Term
| what is the definition of research design? |
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Definition
| a blueprint for conducting the marketing research project: it details the procedures necessary for obtaining the information needed to solve marketing research problems |
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Term
| What are the two major types of research design? |
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Definition
Exploratory & Conclusive
Exploratory: ask around, talk to people that might understand the problem in order to gain background on the subject
Important characteristics: information is defined loosely, the process is flexible/versatile, sample is NOT representative, analysis would be QUALITATIVE
Conclusive: testing specific hypotheses and examining relationships
Important characteristics: research process is clearly defined, the process is formal/structured, sample IS representative, analysis is QUANTITATIVE |
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Term
| what are the two types of conclusive research ? |
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Definition
Descriptive & Causal
Descriptive: collecting data, gives you correlation but NOT causation, would form specific hypotheses prior to testing
Methods: surveys, panels, observation, secondary data
Causal: determine CAUSE AND EFFECT relationships, must be manipulating one or more independent variables and controlling other variables
Methods: experiments (ex. medical studies) |
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Term
| which comes first: exploratory or conclusive data? |
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Definition
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Term
| what type of research might you do to: develop a hypothesis |
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Definition
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Term
| what type of research might you do to: gain insights for developing an approach to a problem |
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Definition
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Term
| what type of research might you do to: define a problem more precisely |
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Definition
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Term
| what type of research might you do to: determine the perceptions of a product's characteristics |
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Definition
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Term
| what type of research might you do to: describe the characteristics of relevant groups (consumers, organizations, market areas) |
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Definition
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Term
| what type of research might you do to: make specific predictions |
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Definition
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Term
| what type of research might you do to: run a medical experiment |
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Definition
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Term
| what is cross-sectional research and why is it beneficial for researchers? |
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Definition
| collecting information from a sample population at a single point in time (like taking a snapshot), beneficial because it allows researchers to compare many different variables at the same time |
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Term
| Single cross-sectional vs. multiple cross-sectional vs. cohort analysis |
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Definition
single cross-sectional: only one sample of respondents and information is obtained only once
multiple cross-sectional: two or more samples of respondents, information from each sample is still only obtained once
cohort analysis: cohort means a group of respondents experiencing the same event (group of classmates taking a midterm), conduct surveys at appropriate time intervals |
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Term
| what is longitudinal research design? |
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Definition
| a fixed sample of population is measured repeatedly on the same variables, different from cross-sectional b/c the people sampled remain the same over time (ex. retention problem may be identified when looking at customer purchases in period 1 vs. period 2) |
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Term
| what is random sampling error? |
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Definition
| error you're always going to find because you're talking to only a sample (survey COB students, you know the avg age is 24, survey data indicates avg age is 28, this is random sampling error) |
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Term
| what is non-sampling error? |
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Definition
| errors that can be attributed to sources other than sampling |
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Term
| what are the two types of non-sampling error? |
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Definition
response error & non-response error
response error: when respondents give inaccurate answers, or answers are misrecorded or misanalyzed
non-response error: when some respondents in a sample don't respond |
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Term
| what are the three types of response error? |
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Definition
1 - researcher error: measurement error, sampling frame error (might go after the wrong people)
2 - interviewer error: questioning error, recording error (we recorded something wrong)
3 - respondent error: unable or unwilling to answer |
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Term
| Domino's pizza example: how might they go through the 4 steps before turning the mgmt decision problem into the market research problem? |
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Definition
discussion w/ decision makers: talk with the owner of the store, figure out what outcome they want to have
interview w/ experts: interview pizza makers, customers
secondary data analysis: look at previous surveys of customer preferences
qualitative research: could do a blind taste test to gauge basic preferences |
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Term
| primary data vs secondary data |
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Definition
primary data: data collected by the researcher specifically for addressing the research problem, very involved, high cost, takes longer (have the benefit of being able to ask most relevant questions)
secondary data: already been collected for another problem, saves time and money |
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Term
| Secondary data must be ________. (ex. you must make sure it is coded correctly) |
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Definition
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Term
| what are some criteria for evaluating secondary data? |
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Definition
error: make sure data is accurate
currency: make sure you know when the data was collected to determine relevance
objective: make sure you know the purpose the data was collected |
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Term
| what are the two types of secondary data? |
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Definition
internal & external
internal: data available within the organization the data is being collected for (ready to use, might need some manipulating, ex. UMD COB data)
external: data that originates from an external source to the organization (govt. websites, census, published materials, ex. Nielsen, JD Power) |
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Term
| what are some types of data available from syndicated research services (ex. Nielsen, JD Power)? |
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Definition
Demographic data: names, addresses, phone numbers, gender, marital status, age, occupation, number of children
Psychographic data: interest in activities such as golf, skiing, reading, running, fishing, electronics |
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Term
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Definition
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Term
| what are some different ways syndicated research is collected? |
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Definition
| surveys, purchase panels (INFO IS OFTEN NOT REPRESENTATIVE OF DATA), media panels, TV scanners, audit services (of retailer/wholesaler inventory movement) |
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