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Test 1 study guide

by: Tori Block

Test 1 study guide Mkt 302 Professor Chen

Tori Block
GPA 3.8
Marketing Research
Ms. Chen

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About this Document

Everything through slide 31!!!
Marketing Research
Ms. Chen
Study Guide
50 ?




Popular in Marketing Research

Popular in Marketing

This 16 page Study Guide was uploaded by Tori Block on Tuesday February 10, 2015. The Study Guide belongs to Mkt 302 Professor Chen at University of Miami taught by Ms. Chen in Spring2015. Since its upload, it has received 199 views. For similar materials see Marketing Research in Marketing at University of Miami.

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Date Created: 02/10/15
2915 607 PM Marketing research 302 Marketinq research obtaining and making sense of info for marketing purposes 0 Problem identification research is the most and identifies problems that are not apparent Qualitative more opinion Quantitativeobjective numbers surveys evaluative qualitative analysis long time past Big data predictive quantitative analysis real time now 1 Defining the problem decision prob research questions 2 Developing an approach to the problem finding variables 3 Formulate a research design what type of study will you use sources of data questionnaire sampling 4 Collecting data doing field work or in labs 5 Prepare and analyze data data cleaning hypothesis testing qualitative interpretation 6 Prepare and present reportwriting report 0 Management decision problem 0 What should we do 0 Marketing research prob o What info is needed How do we obtain info How expensive Location Time See other competitors OOOO set of variables and interrelationships designed to represent real systemprocess redefined statements of the specific components of the problem 0 Hypothesis unproven statement about factor 0 Specification of the info needed Blueprint that specifies procedures to obtaining info 0 Sources of data primary vs secondary 0 Sampling 0 Questionnaire design Types of research Exploratory research discover insightsideas 0 Objective used to formulate prob develop hypothesis m initial stages Ex What makes a customer happy What benefits do people seek from the product Focus group What is the nature of any customer dissatisfaction I Ask for opinion open ended broad Method secondary data expert survey focus group interviews 0 Descriptivedescribe market characteristics summary measure 0 When after exploratory or from first stage 0 Method secondary data survey panels observations 0 Examples Socioeconomic and demographic characteristics of a magazine consumer evaluation of new product on specific dimensions change in women s attitude toward vitamins Types of descriptive panels 1 Cross sectional sample survey 1 time collection of info 2 Longitudinal fixed sample measured over time Can descriptive study sometimes show causality No because you can control everything externalities 3 Causal cause and effect 0 objective determine cause and effect relationship 0 when after exploratorydesign research specific prob narrowed down 0 method experiment 0 Comparison across the 3 types 0 1 Researcher prior knowledge 0 2 statement of problem 0 What type of research is most appropriate 0 Do coupons increase salaries Casual How frequently do customer purchase products descript Want to know the demographic of peopledescriptive How they feel about exploratory Company brainstorming new idea exploratory O O O O 0 Data cleaning 0 Qualitative interpretation 0 Quantitative techniques 0 Writing report present with graphs Article Want to live longer Turn off you TV 0 Conclusion TV lowers life expectancy 0 Research is descriptive based on survey and data no experiment 0 Method 11000 people Class 2 Qualitative research unstructured exploratory research methodology small of people non statistical Quantitative research large number of people structured end result statistical analysis Research Procedures 0 Direct 0 Focus qroups interview conducted in a unstructured natural manner by a moderator among a small group 810 similar people identify problems Phase 1 participants size location Phase 2 Components select moderator begin session Phase 3 Activities conduct debriefing analysis transcribe discussions 0 Adv stimulate new ideas client participations 0 Dis groupthink bias misused subject to interpretation o Indepth interviews 1 on 1 place and time leisure flexible unstructured 0 Comparison of focus group and interviews 0 Focus group has more people group dynamics more creativity moderately in depth relatively inexpensive o Indepth interviews are not influenced by other very in depth expensive time consuming candid can talk about more sensitive topics 0 Both flexible qualitative richness of data generate ideas probing Indirect purpose disguised 0 Projected techniques unstructured form of questioning that encourages respondents to project their beliefs motivations and attitudes towards an issue Word association list of words first thought Completion tech Construction tech Expressive tech 0 Adv helpful if issues addressed are sensitive Help if motivations beliefs and attitudes are oprtint at a subconscious level May elicit responses that they would be unwilling to give if they knew the purpose of the study 0 Dis need highly trained interviewers skilled interpreters interpretation bias expensive Sources of Data 0 Secondary data been previously gather 0 Internal data from within firm 0 External data from outside firm 0 Primary data data gathered for specific problem at hand 0 Nonexperimental Qualitative Quantitative surveys observations 0 Experimental Field Laboratory 0 Low cost 0 Less effort 0 Less time Limitations 0 Collected for other purpose no control over data collection accuracy problem may be outdated may not meet requirements may not be reported in required form Sources of secondary data 0 Internal data source customers 0 Government sources US census 0 Syndicated sources firm that sells packages of data 0 Why might firm use syndicated data No time or expertise to collect data by themselves also can be cheaper o Shortcomings Everyone has access to the same data and you don t know how it was qathered Advantages of Surveys 0 Attitude motivation values 0 Highly personal into 0 Rare behavior Advantages of observation 0 Behavior no conscious respondent participations minimize interviewer bias data from children Survey method structured questionnaire Watch out for Sample Control ability of survey mode to effectively reach the specific units Response rate of total attempted interviews that are completed Social Desirabiity tendency for people to give answers that might not be accurate for social desirability Interviewer bias error due to interviewer not following procedure Nonresponse bias bias because actual respondents differ from those who refuse to participate Advantages of Survey Research Design 0 Accommodates large sample sizes 0 Generalizable to target population 0 Easy to administer and record answers Disadvantages 0 Questions that accurately measure variable can be difficult to make 0 Indepth data difficult to obtain 0 Low response rates Classification for survey methods 0 Telephone 0 Adv fast high sample good response rate cost is moderate 0 Dis no use of physical object quantity data is low 0 Personal in home mail intercept 0 Adv descriptive complex questions can be asked good response rate good sample control 0 Dis expensive takes time high social desirability 0 Personal has declined because less people have home phones 0 Mail 0 Mail panel bias because they are getting paid and wont care as much large representation who agreed to participate in periodic survey research 0 Adv low cost no interviewer bias social desirability is low 0 Dis low response rate limited to simple questions no control of environment 0 Electronic email internet 0 Adv fast high sample social desirability is low low cost 0 Dis low response rate low sample control moderate quantity of data Observation is the systematic witnessing and recording of behavioral patterns of objects people and events without directly communicating with them 0 use when info must be observable and behavior is repetitive Benefit accuracy detailed behavior data 0 Limitation cant explain behavior Observation methods 0 Personal observation research strategy when human observers record phenomenon being observed as it occurs 0 humanistic inquiry go under cover 0 Mechanical observation mechanical device that record the interested 0 Person can pick up what machine cant 0 Lot more flexible 0 Can get additional data Observer effect What sets experiments apart form other research methods Evidence of causality 1 Concomitant variation 0 if X changes then Y also changes 2 Time order 0 Cause X occurs before effect Y 3 Elimination of alternative explanation 0 could changes in Y be caused by changes in Z Experiment is effective approach to check evidences of causality can NEVER prove Independent variable IVS variables that are manipulated and whose effect are measured and compared 0 ex Price levels type of commercial type of brochure training Test units individuals organizations or other entities who s response to the independent variables are being examined 0 Ex Consumers or stores organization individual Dependent variable variables which measure the effect of the independent variable on the test units 0 Ex Sales profits market shares customer preference overall contribution agent sales Extraneous variable other variable that effect the responds of the test units 0 Ex Store size store location competitive effort Experiments can occur in o 1 Lab 0 artificial o more control over extraneous variable o guess purpose to respondents modify behavior 0 2 Field 0 more realistic 0 less control over other variables Validity of Experiments 0 Internal Validity elimination of other possible causes 0 Lab experiment 0 External Validity generalizability of results 0 Field experiment Practice Questions 1 What is marketing research 2 What is the most common type of market research 3 What are the six steps in the marketing research process Explain what you do in each step 4 When do you use exploratory research What is it used for What are the commonalities between the questions that are asked in this research Sample Size What methods are used 5 When do you use descriptive research What is it used for How big is the sample size What methods are used 6 What are the two types of descriptive panels Explain each Which one is used more 7 Can descriptive study sometimes show causality 8 What is causal research When do you use it And what method do you use 9 What type of research is most appropriate 0 A Do coupons increase salaries B How frequently to customers buy the product 0 C What is the demographic of people that buy the product 0 D How do the customer feel about the product 0 E Company is brainstorming a new idea 10 What type of research was done for the article Want to live longer Turn off your TV And what conclusion was made 11 What is qualitative research One advantage and one disadvantage 12 What is quantitative research One advantage and one disadvantage 13 14 15 16 17 What is a direct research procedure What is an indirect research procedure What is a focus group How many people are in it 1 adv 1 dis What is an indepth interview 1 adv 1 dis What are the main commonalities between a focus group and an in depth interview 18 19 20 21 22 What is a projected technique One adv One dis What is secondary data and what are the two types of secondary data What are primary data and the two types of primary data What is the benefit of secondary data What is the limitation What is syndicated data Why might a firm use this data What are the shortcomings 23 What are the advantages of surveys What are the advantages of observations 24 25 26 27 28 29 30 31 32 33 What is sample control What is response rate What is social desirability What is interviewer bias What is nonresponse bias Adv of survey research design and disadvantage Adv And dis of survey 0 a Telephone 0 b Personal 0 c Mail 0 d Electronic Why is a mail panel bias What is an observation Benefit Limitation What is a personal observation What are the benefits compared to mechanical 34 What is a mechanical observation 35 36 37 What is observer effect What are the three evidences of casualty Explain each What is an independent variable 38 What is a dependent variable 39 What is an extraneous variable 40 Where can experiment occur in 41 what are demand artifacts 42 What are internal validity and an example 43 What is an external validity and example Answers 1a Obtaining and making sense of information for marketing purposes 2a Problem identification research identifies problems that are not apparent 3a Step 1 define a problem through decision problems and research questions to identify the problem Step 2 develop an approach to the problem by finding the variables through the analytical model create research questions and a hypothesis and specify info that is needed Step 3 formulate a research design and design what type of study you will use where you will get your sources and what you will do for sampling Step 4 doing fieldwork and collecting data in the field or in labs Step 5 prepare and analyze the data through data cleaning hypothesis testing and interpretations Step 6 prepare and present the report write it out 4a Exploratory research is used to discover insights and ideas and is used during initial stages Question that are asked are open ended and opinionated The sample size is small as well Usually done through focus groups or interviews 5a Use descriptive research either after exploratory or for initial stages it is used to describe market characteristics and it is usually a large representation Used through observations secondary data and panels 6a One panel is crosssectional which is a onetime collection of info This one is used more because it is easier cheaper and for longitudinal it is a survey done periodically with a fixed sample so some people fall out and the response rate is lower 7a No because you cant control everything and there are externalities 8a Causal is used to determine cause and affect relationships It is used after exploratorydesign research or when there s a specific problem It is used through experiments either in the field or lab 9A Casual 9b Descriptive 9c Descriptive 9d Exploratory 9e Exploratory 10a The research was descriptive because it was based on surveys and data from other 11000 people and the conclusion was that TV lowers life expectancy 11 Qualitative research is unstructured based on small number of people s opinions One advantage is that is has rich data and insights One disadvantage is that there s low reliability 12 Quantitative research is structured and has a large number of people 13 A direct research procedure is not disguised and the purpose is known 14 An indirect research procedure is disguised and the purpose is unknown 15 A focus group consists of 810 people and it s an interview conducted in an unstructured manner with a moderator One advantage is that it stimulates new ideas more group dynamics One disadvantage is that there s groupthink 16 An indepth interview is an interview with one person One advantage is that they can talk about more sensitive topics and one disadvantage is that it is costly 17 The main commonalities are that they are both flexible qualitative they generate ideas and have richness of data 18 Project technique is an unstructured form of questioning that encourages respondents to project their beliefs motivations and attitudes toward an issue One adv is that you can address sensitive issues one disadvantage is that its expensive and you need highly trained interviewers 19 Secondary data is data that has been previously gather Two types are internal from within the firm and external from outside the firm 20 Primary data is data gathered for a specific problem at hand There is nonexperimental data which is from surveys and observations and then there s experimental data which is from the field or lab 21 Benefit if secondary data is that it s low cost and less effort Limitation is that it was collected for another purpose 22 Syndicated data is data fro firms that sell packages of it Benefit is that it takes no time and can be cheaper shortcoming is that everyone has access to it and you don t know how it was gathered 23 Advantages of surveys are that you can get attitude and motivation values as well as highly personal info Advantages of observations are that you get behavior and data from children 24 Sample control ability of survey mode to effectively reach the specific unites 25 Response rate is the of total attempted interviews that are completed 26 Social desirability is the tendency for people to give answers that might not be accurate for social disability 27 Interview bias is error due to interviewer not following right procedure 28 Nonresponse bias is bias because respondents differ from those who refuse to participate 29 Adv of survey research design is that it is generalizable to target population and has large sample sizes Disadvantage is that there are low response rates 30 a Telephone Adv fast dis quantity data is low b Personal adv good response rates dis high social desirability c Mail adv low cost dis low response rate d Electronic adv social des is low dis low response rate 31 A mail panel bias because people get paid to participate periodically 32 An observation is a witnessing of behavioral patterns with out communicating with the thing Benefit is detailed behavior data limitation is cant explain behavior 33A personal observation is a research strategy when human observers record things as they are observed Humanistic inquiry is when they do this under cover A benefit compared to mechanical is that they can pick up what a machine ants and is more flexible 34 A mechanical observation is recorded by a mechanical device 35 Observer effect is when someone acts differently because someone is watching Hawthorne effect 36 Evidence of causality is Concomitant variation if x changes y changes 0 Time order x occurs before effect Y Elimination of alternative explanation could changes of y be cause by changes in Z 37 Independent variables are manipulated and effects are measured 38 Dependent variable measures the effect of independent variable 39 Extraneous variable other variables that effect the respond of test units 40 Experiments occur in field or lab 41 Demand artifacts are when people guess the purpose of the experiment and modify their behavior 42 Internal validity is when there s is elimination of other possible causes LAB 43 External validity is generalizability of the results which can be done in a field experiment 2915 607 PM 2915 607 PM


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