Summary Marketing Research, Global Edition

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ISBN-10 129215327X ISBN-13 9781292153278
109 Flashcards & Notes
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This is the summary of the book "Marketing Research, Global Edition". The author(s) of the book is/are Alvin C Burns Ronald F Bush. The ISBN of the book is 9781292153278 or 129215327X. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

Summary - Marketing Research, Global Edition

  • 6.1 Quantitative, Qualitative, and Mixed Methods Research

  • Learning Objective: The difference between quantitative and qualitative research techniques

    Key Concepts
    • The means of data collection during the research process can be classified into two broad categories: quantitative and qualitative
    • Quantitative Research - Quantitative research is defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents
    • Qualitative Research - Qualitative research involves collecting, analysing, and interpreting data by observing what people do and say
    • Qualitative research techniques afford rich insight into consumer behaviour
    • Mixed Methods Research - Mixed method research is defined as the combination qualitative and quantitative research methods with the aim of gaining advantages of both
  • What are the two broad categories of data collection in the research process?
    The two categories are classified as quantitative and qualitative research
  • What is the definition of quantitative research?
    Quantitative research is defined as a structured set of questions with predetermined response options to a large number of respondents (sometimes referred to as Survey Research)
  • What is the definition of qualitative research?
    Qualitative research is defined as the collection, analysis, and interpretation of unstructured data by observing what people do and say
  • What is the definition of mixed methods research?
    Mixed method research is defined as the combination of qualitative en quantitative research with the aim of gaining advantages of both methods (quantitative data provides the "what" and qualitative data provides the "why")
  • 6.2 Observation Techniques

  • Learning Objective: The pros and cons of using observation as a means of gathering data

    Key Concepts
    • Observation Methods - Observation methods are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented
  • What are observation methods?
    Observation methods are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented
  • 6.2.1 Types of Observation

  • Learning Objective: The pros and cons of using observation as a means of gathering data

    Key Concepts
    • Types of Observation - Four general ways of organising observations are (1 direct versus indirect, (2 covert versus overt, (3 structured versus unstructured, and (4 in situ versus invented
  • What are the four general types of observation?
    Four general ways of organising observations are (1 direct versus indirect, (2 covert versus overt, (3 structured versus unstructured, and (4 in situ versus invented
  • 6.2.1.1 Direct Versus Indirect

  • Learning Objective: The pros and cons of using observation as a means of gathering data

    Key Concepts
    • Direct Observation - Observing behaviour as it occurs is called direct observation
    • Indirect Observation - With indirect observation, the researcher observes the effects or results rather than the behaviour itself. Types of indirect observations include archives and physical traces
    • Archives - Archives are secondary sources, such as historical records, that can be applied to the present problem
    • Physical Traces - Physical traces are tangible evidence of some past event
  • What is the definition of direct observation?
    Observing behavior as it occurs is called direct observation (in real time)
  • What is the definition of indirect observation?
    With indirect observation, the researcher observes the effects or results rather than the behaviour itself
  • What are the two types and definitions of indirect observations?
    Types of indirect observations include archives, secondary sources, such as historical records, that can be applied to the present problem, and physical traces, which are tangible evidence of some past event
  • 6.2.1.2 Covert Versus Overt

  • Learning Objective: The pros and cons of using observation as a means of gathering data

    Key Concepts
    • Covert Observation - With covert observation, the subject is unaware that he or she is being observed
    • Overt Observation - When the respondent knows he or she is being observed, this form of research is known as overt observation
  • What is the difference between covert and overt observation?
    With covert observation, the subject is unaware that he or she is being observed, with overt observation, the subject knows that he or she is being observed
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Latest added flashcards

What is facial coding?
Facial coding is a system that is used to measure universal expressions of emotions, such as happiness, sadness, fear, and surprise, by their appearance on people’s faces
What is eye tracking?
Eye tracking is a technique for measuring eye positions and eye movement
What is neuroimaging?
Neuroimaging is viewing activity in the brain to better understand consumers’ unconscious emotions
What is neuromarketing?
Neuromarketing is the study of an individual’s involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing and brain activity
What is role playing?
With role playing, participants are asked to pretend they are a “third person”, such as a friend or neighbor, and to describe how they would act in a certain situation or to a specific statement
What is a cartoon or balloon test?
With a balloon test, a line drawing with an empty “balloon” above the head of one of the actors is provided to respondents, who are instructed to write in the balloon what the actor is saying or thinking
What is a picture test?
With a picture test, a picture is provided to participants who are instructed to describe their reactions by writing a short story about the picture
What is a sentence-completion test?
With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. The researcher then inspects these sentences to identify themes or concepts.
What is a word-association test?
A word-association test involves reading words to a respondent who then answers with the first word that comes to mind
What are projective techniques?
Projective techniques involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning