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MGT 103 - Quiz 2 Ch.8-12 with correct Answers
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MGT 103 - Quiz 2 Ch.8-12 with correct Answers
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MGT 103 - Quiz 2 Ch.8-12 with correctAnswers
Marketing iiResearch ii- iiAnswers ii-- iiCollecting, iianalyzing, iiand iiinterpreting iidata iiabout
iicustomers, iicompetitors, iiand iithe iibusiness iienvironment iito iiimprove iimarketing
iieffectiveness
(Doing iigood iimarketing iiresearch iiwill iialleviate iistress iiof iia iiproduct iifailure)
-Knowledge iiis iiPower
-Accurate, iiUp iito iiDate, iiRelevant iiInformation iito iiAID iiMarketing iiDecision iiMakers
-Should iibe iiconducted iiin iian iiethical iimanner
-Recall....8% iiof iinew iiproduct iiconcepts iiactually iireach iithe iimarket
What iiare iithe iitypes iiof iiresearch iimarketing ii- iiAnswers ii-Basic iiand iiApplied iiresearch
basic iiresearch ii- iiAnswers ii-- iiResearch iito iiunderstand iiconsumer iibehavior iior
iimarketing iiin iigeneral
- iiAcademic iiresearch
--Information iidisclosures iion iiconsumer iidecision iimaking
--Advertising iirepetition iion iiconsumer iimemory
--Pricing iichanges iion iisales
applied iiresearch ii- iiAnswers ii-- iiResearch iidirected iiat iia iispecific iiproblem iiat iia
iispecific iiorganization
- iiCorporate iiresearch
-- iiDesigning iiad iicampaigns
-- iiDesigning iiproducts
-- iiSegmenting iiconsumers
Types iiof iiData iiabout iiConsumers ii- iiAnswers ii-primary iiand iisecondary
Primary iidata ii- iiAnswers ii--Collected iispecifically iifor iicurrent iipurpose
-Could iibe iiinternally iior iiexternally iicollected
-Examples: iiExperiments, iiTest iiMarkets, iiFocus iiGroups, iiSurveys, iiObservations
(collected iifrom iiyour iidata iiyou iihave, iiyou iiare iigathering iidata, iior iiyou iiare iihiring
iisomeone iito iicollect iidata iifor iiyou, iidata iibeing iicollected iifor iithe iiquestion iiyou iihave)
Secondary iidata ii- iiAnswers ii-- iiCollected iifor iisome iiother iipurpose
--External ii(census, iiGallup iipoll, iietc.)
--Internal ii(company iirecords, iisales iidata)
(collected iifrom iian iioutside iisource iibut iistill iihelps, iiusing iiold iidata iito iisee iiif iiyou iican
iiuse iiit iito iiapply iito iiyour iiquestion)
,General iiRule iiof iiThumb iiwhen iicollecting iidata ii- iiAnswers ii-- iiCollect iisecondary iidata
iifirst, iithen iiturn iito iiprimary iidata
(Primary iidata iiis iiexpensive iitakes iia iilot iiof iitime iito iido iieverything, iisecondary iiis
iialready iiavailable.)
- iiAdvantages iiof iisecondary iidata:
--Time iisavings, iiLow iicosts
- iiDisadvantages iiof iisecondary iidata:
--May iibe iiout iiof iidate
--Definitions iior iicategories iimight iinot iibe iiwhat iiyou're iilooking iifor
--Might iinot iibe iispecific iienough iifor iiyour iiproject
Primary iidata iiis iitypically iicollected iiused iitwo iitypes iiof iimethods: ii- iiAnswers ii-
Qualitative iiand iiQuantitative
Qualitative iiMethods ii- iiAnswers ii-Pros: iirequire iionly iia iilimited iinumber iiof iiparticipants
iior iiobservations
Cons: iiverbal iior iiobservational iidata iiis iioften iihard iito iiinterpret iiand iisummarize
Quantitative iiMethods: ii- iiAnswers ii-Pros: iimeasurable¾and iithus iieasier iito iiinterpret
iiand iisummarize
Cons: iineed iito iibe iiable iito iiselect iispecific iimeasures, iirequires iia iilarger iinumber iiof
iiparticipants iito iibe iiable iito iigeneralize iibeyond iithe iisample
comparing iiQualitative iiand iiQuantitative iimethods ii- iiAnswers ii-Quantitative iiis iinumeral
iiwhile iiqualitative iiis iiwords. iiqualitative iicould iibe iicollecting iionly ii50 iidifferent
iiinterviews iibut iican't iitake iithose iiinterviews iito iigeneralize iito iithe iigeneral iipopulation
iihard iito iianalyze iiand iisummarize iiqualitative iidata. iiQuantitative iidata iiis iieasier iito
iiwork iiwith
Research iiMethods ii- iiAnswers ii-Depth iiinterviews, iifocus iigroups, iiobservation, iiand
iiexperimental, iiand iisurvey iiresearch
Depth iiinterviews ii- iiAnswers ii-- iiinterviews iiwith iipeople iiknowledgeable iiabout iithe
iigeneral iisubject iibeing iiinvestigated.
the iiresearcher iiand iithe iiinterviewee, iiits iikinda iia iiconversation, iihave iia iilot iito iiask iiyou
iitell iime iiwhat iiyou iithink, iiusually iiaudio iiand iivideo iitape iiit iibecause iiits iihard iito iiwrite
iieverything iidown. iimake iisure iifor iiall iiof iithese iithat iithey iiare iiall iia iipart iiand iirepresent
iiyour iitarget iimarket
-Talk iito iipeople, iiusually iione iion iione
(Exploratory-->generate iiideas; iiqualitative)
focus iigroups ii- iiAnswers ii-- iihave iipeople iitalk iito iieach iiother ii
-Usually iimore iithan iione iiusually iinot iibigger iithan ii10. iiSometimes iione iior iitwo
iiresearchers. iiThey iihave iiquestions iithey iithrow iiout iito iithe iifocus iigroup iito iidiscuss,
iigive iia iiquestion iiand iithen iithe iifocus iigroup iito iidiscuss iiand iitalk iiabout iiit. iiPeople
, iican iithose iitheir iifocus iiduring iiconversations iithough iiwhich iiis iia iiweakness, iialso iipeer
iipressure iiof iinot iiwanting iito iigive iitheir iiactual iithoughts, iican iigive iiscrewed iiinfo
iibecause iisomeone iiwas iiafraid iito iispeak iiup. ii"Real iipeople iinot iiactors iiadvertisement"
- iiGroup iiof iirespondents iidiscuss iia iimarketing iiproblem iiby iiresponding iiand iireacting
iito iieach iiother
- iiInterviewing iimethod
-- iiTrained iiinterviewer iidevelops iia iidiscussion iiguide
-- iiUsually ii6-10 iiparticipants
-- iiFlexible iiinterviewing iitechnique
(Exploratory-->generate iiideas; iiqualitative)
observation iiresearch iimethod ii- iiAnswers ii--no iitalking
-observing iihow iipeople iiact iinaturally
-Just iilooking iiand iiwatching iiwhat iipeople iiare iidoing. iiWant iito iibe iias iiunobtrusive iias
iipossible iiand iiask iipermission iiat iistores. iiObserve iiin iipeople iinormally iiusing iicertain
iidevices iilike iicooking iidinner, iior iijust iiwatching iisomeone iiin iia iistore. iiPeer iipressure
iiexists iihere iitoo iiwhen iianswering iia iisurvey iior iiquestion. iiKids: iicant iiask iithem
iiquestions iiput iithem iiin iia iiroom iiwith iitoys iiand iisee iiwhich iiones iithey iiplay iione iiand
iijust iiobserve. iiTry iito iifigure iiout iihow iipeople iishop iifor iimy iiproducts iiby iiwaiting
iioutside iistore.
-Making iiobservations iiof iibehavior iiand iirecording iithose iiobservations iiin iian iiobjective
iimanner
-Natural ii(e.g., iihome, iistore) iivs. iiartificial ii(e.g., iilab) iisettings
-Most iiuseful iiwhen iiinvestigating iicomplex iisocial iisettings; iiless iiuseful iifor iistudying
iiwell-defined iihypotheses iiunder iispecific iiconditions
(Exploratory-->generate iiideas; iiquantitative)
experimental iiresearch iimethod ii- iiAnswers ii--A iiresearch iimethod iithat iientails
iiassigning iiparticipants iirandomly iito iian iiexperimental iigroup iithat iireceived iia
iitreatment iiand iia iicontrol iigroup iithat iidoes iinot iireceive iithe iitreatment, iithen
iicomparing iithe iitwo iigroups iiin iia iiposttest.
-Objective: iiTest iihypotheses iiabout iicausal iirelationship iibetween iivariables
--Trying iito iidetermine iiwhat iiis iigoing iion; iiindependent iivariable iiand iidependent
iivariables, iirandomly iiassign iito iidifferent iivariables, iii.e iithe iinescafe iiinstant iicoffee,
iiindependent iivariable:type iiof iicoffee, iidependent iivariable:the iidescriptions iiof iithe
iiwoman iiwho iidrank iithat iicoffee
--Look iiat iieffect iiof iiindependent iivariable iion iidependent iivariable
--Different iigroups iiof iiconsumers iiget iidifferent ii"treatments"
--Helps iidetermine iiCAUSALITY
(Casual-->assesses iicause-effect iirelationships; iiquantitative)
survey iiresearch ii- iiAnswers ii-- iiLots iiof iidifferent iiquestions iito iiinclude iiin iisurveys
- iiPersonal iiInterview iisurveys ii- iiyou iican iibe iiflexible iiand iiadjust iito iithe iiperson iiyou're
iiinterviewing ii(costly)
- iiMail iisurveys ii& iiPhone iisurveys
-Online iisurveys ii- iibecoming iimore iiand iimore iicommon
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