Marketing research and marketing information
20 important questions on Marketing research and marketing information
A ....... describes what we expect to happen, or the kind of relatioinship that we assume exists between to variables
hypothesis
The first step in the marketing research process is to...
Define the nature of the problem and the research objectives
Which 4 things are important while doing field work to gather primary data?
- Research approach: what's the best way to collect the data?
- Sampling plan: who will be surveyed, how will those people be selected?
- Contact method: what will be the contact method? For example, an online survey or telephone interview?
- Constraints: possible constraints/restrictions on the research study?
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........ describes existing situations (such as quantity, frequencey and time) without considering possible relationships between different factors
Descriptive research
Give some examples of internal secondary data
- customer letters
- sales call reports
- sales analyses
- in-house accouting information
Give some examples of external secondary data
- annual reports
- trade journals
- reports sold by large companies
Name 4 features of secondary data? (advantages/disadvantages)
- Saves time
- Is inexpensive
- Questionable validity
- Often dated, incomplete or not specific enough
The .... ..... specifies the research questions to be answered, the data collection method and the manner in which responses will be analysed to provide meaningful information
research design
What is the objective in sample selection?
To choose a group of people in such a way that the results of the research on that group can be accurately generalised to the entire population
Name 4 survey methods for collecting primary data
- Mail questionnaires
- Personal interviews
- Telephone interviews
- Online survey
What is a survey?
A systematic effort to gather information by asking a group of people a series of questions
Name some features of mail questionnaires
- one of the most widely used methods
- relatively inexpensive
- people can fill in the questionnaire whenver it suits them
- person conducting the survey does not influence their responses
- questionnaires take along time to get back to the researcher
- it is difficult to exercise any control over who fills in the questionnaire
- there is a high non-response rate
Name some features of personal interviews
- provides the most flexibility and high-quality information
- Interviewer can make sure the questions are answered in full
- immediate access to data
- interviewer effect: responder is inclined to react to the interviewer
- higher (travel time and) costs
Name some features of telephone interviews
- less expensive as face-to-face interviews
- rapid response
- reasonable cost
- more and more respondents refuse to participate
- often used in research on buying behaviour
- difficulty of askign complex questions over the telephone
Name some features of online survey
- is gaining popularity because most households have internet access
- they are fast and inexpensive
- no printing, postage, labour, travel or telephone costs
- ease to find the type of respondents who are usually hard to reach
- respondents can receive questions based on the answers they gave earlier in the survey
- respondents are more honest online than in personal interviews
- you can show photos, images, videos or hyperlinks
- relatively high response rate
- anonimity encourages to cooperate more, particularly on sensitive topics
What is the goal of quantitative research, when analysing and interpeting research results?
to try to come up with 'numerical' questions
Name the four sources of information from a marketing information system (MIS)
- Internal company data
- marketing intelligence
- marketing research data
- online databases
Where do companies enter electronic data about customers and products into the MIS?
Via the intranet
What happens within the marketing intelligence system?
External infromation about competitors and other relevant data in the marketing environment is gathered, processed and made available here.
How does the analysis technique called 'data mining' works?
It uses powerful supercomputers, to sift through terabytes of data to find certain patterns of buying behaviour among various groups of customers
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