Podcast
Questions and Answers
Which of the following best describes the primary purpose of exploratory research?
Which of the following best describes the primary purpose of exploratory research?
- To establish cause-and-effect relationships between variables.
- To describe the characteristics of a target market in detail.
- To measure the statistical correlation between independent and dependent variables.
- To discover new ideas and insights about a problem or opportunity. (correct)
A marketing manager wants to understand customer satisfaction levels with a new product. Which research approach is most suitable?
A marketing manager wants to understand customer satisfaction levels with a new product. Which research approach is most suitable?
- Experimental Research
- Descriptive Research (correct)
- Causal Research
- Exploratory Research
A company is deciding whether to use primary or secondary data for a research project, what is the FIRST step a company should take?
A company is deciding whether to use primary or secondary data for a research project, what is the FIRST step a company should take?
- Conducting focus groups to gather exploratory insights.
- Collecting and analyzing primary data to address the specific research questions.
- Designing experiments to determine cause-and-effect relationships.
- Reviewing and analyzing available secondary data sources. (correct)
A researcher uses scanner data from grocery stores to analyze the purchasing habits of consumers related to a new snack food. Which type of research approach does this exemplify?
A researcher uses scanner data from grocery stores to analyze the purchasing habits of consumers related to a new snack food. Which type of research approach does this exemplify?
Which of the following research methods is best suited for establishing a cause-and-effect relationship between advertising spend and sales?
Which of the following research methods is best suited for establishing a cause-and-effect relationship between advertising spend and sales?
What is the main goal of causal research?
What is the main goal of causal research?
A company wants to gather in-depth insights and qualitative feedback regarding a potential new product. Which of the following methods is most appropriate?
A company wants to gather in-depth insights and qualitative feedback regarding a potential new product. Which of the following methods is most appropriate?
A company is deciding whether to use surveys, observation, or experiments for their market research. Which of the following considerations would be most relevant when making this decision?
A company is deciding whether to use surveys, observation, or experiments for their market research. Which of the following considerations would be most relevant when making this decision?
What type of data is collected by J.D. Power for their customer satisfaction surveys?
What type of data is collected by J.D. Power for their customer satisfaction surveys?
When planning a customer survey, which of the following sampling plan components is focused on determining the specific individuals to include in the study?
When planning a customer survey, which of the following sampling plan components is focused on determining the specific individuals to include in the study?
A marketing team is trying to understand the impact of a new advertising campaign on brand perception. Which type of research approach would be most suitable for determining if there's a cause-and-effect relationship between the campaign and changes in consumer attitudes?
A marketing team is trying to understand the impact of a new advertising campaign on brand perception. Which type of research approach would be most suitable for determining if there's a cause-and-effect relationship between the campaign and changes in consumer attitudes?
Which of the following examples best illustrates the application of a marketing metric?
Which of the following examples best illustrates the application of a marketing metric?
A company is deciding whether to conduct qualitative or quantitative research to gather information about consumer preferences. Which statement accurately differentiates between these two research approaches?
A company is deciding whether to conduct qualitative or quantitative research to gather information about consumer preferences. Which statement accurately differentiates between these two research approaches?
A company is trying to understand initial customer reactions to a new product concept. Which research approach is most suitable?
A company is trying to understand initial customer reactions to a new product concept. Which research approach is most suitable?
A marketing manager needs to decide whether to launch a new advertising campaign. Which type of research would provide data that directly informs this decision?
A marketing manager needs to decide whether to launch a new advertising campaign. Which type of research would provide data that directly informs this decision?
What is a key difference in data analysis techniques between qualitative and quantitative research?
What is a key difference in data analysis techniques between qualitative and quantitative research?
When determining a sampling plan, what considerations are part of the sampling procedure?
When determining a sampling plan, what considerations are part of the sampling procedure?
A company notices a decline in its product's market share. Which of the following is the MOST effective initial marketing research objective to address this problem?
A company notices a decline in its product's market share. Which of the following is the MOST effective initial marketing research objective to address this problem?
Which data collection method is considered unstructured?
Which data collection method is considered unstructured?
Which research method is BEST suited for initially exploring consumer perceptions and attitudes towards a completely new product category?
Which research method is BEST suited for initially exploring consumer perceptions and attitudes towards a completely new product category?
Which of the following is a structured data collection method?
Which of the following is a structured data collection method?
A researcher aims to determine the proportion of consumers in a city who prefer a specific brand of coffee. Which research method is most appropriate?
A researcher aims to determine the proportion of consumers in a city who prefer a specific brand of coffee. Which research method is most appropriate?
A marketing manager wants to understand the causal relationship between advertising spend and product sales. Which research method is MOST appropriate?
A marketing manager wants to understand the causal relationship between advertising spend and product sales. Which research method is MOST appropriate?
A company is deciding what new features to add to their flagship product. Which research method would be most suitable for generating new ideas?
A company is deciding what new features to add to their flagship product. Which research method would be most suitable for generating new ideas?
A company is deciding between conducting a series of in-depth interviews or distributing a large-scale survey. Which of the following statements BEST describes a key difference they should consider?
A company is deciding between conducting a series of in-depth interviews or distributing a large-scale survey. Which of the following statements BEST describes a key difference they should consider?
A marketing team wants to assess the effectiveness of a new online advertisement by tracking the click-through rates and time spent on the landing page. Which of the following BEST describes these measures?
A marketing team wants to assess the effectiveness of a new online advertisement by tracking the click-through rates and time spent on the landing page. Which of the following BEST describes these measures?
When designing a research study, what is the PRIMARY purpose of developing a sampling plan?
When designing a research study, what is the PRIMARY purpose of developing a sampling plan?
Which scenario BEST exemplifies the use of observational research in a retail setting?
Which scenario BEST exemplifies the use of observational research in a retail setting?
A company is considering launching a new product and wants to understand the potential market size and demographics of likely customers. Which combination of research approaches would be MOST effective in providing this information?
A company is considering launching a new product and wants to understand the potential market size and demographics of likely customers. Which combination of research approaches would be MOST effective in providing this information?
Flashcards
Secondary data
Secondary data
Data collected by someone else for another purpose.
Primary data
Primary data
Data freshly gathered for a specific purpose.
Exploratory Research
Exploratory Research
To discover ideas and insights, often the first step in research.
Descriptive Research
Descriptive Research
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Causal Research
Causal Research
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Survey (as research)
Survey (as research)
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Observational Research
Observational Research
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Objectives of Exploratory Research
Objectives of Exploratory Research
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Marketing Research
Marketing Research
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Marketing Research Process
Marketing Research Process
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Define the Problem/Opportunity
Define the Problem/Opportunity
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Research Objective
Research Objective
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Research Plan (or Design)
Research Plan (or Design)
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Information (Data)
Information (Data)
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Research Plan
Research Plan
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Social Media Research Plan
Social Media Research Plan
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Qualitative Research
Qualitative Research
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Quantitative Research
Quantitative Research
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Unstructured Data Collection
Unstructured Data Collection
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Structured Data Collection
Structured Data Collection
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Qualitative Research Outcome
Qualitative Research Outcome
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Research Instrument
Research Instrument
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Sampling Unit
Sampling Unit
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Sample Size
Sample Size
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Marketing Metrics
Marketing Metrics
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Sampling Plan
Sampling Plan
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Study Notes
- Marketing research links the consumer, customer, and public to the marketer
- It uses information to identify opportunities/problems, refine actions, monitor performance, and improve understanding.
Research Process Steps
- Define the problem/opportunity and research objectives.
- Establish a research plan.
- Collect data.
- Analyze data.
- Present findings.
- Make decisions.
- A research plan is a research design for addressing the problem or opportunity.
- Information is data.
Marketing Research Process - Step 1
- Define the problem/opportunity and establish research objectives.
- Be specific when defining the problem or opportunity.
- Develop a specific marketing research objective.
- Examples of defining a problem include addressing why your product's market share is declining citing inflation, product features, competitors' actions, prices, services issues, shifts in customer preferences, or seasonal effects.
Marketing Research Process - Step 2
- Determine the sources of data, research approaches, instruments, and sampling plan.
- Data sources are secondary data, primary data, or both.
Data Sources
- Secondary data is collected by someone else for another purpose.
- This already exists, such as J.D. Power survey data, Internet data, government data, or data from another company.
- Primary data is freshly gathered by the firm for a specific purpose.
- It’s collected through exploratory, descriptive, and causal research.
- Companies often start with secondary data, and then collect primary data.
Research Approaches
- Ways to collect primary data which include exploratory, descriptive, and causal research.
- Watch the provided videos for better understanding.
Exploratory Research
- Discovery of ideas and insights, usually the first step.
- Clarifies research problems/opportunities, identifies research variables/issues/topics.
- Helps prioritize research questions for later.
- Includes focus groups and interviews.
Descriptive Research
- Describes or explains a phenomenon (who, what, where, when, and how).
- It identifies target market characteristics, how customers use offerings, and demographic differences in offering use.
- Utilizes surveys and observational research, including mystery shopping and social media data.
- An example is tracking which payment method UNF marketing students used to purchase their marketing research textbook online during January 2025.
Causal Research
- Discovers cause and effect relationships between variables.
- Uses experimental research.
- Asks "why is this happening?"
- An example: advertising targeted towards men leads to a 20% increase in H-D motorcycle sales.
Qualitative vs. Quantitative Research
- Qualitative research aims to understand reasons/motivations of consumers.
- It doesn't recommend actions (marketing strategies/tactics).
- Quantitative research generalizes results from a sample to a target market or population of interest, and recommends actions.
- Qualitative research uses small samples, unstructured questions, and non-statistical data analysis where respondents express thoughts/opinions in their own words through interviews and focus groups.
- Quantitative research uses large samples, structured questions, and statistical data analysis through surveys and experiments.
- Structured data collection involves respondents choosing from a set list of answers.
- Data analysis in qualitative is interpretation, in quantitative it's statistics/analytics with big data which involves understanding the 5Vs, and the outcome of qualitative research is to develop an initial understanding of customer feelings, thoughts, and opinions.
Marketing Research Process - Steps 3-5
- Research instruments are tools to collect and analyze data (closed-ended quantitative vs. open-ended qualitative measures plus devices like 3D computer simulations, skin sensors and brain wave scanners).
- A sampling plan addresses which survey, how many to include (sample size), and selection procedures ("500 customers in Jacksonville, 20 from Orlando, 50 from Miami...? Or 300 from NY...?").
- Data collection involves collecting information (own vs. hiring a marketing research firm) plus how to contact by telephone, mail, the Internet etc.
- Data is interpreted qualitatively, or analyzed with statistics/analytics.
- Findings are then to be presented to upper management.
Marketing Metrics
- Measures that help marketers quantify, compare, and interpret their performance.
- Find key business performance metrics for 2025 at provided URLs.
Articles
- "The Uncertain Future of Market Research" (Marketing News) talks about three research methods to investigate, survey, observe and examine.
- "The Five Biggest Mistakes Companies Make With Customer Surveys"(WSJ) provides a conclusion of each article.
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Description
Test your knowledge of marketing research methods. Questions cover exploratory, descriptive, and causal research. Focus on data types, methodologies like surveys and experiments, and understanding research objectives.
