Chapter 3 - Marketing Research Design Flashcards Preview

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Flashcards in Chapter 3 - Marketing Research Design Deck (31):
1

What are the two classifications of research designs?

1. Exploratory
2. Conclusive

2

What are the two types of conclusive research designs?

1. Descriptive
2. Causal

3

What does expiatory research help with?

Things like looking for proper positioning. So you could use a focus group to find out what type of positioning would work best

4

What is the problem with exploratory research?

Well, it's just to explore so that you can be more specific when you go to look for further conclusive research

5

What are descriptive conclusive research designs?

They just describe research:
longitudinal or cross-sectional (single or multiple)

6

What are causal research?

These are things like surveys and whatnot that collects data to establish causality

7

What is the ONLY way to establish causality?

Experiments

8

What are 5 features of expiatory research?

What does it do?
Structure?
Sample size?
Qual vs Quan analysis?
Type of results?

1. clarify marketing research problem, formulate hypo
2. Flexible and unstructured
3. Small sample
4. Qualitative Analysis
5. Tentative results

9

What are the 5 features of conclusive research?

What does it do?
Structure?
Sample size?
Qual vs Quan analysis?
Type of results?

1. Test Specific Hypothesis and examine relationships
2. Formal and structured research process
3. large and representative sample
4. Quantitative analysis
5. Conclusive results, can be used for managerial decis.

10

What are 3 goals of exploratory research?

1. Formulate and clarify a problem
2. Develop Hypothesis
3. Isolate key variables and relationships

11

What are 4 methods of exploratory research?

1. Case Studies
2. Focus Groups
3. Interviews with Experts
4. Review of academic and trade literature

12

Explain a Hypothesis

It is the statement of a proposed relationship between a variable and a fixed value or the statement of a proposed relationship between/among different variables

13

For this hypothesis,
Ho: 10% of students has visited NYC

What is the fixed value

What is the variable?

Fixed Value: 10% of students visited NYC

Variable: Actual % of students who have been to NYC

14

What are the 6 W's for conclusive research design?

1. Who (sample)
2. What (Variables to measure)
3. When (timing of data coll)
4. Where (Place of Data coll)
5. Why (explain which question)
6. Way (method of interacting with participants

15

What are 4 possible purposes of descriptive research?

1. Describe characgeristics of relevant groups

2. The % of people behaving in a certain way

3. Perception of product characteristics

4. Assess Market Response

16

What is cross-sectional design?

Collection of data from a given sample only once (single sample or multiple samples)

17

What is longitudinal descriptive research design?

Collection of data from the same sample repeatedly over time

18

What do people always get wrong about questions about multiple cross-sectional design?

So if we study multiple age groups, and resurvey every 10 years. This is still cross-sectional, because we are resurveying a global sample (independent samples). So we are not resurveying the same sample repeatedly over time.

19

What is a factor to consider with cross-sectional research?

Easier to ensure representativeness

20

Why is cross-sectional research easier to ensure representativeness over time compared to longitudinal?

Longitudinal representativeness lost over time because:
-Change in pop characteristics
-Dropouts
-Mortality
-Motivation to get Paid

21

What are the 4 broad steps to marketing experiments?

1. Create different CONDITIONS

2. Vary ONLY ONE thing between conditions

3. ASSIGN RESPONDENTS RANDOMLY to conditions

4. MEASURE attitudes and behaviour

22

What are the two "means"?

Population mean and sample mean

23

What is the population mean?

True mean, not observable

24

What is the sample mean

This is the observable mean through research

25

What is the equation for population mean?

Population mean = Sample mean + Total Error

26

What is the goal with the population mean?

Minimize Total Error

27

What is the equation for the total error?

Total error = Random sampling error + Non-sampling Error

28

What are two contributors to the non-sampling error?

-Non response error
-Response error

29

What is the random sampling error?

This is when the randomly selected sample accidentally contains only few subsets of the pop. So pulling a whole bunch of dissatisfied people from pop, when really it's about 50:50

30

How do you decrease the Random sampling error?

Increase the sample size, so the chance of getting more minorities is greater

31

What are two Respondent errors

1. Respondent (lying, being lazy, etc)

2. Researcher (data entry mistake, bias)

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