Mkt 346 Appendix Flashcards
Primary data
When marketers gather data using surveys, focus groups, experiments, and the like to support their own marketing decisions.
Secondary data
Data collected for some other purpose that is subsequently used in a research project
• Ex: Government collects census data from relatively few people or compiles data from huge samples of consumers.
Research question and process
To guide companies in making more informed decisions and achieving marketing results. This helps companies figure out how to profitably satisfy consumer needs.
Survey
A written instrument that asks consumers to respond to a predetermined set of research questions.
• Could be in person, through mail, by phone, or web.
o Eg: Proctor and Gamble conducts about 1.5k online consumer’s surveys every year and does faster than it does with traditional survey methods at half the cost.
Focus group: Having 8-12 people. Leads to group and ask participants to discuss a product, concept, or other marketing stimulus.
o It can be done by phone. But in person is better to receive nonverbal reactions.
o Not only research but for strengthening customer relations: Eg: TPremier Bank asks its two customer boards for feedback on branch services, new product ideas, and community involvement.
Interview
Like focus group but they interview direct contact with consumers. They are often more appropriate than focus groups when the topic is sensitive, embarrassing, confidential, or emotionally charged. More in-depth data than surveys when the researchers wan to “pick consumers’ brains. More specific questions can be asked.
o Eg: Researchers ask customers about the process they use to make a purchase decisions. Some tape record consumers’ thoughts and decisions while they shop for groceries to identify patterns or themes.
Storytelling
: Consumers tell researchers stories about product acquisition, usage, or disposition experience e. These stories help marketers gain insight into consumers’ needs and identify the product attributes that meet their needs, and experiences with the product.
o Ex: A researcher may show a picture of a woman at the entrance to a Hot Topic store with a thought bubble above her head and ask consumers to write what they imagine the woman is thinking.
Photography and pictures
Show pictures of experiences that consumers have had in order to help consumers remember and report experiences more completely. They ask consumers to draw or collect pictures that represent their thoughts and feelings about the topic on hand.
• Collage: They ask consumers to assemble a collage of pictures that reflects their lifestyles. Researchers then ask about the pictures and meaning behind them or have the consumers write an essay, which can help integrate the images and thoughts suggested by the pictures.
o Eg: Leveno had consumers photograph their daily interactions with tech products.
• Autodriving: Pictures are taken of consumers engaging in a specific activity. It indicates that the interview is “driven” by informants as they see their own behaviors in pictures.
Observations and ethnography
In-Depth qualititative research using interviews and observations of consumers in real-world surroundings. They observe consumers engaging in an activity of interest or how consumers react to brands/products.
• Going to the store and watching a store video to see how the consumers react to certain products.
Netnography
Type of research that studies consumers’ online. They also collect data from websites, forums, blogs as well as asking questions online. It is good for gaining deep insight into consumers’ culture.
Experiment
• Independent variable: Everything is constant
o A drink with same flavor, temperature, amount, etc given to everyone.
• Dependent variable: Subjects perform various filler tasks (evaluating ads) that include a target measure.
o Eg: A self-reported questionnaire on mood.
• Cover story: Actual purpose of the study is masked by another believable reason.
o Eg: Having M&M’s out to eat while consumers look at advertisements for a different product
• Treatment vs. control: Subjects are assigned to random experimental conditions, one of which is a treatment condition ( A room with a floral scent) and a Control condition (A room with no scent).
• Random assignment to conditions: Researchers randomly assign consumers to receive different “treatments” and then observe the effects of these treatments. E.g. Consumers might be assigned to different groups that are shown different brand names. Then the researchers collect the data and compare them.
Field experiment:
: When marketers plan and implement experiments in the real world. One type is market test (reveals whether or not a product is likely to sell in a given market). E.g. Dr. Pepper tested its 10 calorie formula in six cities across America before releasing it worldwide.
Independent variable
Everything is constant
o A drink with same flavor, temperature, amount, etc given to everyone.
Dependent variable
Subjects perform various filler tasks (evaluating ads) that include a target measure.
o Eg: A self-reported questionnaire on mood.
• Cover story: Actual purpose of the study is masked by another believable reason.
o Eg: Having M&M’s out to eat while consumers look at advertisements for a different product
Treatment vs. control:
Subjects are assigned to random experimental conditions, one of which is a treatment condition ( A room with a floral scent) and a Control condition (A room with no scent).
