Podcast
Questions and Answers
In laddering interviews, what is the ultimate goal?
In laddering interviews, what is the ultimate goal?
Descriptive research primarily aims to answer 'why' questions.
Descriptive research primarily aims to answer 'why' questions.
False (B)
What is the key difference between continuous and omnibus panels in longitudinal research?
What is the key difference between continuous and omnibus panels in longitudinal research?
Continuous panels ask the same questions at each measurement, whereas omnibus panels ask different questions.
Gathering information from knowledgeable individuals on issues relevant to a research problem is an example of ______.
Gathering information from knowledgeable individuals on issues relevant to a research problem is an example of ______.
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Considering the brand-tracking example, which interpretation would change if the data came from two separate, cross-sectional studies instead of a continuous panel?
Considering the brand-tracking example, which interpretation would change if the data came from two separate, cross-sectional studies instead of a continuous panel?
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Which of the following best describes the primary purpose of a pilot survey in marketing research?
Which of the following best describes the primary purpose of a pilot survey in marketing research?
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Descriptive research aims to identify cause-and-effect relationships between variables, offering insights into why certain phenomena occur.
Descriptive research aims to identify cause-and-effect relationships between variables, offering insights into why certain phenomena occur.
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What type of research design is most appropriate for exploring a new market segment where little prior information is available?
What type of research design is most appropriate for exploring a new market segment where little prior information is available?
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A marketing research design is a plan that specifies the methods and procedures for collecting and ______ the information that is needed to accomplish the research objectives.
A marketing research design is a plan that specifies the methods and procedures for collecting and ______ the information that is needed to accomplish the research objectives.
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Match the research type with its objective:
Match the research type with its objective:
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Which of the following is the primary purpose of conducting test markets?
Which of the following is the primary purpose of conducting test markets?
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In standard test markets, a firm distributes its product through distribution channels they don't already use.
In standard test markets, a firm distributes its product through distribution channels they don't already use.
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What are the three main criteria for selecting test-market cities?
What are the three main criteria for selecting test-market cities?
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In ______ test markets, consumers use identification cards when purchasing goods and services.
In ______ test markets, consumers use identification cards when purchasing goods and services.
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A company is launching a new line of artisanal chocolates. They lack established relationships with boutique retailers in the target market. Which type of test market would be most suitable?
A company is launching a new line of artisanal chocolates. They lack established relationships with boutique retailers in the target market. Which type of test market would be most suitable?
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Why might an omnibus panel be unrepresentative despite being matched demographically to the relevant population?
Why might an omnibus panel be unrepresentative despite being matched demographically to the relevant population?
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Causal research aims to merely identify correlations between variables, not establish cause-and-effect relationships.
Causal research aims to merely identify correlations between variables, not establish cause-and-effect relationships.
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In an experiment, the variable that the researcher manipulates to observe its effect on another variable is known as the ______ variable.
In an experiment, the variable that the researcher manipulates to observe its effect on another variable is known as the ______ variable.
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Explain the primary goal of experimental design in causal research. Why is establishing this design important?
Explain the primary goal of experimental design in causal research. Why is establishing this design important?
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Which of the following is an example of an extraneous variable that a market researcher should 'control for' in a causal experiment?
Which of the following is an example of an extraneous variable that a market researcher should 'control for' in a causal experiment?
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In the before-after with control group experimental design, what is the primary purpose of having a control group?
In the before-after with control group experimental design, what is the primary purpose of having a control group?
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In a before-after with control group experiment, $T_1$ represents the treatment group's measurement of the dependent variable after the change in the independent variable.
In a before-after with control group experiment, $T_1$ represents the treatment group's measurement of the dependent variable after the change in the independent variable.
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Using the formula $E = T_2 - T_1 - (C_2 - C_1)$, if $T_2 = 20$, $T_1 = 10$, $C_2 = 5$, and $C_1 = 0$, what is the experimental effect ($E$)?
Using the formula $E = T_2 - T_1 - (C_2 - C_1)$, if $T_2 = 20$, $T_1 = 10$, $C_2 = 5$, and $C_1 = 0$, what is the experimental effect ($E$)?
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In an experimental design, members of the __________ group are exposed to a change in the independent variable.
In an experimental design, members of the __________ group are exposed to a change in the independent variable.
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Match each group with its corresponding travel accommodations and destination temperature:
Match each group with its corresponding travel accommodations and destination temperature:
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What is the primary advantage of using continuous panels in brand-tracking studies compared to repeated cross-sectional studies?
What is the primary advantage of using continuous panels in brand-tracking studies compared to repeated cross-sectional studies?
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Attrition in longitudinal research primarily affects the internal validity of the study, leading to biased results due to systematic loss of certain types of participants.
Attrition in longitudinal research primarily affects the internal validity of the study, leading to biased results due to systematic loss of certain types of participants.
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Why is attrition a greater concern for continuous panels compared to omnibus panels in longitudinal research?
Why is attrition a greater concern for continuous panels compared to omnibus panels in longitudinal research?
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A significant advantage of using an omnibus panel repeatedly, compared to separate cross-sectional studies, is that data collection is faster because panel members' contact information is already on ______.
A significant advantage of using an omnibus panel repeatedly, compared to separate cross-sectional studies, is that data collection is faster because panel members' contact information is already on ______.
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Match the following characteristics with the type of panel study they primarily describe.
Match the following characteristics with the type of panel study they primarily describe.
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Flashcards
Pilot Survey
Pilot Survey
A preliminary survey used to test potential questions for a main survey.
Research Design
Research Design
A plan specifying methods for collecting and analyzing information to meet research objectives.
Exploratory Research
Exploratory Research
Initial research conducted to gather background information and develop hypotheses.
Descriptive Research
Descriptive Research
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Causal Research
Causal Research
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Laddering
Laddering
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Types of Panels
Types of Panels
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Focus Groups
Focus Groups
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Brand Tracking
Brand Tracking
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Brand-tracking studies
Brand-tracking studies
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Attrition
Attrition
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Continuous panels
Continuous panels
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Omnibus panels
Omnibus panels
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Sample representativeness
Sample representativeness
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Before-after design
Before-after design
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Treatment group
Treatment group
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Control group
Control group
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Dependent variable
Dependent variable
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Experimental effect formula
Experimental effect formula
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Test Marketing
Test Marketing
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Standard Test Market
Standard Test Market
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Controlled Test Market
Controlled Test Market
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Electronic Test Markets
Electronic Test Markets
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Criteria for Test Market Cities
Criteria for Test Market Cities
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Experimental Design
Experimental Design
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Study Notes
Marketing Research Lecture 3: Marketing Research Design
- Upcoming Deadlines:
- Next week: Group project proposals due
- In two weeks: Online class (pilot surveys)
- In three weeks: Midterm
Online Pilot Surveys
- Purpose: Test potential survey questions for the actual survey.
- Duration: 5 minutes or less.
- Submission: Shareable link to be pasted into the chat box.
- Platforms: Google Forms, Microsoft Forms, Qualtrics, SurveyMonkey.
- Follow-up: Results will be summarized/tabulated and included in the final group project report appendix.
- Important Note: Pilot surveys are meant to be "rough" unlike the final, more rigorous survey.
Marketing Research Design
- Definition: A plan specifying methods and procedures for collecting and analyzing information to reach research objectives.
- Types:
- Exploratory: Gaining background information, developing hypotheses (early in the process).
- Descriptive: Measuring the state of a variable of interest (e.g., characteristics of customers).
- Causal: Testing hypotheses about relationships between variables; determining if one variable causes a change in another (often using experiments).
- Exploratory research is often performed early in the marketing process to gain insights or address research questions where little is known.
Exploratory Research Methods
- Secondary Data Analysis: Examining and interpreting existing data from various sources (like the internet).
- Focus Groups: Small group discussions guided by a moderator to uncover unstructured and spontaneous opinions.
- Experience Surveys: Gathering input from knowledgeable individuals about the research topic.
- Case Analyses: Reviewing available information about past situations similar to the current problem.
Descriptive Research
- Purpose: Answering questions about who, what, where, when, and how.
- Types of studies:
- Cross-sectional: Measurement on a sample at a single point in time.
- Longitudinal: Repeated measurement on the same sample over multiple points in time.
- Omnibus: Different questions asked at each measurement.
- Continuous: Same questions asked at each measurement to track changes over time (e.g., Brand Tracking).
Brand Tracking Example
- Shows how continuous panel data can reveal shifts in brand preferences over time.
Panel Attrition
- Definition: Subjects leaving a panel study.
- Implications: Reduced sample size, potential loss of statistical accuracy (needs to be addressed via replacements, etc.), and reduced representativeness.
- Attrition rate: Approximately 17% for longitudinal studies.
Questions and Answers on Descriptive Studies
- Omnibus vs. Continuous panels: Omnibus panels are reliable for different research purposes over time, while for early observations in continuous panels, losing follow-up observations decreases reliability.
- Omnibus panels Advantages: Fast collection using existing data. Easier recruitment since member information is already on file. Higher response rates with existing agreement.
Causal Research
- Purpose: To test hypotheses of the form "if x, then y" to determine if a change in one variable causes a change in another.
- Tool of choice: Experiments.
Causal Experiments
- Independent Variable (IV): Variable that is manipulated to observe its effect on the dependent variable.
- Dependent variable (DV): Variable that is measured to assess the impact of the independent variable.
- Extraneous variables: May impact DV but not linked to IV; must be controlled to ensure accurate results. \
- Experimental Design:
- Before-after with control group: Subjects are randomly divided into treatment and control groups. Observing differences in the dependent variable between groups before and after intervention.
Experimental Effect Calculation
- Formula: (T2 - T1) - (C2 - C1)
- Where:
- T1 = treatment group before, T2= treatment group after
- C1= control group before, C2=control group after
Internal Validity
- Definition: Whether the independent variable is truly the cause of the observed changes in the dependent variable in the experiment.
- Threats to validity:
- Systematic differences between groups.
- Unmeasured variables.
- Confounding effects.
- Improving validity: Random assignment, control groups, etc., alleviating concerns about possible unobserved variables.
External Validity
- Definition: Extent to which the findings of an experiment can be generalized to the broader population and other contexts.
- Factors: Population, time, and situations.
Construct Validity
- Definition: Does the dependent variable accurately measure the real-world concept it's supposed to measure.
- Example: Do blind taste tests accurately predict purchasing behavior?
Test Marketing
- Definition: Field setting marketing study typically conducted in a real marketplace.
- Purpose: Assessing sales potential of a new product or service, testing variations in the marketing mix.
Types of Test Markets
- Standard: Tests new products or services using existing distribution channels.
- Controlled: Uses an outside research firm to distribute the product through specified retailers to isolate the test market.
- Electronic: Consumers in a panel bring identification cards.
- Simulated: Computer programs to mimic a real market environment.
- Criteria for Selection:
- Representativeness
- Isolation
- Control of distribution/promotion
Additional Notes
- Some vacation packages may change dates or be unavailable due to unforeseen circumstances.
- Weather data (average temp. and precipitation) can be useful in market research to understand how factors can influence consumer behavior concerning their choice of vacation packages.
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Description
Test your knowledge on various marketing research techniques and concepts such as laddering interviews, descriptive research, and different types of panels. This quiz covers key aspects crucial for understanding market research methodology and design. Perfect for marketing students and professionals.
