Mkt 340 Fall 2006
EXAM 2 REVIEW
Please make sure you cover these topics when reviewing for Exam 2. Additional issues
discussed in class will also covered in the exam.
MARKETING RESEARCH (Chapter 8)
Understanding the MR process
Define the problem 2. Develop the research plan 3. Collect relevant
information by specifying 4. Develop findings 5. Take marketing actions
Sampling issues – probability vs nonprobability sampling
Probability is using a precise rule set to select the sample, so all have an equal
chance to get selected.
Nonprobability is the use of arbitrary judgments such as the 50
students closest to the college. Many are excluded.
Primary vs secondary data, observation data
Primary data is newly collected for the project.
Secondary data have already been
recorded before the project takes place.
Observation data is obtained by actually
watching how people behave, such as Nielsen’s TV research.
Trying to discover subtle emotional reactions as consumers encounter products in
their “natural use environment” such as home, car, hotel, etc.
Survey methodologies – individual, mall intercept, etc
Individual is one on one, focus groups have 6 to 10 past/present/future customers
that discuss opinions, mall intercept meets people in the mall for convenience,
Nature, use, and purpose of focus group method
Asks opinions, how they use products, what they want to see changed.
rooms with one way mirrors so researchers can view reactions.
Questions and questionnaire development – open-ended vs closed-ended questions
Open-ended allows respondents to express opinions, ideas or behaviours in their
own words without being forced to choose among alternatives.
Captures the voice of the
Close-ended are fixed alternatives, a selection of predetermined choices.
Scaling methods – Likert, Semantic differential, etc
Likert indicates the extent to which one agrees or disagrees to the question.
Semantic has adjectives on both ends, user picks a space inbetween.
Panels, experimental design, test market, etc
Panels are samples of consumers from which a series of measurements are taken.
Experiments involve manipulating factors under tightly controlled conditions to test