Podcast
Questions and Answers
In the context of public policy, what is the most suitable replacement for 'brands' in traditional marketing?
In the context of public policy, what is the most suitable replacement for 'brands' in traditional marketing?
- Political parties (correct)
- Government regulations
- Public services
- Lobbying groups
Problem identification research is conducted after a problem has already been clearly defined to determine the best solution.
Problem identification research is conducted after a problem has already been clearly defined to determine the best solution.
False (B)
What type of research is best suited for generating initial ideas and developing a deeper understanding of a problem?
What type of research is best suited for generating initial ideas and developing a deeper understanding of a problem?
Exploratory research
Which type of research is most appropriate for establishing a cause-and-effect relationship between two variables?
Which type of research is most appropriate for establishing a cause-and-effect relationship between two variables?
When defining a research problem, a scope that is too ______ can lead to a lack of clear guidelines and difficulty in managing the research.
When defining a research problem, a scope that is too ______ can lead to a lack of clear guidelines and difficulty in managing the research.
Match the data collection method with its description.
Match the data collection method with its description.
What is a primary disadvantage of using primary data in marketing research?
What is a primary disadvantage of using primary data in marketing research?
Secondary data is collected specifically to address the problem at hand.
Secondary data is collected specifically to address the problem at hand.
In retail strategy, why are essential items often placed at the back of the store?
In retail strategy, why are essential items often placed at the back of the store?
Which of the following is a key characteristic of qualitative research?
Which of the following is a key characteristic of qualitative research?
In focus groups, a trained ______ guides the discussion while ensuring all participants have a chance to speak and avoiding bias.
In focus groups, a trained ______ guides the discussion while ensuring all participants have a chance to speak and avoiding bias.
Which of the following is a potential downside of using focus groups for research?
Which of the following is a potential downside of using focus groups for research?
Projective techniques use direct questioning to uncover deep motivations.
Projective techniques use direct questioning to uncover deep motivations.
What is the primary concern associated with the observer effect in qualitative research?
What is the primary concern associated with the observer effect in qualitative research?
What is the purpose of coding in qualitative data analysis?
What is the purpose of coding in qualitative data analysis?
Flashcards
What is Marketing?
What is Marketing?
Understanding marketplace & customer needs, designing strategies, and building relationships to deliver superior value and lasting customer lifetime value.
Problem Identification Research
Problem Identification Research
A type of marketing research that involves trying to find out the problem.
Problem Solving Research
Problem Solving Research
A type of marketing research that focuses on previously identified problems and involves trying to find the most effective solutions.
Exploratory Research
Exploratory Research
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Descriptive Research
Descriptive Research
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Causal Research
Causal Research
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Primary Data
Primary Data
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Secondary Data
Secondary Data
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Essential Items Placement
Essential Items Placement
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Qualitative Research
Qualitative Research
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Focus Groups
Focus Groups
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Projective Techniques
Projective Techniques
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Observer (Hawthorne) Effect
Observer (Hawthorne) Effect
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Coding
Coding
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Study Notes
- Marketing involves understanding customer needs, designing strategies, delivering value, building relationships, and maximizing customer lifetime value.
- In public policy, marketing principles apply by treating political parties as brands and policies as products.
Types of Marketing Research
- Problem Identification Research: Focuses on discovering the issue.
- Problem Solving Research: Focuses on finding effective solutions to an already known issue.
Marketing for Public Policy: Problem Design & Approach
- Exploratory Research: Aims to generate initial ideas and understanding, using both qualitative and quantitative methods in a flexible manner.
- Descriptive Research: Focuses on defining and measuring variables to answer "what" questions.
- Causal Research: Attempts to establish causal links, tests hypotheses on relationships between variables, relies on large quantitative samples, and aims to provide statistically conclusive findings.
Defining a Research Problem
- The scope of a research problem is crucial; being too narrow limits action strategies, while being too broad lacks clear guidelines.
The Research Process
- Involves problem formulation, research design, data collection, sample design, data analysis and interpretation, and a final report for decision-making.
Data Collection
- Primary Data: Collected specifically for the research problem, offering accuracy and relevance but at a higher cost and time investment.
- Secondary Data: Previously collected for another purpose, providing a quick and cost-effective option but may not fully match research needs or be entirely accurate.
Sources of Primary Data
- Observation, ethnography, focus groups, interviews, surveys, and experiments.
Consumer Behavior & Market Research Techniques
- Eye tracking measures attention patterns to inform retail strategies.
- Strategies include placing essential items at the back, using shopping cart sizes to influence purchase amounts, strategic placement of store brands, positioning high-profit items along traffic flow, and stocking children’s eye-level shelves with sweets.
Qualitative Research Techniques
- Qualitative Research: Aims to capture and explore unknown phenomena through flexible and creative data collection methods; exploratory and does not provide conclusive proof.
Key Qualitative Research Techniques
- Focus Groups: Involve small, unstructured discussions led by trained moderators who encourage participation, manage the discussion without bias, and ensure all voices are heard.
- Downsides of Focus Groups: Results are not conclusive, unstructured data is hard to analyse and researcher bias
- Projective Techniques: Use indirect questions to uncover deep motivations, often drawing from psychoanalysis.
- Types: Rorschach Test, Thematic Apperception Test, Word/sentence completion, and Stimulus Association.
The Observer Effect (Hawthorne Effect)
- This is the phenomenon where people change behavior when they know they are being observed, suggesting a need to minimize observer influence.
Coding & Data Interpretation
- Coding: The process of assigning labels (codes) to qualitative data to help organize, summarize, and interpret responses.
- Types: In Vivo Coding, Descriptive coding, and Values coding
- Researcher bias affects interpretation.
- Stop when new codes no longer add meaning
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Description
Explores marketing principles in public policy. Covers marketing research types like problem identification, exploratory, descriptive, and causal research. Focuses on problem design and approaches in public policy marketing.
