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Questions and Answers
According to tentative brain imaging studies, what type of brain activity, as detected by EEG, may help researchers differentiate between positive and negative emotions?
According to tentative brain imaging studies, what type of brain activity, as detected by EEG, may help researchers differentiate between positive and negative emotions?
Significant Locations data on iPhones is sent to Apple for analysis and service improvement.
Significant Locations data on iPhones is sent to Apple for analysis and service improvement.
False (B)
What percentage of the final grade does the group project constitute?
What percentage of the final grade does the group project constitute?
35%
The midterm exam will cover lectures, posted slides, and any assigned ______.
The midterm exam will cover lectures, posted slides, and any assigned ______.
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Match the project key dates with the corresponding activity:
Match the project key dates with the corresponding activity:
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According to the lecture, what is the primary purpose of asking open-ended questions about thoughts and feelings in qualitative marketing research?
According to the lecture, what is the primary purpose of asking open-ended questions about thoughts and feelings in qualitative marketing research?
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The AI chat support for MGT 453 is guaranteed to be 100% accurate.
The AI chat support for MGT 453 is guaranteed to be 100% accurate.
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What type of questions are considered a quintessential tool for qualitiative marketing research?
What type of questions are considered a quintessential tool for qualitiative marketing research?
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To get consumer __________ on a service, marketing researchers may ask about thoughts and feelings.
To get consumer __________ on a service, marketing researchers may ask about thoughts and feelings.
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Match the scenario with the marketing decision it aims to inform:
Match the scenario with the marketing decision it aims to inform:
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Which of the following is NOT explicitly mentioned as an application of qualitative marketing research in the provided material?
Which of the following is NOT explicitly mentioned as an application of qualitative marketing research in the provided material?
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A specific textbook is required for the course.
A specific textbook is required for the course.
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According to Professor Landry, what should students do if they are unsure about the accuracy of the AI chat support?
According to Professor Landry, what should students do if they are unsure about the accuracy of the AI chat support?
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Which of the following is a characteristic of quantitative marketing research?
Which of the following is a characteristic of quantitative marketing research?
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Qualitative research typically involves mass data collection from large samples.
Qualitative research typically involves mass data collection from large samples.
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According to the content, what does the interpretation of orientations away from a stimulus indicate?
According to the content, what does the interpretation of orientations away from a stimulus indicate?
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Raised eyebrows indicates surprise and/or ______.
Raised eyebrows indicates surprise and/or ______.
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What does pupil dilation potentially indicate in the field of neuromarketing?
What does pupil dilation potentially indicate in the field of neuromarketing?
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Subjects can consciously control their pupil dilation.
Subjects can consciously control their pupil dilation.
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What are two potential interpretations of dilated pupils?
What are two potential interpretations of dilated pupils?
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Lowered eyebrows indicate confusion and/or ______.
Lowered eyebrows indicate confusion and/or ______.
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Which eye-tracking measure is often viewed as the most useful?
Which eye-tracking measure is often viewed as the most useful?
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Match the research methods with their characteristics:
Match the research methods with their characteristics:
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According to the content, what is the primary function of marketing research?
According to the content, what is the primary function of marketing research?
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Nielsen's 'people meter' was first introduced in 1997.
Nielsen's 'people meter' was first introduced in 1997.
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What type of data does Nielsen's 'people meter' primarily record?
What type of data does Nielsen's 'people meter' primarily record?
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Nielsen acquired __________, a neuromarketing company, in 2011.
Nielsen acquired __________, a neuromarketing company, in 2011.
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Match the following marketing research tools with their primary function:
Match the following marketing research tools with their primary function:
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What does EEG primarily measure in the context of neuromarketing?
What does EEG primarily measure in the context of neuromarketing?
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Galvanic skin response is weakly linked to emotional states.
Galvanic skin response is weakly linked to emotional states.
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Besides EEG, name one other method Neurofocus uses to complement its data collection.
Besides EEG, name one other method Neurofocus uses to complement its data collection.
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During a strong emotional response, our _____ dilate.
During a strong emotional response, our _____ dilate.
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What are the benefits of ‘people meter’ as a tool for data collection?
What are the benefits of ‘people meter’ as a tool for data collection?
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Flashcards
Marketing Research
Marketing Research
The process of gathering, analyzing, and interpreting information about a market.
Qualitative Research
Qualitative Research
A method of marketing research focused on understanding customer thoughts and feelings through open-ended questions.
Open-ended Questions
Open-ended Questions
Questions that allow respondents to express their thoughts and feelings freely.
Branding Decisions
Branding Decisions
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Consumer Feedback
Consumer Feedback
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Product Prototype
Product Prototype
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Promotion Decisions
Promotion Decisions
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TripAdvisor Commercial
TripAdvisor Commercial
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Frontal Lobe Activity
Frontal Lobe Activity
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Location-Based Alerts
Location-Based Alerts
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Significant Locations
Significant Locations
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Group Project Guidelines
Group Project Guidelines
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Midterm Exam Structure
Midterm Exam Structure
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Nielsen’s People Meter
Nielsen’s People Meter
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Passive Data Collection
Passive Data Collection
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Neurofocus Acquisition
Neurofocus Acquisition
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Electroencephalography (EEG)
Electroencephalography (EEG)
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Galvanic Skin Response
Galvanic Skin Response
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Eye Tracking
Eye Tracking
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Emotional Response
Emotional Response
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Cognitive Engagement
Cognitive Engagement
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Data Advantages and Disadvantages
Data Advantages and Disadvantages
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Predetermined Response Formats
Predetermined Response Formats
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Standardized Data
Standardized Data
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Mass Data Collection
Mass Data Collection
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Eye-tracking Devices
Eye-tracking Devices
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Pupil Dilation
Pupil Dilation
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Interpretations of Eye Movements
Interpretations of Eye Movements
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Emotional Subconscious
Emotional Subconscious
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Study Notes
Marketing Research Lecture 1: Introduction
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The lecture is for MGT 453, Marketing Research, taught by Professor Landry at the University of Toronto, Mississauga.
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The AI assistant for MGT 453 can answer questions about course concepts, logistics, and topics, available 24/7.
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Helpful tips for using the AI assistant include: asking questions in your preferred language; and if something isn't clear, asking again in a different way
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The course syllabus does not specify a textbook. Materials will be provided through the course website or other resources.
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Previously, the course used variations of Burns, Veeck, & Bush "Marketing Research"
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Additional readings will be posted to the course website or included in lecture slides.
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Today's class covers: What is marketing research (past, present, and future); Why do marketing research; and Class logistics (e.g., how the class is structured).
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The lecture prompts reflection by asking students: "What was going through your mind?"; "How did you feel?"; and "Can you elaborate?" these prompts are useful tools in qualitative marketing research.
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Examples in the lecture include: New ReMax logo observations and Tripadvisor commercial observations, an alloy rainbow fidget spinner, and a helicopter ride over Niagara Falls.
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Several examples of qualitative marketing research techniques, including using open-ended questions to get feedback on thoughts, feelings, and reactions.
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Qualitative vs. Quantitative Marketing Research:
- Qualitative research uses open-ended questions, allowing for a wide range of responses from fewer subjects, seeking detailed and candid responses.
- Quantitative research uses predetermined response formats, allowing for standardized data and mass data collection from large samples for accuracy and generalizability.
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Quantitative Marketing Research (Predetermined Response Formats):
- Predetermined response formats
- Standardized data
- Mass data collection from large samples
- High accuracy and generalizability
- Statistical methods can be applied
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Questions the lecturer asks students to reflect on during the lecture include: Questions that include the terms: Distraction, boredom, surprise, skepticism, confusion, anger, strong focus and strong emotional reactions.
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Eye Movements in Qualitative Research:
- Eye movements can indicate external distraction, boredom, surprise, skepticism, confusion, anger, strong focus, and strong emotions.
- Eye-tracking devices measure eye movements to gauge emotional and cognitive engagement.
- Examples of eye-tracking devices include Tobii Pro
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Eye Tracking and Pupil Dilation:
- Pupillary dilation is often viewed as a helpful eye-tracking measure.
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Limitations of Pupil Dilation: Determining whether pupil dilation is due to strong emotion or high cognitive engagement, or whether the emotion is positive or negative.
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Marketing Research Process (next lecture): The process involves these steps: Establishing need for research, defining the problem, establishing objectives, determining design, identifying information types/sources, determining data access methods, designing data collection forms, determining sample plan/size, collecting the data, analyzing that data, and preparing/presenting the research report.
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Class schedule: Lectures begin 10 minutes after the hour and end on the hour, usually with a 5-minute break. Office hours are Thursdays from 10 AM to 12 PM in KN 245 or via Zoom (link on Quercus).
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MGT 453 Grading:
- Midterm: 25%
- Group Project: 35%
- Final Exam: 38%
- Participation: 2%
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Group Project Details:
- Students will conduct an online survey.
- Groups will consist of 3–6 people. Students can form their own groups or be assigned.
- Forming a group requires at least one person to send an email with the group's members to the professor.
- Group members decide a topic for the project by the third class.
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Group Project Key Dates:
- January 29: Proposal due (2-page document).
- February 5: Online class to test survey questions.
- March 26 or April 2: Group presentations.
- April 4: Final report due.
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Midterm Exam:
- February 12 (during class)
- Covers lectures, posted slides, and required readings. Multiple choice and short answer/short essay questions approximately half and half.
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Final Exam:
- Cumulative exam.
- Similar format to the midterm, but longer and includes quantitative questions.
- Non-programmable calculator permitted; date/time TBD
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Email Communication:
- Use University of Toronto email addresses.
- Subject line should include "MGT 453".
- Emails should be specific (e.g. do not request to explain an entire concept; instead, come to office hours for help).
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Accessibility Services: Accessibility Services is seeking volunteer note-takers to support students with disabilities. Note-takers take detailed notes of class sessions and upload them to a database weekly.
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Description
Dive into the first lecture of MGT 453, an introductory course on Marketing Research. This session provides insights into the evolution and significance of marketing research, along with class logistics and resources. Engage with thought-provoking reflections that set the stage for your journey in understanding marketing strategies.
