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What are the three roles of marketing?
- Descriptive
- diagnostic
- predictive
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What is descriptive in the roles of marketing?
Gathering factual statements, example what do consumers think about products.
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What is diagnostic in the roles of marketing?
Tries to answer questions like "why" example why do consumers like/dislike our product?
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What is predictive in the roles of marketing?
What if we would change package design/pricing/something else?
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What is the basic structure of a marketing research project?
- Identify and formulate the problem/opportunity
- plan research design and gather secondary data,
- specify the sampling procedures,
- prepare and present the report,
- analyze the data,
- collected the data,
- follow-up
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What is the difference between secondary and primary data?
Secondary data already available, collected for another purpose. Where as primary data is data collected specifically for the current project.
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What are strengths and weaknesses for primary data?
- Strengths:
- Designed to provide answers to specific research questions,
- as a research designer, you can influence quality,
- done in-house or by research firm that offers tailor-made studies.
- Weaknesses:
- may take time before you get final results,
- generally expensive
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What are strengths and weaknesses for secondary data?
- Strengths:
- already available,
- inexpensive,
- both from inside and outside sources.
- Weaknesses:
- may help figuring out how to formulate research problem, but often does not answer specific questions,
- quality may be difficult to judge.
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What are for primary data collection methods?
- Survey research,
- observation research,
- ethnographic research,
- experiments
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What do questions need to be in a questionnaire design?
- Clear and Concise
- UnambiguousÂ
- Specific (avoid combining two questions in one)
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In the questionnaire designed what are question alternatives?
- Open Ended
- Closed Ended
- Scaled Response
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What are focus groups?
Group interview that captures consumer interaction.
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What are benefits to focus groups?
- Provides detailed information
- Good for brain storming
- learn how consumers see new products
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what are negatives to Focus Groups
- Results may not be very representative
- There could be dominating participants that skew the results.
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What is observation research?
The systematic process of recording the behavioral patterns of people, objects, and  Occurrences without questioning them.
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What is Neuromarketing?
Observing subtle reactions to stimuli (such as brand names) in brain waves.
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Ethnographic Research?
Study of human behavior in its natural context.
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What are experiments?
A controlled study in which variables of interest are changed while all others are held constant to estimate the effect of the target variable.
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What is the difference between probability and non probability sample?
Pro, we known the probability of a person being included in sample, and allows for advance statistical methods.
Non- is easier to get and results will not be entirely representative.
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