MGT 103 - Quiz 2 Ch.8-12 Questions And
Answers
What are the types of research marketing Basic and Applied research
basic research - Research to understand consumer behavior or marketing in general
- Academic research
--Information disclosures on consumer decision making
--Advertising repetit...
What are the types of research marketing Basic and Applied research
basic research - Research to understand consumer behavior or marketing in general
- Academic research
--Information disclosures on consumer decision making
--Advertising repetition on consumer memory
--Pricing changes on sales
applied research - Research directed at a specific problem at a specific organization
- Corporate research
-- Designing ad campaigns
-- Designing products
-- Segmenting consumers
Types of Data about Consumers primary and secondary
, MGT 103 - Quiz 2 Ch.8-12 Questions And
Answers
Primary data -Collected specifically for current purpose
-Could be internally or externally collected
-Examples: Experiments, Test Markets, Focus Groups, Surveys, Observations
(collected from your data you have, you are gathering data, or you are hiring someone to collect
data for you, data being collected for the question you have)
Secondary data - Collected for some other purpose
--External (census, Gallup poll, etc.)
--Internal (company records, sales data)
(collected from an outside source but still helps, using old data to see if you can use it to apply to
your question)
General Rule of Thumb when collecting data - Collect secondary data first, then turn to
primary data
(Primary data is expensive takes a lot of time to do everything, secondary is already available.)
- Advantages of secondary data:
--Time savings, Low costs
- Disadvantages of secondary data:
, MGT 103 - Quiz 2 Ch.8-12 Questions And
Answers
--May be out of date
--Definitions or categories might not be what you're looking for
--Might not be specific enough for your project
Primary data is typically collected used two types of methods: Qualitative and
Quantitative
Qualitative Methods Pros: require only a limited number of participants or observations
Cons: verbal or observational data is often hard to interpret and summarize
Quantitative Methods: Pros: measurable¾and thus easier to interpret and summarize
Cons: need to be able to select specific measures, requires a larger number of participants to be
able to generalize beyond the sample
comparing Qualitative and Quantitative methods Quantitative is numeral while qualitative
is words. qualitative could be collecting only 50 different interviews but can't take those
interviews to generalize to the general population hard to analyze and summarize qualitative
data. Quantitative data is easier to work with
, MGT 103 - Quiz 2 Ch.8-12 Questions And
Answers
Research Methods Depth interviews, focus groups, observation, and experimental, and
survey research
Depth interviews - interviews with people knowledgeable about the general subject being
investigated.
the researcher and the interviewee, its kinda a conversation, have a lot to ask you tell me what
you think, usually audio and video tape it because its hard to write everything down. make sure
for all of these that they are all a part and represent your target market
-Talk to people, usually one on one
(Exploratory-->generate ideas; qualitative)
focus groups - have people talk to each other
-Usually more than one usually not bigger than 10. Sometimes one or two researchers. They have
questions they throw out to the focus group to discuss, give a question and then the focus group
to discuss and talk about it. People can those their focus during conversations though which is a
weakness, also peer pressure of not wanting to give their actual thoughts, can give screwed info
because someone was afraid to speak up. "Real people not actors advertisement"
- Group of respondents discuss a marketing problem by responding and reacting to each other
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