Marketing Research Concepts

The two key components in marketing research are the marketing problem and the marketing research objective.

A management decision problem focuses on a course of action to address a problem, while a marketing research problem defines the information required to solve the management decision problem.

A research design dictates how research objectives and hypotheses will be addressed. This is a critical step in planning the research process.

<p>Trade-offs are typical in research design as factors like research cost, time constraints, and the desired quality of information need to be carefully balanced.</p> Signup and view all the answers

<p>Descriptive studies aim to answer the &quot;who, what, when, where, and how&quot; questions related to a specific situation or phenomenon in the market.</p> Signup and view all the answers

<p>Descriptive studies can identify potential relationships or associations between variables, suggesting valuable insights for further investigation.</p> Signup and view all the answers

<p>A causal study investigates the relationship between variables to ascertain whether one variable causes changes in the other.</p> Signup and view all the answers

<p>A causal study would be most appropriate for investigating the effect of advertising spending on sales for a new product.</p> Signup and view all the answers

<p>Projective tests aim to delve below surface responses to uncover deeper feelings, motivations, and attitudes.</p> Signup and view all the answers

<p>Projective tests present ambiguous stimuli, encouraging respondents to project their own thoughts and feelings, bypassing conscious defenses and providing insights into their unconscious motivations.</p> Signup and view all the answers

<ol> <li>Projective tests may not always reveal the full truth, as respondents may be unaware of their true motivations or may be unwilling to admit them. 2. They can be prone to bias, depending on the individual's interpretation of the stimuli.</li> </ol> Signup and view all the answers

<p>In the Word Association Test, the interviewer presents a word to the respondent, asking them to respond with the first thing that comes to mind. This provides insights into their thought process and subconscious associations related to the presented word.</p> Signup and view all the answers

<p>Analogies involve comparing two items based on their similarities. By asking respondents to compare a product to a person or object, researchers can gauge their perceptions and underlying associations.</p> Signup and view all the answers

<p>Personification Drawing involves asking respondents to draw a person representing the product or brand. This allows researchers to gain insights into how respondents perceive and relate to the product on an emotional level.</p> Signup and view all the answers

<p>In these methods, respondents are presented with incomplete sentences or stories and are asked to complete them in their own words. This allows researchers to understand the respondents' thought processes, beliefs, and attitudes.</p> Signup and view all the answers

<p>The Third-Person Technique encourages respondents to answer questions about their own experiences and opinions in the context of someone else. This helps reduce social desirability bias and encourages honesty in their responses.</p> Signup and view all the answers

<p>Focus groups allow for client involvement and group dynamics to generate reactions.</p> Signup and view all the answers

<p>Focus groups aim to understand the &quot;why&quot; behind consumer choices, not just the &quot;what.&quot;</p> Signup and view all the answers

<p>Individual depth interviews allow for greater probing of each participant's motivations and provide time for detailed exploration of their feelings and beliefs.</p> Signup and view all the answers

<p>To guide the discussion, encourage participation, and ensure all perspectives are considered.</p> Signup and view all the answers

<p>By providing insights into consumer behavior, preferences, and motivations, focus groups help guide product development, marketing messaging, and advertising strategies.</p> Signup and view all the answers

<p>To minimize distractions and create a comfortable, conducive space for participants to express themselves openly and honestly.</p> Signup and view all the answers

<p>The moderator facilitates the discussion and ensures that each participant has a chance to share their thoughts, while the client observer analyzes the data and draws conclusions.</p> Signup and view all the answers

<p>It allows the client to directly react and respond to the moderator's initial observations and perceptions, providing immediate feedback and potentially revealing new areas of interest.</p> Signup and view all the answers

<p>Directive techniques can potentially influence or lead the participant's answers, potentially obscuring their true feelings and motivations.</p> Signup and view all the answers

<p>Understanding hidden motivations helps companies understand the deeper ‘why’ behind consumer choices and creates opportunities to connect with their target audience on a deeper level.</p> Signup and view all the answers

<p>A dependent variable is a symbol or concept expected to be explained or influenced by the independent variable.</p> Signup and view all the answers

<p>Temporal sequence is crucial because it ensures that the cause precedes the effect in time, supporting a causal relationship.</p> Signup and view all the answers

<p>Concomitant variation refers to the correlation between a presumed cause and its effect, indicating that changes in one variable are associated with changes in another.</p> Signup and view all the answers

<p>A spurious association occurs when two variables appear to be related due to the influence of an external variable rather than a direct causal link.</p> Signup and view all the answers

<p>Primary data is collected for the first time specifically for a study, while secondary data has already been gathered and is being repurposed for new analysis.</p> Signup and view all the answers

<p>Two sources of secondary data are from the company itself and from other organizations or persons.</p> Signup and view all the answers

<p>By changing the independent variable, researchers can observe the resulting changes in the dependent variable, illustrating causal relationships.</p> Signup and view all the answers

<p>The presence of multiple influencing variables complicates the ability to pinpoint which variable is actually causing changes in the dependent variable.</p> Signup and view all the answers

<p>Online focus groups offer lower costs, faster turnaround times, and increased participation from respondents all over the world.</p> Signup and view all the answers

<p>It can be difficult to gauge the true emotions and reactions of participants without observing their non-verbal cues.</p> Signup and view all the answers

<p>Real-time reporting and deployment allow for faster analysis of results and immediate adjustments to the survey, leading to more effective research.</p> Signup and view all the answers

<p>Online surveys may not accurately represent the target population as they rely on an internet-based sample, potentially excluding individuals who lack internet access.</p> Signup and view all the answers

<p>Researchers establish criteria to identify people who set trends for products, services, and lifestyles.</p> Signup and view all the answers

<p>Participants might agree due to money, interesting topics, convenient timing, and fun experiences.</p> Signup and view all the answers

<p>A moderator must have skills to conduct group discussions effectively and skills to interact with clients.</p> Signup and view all the answers

<p>Rapport helps create a comfortable environment that encourages open communication among participants.</p> Signup and view all the answers

<p>The discussion guide serves as a written outline leading the conversation and outlining topics to cover.</p> Signup and view all the answers

<p>Body language helps the moderator interpret participant emotions and engagement levels during discussions.</p> Signup and view all the answers

<p>Avoiding professional respondents ensures genuine feedback rather than rehearsed or biased opinions.</p> Signup and view all the answers

<p>A moderator can provoke discussion by asking open-ended questions and encouraging diverse viewpoints.</p> Signup and view all the answers