Podcast
Questions and Answers
Which of the following is considered an online source for external secondary data?
Which of the following is considered an online source for external secondary data?
- Search engines (correct)
- Advertising Age
- Nielsen
- American Demographics
What type of publication is 'Advertising Age' categorized under?
What type of publication is 'Advertising Age' categorized under?
- Trade Sources
- Periodicals and Newspaper (correct)
- Online Sources
- None of the above
Which of the following organizations is specifically focused on research in the advertising sector?
Which of the following organizations is specifically focused on research in the advertising sector?
- Dun & Bradstreet Canada
- Conference Board of Canada
- Forrester Research
- Aberdeen Research (correct)
Which source would you likely consult for a competitive annual report?
Which source would you likely consult for a competitive annual report?
Which newspaper is known for publishing financial news and data?
Which newspaper is known for publishing financial news and data?
What is the primary focus of Print Measurement Bureau?
What is the primary focus of Print Measurement Bureau?
What is one key disadvantage of using secondary data?
What is one key disadvantage of using secondary data?
Which of the following is a method included in qualitative research?
Which of the following is a method included in qualitative research?
What is the purpose of using observation in qualitative research?
What is the purpose of using observation in qualitative research?
What is emphasized as a potential drawback of qualitative research?
What is emphasized as a potential drawback of qualitative research?
Which method is considered a projective technique in qualitative research?
Which method is considered a projective technique in qualitative research?
What advantages does Simmons Market Research Bureau claim to offer?
What advantages does Simmons Market Research Bureau claim to offer?
How does Domino’s utilize observation in its business model?
How does Domino’s utilize observation in its business model?
What is a primary disadvantage of using internal secondary data?
What is a primary disadvantage of using internal secondary data?
Which of the following is NOT a characteristic of big data?
Which of the following is NOT a characteristic of big data?
Which method involves using statistical analysis tools to identify patterns in data?
Which method involves using statistical analysis tools to identify patterns in data?
What is a downside of external sources of secondary data?
What is a downside of external sources of secondary data?
What does data mining primarily aim to enhance in a company's operations?
What does data mining primarily aim to enhance in a company's operations?
Which type of secondary data is collected from scanner readings at checkout counters?
Which type of secondary data is collected from scanner readings at checkout counters?
What is one use of secondary data obtained from internal sources?
What is one use of secondary data obtained from internal sources?
Which of the following is NOT an example of external secondary data?
Which of the following is NOT an example of external secondary data?
What is a primary benefit of using social media for qualitative research methods?
What is a primary benefit of using social media for qualitative research methods?
Which of the following is a disadvantage of qualitative research methods using social media?
Which of the following is a disadvantage of qualitative research methods using social media?
What characteristic of Sephora's Beauty Insider community enhances marketing research?
What characteristic of Sephora's Beauty Insider community enhances marketing research?
Why might in-depth interviews be considered relatively expensive?
Why might in-depth interviews be considered relatively expensive?
What is a potential ethical issue that could arise from using data from social media for research?
What is a potential ethical issue that could arise from using data from social media for research?
Which is a limitation of social media's feedback in research?
Which is a limitation of social media's feedback in research?
What advantage does a large accessible sample on social media provide?
What advantage does a large accessible sample on social media provide?
What is a common misconception about social media feedback in research?
What is a common misconception about social media feedback in research?
What is the primary characteristic of qualitative research methods?
What is the primary characteristic of qualitative research methods?
Which of the following is a disadvantage of using double-barreled questions in surveys?
Which of the following is a disadvantage of using double-barreled questions in surveys?
What is a common tool used in quantitative research to collect data?
What is a common tool used in quantitative research to collect data?
Why did A&W's 1/3 pound burger fail in comparison to McDonald's Quarter Pounder?
Why did A&W's 1/3 pound burger fail in comparison to McDonald's Quarter Pounder?
What type of question should be avoided due to its sensitivity?
What type of question should be avoided due to its sensitivity?
What is an example of a leading question?
What is an example of a leading question?
Which method is primarily used to confirm early insights in research?
Which method is primarily used to confirm early insights in research?
What type of research method is characterized by a small group's in-depth discussion guided by a moderator?
What type of research method is characterized by a small group's in-depth discussion guided by a moderator?
Study Notes
Secondary Data
- Can be free or inexpensive to obtain
- Internal Sources:
- Company/Firm invoices, customer lists, and other reports created by the company
- Data mining techniques can be used to analyze large amounts of data to find patterns or relationships
- May not be the right data needed for the problem at hand
- External Sources:
- Census data, trade journals, books, articles, and reports
- Can be purchased from specialized research firms.
- May not be specific or timely enough to solve the research needs
- Syndicated data: Acquired from scanner readings of UPC codes at checkout
- Scanner data: Recorded from consumers who electronically record purchases
- Panel Data: Acquired through a group of consumers who agree to provide information over time
Qualitative Research
- Exploratory in nature and seeks to understand the "why" behind consumer behavior
- Focuses on in-depth understanding and discovering insights
- Methods:
- Observation: Examines purchase and consumption behavior through personal or video camera observation
- Social Media: Provides valuable information that aids marketing research and strategy efforts. Can provide a large, accessible sample of diverse opinions.
- In-depth Interview: Trained researchers ask questions and listen and record answers
- Focus Groups: Small group of people come together for in-depth discussion guided by a moderator
Quantitative Research
- Confirms early insights and uses surveys, formal studies, scanner data, and panel data to test a prediction or hypothesis
- Methods:
- Survey Research: Uses questionnaires to collect data, questions can be unstructured or structured.
Designing a Questionnaire
- Avoid questions that are difficult to answer, sensitive, or leading.
- Avoid double-barreled questions that refer to more than one issue.
- Leading questions can skew results by steering respondents towards a particular answer.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
This quiz explores various marketing research methods, including secondary data sources and qualitative research techniques. It focuses on the advantages and limitations of internal and external data, as well as understanding consumer behavior through qualitative methods. Test your knowledge on these essential concepts in marketing research!
