Podcast
Questions and Answers
It is possible to predict consumer behavior through the analysis of demographic and psychological variables.
It is possible to predict consumer behavior through the analysis of demographic and psychological variables.
True (A)
A nominal scale is a scale that arranges objects or alternatives according to their magnitude in an ordered relationship.
A nominal scale is a scale that arranges objects or alternatives according to their magnitude in an ordered relationship.
False (B)
The parameter is the value of the parameter calculated using a sample of the population.
The parameter is the value of the parameter calculated using a sample of the population.
False (B)
Contingency tables show the joint distribution of two isolated variables.
Contingency tables show the joint distribution of two isolated variables.
The advisory committee is a qualitative process to control and analyze the progress of the research.
The advisory committee is a qualitative process to control and analyze the progress of the research.
In market development growth strategies, a descriptive study is not useful.
In market development growth strategies, a descriptive study is not useful.
The buying intention is a general and specific segmentation criterion.
The buying intention is a general and specific segmentation criterion.
The sample variability or random error increases for bigger samples.
The sample variability or random error increases for bigger samples.
Flashcards
Decision-Makers in Market Research
Decision-Makers in Market Research
The process of identifying and understanding the individuals who influence and make purchasing decisions.
New Product Introduction Research
New Product Introduction Research
A type of market research focused on understanding consumer demand for new products and predicting potential sales.
Descriptive Market Research
Descriptive Market Research
A research approach used to describe and understand market trends, often employed in market development strategies.
Advisory Committee for Market Research
Advisory Committee for Market Research
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Formal Marketing Information Flow
Formal Marketing Information Flow
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Parameter in Market Research
Parameter in Market Research
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Multivariate Analysis in Market Research
Multivariate Analysis in Market Research
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Contingency Tables in Market Research
Contingency Tables in Market Research
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Study Notes
Market Research
- Identifying Influencers: Market research can identify individuals influencing purchasing decisions.
- New Product Introduction: Research focuses on demand and sales to determine how to introduce a new product.
- Market Development Strategies: Descriptive studies are helpful in market development growth strategies.
- Research Progress Tracking: Advisory committees qualitatively monitor and analyze research progress.
- Marketing Information Flow: Marketing information flows informally and unstructured, providing marketing managers with insights.
- Order to Payment Cycle Data: Reports from order-to-payment cycles contribute to marketing information flow.
- Predicting Consumer Behavior: Demographic and psychological variables alone cannot predict consumer behavior.
- B2B Customer Insights: Mixed qualitative/quantitative analysis helps predict client openness to new B2B products/services.
- Primary Data Collection Methods: These are classified as static or dynamic based on information nature.
- Qualitative Methods Application: Understanding consumer terminology and behavior is a key application of qualitative methods.
- Nominal Scale: Organizes objects based on ordered magnitude.
- Ranking Scales Limitations: Interpretation challenges arise with negative consumer perceptions of a product/concept.
- Parameter vs. Statistic: A parameter is a population value calculated with a sample.
- Sample Variability: Larger samples have reduced random error, or variability.
- Multivariate Analysis Goals: Unveiling latent structures is a goal of multivariate analysis.
- Contingency Tables: Represent joint distribution of two variables.
- Segmentation Criteria: Easily identifiable and measurable criteria are essential for segmentation.
- Segmentation Criteria Examples: Buying intention is both a general and specific segmentation criterion.
- Report Presentation: A formal written report and oral presentation are common methods of conveying market research findings to management.
- Questionnaire Design Importance: Time spent on questionnaire design should be noted in research reporting.
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