Marketing Research/ Chapter 6

Question 1

what is secondary data collection?

Answer 1

‘desk’ research internal sources include accounting records, marketing databank
external sources include world wide web, reports, gov. publications, newspapers, advertisement

Question 2

what is primary data collection?

Answer 2

‘field’ research - surveys, observations, mail, email,

Question 3

what are the 3 primary research approaches, and explain them?

Answer 3

• exploratory research- gathers info on demand to define problems, opportunities and issues for further investigation
• test marketing- used to assess market potential trends or attitudes of customers for new products or a product extension (primary research)
• in-depth investigation- used to find out attitudes and barriers to research . (statistics analysis)

Question 4

what forms of exploratory research is there?

Answer 4

• secondary research - internal records, newspapers, journals, gov statistics
• qualitative analysis- focus groups, depth interviews
• observation - watching purchasing behaviour
• consultation with experts - journals, uni based experts, financial experts

Question 5

what are the 3 types of research question?

Answer 5

• diagnostic- asks what product a consumer might choose over somebody else’s. Will include knowledge of product, attitudes and types or promotions they are expecting.
• comparative - asks about performance and measurements compared with other products that are available. ‘how’ questions
• predictive - looks at what might happen if something changes when a firm enters into a new market. ‘when’ questions predicts what influences the decision to make a purchase from that organisation

Question 6

what is the sampling process?

Answer 6

define the population
search for sampling frame
specify sampling method/ determine sample size
select the sample

Question 7

what is environmental scanning ?

Answer 7

forms part of ‘marketing info system’ - economic, social. political, legal, technological, ecological/ physical forces are monitored.
provides early warning system for forces that may impact on company’s products and markets in future.

Question 8

what are the differences between qualitative and quantitative research ?

Answer 8

qualitative - provides rich, in-depth insights into consumer behaviour
quantitative- provides info that can be generalised across study population
qualitative- focus groups. in depth interviews
quantitative- structured questionnaires
qualitative- higher cost per respondent, smaller samples than quantitative
quantitative- involves thousands of people
qualitative- results in reports with statements and quotes
quantitative- statistics, graphs and tables

Question 9

what are the ethical issues in marketing?

Answer 9

• invasion of privacy

- misuse of marketing research findings e.g. results could be manipulated to show a biased outcome