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Flashcards in Midterm 1 Deck (21)
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1
Q

Stages of the marketing research process.

A
  1. Problem definition.
  2. Data collection.
  3. Data analysis.
  4. Information reporting.
2
Q

Three domains of ethical responsibility.

A
  1. Participant relationship.
  2. Client relationship.
  3. Research team relationship.
3
Q

Three methods of ethical reasoning.

A
  1. Utility - Do benefits exceed costs?
  2. Rights - Are human rights respected?
  3. Justice - Are benefits and costs fairly distributed?
4
Q

Respondent rights.

A
  • Right to choose to participate.
  • Right to safety.
  • Right to be informed.
  • Right to privacy.
5
Q

Steps in problem formulation.

A
  1. Meet with the client.
  2. Clarify the problem or opportunity.
  3. State the manager’s decision problem.
  4. Develop a full range of possible research problems.
  5. Select the research problem(s).
  6. Prepare a research request agreement.
6
Q

Discovery-oriented decision problem.

A

Answers the what or why questions about a problem or opportunity.

7
Q

Strategy-oriented decision problem.

A

Typically answers how questions needed to select a course of action.

8
Q

Decision problem versus research problem.

A
  • Decision problem - States the basic problem or opportunity facing the manager.
  • Research problems - Restatement of the decision problem in a way that it can potentially be solved through research.
9
Q

Types of research design.

A
  1. Exploratory.
  2. Descriptive.
  3. Casal.
10
Q

Assessing the accuracy of secondary data.

A
  • Primacy of souce - Why was the data collected when it was primary data?
  • Sponsor of the research - Is the research likely to be advocacy research?
  • Evidence of quality - How much detail is provided that the researchers did a competent job?
11
Q

Evidence of causality.

A
  • Consistent variation.
  • Time order.
  • Elimination of other explanations.
12
Q

Laboratory experiment.

A

Uses a created situation in order to control some variables and manipulate others.

13
Q

Field experiment.

A

Uses a realistic experiment in which one or multiple independent variables are manipulated.

14
Q

Internal validity.

A

The degree to which an outcome can be attributed to the experimental variable. Lab experiments have higher levels internal validity.

15
Q

External validity.

A

The degree to which an outcome can be generalized and extended to other situations. Field experiments have higher levels of external validity.

16
Q

Types of test markets.

A
  • Standard test market - Company sells product through normal distribution channels.
  • Controlled test market - Third party uses its distribution for the test.
  • Simulated test market - Uses a simulated store environment to produce sale and market share predictions.
17
Q

Two types of longitudinal panels.

A
  1. Continuous panel - Fixed sample of people measured repeatedly over time for the same variables.
  2. Discontinuous panel - Fixed sample of respondents who are measured on different variables over time.
18
Q

Cross-sectional study.

A

Single sample is selected, typically through a survey, to measure a target population.

19
Q

7 Types of primary data.

A
  1. Demographic/ socioeconomic characteristics.
  2. Personality/ lifestyle characteristics.
  3. Attitudes.
  4. Awareness/ knowledge.
  5. Intentions.
  6. Motivation.
  7. Behaviour.
20
Q

Key issues for collecting information by observation.

A
  • Degree of structure.
  • Degree of disguise.
  • Setting.
  • Method of administration (human or mechanical).
21
Q

Key issues for collecting information by communication.

A
  • Degree of structure.
  • Degree of disguise.
  • Method of administration (personal, phone, mail, online.)