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marketing research

Questions and Answers of Marketing Research

7 Choose any particular application of a depth interview and present a case for why you think the technique may work much better than a focus group.
4 Why may a structure be applied to the depth interview in the form of a laddering or repertory grid technique?
3 What are the requirements of the researcher undertaking depth interviews? Why are these requirements particularly important when conducting interviews with managers?
2 What are the major advantages of depth interviews?
1 What is a depth interview? Summarise the process of administering a depth interview.
6 understand the ethical dilemmas faced by qualitative research practitioners.
5 understand the language problems that should be considered by international qualitative researchers;
3 explain how theory may be used to create structure to questioning and analysis in depth interviewing by reference to the laddering technique and the repertory grid technique;
2 describe depth interview techniques in detail, citing their advantages, disadvantages and applications;
1 understand why the depth interview is defined as a direct qualitative research technique and observation and projective techniques are defined as indirect techniques;
15 Evaluate the benefits and limitations of conducting focus group discussions on the Internet.
13 What is the difference between a dual moderator and a duelling moderator group?
10 What can the researcher do to make potential respondents want to take part in a focus group?
9 What are the relative advantages and disadvantages of being able to covertly observe a focus group discussion?
1 Why may marketing researchers not wish to fully reveal the purpose of a focus group discussion with respondents before it starts?
7 describe the difference between real-time and non-real-time online focus groups.
6 understand the ethical issues involved in conducting focus groups;
5 discuss the considerations involved in conducting qualitative research in an international setting, extending the contrast between European and US traditions of running focus groups;
4 describe alternative ways of conducting qualitative research in groups;
3 evaluate the advantages, disadvantages and applications of focus groups;
15 What do you see as the key advantages and challenges of conducting qualitative research using the Internet?
14 Describe the five interrelated phases of an action research approach.
13 Describe the key elements to be balanced in the application of action research.
12 Why may the Kurt Lewin case of action research be deemed an application of marketing research?
11 Is it possible for marketing researchers to be objective?
9 Describe and illustrate two research techniques that may be utilised in ethnographic research.
8 Why may marketing decision-makers wish to understand the context of consumption?
6 What role does theory play in the approaches adopted by positivist and interpretivist marketing researchers?
5 In what ways may the positivist and interpretivist view potential research respondents?
4 Describe the characteristics of positivist and interpretivist marketing researchers.
1 What criticisms do qualitative marketing researchers make of the approaches adopted by quantitative marketing researchers, and vice-versa?
6 explain the potential of action research to qualitative marketing researchers;
5 understand how qualitative researchers develop theory through a grounded theory approach;
15 What ethical problems exist with the use of databases that many traditional marketing researchers may find difficult to cope with?
14 What is the difference between a datawarehouse and data mining?
13 What is a datawarehouse?
12 Describe the stages of development in using databases and survey data to build profiles of consumers and model marketing decisions.
11 How does the compilation of different types of data help to build a strong ‘picture’ of consumer characteristics?
10 What benefits may be gained from fusing together customer characteristics held as internal secondary data, with a proprietary geodemographic information system held as external secondary data?
9 How can the graphical representation of consumer characteristics using maps help marketing decision-making?
8 What is a geodemographic classification of consumers?
7 Why may the characteristics of consumers differ, based upon where they live?
6 Describe the benefits to the marketing researcher of being able to capture data that identifies characteristics of consumers and their shopping behaviour in a store.
5 Describe the benefits to the marketing decision-maker of being able to capture data that identifies characteristics of consumers and their shopping behaviour in a store.
4 Call in at a supermarket or store that operates a reward or loyalty card scheme that requires you to apply for membership. Pick up an application form and examine the nature of questions you are
3 What kinds of data can be gathered through electronic scanner devices?
2 What is a customer database? Why may a marketing researcher wish to analyse the data held in a customer database?
7 understand international data capture issues;
6 describe how the link-up of different databases and survey data can be developed through the use of datawarehouses and be analysed through data mining techniques;
5 understand how geodemographic information systems can help in integrating data sources and in the graphical display of findings in a non-statistical manner;
4 understand how databases support traditional forms of marketing research to build up behavioural and attitudinal‘pictures’ of target markets;
3 understand how databases are developing into powerful means to understand consumer behaviour through ‘electronic observation’;
2 describe how different technological developments have increased the array of internally generated secondary data;
1 describe the nature and purpose of internal sources of secondary data;
14 Explain what a diary panel is. What are the advantages and disadvantages of traditional and scanner diary panels?
12 Describe, with examples, the main types of government and business secondary data sources.
7 How can intranet technology help in the location and dissemination of secondary data?
8 understand the ethical issues involved in the use of secondary data.
7 identify and evaluate the sources of secondary data useful in international marketing research;
5 discuss in detail the syndicated sources of secondary data, including household and consumer data obtained via surveys, mail diary panels and electronic scanner services, as well as institutional
9 Discuss the advantages and disadvantages of panels.
3 How does the subject of enquiry as seen by potential research respondents affect research design?
6 understand the ethical issues and conflicts that arise in formulating a research design.
5 explain research design formulation in international marketing research;
4 describe the major sources of errors in a research design, including random sampling error and the various sources of nonsampling error;
3 understand how respondents or the subjects of research design affect research design choices;
8 Describe some of the reasons why management is often not clear about the ‘real’problem they face.
6 How may a marketing researcher be creative in interpreting a research brief and developing a research proposal?
6 What is the profile of companies that use Bank X? Does it differ from the profile of customers from competing banks?
5 What is the market share of Bank X and its competitors in Ireland?
4 How do those banks fare on a range of service quality delivery criteria?
3 Which banks are used for domestic business and pan-European business?
2 What criteria do companies use to allocate business between existing banks?
1 What criteria do companies use when choosing a bank for the first time?
9 understand the ethical issues and conflicts that arise in defining the problem and developing a research approach.
15 Summarise the nature of threats and opportunities that the Internet offers the marketing researcher.
14 Discuss the ethical issues in marketing research that relate to (a) the client, (b) the supplier, and (c) the respondent.
13 What factors fuel the growth of international marketing research?
12 What arguments would you use to defend investment in marketing research?
11 What arguments can be used by sceptics of marketing research?
10 Explain why there may be the need for iterations between stages of the marketing research process.
9 Describe the steps in the simple linear marketing research process.
8 What are syndicated services?
7 Explain one way to classify marketing research suppliers and services.
6 What is a marketing information system and how does it differ from a decision support system?
5 Describe one classification of marketing research.
4 What problems are associated with using consumer databases in marketing research?
3 Define marketing research.
2 What decisions are made by marketing managers? How does marketing research help in supporting these decisions?
1 Describe the task of marketing research.
8 appreciate the potential opportunities and threats of the Internet to marketing researchers.
7 gain an understanding of the ethical aspects of marketing research and the responsibilities that marketing research stakeholders have to themselves, each other, and to the research project;
6 acquire an appreciation of the complexities involved in international marketing research;
5 understand why some marketers may be sceptical of the value of marketing research;
4 describe a conceptual framework for conducting marketing research as well as the steps of the marketing research process;
3 discuss the types and roles of research suppliers, including internal and external, full-service and limited-service suppliers;
2 explain the role of marketing research in marketing information systems and decision support systems;
1 understand the nature and scope of marketing research and its role in designing and implementing successful marketing programmes;
3 Read the full ESOMAR or MRS codes of conduct. Consider whether any of the requirements would be difficult to implement within your own research projects?
2 Go to Facebook and read the currently available Data Policy (www.facebook.com/about/privacy). Discuss what you believe would be ethical use of data from Facebook for research purposes based upon

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