Session 1 and Reading about the History of Market Research

<p>Production-oriented (B)</p> Signup and view all the answers

<p>Balancing sales volume with profit (D)</p> Signup and view all the answers

<p>To achieve immediate sales (D)</p> Signup and view all the answers

<p>Demographic (B)</p> Signup and view all the answers

<p>Enhancing product/service quality to attract premium pricing (B)</p> Signup and view all the answers

<p>To link consumers with marketers through information (B)</p> Signup and view all the answers

<p>Qualitative research intended to explore vague problems (D)</p> Signup and view all the answers

<p>Limited service provider (B)</p> Signup and view all the answers

<p>The issue and relevant variables are known, but no decision can be made (D)</p> Signup and view all the answers

<p>Generating promotional content (D)</p> Signup and view all the answers

<p>To provide insights for better decision-making (A)</p> Signup and view all the answers

<p>It describes market characteristics and performance (A)</p> Signup and view all the answers

<p>Some known variables (B)</p> Signup and view all the answers

<p>To understand little-understood phenomena (A)</p> Signup and view all the answers

<p>Market research (A)</p> Signup and view all the answers

<p>A series of open-ended questions (B)</p> Signup and view all the answers

<p>They encourage participant interaction to obtain unique information (A)</p> Signup and view all the answers

<p>Market research department and independent researchers (C)</p> Signup and view all the answers

<p>Ethnographic studies (B)</p> Signup and view all the answers

<p>Identifying the problem to be studied (A)</p> Signup and view all the answers

<p>Surveys with closed-ended questions (D)</p> Signup and view all the answers

<p>To uncover causality or a relationship of cause and effect (D)</p> Signup and view all the answers

<p>Statistical significance of the relationship (B)</p> Signup and view all the answers

<p>Data that already exists from other sources (B)</p> Signup and view all the answers

<p>Increased ice cream sales lead to higher sunburn rates (B)</p> Signup and view all the answers

<p>Making methodological decisions (B)</p> Signup and view all the answers

<p>Focus groups and interviews (A)</p> Signup and view all the answers

<p>Qualitative data (C)</p> Signup and view all the answers

<p>Ensuring the sample is large enough (B)</p> Signup and view all the answers

<p>Requires a moderator to facilitate discussion among participants (A)</p> Signup and view all the answers

<p>Probabilistic sampling (B)</p> Signup and view all the answers

<p>Respondents may provide unreliable data due to misunderstanding questions (D)</p> Signup and view all the answers

<p>Non-probabilistic sampling (D)</p> Signup and view all the answers

<p>It ensures data is more reliable and comparisons easier (B)</p> Signup and view all the answers

<p>Panel sampling (D)</p> Signup and view all the answers

<p>Nature and objective of the analysis (A)</p> Signup and view all the answers

<p>Mailing and market research providers (B)</p> Signup and view all the answers

<p>It forces respondents to choose a side. (A)</p> Signup and view all the answers

<p>Conduct focus groups (C)</p> Signup and view all the answers

<p>Intention to buy (B)</p> Signup and view all the answers

<p>To provide a detailed profile of consumers (D)</p> Signup and view all the answers

<p>They require extensive testing before use. (B)</p> Signup and view all the answers

<p>It measures attitudes along a continuum. (D)</p> Signup and view all the answers

<p>Clear privacy information and informed consent. (D)</p> Signup and view all the answers

<p>Relationship between different consumer characteristics (D)</p> Signup and view all the answers

<p>Starch Test (A)</p> Signup and view all the answers

<p>George Gallup (C)</p> Signup and view all the answers

<p>He incorporated demographic breakdowns in his sample. (C)</p> Signup and view all the answers

<p>Correctly predicted the election results ahead of the competition. (B)</p> Signup and view all the answers

<p>Memory recall of the ad (D)</p> Signup and view all the answers

<p>Prediction based on small sample sizes. (B)</p> Signup and view all the answers

<p>It helped recall ads from specific publications. (B)</p> Signup and view all the answers

<p>Starch focused on advertisement evaluation while Gallup emphasized political polling. (D)</p> Signup and view all the answers

<p>Measuring consumer retention of advertisements. (A)</p> Signup and view all the answers

<p>Increased public faith in polling accuracy and methodologies. (B)</p> Signup and view all the answers

<p>It allowed advertisers to track user interactions across the internet. (A)</p> Signup and view all the answers

<p>The likelihood of customers to recommend a company. (B)</p> Signup and view all the answers

<p>The rise of smartphones enabling on-demand insights. (D)</p> Signup and view all the answers

<p>It enabled website owners to understand usage patterns. (D)</p> Signup and view all the answers

<p>It has decreased the cost and time required for consumer insights. (A)</p> Signup and view all the answers

<p>It was a lengthy and costly process requiring academic skills. (A)</p> Signup and view all the answers

<p>It lacks depth by only using a single question for assessment. (A)</p> Signup and view all the answers

<p>Apple (C)</p> Signup and view all the answers

<p>They often involved significant time and financial resource investments. (A)</p> Signup and view all the answers

<p>To counteract Nazi propaganda and influence public opinion about the war (D)</p> Signup and view all the answers

<p>Qualitative data indicated fear rather than enthusiasm about going to war. (C)</p> Signup and view all the answers

<p>Freudian psychoanalytic concepts (D)</p> Signup and view all the answers

<p>Pioneering the use of conjoint analysis in marketing (C)</p> Signup and view all the answers

<p>Salient beliefs about an object (D)</p> Signup and view all the answers

<p>Macro-segmentation is concerned with aggregate data, while micro-segmentation focuses on individual data. (B)</p> Signup and view all the answers

<p>It incorporates perceived behavioral control as a factor influencing intentions. (A)</p> Signup and view all the answers

<p>The ability to track and analyze consumer behavior online (D)</p> Signup and view all the answers

<p>A framework for organizing and predicting customer responses (C)</p> Signup and view all the answers

Communicating, delivering, and exchanging offerings with value for customers.

Focusing on understanding and satisfying customer needs.

Dividing a market into approachable groups based on shared characteristics.

Grouping customers based on characteristics such as age, gender, and income.

The tangible item or service being offered.

Amount charged for a product/service in relation to its value perception.

Where the product is sold, advertised, and distributed.

Marketing activities used to communicate the value of a product/service.

A function that links consumers, customers, and the public to the marketer through information. It helps identify opportunities, define problems, generate, refine, and evaluate actions, and monitor and improve understanding.

Identifying information needs, designing data collection methods, managing and implementing data collection, analyzing results, and communicating findings.

To gain a better understanding of a problem or situation by exploring its aspects.

Qualitative methods like in-depth interviews and focus groups, using academic research, or secondary data.

Describes market characteristics like size, competitors, market segments, and performance based on exploratory research.

Three stages in problem recognition, moving from ambiguous to clearly defined issues and relationships among variables.

A market research department or team within a company itself.

A third-party company or individual that conducts market research for a client.

A moderated group discussion with 8-12 participants to gather in-depth insights on a specific topic.

A technique for gathering structured data from respondents using a standardized questionnaire.

The entire group of individuals or elements that a study seeks to understand or generalize to.

A sampling technique where every individual in the population has an equal chance of being selected.

A sampling technique where the selection of participants is based on accessibility or researcher judgment.

The number of participants included in a study, determined by factors like research objectives, population size, and resources.

The percentage of eligible respondents who complete a survey or interview, indicating data quality.

A direct conversation between a researcher and a respondent to gather in-depth information.

A process of gathering information about customers, competitors, and the market to help companies make informed decisions.

A research approach aiming to understand the 'why' behind a phenomenon, exploring motivations and experiences.

Observing and analyzing consumers in their natural environment to understand their behavior and interactions with products.

A one-on-one conversation with a consumer, asking open-ended questions to explore their thoughts and feelings.

A discussion with a small group of consumers, facilitated by a moderator, to gather insights and opinions.

To gain insights about customers, competitors, and the market to improve business performance and decision-making.

Whenever it helps a company gain answers about their customers, competitors, or internal processes to improve performance.

Market research can be conducted internally by a dedicated department or externally by a specialized research firm.

A type of market research aiming to establish cause-and-effect relationships between variables. For example, determining if a price increase leads to a decrease in customer purchases.

Correlation means two variables change together, while causation means one variable directly causes the other. Just because two things happen together doesn't mean one caused the other.

The framework and strategy for a market research study. It involves selecting a method of data collection, choosing whether to use primary or secondary data, and determining the sample size.

Non-numerical data providing rich insights about thoughts, feelings, and experiences.

Assessing the accuracy, completeness, and reliability of the data collected for research.

Interpreting, summarizing, and presenting data to draw meaningful conclusions and insights.

Putting research findings into action, making informed decisions, and monitoring the results for continued improvement.

Different ways to present questions in a survey, like Likert scales (agree/disagree) or semantic scales (good/bad).

A survey where each question uses a single scale with multiple items. For example, 'I was interested.' and 'I paid close attention.' would use a scale like 'Strongly disagree' to 'Strongly agree'.

Surveys can aim to simply describe a situation (like customer demographics) or to find relationships between factors (like how a product feature influences purchase intent).

What you want to achieve with your survey, like understanding customer behavior, gaining insights, or comparing brand positions.

The factor you're measuring in a survey, often influenced by other factors. For example, 'intention to buy' might depend on 'product price'.

The factor that potentially influences the dependent variable. For example, 'consumer characteristics' might affect 'intention to buy'.

The process of writing clear and concise questions for your survey, considering things like question flow, justification, and using validated scales.

Testing your survey with a small group of people to see if the questions are clear, respondents understand, and the overall length is acceptable.

A method developed by Daniel Starch to measure the effectiveness of advertisements in newspapers and magazines by surveying readers about their recall and impression of ads.

A pioneer of scientific polling techniques, founder of the American Institute of Public Opinion (Gallup), known for his accurate predictions of US presidential elections.

A method using statistical sampling and analysis to measure public opinion and predict outcomes by selecting representative groups.

The development of market research from laborious, time-consuming door-to-door surveys to modern, fast, and digital methods.

How market research has revolutionized marketing by providing insights into consumer behavior, competitor analysis, and market trends.

He brought professionalization to market research in advertising by developing methodologies to measure ad effectiveness.

His accurate 1936 prediction of Franklin Roosevelt's victory over Alfred Landon for the US presidency built trust in survey research.

Founded by George Gallup, this organization focused on scientific polling and became known as Gallup, a leading name in market research.

Gallup's approach of breaking down the electorate into demographic groups and representing them proportionally in his sample group.

The magazine's inaccurate prediction in 1936 of the US presidential election highlighted the importance of scientific polling methods.

A type of cookie that allows advertisers to track users across different websites, building a profile of their online behavior.

A strategy that uses user data to serve targeted ads to users who have previously interacted with a company.

The process of collecting, analyzing, and interpreting data about website traffic and user behavior.

A metric used to measure customer loyalty and satisfaction based on how likely they are to recommend a company.

The ability to access consumer data and insights immediately, made possible by technology like smartphones.

A company that provides on-demand consumer insights to brands, allowing them to conduct research quickly and affordably.

Individuals and companies that developed key innovations in market research methods and tools.

Understanding how consumers think, feel, and behave in relation to products and brands.

Insights from market research that can be directly applied to improve marketing strategies and decisions.

Designing and creating a questionnaire to gather data from consumers for market research purposes.

A research technique where small groups listen to broadcasts and press buttons to indicate their feelings, followed by interviews to understand their responses.

The study of human motivations and applying psychological concepts to understand consumer behavior and marketing.

The idea that products have a deeper meaning beyond their practical use, reflecting values and personal identities.

A statistical technique used to predict customer choices by analyzing how they value different product features.

A model that categorizes customers based on their business needs and characteristics to target marketing effectively.

A theory that predicts behavior based on pre-existing attitudes and intentions.

An extension of TRA that considers how people's perception of control influences their behavior.

A model for measuring consumer attitudes by considering beliefs, object-attribute links, and evaluations.

The ability to collect data about how consumers interact with websites and online advertising.