1-1 copyright © 2010 pearson education, inc. exam one: marketing research exam one review

1-1Copyright © 2010 Pearson Education, Inc.

Exam One:

Marketing Research

Exam One Review


Ch. 1) Classification of Marketing Research

Problem-Identification Research

Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. • Example: conduct research on emerging trends in the market.

Problem-Solving Research

Research undertaken to help solve specific marketing problems. • Examples: conducting research on your pricing strategy; test

marketing a new product.


Ch. 1) Marketing Research Process

Step 1: Defining the Problem (Chapter 2)

Step 2: Developing an Approach to the Problem (Chapter 2)

Step 3: Formulating a Research Design (Chapter 3-12)(Data desired, measurement decision, survey design, sampling decisions)

Step 4: Doing Field Work or Collecting Data (Chapter 13)

Step 5: Preparing and Analyzing Data (Chapters 14-21)

Step 6: Preparing and Presenting the Report (Chapter 23)


Ch. 2) The Problem Definition Process

Fig. 2.1Discussionwith

Decision Maker(s)

Interviewswith Experts

SecondaryData Analysis

QualitativeResearch

Management Decision Problem

Marketing Research Problem

Pre-step 1: Tasks Involved

Pre-step 2: Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/ TheoreticalFoundations

ResearchQuestions Hypotheses

Step III: Research Design

Analytical Model: Verbal, Graphical, Mathematical

SpecificationofInformationNeeded


Ch. 2) Approach to the Problem

Objective/Theoretical Foundations

Research Questions

Hypotheses

Analytical Models

Specification of the Information Needed


Ch. 2) Research Questions and Hypotheses

• Research questions (RQs) are refined statements of the specific components of the problem.• Does preference for Sears lead to patronage?• What leads to preference for Sears?

• A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.• H1: Positive evaluation of Sears leads to preference for

Sears.


Ch. 3) A Comparison of Basic Research Designs

Objective:

Characteristics:

Methods:

Discovery of ideas and insights

•Flexible, versatile•Often the front end of total research design

•Expert surveys•Pilot surveys•Case studies•Qualitative & quantitative secondary data

Describe market characteristics or functions

•Marked by the prior formulation of specific hypotheses•Preplanned and structured design

•Quantitative secondary data•Surveys•Panels•Observation and other data

Determine cause and effect relationships

•Manipulation of independent variables, effect on dependent variables•Control mediating variables

•Experiments

Exploratory Descriptive CausalTable 3.2


Ch. 3) Descriptive Research

Descriptive research can be used to:•determine the degree to which marketing variables are associated•make specific predictions

Descriptive research can be further classified into:•Cross-sectional designs involve the collection of information from any given sample of population elements only once (e.g., cohort analysis) •A longitudinal design involves a fixed sample (i.e., panel) of population elements that is measured repeatedly on the same variables.


Ch. 3) Errors in Marketing Research

• Random sampling error is the difference between the true mean value for the population and the true mean value for the original sample.

• Non-sampling errors can be attributed to sources other than sampling, and they may be random or nonrandom:

• Non-response error arises when some of the respondents included in the sample do not respond.

• Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed.


Ch. 4) Primary Vs. Secondary Data

• Primary data are originated by a researcher for the specific purpose of addressing the problem at hand.

• The collection of primary data involves all six steps of the marketing research process (Chapter 1).

• Secondary data are data that have already been collected for purposes other than the problem at hand.

• These data can be located quickly and inexpensively.

• Can be internal or external.


Ch. 4/23) Reliability, validity, and generalizability

• Reliability: the extent to which a measurement gives results that are consistent.

• Validity: the degree to which an assessment measures what it is supposed to measure (accuracy).

• Generalizability: the ability to extend a concept/finding to less-specific criteria.


Ch. 5) Qualitative Vs. Quantitative Research

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Table 5.1


Ch. 5) Classification of Qualitative Research Procedures

Focus Groups• an interactive group discussion led by a moderator• unstructured (or loosely structured) discussion• free flow of ideas encouraged; group dynamics are useful• Groups are generally homogenous

Depth Interviews• interview is conducted one-on-one• best method for in-depth probing of opinions, beliefs, etc.• Techniques include: laddering, hidden issue questioning,

and symbolic analysis

Projective Techniques• unstructured prompts or stimuli• encourage the respondent to project their underlying

motivations, beliefs, or feelings onto an ambiguous situation• they are all indirect techniques that attempt to disguise the

purpose of the research


Ch. 5) Definition of Projective Techniques

• In projective techniques, respondents are asked to interpret the behavior of others.

• Types of Projective Techniques:• Association – word association• Completion – sentence and story

completion• Construction – picture response and

cartoon tests• Expressive technique – role playing and

third person


6) A Comparative Evaluation of Survey Methods

Phone Interviews Mail Email/InternetDiversity/flexibility of questions Low High Low Moderate

Use of physical stimuli Low High Low Moderate

Response Rate Moderate High Low Low

Quantity of Data Low Low High HighPotential for Interviewer Bias? Moderate High Low Low

Cost Moderate High Low Low

Speed Moderate Moderate Low High

Perceived anonymity Moderate Low High High


Ch. 6) A Few Notes on Sampling

• A probability sampling scheme is one in which every unit in the population has a chance (greater than zero) of being selected in the sample.

• This sampling makes it possible to produce unbiased estimates of population totals.

• Nonprobability sampling is any sampling method where some elements of the population have no chance of selection.

• Exclusion bias exists in these types of samples.


Observational research (or field research) is a social research technique that involves the direct observation of phenomena in their natural setting.

• Observational methods are usually conducted in natural settings.

Ch. 6) Observational Research

• Observational research has more external validity (it’s generalizable beyond that study) but it is difficult to control for confounding variables, which can be a problem.


Ch. 15/23) Frequency Distributions/ Histograms


Ch. 15) Descriptive Statistics

Be able to read the descriptive output in SPSS.Understand the following:


Ch. 15) Descriptive Statistics

Skewness

Kurtosis


Ch. 15) Hypothesis Testing

• A null hypothesis is a statement of the status quo, one of no difference or no effect.

• If the null hypothesis is not rejected, no changes will be made.

• An alternative hypothesis is one in which some difference or effect is expected.

• Accepting the alternative hypothesis will lead to changes in opinions or actions.


Ch. 15) Crosstabs

Gender Internet Usage Male Female Light 33.3% 66.7% Heavy 66.7% 33.3% Column total 100% 100%

Independent Variable (IV) = Gender

Variable is free to vary

Dependent Variable (DV) = Internet Usage

Variable is dependent on the IV


Ch. 15) Spurious and Suppressed Relationships

• A spurious relationship exists when two events or variables have no direct causal connection, yet it may be wrongly inferred that they do, due to either coincidence or the presence of a certain third, unseen variable (referred to as a "confounding variable" or "lurking variable”).

• E.g.: a relationship between a college degree and owning an expensive car may be spurious. Income may be the “lurking variable.”

• When the effect of a third variable is controlled, the suppressed association between an IV and a DV is revealed.

• E.g.: when gender is introduced as a third variable, a relationship between age and desire to travel abroad is revealed.


Ch. 15) Chi-square in SPSS

• The chi-square statistic is used to test the statistical significance of the observed association in a cross-tabulation.

• H0: there is no association between the two variables.

• We say this is the H0

because we believe that some association does exist!

Not significant; we cannot

find an association between variables.


Ch. 15) Paired Samples T-test in SPSS

• The t-test is good for testing if there is a difference between groups/two sets of data.

The mean for Millennials is

higher than for Baby Boomers

The difference is significant


Ch. 15) Independent Samples T-test in SPSS

The mean for Males is higher than for Females

But the difference is not significant

1-1 copyright © 2010 pearson education, inc. exam one: marketing research exam one review

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