instrument?
How many participants are generally recommended for online focus groups?
How many participants are generally recommended for online focus groups?
Which of the following is a crucial factor when selecting a location for focus groups?
Which of the following is a crucial factor when selecting a location for focus groups?
What does the recruitment protocol aim to achieve?
What does the recruitment protocol aim to achieve?
What type of questions should be avoided in research interviews?
What type of questions should be avoided in research interviews?
When determining how many focus groups to conduct, what key factor should be considered?
When determining how many focus groups to conduct, what key factor should be considered?
What does the term 'motivation' refer to in the context of understanding behavior?
What does the term 'motivation' refer to in the context of understanding behavior?
Which of the following is a limitation of secondary data?
Which of the following is a limitation of secondary data?
Which of the following is a type of exploratory research?
Which of the following is a type of exploratory research?
What is a characteristic of in-depth individual interviews?
What is a characteristic of in-depth individual interviews?
What is a common source of external secondary data?
What is a common source of external secondary data?
What does 'attitudes & opinions' encompass in psychographic research?
What does 'attitudes & opinions' encompass in psychographic research?
In the context of data collection techniques, what does observation involve?
In the context of data collection techniques, what does observation involve?
Which of the following is an advantage of using secondary data?
Which of the following is an advantage of using secondary data?
What is a characteristic of focus groups in exploratory research?
What is a characteristic of focus groups in exploratory research?
What type of secondary data is considered internal?
What type of secondary data is considered internal?
Which is a challenge of using external secondary data?
Which is a challenge of using external secondary data?
What role does secondary data play in research design?
What role does secondary data play in research design?
What does the term 'intentions' signify in behavioral research?
What does the term 'intentions' signify in behavioral research?
Flashcards
Object Personification
Object Personification
A projective method where a brand is associated with a person, object, or animal, like a car or celebrity.
Content Analysis
Content Analysis
Analyzing patterns in content (text, images).
Narrative Analysis
Narrative Analysis
Analyzing people's stories to understand their meaning.
Discourse Analysis
Discourse Analysis
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Thematic Analysis
Thematic Analysis
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Grounded Theory
Grounded Theory
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Shopping List
Shopping List
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Collage Construction
Collage Construction
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What is a descriptive study?
What is a descriptive study?
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What is a longitudinal study?
What is a longitudinal study?
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What is a cross-sectional study?
What is a cross-sectional study?
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When do you use causal research?
When do you use causal research?
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What is qualitative research?
What is qualitative research?
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What is a laboratory experiment?
What is a laboratory experiment?
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What is a field experiment?
What is a field experiment?
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What is a true panel?
What is a true panel?
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Research Design Types
Research Design Types
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Qualitative Methodology
Qualitative Methodology
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Quantitative Methodology
Quantitative Methodology
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Primary Data
Primary Data
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Secondary Data
Secondary Data
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Sampling Frame
Sampling Frame
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Target Population
Target Population
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Data Analysis
Data Analysis
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In-depth Interviews: Limitation
In-depth Interviews: Limitation
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Focus Groups: Limitation
Focus Groups: Limitation
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Focus Group Sample Protocol: Target
Focus Group Sample Protocol: Target
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Focus Group Sample Protocol: Group Number
Focus Group Sample Protocol: Group Number
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Focus Group Sample Protocol: Participant Number
Focus Group Sample Protocol: Participant Number
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Focus Group Sample Protocol: Session Length
Focus Group Sample Protocol: Session Length
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Focus Group Sample Protocol: Location
Focus Group Sample Protocol: Location
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Focus Group Sample Protocol: Timing
Focus Group Sample Protocol: Timing
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Grand Tour Questions
Grand Tour Questions
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How Questions
How Questions
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Avoid Leading Questions
Avoid Leading Questions
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Probes
Probes
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Focus Group
Focus Group
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Focus Group Moderator
Focus Group Moderator
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Focus Group Dynamics
Focus Group Dynamics
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Homogeneity in Focus Groups
Homogeneity in Focus Groups
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Psychographic Data
Psychographic Data
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Attitudes and Opinions
Attitudes and Opinions
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Awareness & Knowledge
Awareness & Knowledge
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Motivation
Motivation
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Intentions
Intentions
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Behavior
Behavior
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Advantages of Secondary Data
Advantages of Secondary Data
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Limitations of Secondary Data
Limitations of Secondary Data
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Internal Data
Internal Data
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External Data
External Data
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Exploratory Research
Exploratory Research
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When to use Exploratory Research
When to use Exploratory Research
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Types of Exploratory Research
Types of Exploratory Research
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Interview & Focus Group
Interview & Focus Group
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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.
