EXAM 1

Question 1

What is Marketing Research?

Answer 1

uses systematic approaches to gather appropriate information to answer a specific marketing question

Question 2

Why marketing research is conducted?

Answer 2

to reduce the risk in making business decisions

Question 3

When marketing research should be conducted?

Answer 3

• high risk business decisions
• when costs does not exceed estimated benefit of decision
• time allotted is proper for research methods

Question 4

Who will conduct marketing research?

Answer 4

• in house staffs
• external research firms
  A MIX OF THEM

Question 5

Differentiate different types of research from four angles, including
1) questions specificity
2) information availability
3) information countability
4) information ambiguity

Answer 5

1) basic research/applied research (expanding knowledge/solve specific problems)
2) secondary/primary research
3) quantitative/qualitative
4) scale <–> Complete ambiguity, Uncertainty, Complete certainty

Question 6

Information Ambiguity

Answer 6

Complete ambiguity - to clarify a question that in the present leads to ambiguous answers
Descriptive - describes characteristics, attitudes/opinions held by a market, a market phenomenon
Casual - to determine in one variable impacts changes in another variable

Question 7

What are steps in marketing research processes?

Answer 7

1) research objective
2) research design
3) sampling
4) data collection
5) data analysis
6) conclusions & reporting

Question 8

Propose a research objective

Answer 8

a broad question or statement declaring purpose of conducting research, basis of guiding a marketing project

Question 9

Research methodologies

Answer 9

1) Focus group (qualitative/primary)
2) Interviews (qualitative/primary/b2b research/examining interactions)
3) observation (primary qualitative/consumer decision making process)
4) Mystery shopping (primary/qualitative/shows how well company protocol compliance is followed)
5) Surveys (primary/quantitative/results attributed to a larger pop.)
6) secondary data research (secondary/quantitative or qualitative/monitors competitors and market trends)
7) experiments (primary/quantitative/tests causes solutions or interventions)

Question 10

Define secondary research

Answer 10

use of existing data to derive insights used when information is needed quickly and to validate findings from primary research
- two kinds: internal (owned by orgs, previous findings) and external (data from outside orgs - gov/academic)

Question 11

Identify sources of secondary data

Answer 11

Internal:
Customer generated data
database info
previous research results
previous campaign results
previous website data

External:
public lib
competitive research
journals
gov. data
newspaper

Question 12

Identify advantages and disadvantages of secondary research

Answer 12

Advantages:
easily and readily available data
faster research time
low financial and time cost
ability to scale up results

Disadvantages
not specific
outdated
lack of control
verification and interpretation
limited scope
non-exclusivity

Question 13

What is a focus group?

Answer 13

• moderator led discussions targeting consumers or stakeholders

Question 14

Identify when to use focus group

Answer 14

• to generate ideas
• understand consumer vocabulary
• reveal consumer motives/perceptions/attitudes
• understand findings from quantitative studies

Question 15

Identify key components in focus group and understand how to select/create each
component

Answer 15

• participants (select 6-12 ppl in dedicated room w one way mirror)
• moderator (creates correct atmosphere and guides discussion)
• moderators guide (predesigned discussion guide used to facilitate activities)

Question 16

What is observation?

Answer 16

primary research studies involving observing consumers interacting with products, service or venue

Question 17

Identify pros and cons of observation

Answer 17

Pros
- alleviate respondent bias
- provides unique insight into behaviors
Cons
- examines how not why
- observers can bias results
- sampling limitations

Question 18

Identify types of observation

Answer 18

1) unobtrusive
2) visible (obtrusive)

Question 19

Identify what can be observed

Answer 19

1) direct - conducted in authentic situations (natural)
2) contrived - researchers create artificial environments under controlled conditions

Question 20

What is a mystery shopper?

Answer 20

researcher posing as a consumer to collect data

Question 21

Identify various types of questions in qualitative research

Answer 21

1) main open ended questions - evoke more than yes or no, start a discussion (what comes to mind/think about a time…)
2) follow up question - provide further details, expand on answers, seek details (you mentioned)
3) probing question - want to provide more, clarify responses that lead to next question (please explain…)

Question 22

What is a screener?

Answer 22

screens out people who don’t meet the research criteria

Question 23

Understand what a codebook is

Answer 23

describes the contents, structure, and layout of a data collection

Question 24

Understand how to develop codebook for closed-ended questions in a given
research scenario

Answer 24

EX: what is your gender A) female b) male C) prefer not to say… Codebook = 1- female 2-male 3-prefer not to say

Question 25

Understand thematic analysis

Answer 25

examines qualitative data, uncovers themes or common patterns

Question 26

Understand what is inter-rater reliability

Answer 26

total # of agreements / total # of possible agreements

0.2> = poor
0.21-0.40 = fair
0.41-0.60 = moderate
0.61-0.80 = good
0.81-1.0 = very good

Question 27

What is an experiment?

Answer 27

Form of causal which examines cause and effect relationships between variables. There is a control and test group.

Question 28

Understand ingredients in experiment design and be able to identify ingredients in
a given research scenario

Answer 28

1) Randomization (randomly assign people to experimental groups)
2) Effects ( inferring a causal impact evaluation of an experimental variable between control group and test group
3) control group
4) test group

Question 29

Understand what A/B test is and its application in digital marketing

Answer 29

type of experiment used in digital advertising. variations of ads are produced and promoted- winning concept moves forward

Question 30

Understand definition of survey research method

Answer 30

research tool including open and closed ended questions
gain specific info on knowledge, attitudes, behaviors

Question 31

Understand the quantitative and qualitative nature of survey design

Question 32

Understand the steps in survey planning process

Question 33

Understand what construct is and be able to identify constructs from a research question being asked

Answer 33

idea or characteristic that can be measured in a survey

Dif bcs they must be specific, well-defined, and measurable

Question 34

Understand what survey scales are and their purpose

Answer 34

tools used to measure knowledge, attitudes, behaviors, or perceptions of survey participants

Question 35

Differentiate Likert scales and semantic differential scales

Answer 35

Likert- measures degree to which people agree/disagree (strongly agree to disagree)
semantic differential- (rate a product, feature, entity, team based on semantic (poor quality, excellent quality) variables (based on variable)

Question 36

Be able to select type of survey rating scales in a given research scenario

Answer 36

dichotomous- provides 2 options at opposite ends (yes, no)
Rating scale- (strongly disagree- strongly agree, or giving certain features a rating on how important they are: likert and semantic differential are types of this)
Likert- measures degree to which people agree/disagree
semantic differential- (rate a product, feature, entity, team based on semantic (poor quality, excellent quality) variables
Ranking scale: put products in order of preference

Question 37

Differentiate different types of survey mistakes and be able to identify it from
survey questions

Answer 37

Avoid complex questions, leading questions (suggest/ imply certain answers), loaded questions (judgmental qs), ambiguous questions (not defined), double barreled questions (2 qs at once)

Question 38

What is the primary purpose of conducting market research?

Answer 38

To reduce the risk in making business decisions

Question 39

Which best describes quantitative research?

Answer 39

Strives for a large enough sample size so that results can be projected upon a larger population, and results are measurable and can be counted

Question 40

Primary research is typically ______ and ______ compared to secondary research

Answer 40

more expensive; slower to obtain

Question 41

Descriptive research ______. 

Answer 41

describes demographic characteristics, psychographic behaviors, as well as opinions held by a market

Question 42

This methodology examines cause-and-effect relationships between variables.

Answer 42

Experiments

Question 43

This methodology involves researchers selecting a sample of respondents from a population and administering a standardized set of questions.

Answer 43

surveys

Question 44

Researching various product features that could hypothetically be included in a new product design can be considered which type of research?

Answer 44

exploratory

Question 45

External secondary research involves ______.

Answer 45

existing research gathered outside of a researcher’s company

Question 46

A study where researchers create artificial environments to observe behaviors under controlled conditions.

Answer 46

Contrived observation

Question 47

Since a focus group is qualitative, it’s a good method to assure the target population feels the same way as participants.

Answer 47

False

Question 48

This methodology can examine the “how” but cannot uncover the “why.”

Answer 48

Unobtrusive observation

Question 49

If demographic questions don’t help address the research objective, why are they included on surveys?

Answer 49

They are useful in describing and segmenting the sample

Question 50

“Rate your satisfaction with your level of comfort and room temperature” is an example of which type of question development mistake?   

Answer 50

Double barrelled question

Question 51

What is a way to help alleviate order bias in response options?

Answer 51

randomize the response options

Question 52

Which type of survey question requires coding to help discover themes from responses?

Answer 52

open ended

Question 53

This type of question is used to qualify potential respondents to take part in a study.

Answer 53

Screening question

Question 54

In the context of research, which of the following best describes the process of identifying constructs from the research question?

Answer 54

Determining the variables that will be measured or observed in the study

Question 55

During a study on consumer behavior towards eco-friendly packaging, a researcher asks participants to express their level of agreement with the statement: “I prefer purchasing products with eco-friendly packaging even if they cost more.” The response options range from ‘Strongly Disagree’ to ‘Strongly Agree.’

Which of the following best describes the scale used by the researcher in this context?

Answer 55

A Likert scale, because it measures degrees of agreement or disagreement on a symmetrical agree-disagree continuum.