New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

study guide 2

by: odette antabi

study guide 2 mkt302

odette antabi
GPA 3.6

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

complete study guide for midterm #2
Marketing Research
Study Guide
midterm, 2, mkt392, MKT302, exam2, notes, study, guide
50 ?




Popular in Marketing Research

Popular in Marketing

This 5 page Study Guide was uploaded by odette antabi on Tuesday October 11, 2016. The Study Guide belongs to mkt302 at University of Miami taught by Tsiros in Fall 2016. Since its upload, it has received 18 views. For similar materials see Marketing Research in Marketing at University of Miami.


Reviews for study guide 2


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 10/11/16
MKT 302 midterm 2 Marketing research process - Establish the research need - Determine the research purpose - Establish research objectives - Develop a research approach o Exploratory o Descriptive o Casual - Determine the sampling plan o Probability vs. non probability o Determine the sample size - Collect data - Analyze the data - Present the findings Exploratory research - Descriptive, casual - Purpose: define terms, clarify problems, develop theories, establish priorities, gain general info - Key methods: pilot studies, focus groups. Case analysis, secondary data, depth interview - Used when seeking insights into the general nature of a problem, the decision alternatives, and the relevant variables that need to be considered - Good to gain a general understanding of the market Descriptive research - Used when one wants to gaim a better understanding of the specific details of the market. It can provide a good snapshot of the marketing environment - Purpose: confirm theories, measure brand loyalty, describe population, build customer profile - Key methods: secondary data, cross sectional surveys, longitudinal surveys Surveys: - Cross sectional surveys: are one time snapshots of population. Use the same survey and different samples, at different points in time - Longitudinal surveys: identify market trends. Use the same survey and the same sample. Use tracking panels and groups through time and see how their behavior changes. Ex.: loyalty card Casual research: - Used when one wants to gain a better understanding of the cause and effect relationship between the relevant variables being studied - Purpose: confirm theories, identify cause and effect relationships - Key methods: experiments Primary data: - Direct from customer/ end user - Can be expensive - Generally for specific use related to research issues - Surveys, focus groups, interviews, observation studies, marketing testing Typical data we collect: primary - Demographic characteristics - Socioeconomics characteristics - Lifestyle character - Attitudes - Opinions - Awareness - Knowledge - Intention - Motivation - Behavior Secondary data: - Someone else may have done initial research already exists - Generally fro a purpose other than the issue at hand - Internal sources: data bases, invoices, sales/financial reports - External sources: journals, trade publications, news papers, internet, books Advantages: - Enhances primary data - Quickly to obtain - Usually inexpensive - Various sources - Can clarify or redefine the problem issue at hand Disadvantages: - Might be outdated - Questionable sources - Hard to analyze - Misapplied to your situation - Might be biased. Unintentionally or intentionally Measures for evaluating your data - Relevance: does information measure what we think it measures? Does it apply to the audience we think it applies to? - Timelines: have we received it in time to male decisions/conclusions? Are data out of date? When were data collected? - Quality/ assurance: how was data obtained? Who collected the date? Why and for what purpose was the data collected? - Completeness: is the whole story captured? Is there a sufficient amount of data to tell the story Quantitative vs. qualitative Qualitative: research whose findings are not subject to quantification or quantities analysis. Is research conclusions are not based on precisely statistics but more n subjective observations and analysis. Quantitative: research that uses mathematical analysis. Typically research analysis is done using measurable, numeric standards Drawbacks of qualitative research. Be aware: 1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measured. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations’ responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert. Key qualitative techniques. Often depend on: - time budget - product/service tangibility - research goals/objectives - Participant availability - Desired analysis sophistication - Whether quantitative research follow Focus groups - A moderator-led in depth discussion on a particular topic or concepts. Relatively speaking it is a loosely structured, spontaneous discussion managed by a moderator - Good idea generation - Helpful in gaining insight to motives, attitudes, perceptions - Can reveal needs/ likes and dislikes/ prejudices driven by emotions - Meeting should be in a natural site - 8 to 12 participants - 1-2 hours duration - homogeneity of participants helps conversation flow - participants must be chosen for relevance to topic - it is flexible  keep discussion going observation research: - the systematic process of recording patterns of occurrences or behaviors- normally without communicating with people involved - the needed information must be either observable or inferable - the behavior should be repetitive frequent, or in some manner predictable - the behavior must be relatively short in duration observational methods Mechanical: - Eye movement recorders - Pulpilometer - Voice pitch analysis - People monitors in TV - Traffic counters - Physiological measurement devices - Galvanic skin responses - Electroencephalograph - Scanners – grocery stores Physical Trace: - Going through garbage - “Garbologists” - Cataloguing and analyzing clues people leave behind Content Analysis: - Sifting through writings & summarizing - Reviewing articles for patterns Focus Groups: - Measuring body language Direct vs. Indirect: - Do people know they're being watched? Contrived vs. Natural: - Is the setting made up by the researcher or are you observing a natural occurring event? Disguised vs. Undisguised: - Does the subject know the purpose of the research? Observation methods: Advantages: - You see what people actually do - rather than what they say they do - Firsthand information is less prone to biases - The observational data can be executed quickly and relatively accurately - Electronic collection such as scanners is more efficient than manual counts - Clients can also observe their customers along with the researcher Disadvantages: - Only behavior can be measured - Can’t measure attitudes, beliefs, intentions, or feelings - Not always a good representation of the general population - Data analysis is generally more qualitative than quantitative - It can be expensive and time consuming if subjects not readily available - Data can be time sensitive making predictive analysis tricky Human observation Ethnographic research: - The study of human behavior in its natural context, involving observation of behavior and physical setting. Mystery shopping - People who pose as customers and shop at a company’s own stores or those of its competitors to collect data about customer employee interaction and to gather observational data; they might also compare prices, displays, and the like.


Buy Material

Are you sure you want to buy this material for

50 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.