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Marketing Quiz #3
Terms in this set (29)
What are the elements of Marketing Research?
What does Marketing Research assist in?
-Prepare defense in case of failure
What shouldn't you do with Market Research?
You should not do it, just to do it.
Don't fall to HUBRIS (assume that you know)
Why Market Research?
-To determine the notions of buyer behavior
-To address the issue of behavior change
What is the Marketing Research process?
1.) Define problem/opportunity
2.) State the reason/objective
3.) Develop research design
4.) Prepare for data collection
5.) Collect the data
6.) Analyze data
7.) Write report
1.) Define Problem/Opportunity
-Measure consumer needs/wants
-Detect changes in consumer satisfaction (H-CAPS)
-Determine why there is a market share decline?
-Optimize product positioning
-Determine media consumption
2.) State the Reason or Objective
-Be specific as possible
-Make is measurable to assess the level of success
3.) Develop a Research Design
-Plan for how research will be conducted
-Qualitative Research (Focus Group)
-Quantitative Research (Focus Group)
Facilitator should be...?
-Shut ppl up
OAB (part of qualitative)
Opinions, Attitudes, Beliefs
- 1 on 1 interviews
A tool used in qualitative research
4.) Prepare for Data Collection
Primary data- YOU do the research
Secondary data- you use SOMEONE ELSE'S research
ALWAYS look at secondary data first to see if some of your research questions have already been answered!
Where does data come from?
5.) Collect the Data
Use survey research
-personal interview (door to door, phone, online, mail)
-lots of info
-high response rate
What are problems with surveys?
Random error- 1 different response
Reliability- consistent w/ results
How well we are measuring what we want to measure
-Open ended vs. close ended
-Dichotomous: used to categorize who is answering the question
What are extreme words to be avoided in questionnaires?
1.) Edit (eliminate some responses)
2.) Coding (how you will code info, numerical score)
-Interval: relationships between data points
4.) Ensure you answered research question/objective
Describe a data set including mean, median, range, standard deviation, variation, etc
Make inferences about the population using sample size
Root Cause Analysis (RCA)
What are 3 elements to RCA?
"Laddering" Texas Breastfeeding Example
1st Why do women breastfeed? (adv/att)
2nd Why are attributes/advantages important? (consequences)
3rd Why are consequences important? (values)
RCA came from...?
Accidents and engineering
steps of RCA
causal flow charting
root cause identification
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