Marketing Research Methods
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Questions and Answers

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?

  • 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?

  • Dun & Bradstreet Canada
  • Conference Board of Canada
  • Forrester Research
  • Aberdeen Research (correct)

    • Which source would you likely consult for a competitive annual report?

    <p>Industry publication websites</p> Signup and view all the answers

    Which newspaper is known for publishing financial news and data?

    <p>The Globe and Mail</p> Signup and view all the answers

    What is the primary focus of Print Measurement Bureau?

    <p>Single-source data on print readership and product usage</p> Signup and view all the answers

    What is one key disadvantage of using secondary data?

    <p>It may have been collected for unrelated purposes</p> Signup and view all the answers

    Which of the following is a method included in qualitative research?

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

    What is the purpose of using observation in qualitative research?

    <p>To capture real-time purchase and consumption behaviors</p> Signup and view all the answers

    What is emphasized as a potential drawback of qualitative research?

    <p>It may be less reliable than quantitative research</p> Signup and view all the answers

    Which method is considered a projective technique in qualitative research?

    <p>Image association tasks</p> Signup and view all the answers

    What advantages does Simmons Market Research Bureau claim to offer?

    <p>Data on consumer analytics and media preferences</p> Signup and view all the answers

    How does Domino’s utilize observation in its business model?

    <p>To reward customers for sharing consumption experiences</p> Signup and view all the answers

    What is a primary disadvantage of using internal secondary data?

    <p>It may not provide the right data needed</p> Signup and view all the answers

    Which of the following is NOT a characteristic of big data?

    <p>Trivial data sets that are easy to analyze</p> Signup and view all the answers

    Which method involves using statistical analysis tools to identify patterns in data?

    <p>Data mining</p> Signup and view all the answers

    What is a downside of external sources of secondary data?

    <p>They may not meet the specific and timely needs for research</p> Signup and view all the answers

    What does data mining primarily aim to enhance in a company's operations?

    <p>Customer experience</p> Signup and view all the answers

    Which type of secondary data is collected from scanner readings at checkout counters?

    <p>Syndicated data</p> Signup and view all the answers

    What is one use of secondary data obtained from internal sources?

    <p>Creating customer lists and invoices</p> Signup and view all the answers

    Which of the following is NOT an example of external secondary data?

    <p>Customer purchase history from the firm</p> Signup and view all the answers

    What is a primary benefit of using social media for qualitative research methods?

    <p>It allows for the collection of large amounts of current feedback.</p> Signup and view all the answers

    Which of the following is a disadvantage of qualitative research methods using social media?

    <p>Findings can be skewed due to non-representative samples.</p> Signup and view all the answers

    What characteristic of Sephora's Beauty Insider community enhances marketing research?

    <p>It allows for real-time chats and discussions among customers.</p> Signup and view all the answers

    Why might in-depth interviews be considered relatively expensive?

    <p>They are conducted by trained researchers who spend significant time.</p> Signup and view all the answers

    What is a potential ethical issue that could arise from using data from social media for research?

    <p>Not obtaining explicit consent to study the data.</p> Signup and view all the answers

    Which is a limitation of social media's feedback in research?

    <p>It lacks depth and comprehensive insights.</p> Signup and view all the answers

    What advantage does a large accessible sample on social media provide?

    <p>It offers more significant consumer representation.</p> Signup and view all the answers

    What is a common misconception about social media feedback in research?

    <p>All feedback is thought out and reliable.</p> Signup and view all the answers

    What is the primary characteristic of qualitative research methods?

    <p>They seek in-depth understanding through discussions.</p> Signup and view all the answers

    Which of the following is a disadvantage of using double-barreled questions in surveys?

    <p>They can confuse respondents and skew results.</p> Signup and view all the answers

    What is a common tool used in quantitative research to collect data?

    <p>Surveys and questionnaires</p> Signup and view all the answers

    Why did A&W's 1/3 pound burger fail in comparison to McDonald's Quarter Pounder?

    <p>Customers perceived a 1/4 pound as larger than 1/3 pound.</p> Signup and view all the answers

    What type of question should be avoided due to its sensitivity?

    <p>Questions about dyeing hair.</p> Signup and view all the answers

    What is an example of a leading question?

    <p>Wouldn't you agree that our prices are reasonable?</p> Signup and view all the answers

    Which method is primarily used to confirm early insights in research?

    <p>Quantitative analysis through surveys</p> Signup and view all the answers

    What type of research method is characterized by a small group's in-depth discussion guided by a moderator?

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

    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.

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    Related Documents

    Chapter 7 Marketing Research PDF

    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!

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