Share Marketing Research
Save to Folder
What are the 3 Research Approaches
Observation, Survey, Experiment
What are the contact methods
Mail, Telephone, personal, online
What 3 decisions need to be made when designing a sampling plan?
Who will be studied, How many (sample size), how to choose sample
What are the 2 research instruments
questionnaires
mechanical instruments
What is ethnographic research
sending trained observers to watch and interact with consumers in their natural environments
What is observational research
gathering primary data by observing relevant people, actions, and situations
what is survey research
asking people questions about their knowledge, attitudes, preferences, and buying behavior
What is experimental research
selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
What are the 2 personal interviewing methods
individual interviewing and group interviewing
what is an online focus group
focus group interviewing conducted online
What is behavioral targeting?
Uses online consumer tracking data to target advertisements and marketing offers to specific consumers
What is social targeting?
Mines individual online social connections and conversations from social networking sites
What is a sample?
Segment of the population selected to represent the population as a whole
What are the 2 types of samples
Probability samples and nonprobability samples
What are the ways that can you administer a questionnaire?
phone, in-person, email, online
What are mechanical instruments?
using instruments to monitor consumer behavior
