Marketing Research Chapter 7
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Questions and Answers

Which of the following is a primary data collection technique?

  • Publicly available government reports
  • Online data mining
  • Historical sales data analysis
  • Surveys and questionnaires (correct)

In the marketing research process, what is the first step?

  • Present the research findings
  • Analyze the data collected
  • Define the research problem and objectives (correct)
  • Design the research method

What is a significant ethical issue that firms may encounter in marketing research?

  • Misleading the potential respondents (correct)
  • Lack of data analysis skills
  • Inadequate sampling methods
  • Incomplete research findings

Which type of data is primarily collected through means such as experiments or focus groups?

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

What is one method that companies like Netflix use in their data analysis techniques?

<p>Analyzing usage data (A)</p> Signup and view all the answers

Which of the following describes primary data?

<p>Data collected specifically for addressing unique research needs. (A)</p> Signup and view all the answers

What is the main role of data analysis in research?

<p>To convert data into information for understanding a situation. (B)</p> Signup and view all the answers

What is a key component of presenting research findings?

<p>Making the presentation relatable and engaging for the audience. (D)</p> Signup and view all the answers

Which type of data includes information that has already been collected prior to the current research project?

<p>Secondary data. (A)</p> Signup and view all the answers

What is included in the body of a research report?

<p>Research objectives and a discussion of methodology and findings. (D)</p> Signup and view all the answers

What is a key characteristic of qualitative research methods?

<p>Involves a small group discussion guided by a moderator (A)</p> Signup and view all the answers

What is the primary purpose of quantitative research methods?

<p>To test predictions or hypotheses (C)</p> Signup and view all the answers

Which type of question should be avoided when designing a questionnaire?

<p>Questions that refer to multiple issues within one response set (D)</p> Signup and view all the answers

Which of the following is an example of a leading question?

<p>Would you agree that our product is the best in the market? (A)</p> Signup and view all the answers

What is a common tool used in quantitative research for data collection?

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

What should be avoided when crafting questions about sensitive topics?

<p>Avoiding asking such questions unless critical (C)</p> Signup and view all the answers

What defines an unstructured question in a survey?

<p>A question that allows for detailed, open-ended responses (D)</p> Signup and view all the answers

What is often a misconception about the size of 1/3 pound compared to 1/4 pound?

<p>Customers believe that 1/4 pound is larger than 1/3 pound (C)</p> Signup and view all the answers

What is the primary focus of marketing research?

<p>Systematically collecting and analyzing data for decision making (C)</p> Signup and view all the answers

Which step in the marketing research process involves identifying the necessary information for research questions?

<p>Define The Research Problem (B)</p> Signup and view all the answers

How does Netflix utilize its marketing research?

<p>By analyzing user engagement data to inform content creation (C)</p> Signup and view all the answers

Which of the following best describes the difference between primary data and secondary data?

<p>Primary data is collected for a specific purpose, while secondary data has been previously gathered (C)</p> Signup and view all the answers

What should companies consider when outlining ethical issues in marketing research?

<p>The privacy and informed consent of research participants (C)</p> Signup and view all the answers

What is one advantage of using secondary data?

<p>It can be free or inexpensive to obtain. (A)</p> Signup and view all the answers

What is a disadvantage of using internal secondary data sources?

<p>They may not provide the required data. (B)</p> Signup and view all the answers

What does data mining primarily accomplish?

<p>It uncovers unknown patterns and relationships in data. (D)</p> Signup and view all the answers

Which of the following describes Big Data?

<p>Data sets that are too large and complex for standard analysis. (B)</p> Signup and view all the answers

What is a potential downside of relying on external secondary data?

<p>It may not be specific or timely enough for research needs. (A)</p> Signup and view all the answers

Syndicated data is primarily collected through which of the following?

<p>Scanner readings of UPC codes. (A)</p> Signup and view all the answers

What kind of data is panel data?

<p>Data from consumers recording their purchases electronically. (A)</p> Signup and view all the answers

How do firms often use data mining techniques?

<p>To identify items commonly bought together for marketing purposes. (A)</p> Signup and view all the answers

Which aspect differentiates qualitative research methods from quantitative research methods?

<p>The role of a trained moderator in discussions (D)</p> Signup and view all the answers

What is a common pitfall when designing survey questions?

<p>Asking double-barreled questions (C)</p> Signup and view all the answers

Why did the 1/3 pound burger fail to compete with McDonald's Quarter Pounder?

<p>Customers were unaware of the actual weight difference (B)</p> Signup and view all the answers

What should be avoided when asking about personal health habits in a survey?

<p>Leading questions on health practices (D)</p> Signup and view all the answers

What is the purpose of quantitative research in marketing?

<p>To confirm early insights through statistical methods (B)</p> Signup and view all the answers

Which type of question should be used to elicit specific responses in a survey?

<p>Closed questions that allow for limited answers (D)</p> Signup and view all the answers

In survey design, which of the following is a good practice?

<p>Crafting questions that respondents can easily answer (B)</p> Signup and view all the answers

What is a disadvantage of using secondary data in research?

<p>It may have been collected for a different purpose. (A)</p> Signup and view all the answers

Which research method focuses on observing consumer behavior in natural settings?

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

What type of data collection is primarily associated with quantitative research methods?

<p>Surveys and structured questionnaires (B)</p> Signup and view all the answers

What is one technique used in qualitative research methods?

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

Which of the following statements about qualitative research is true?

<p>It aims to explore underlying motivations and feelings. (A)</p> Signup and view all the answers

What is a key characteristic of observation as a qualitative research method?

<p>It examines behavior through direct or recorded observation. (A)</p> Signup and view all the answers

What is the sample size used by the Print Measurement Bureau to measure readership?

<p>24,000 (D)</p> Signup and view all the answers

Which type of data may not adequately address the research objective?

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

Which of the following is NOT a method used in qualitative research?

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

What type of survey method allows researchers to quickly gather responses at a low cost?

<p>Web surveys (A)</p> Signup and view all the answers

Which of the following is a key ethical concern regarding the use of neuromarketing studies?

<p>Maintaining customer privacy (A)</p> Signup and view all the answers

In experimental research, what is typically manipulated to ascertain causal effects?

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

What is a common characteristic to avoid when formulating survey questions?

<p>One-sided questions (D)</p> Signup and view all the answers

What change in packaging did Frito-Lay implement based on neuromarketing research?

<p>Transitioning to matte packaging (B)</p> Signup and view all the answers

Why should complex questions be avoided in surveys?

<p>They can confuse respondents (A)</p> Signup and view all the answers

What should be the focus of a firm's marketing strategy regarding ethical orientation?

<p>Integrating ethics into decision-making (B)</p> Signup and view all the answers

Which type of survey question typically leads to biased responses?

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

What is one advantage of using social media for qualitative research?

<p>High relevance of feedback (A)</p> Signup and view all the answers

What could be a potential drawback of feedback collected through social media?

<p>Comments may lack thoughtful consideration (D)</p> Signup and view all the answers

Which of the following best describes a disadvantage of in-depth interviews?

<p>They require significant time and resources. (D)</p> Signup and view all the answers

What is a benefit of using a community like Sephora's Beauty Insider for research?

<p>It allows for live interaction among members. (C)</p> Signup and view all the answers

What is a key characteristic of data collected from social media?

<p>It allows for filtering and searching. (C)</p> Signup and view all the answers

Which of the following cons of social media research indicates a potential ethical concern?

<p>No consent is taken for data collection. (B)</p> Signup and view all the answers

What is one likely reason consumers might share feedback freely on social media?

<p>To influence formal marketing campaigns. (C)</p> Signup and view all the answers

What is a critical risk associated with anonymity in social media feedback?

<p>It may encourage extreme opinions and comments. (D)</p> Signup and view all the answers

Flashcards

Marketing Research Definition

A set of methods for collecting, recording, analyzing, and interpreting data to help marketing decisions about goods, services, or ideas.

Research Problem Definition

Identifying the specific information needed to answer marketing questions and how that information will be gathered.

Marketing Research Process Step 1

Determining what information is needed to answer certain questions in a research project and how this data should be collected.

Netflix Example

Netflix uses data to understand what its customers want to see.

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Big Data in Marketing

Modern companies use extensive data resources for better understanding.

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Secondary Data

Information collected before a research project begins.

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Primary Data

Data gathered to answer a specific research question.

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Research Objectives

Goals that determine the type of data needed in a research project.

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Data Analysis

Turning data into useful information to evaluate situations.

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Action Plan Presentation

Clearly presenting research findings to an audience in a way they understand.

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Focus groups

A small group discussion, guided by a moderator, to gather in-depth insights.

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Qualitative Research

Research that explores ideas and opinions to understand reasons.

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Quantitative Research

Research that uses numbers and data analysis to test predictions.

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Survey Research

A method of gathering data using questionnaires.

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Survey question types

Questions can be either unstructured (open-ended) or structured (multiple choice).

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Unstructured question

An open-ended question allowing respondents to answer in their own words.

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Avoidable questionnaire issues

Avoid questions that are too difficult, sensitive (unless necessary), double-barreled, or leading that can bias respondents' answers.

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Leading question

A question that suggests a particular answer or influences the respondent's response.

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What is marketing research's purpose?

Marketing research uses methods to gather, analyze, and interpret data to help organizations make decisions about their products, services, or ideas.

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Step 1: Define the Problem

This step in the research process involves clearly identifying what information is needed to answer specific marketing questions and how that information will be acquired.

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Ethical Concerns in Research

Marketing researchers must adhere to ethical principles and guidelines, ensuring data is collected responsibly, ensuring confidentiality, and being transparent about research objectives and methods.

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Internal Secondary Data

Data collected within a company itself. This can include invoices, customer lists, reports, and other internal documents.

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Data Mining

A technique that uses statistical tools to identify hidden patterns and relationships within large datasets. It helps uncover trends and insights that wouldn't be apparent through conventional analysis.

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Big Data

Enormous and complex datasets that are too large for traditional software to manage. These datasets are analyzed using data mining techniques.

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External Secondary Data

Data collected outside a company. This includes census data, trade journals, books, articles, and reports from various sources.

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Syndicated Data

Data collected and sold by specialized research firms for various companies. It covers a wide range of topics and industries.

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Scanner Data

Data collected from scanning UPC codes at checkout counters. It provides insights into product sales, consumer buying habits, and market trends.

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Panel Data

Data collected from consumers who track and record their purchases. This data provides detailed information on household spending and purchasing habits.

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Print Measurement Bureau

A Canadian organization that provides data on print readership, media exposure, product usage, and lifestyles. It uses a large sample to gather information on a wide range of publications and consumer products.

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Research and Markets

A global provider of market research and data, acting as a central source for information from various publishers, consultants, and analysts.

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Simmons Market Research Bureau

A US organization that gathers data on American consumers' purchasing habits, brand preferences, lifestyles, and media choices.

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Why is secondary data sometimes inadequate?

Secondary data might not be suitable because it was collected for a different purpose than the current research question, it may not be relevant to the current objective, or it might be outdated.

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Observation in qualitative research

A method where researchers observe behaviors in natural settings, such as a store, to gain insights into how people interact with products. It can be done directly or with cameras.

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In-Depth Interviews

One-on-one conversations with participants to gather detailed insights and perspectives. They explore topics deeply, uncovering specific individual experiences and opinions.

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Social Media Research

Analyzing social media data for insights into consumer behavior, brand perception, and market trends.

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Pros of Social Media Research

Large accessible sample, diverse representation, abundance of information, real-time feedback, and direct consumer opinions.

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Cons of Social Media Research

Not statistically representative, feedback may be shallow, anonymity can lead to extreme opinions, and no opportunity for in-depth probing.

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Pros of In-Depth Interviews

Greater objectivity, wider representation, no interviewer bias, and ability to search and filter data.

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Cons of In-Depth Interviews

Not statistically representative, feedback may not be well-thought-out, anonymity can encourage extreme opinions, and no opportunity to probe for more detail.

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Double-Barreled Question

A question that combines two or more issues into one, making it difficult to answer accurately.

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Online Surveys

Using online platforms like SurveyMonkey, researchers can quickly design, launch, and analyze surveys, resulting in faster data collection and analysis.

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Experimental Research

A systematic method where researchers manipulate variables to determine cause-and-effect relationships. For example, a company might test different prices of new menu items to see which is most profitable.

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Neuromarketing

This technique utilizes brain imaging and physiological responses to understand how consumers react to marketing stimuli.

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Ethical Considerations in Marketing Research

Companies must ensure their marketing research practices are ethical, respecting privacy, being transparent about data collection, and ensuring responsible data usage.

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Avoid One-Sided Questions

Survey questions should avoid bias and present a balanced perspective, allowing respondents to express diverse opinions.

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Avoid Implicit Assumptions

Survey questions should be clear and avoid assumptions that might not be universally true. For example, a question should not assume everyone has the same understanding of a term.

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Avoid Complex Questions

Survey questions should be simple and easily understood by all respondents.

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Response Rates

The percentage of people who complete a survey compared to the total number sent out. Online surveys tend to have higher response rates than other methods.

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Study Notes

Chapter 7: Marketing Research

  • Marketing research is a set of techniques and principles for collecting, recording, analyzing, and interpreting data to aid decision-makers in marketing goods, services, or ideas.

  • Modern companies leverage "big data"

  • Netflix uses usage data to understand customer preferences.

  • Netflix's advanced marketing research helps understand how people watched shows and movies.

Learning Objectives

  • LO1: Identify the five steps in the marketing research process.
  • LO2: Describe the various secondary data sources.
  • LO3: Describe primary data collection techniques and summarize the differences between secondary and primary data.
  • LO4: Outline ethical issues firms encounter when conducting marketing research.

The Marketing Research Process

  • Step 1: Define the research problem and objectives.

    • Determining the needed information to answer specific research questions.
    • Identifying how the information should be obtained.

  • Step 2: Design the research plan.

    • Identifying the needed type of data.
    • Determining the research necessary to collect the data.
    • Understanding the project objectives that drive data needs.

  • Step 3: Collect data.

    • Secondary data: Information collected before the focal project. Can be internal or external.
    • Primary data: Collected to address specific research needs (e.g., focus groups, interviews, surveys).

  • Step 4: Analyze data and develop insights.

    • Conversion of data into information for explaining, predicting, and evaluating a situation. (exemplified with a bar graph showing Wendy's and McDonald's customer ratings like Cleanliness, Taste, Low Price)

  • Step 5: Present action plan.

    • Prepare the results (Executive summary, report body, conclusions, supplemental tables and appendices).
    • Present the results (Short, interesting, appropriate to the audience, no jargon).

Secondary Data

  • Can be free or very inexpensive to obtain.
  • Internal sources: company records, invoices, customer lists, reports created within the firm.
  • External sources: census data, trade journals, books, articles, reports, data from firms specializing in research.
  • Data mining techniques decipher large amounts of data.
  • Downside: data might not be specific or timely enough to satisfy the needs.

Big Data

  • Large and complex data sets that cannot be analyzed using conventional software.
  • Analyzed using data mining tools.
  • Five Vs of Big Data: Volume, Variety, Velocity, Veracity, Value.
    • Data in large quantities.
    • Data in various formats (qualitative & quantitative).
    • Data moving quickly (streaming data).
    • Trustworthy data due to accuracy & reliability.
    • Usefulness of data compared to its cost.

External Secondary Data Sources

  • Syndicated data
  • Scanner data
  • Panel data

Qualitative Research

  • Exploratory (Reliability, Validity, Sampling)

  • Methods:

    • Observation
    • Projective techniques
    • Focus groups
    • In-depth interviews
    • Social media (pros and cons)

Quantitative Research

  • Information confirms early insights
  • Uses surveys, formal studies, scanner, & panel data
  • Test the prediction or hypothesis

Disadvantages of Secondary Data

  • May not be adequate to meet researchers' needs.
    • Data was originally collected for other purposes (so data might be irrelevant).
    • May not be enough to complete the research objectives.
    • Data might be dated.

Experimental Research

  • Systematically manipulates one or more variables to understand which factors have a causal effect.

The Ethics of Using Customer Information

  • A strong ethical orientation must be an integral part of a firm's marketing strategy and decision-making. (using examples like Lay's chip bags).

Ethical Dilemma 7.1

  • As firms adopt advanced marketing research technology, they must ensure they receive permission from consumers. (e.g., Roomba and its information gathering).

Web Surveys

  • An important component of all quantitative surveys.
  • Ability to quickly design, launch, download & analyze data.
  • Popular online surveys (e.g., SurveyMonkey, Qualtrics).

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Chapter 7 Marketing Research PDF

Description

Explore the intricacies of marketing research through this quiz based on Chapter 7. Learn the five steps in the marketing research process, the differences between primary and secondary data, and ethical considerations. Enhance your understanding of how companies like Netflix utilize data for marketing decisions.

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