Exam 1 Flashcards
(18 cards)
Research Purpose
Why should we do research?
Research Objective
What research should be done?
Problem Identification
Going below the surface to find underlying problem marketer is facing (forecasting, market potential, market trends)
Solving Research
Research undertaken to ID problem (4P’s)
Market Research
What information is needed?
specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
Management Decision
What should management do?
Statement specifying type of managerial action required to solve problem
3 Approaches to research design
1) Exploratory (secondary) discover ideas to better understand problem
2) Descriptive (Quantify data) what provides answers to research questions
3) Casual (experimental data) test cause/ effect relationship
Quantitative Research Methods
Research heavy on standard questions, pre determined answers, survey based
Qualitative Research Methods
Collection of data in form of text.\ images, open ended questions, observations
Goals of Qualitative methods
- Get primary insight on research problem
- Probe more deeply into areas that quantitative research is too superficial to access
- Provide initial ideas on specific problems, theories, relationships, variables and scale design
Qualitative research method: Focus Groups
Bringing small group of people together for interactive spontaneous discussion. Three components: participants, facility, moderator
Pros: idea generation, revels needs/likes/dislikes, group dynamic
Qualitative research method: In Depth Interviews
Well trained interviewer ask semi structured question face to face. Encourage rambling and respondent point of view
- Semi Structured: attempt to cover specific list of topics
- Non directive: respondent has max freedom
Pros: respondent feels important, long period can revel motivation and feelings, get singular viewpoint with others pressure
Qualitative research method: Observation
Observing/recording behavior without directly communicating with them (secret shopper)
Pros: see actual compare to what they say they do, electronic scans are accurate, firsthand info less bias
Cons: can only measure physical/behavioral, not beliefs or motives, expensive, not great measure of general pop
Qualitative research method: Ethnography
Data collection in natural setting to see how social and control influences behavior and experience. researchers use intimacy to gain deep data
Pros: shows how people interact with product, discover unknown needs, show how/when/why people show for brands
Exploratory Research
To formulate a problem or define a problem more precisely.
- To identify alternative courses of action.
- To develop hypotheses.
- To isolate key variables and relationships for further examination.
- To gain insights for developing an approach to the problem.
- To establish priorities for further research.
Descriptive Research
- To develop a profile of a target market.
- To estimate the frequency of product use as a basis for sales forecast.
- To determine the relationship between product use and perception of product characteristics.
- To determine the degree to which marketing variables are associated
Casual Research
To understand which variables are the causes (independent variables) and which are the effects (dependent variables) of a phenomenon.
To determine the extent of the relationship between the predicted effect and the causal variables
Conceptual Map
MANAGEMENT WANTS TO (action)
THEREFORE WE SHOULD STUDY (topic)
SO WE CAN EXPLAIN (question)
