8 questions

- Theory (10 points): 2 questions

- Case Analysis (15 points): 3 questions including Apply solution for the
case, Research method, Sampling method. (Chapter 3 - Chapter 11)
- SPSS Output Analysis (10 points): 3 questions including State
research question, Hypothesis, SPSS technique used. (Chapter 11 -
Chapter 16)

Chap 3:
1. Steps of the marketing research process
Step 1: Establish the need for marketing research
+ Is there a real need for marketing research?
Marketing research is not always needed since we often have the information
+ When is marketing research Not needed?
The information is already available The timing is wrong to conduct marketing
research

Funds are not available for marketing research Costs outweigh the value of marketing
research
Step 2: Define the problem
● Most important step because if the problem is incorrectly defined,
all the steps that follow are wasted effort
● The need to make a decision requires decision alternatives. If there
are no alternatives, no decision is necessary.
Step 3: Establish research objectives
● Research objectives state what the researchers must do.
● Research objectives, when achieved, provide the information
necessary to solve the problem identified in step 2.
Step 4: Determine research design
● Exploratory Research: collecting information in an unstructured
and informal manner.
 ● Descriptive research: research that describes the phenomena of
interest.
● Causal studies: attempt to uncover what factor or factors cause
some event.
Step 5: Identify information types and sources
● Primary information: information collected specifically for the
problem at hand
● Secondary information: information already collected
Step 6: Determine methods of accessing data
● Secondary data is relatively easy to access
● Primary data is more complex
Step 7: Design data collection forms
● The questionnaire must be worded objectively, clearly, and without
bias in order to communicate with respondents.
● If a focus group is used, a focus group guide must be developed.
● If we observe respondents, the form is called an observation form.
Step 8: Determine the sample plan and size
● A sample is drawn from an entire group or population. The sample
plan describes how each sample element, or unit, is to be drawn
from the total population. Gives you representativeness!
● Sample size refers to determining how many elements of the
population should be included in the sample. Gives you accuracy!
Step 9: Collect data
Step 10: Analyze data
Step 11: Communicate the insights.

2. Difference between Research Objectives and Problems

Research objectives are specific and tell the researcher exactly what information
must be collected to solve the problem by facilitating selection of an alternative
=> Information orientation
Problems are situations calling for managers to make choices among decision
alternatives => Action orientation

Chap 4:
1. Research Design
● A master plan specifying the methods and for collecting and analyzing
the needed information.
 ● To gain background information and to develop hypotheses
● To measure the state of a variable
● To test hypotheses that specify the relationships between two or more
variables
● Knowledge of the research design allows advance planning, so that the
project may be conducted in less time at a cost savings.
● There are 3 types of research design: Exploratory, Descriptive, Causal

2. Exploratory research
● Exploratory research: unstructured, informal research that is conducted to
gain background information about the general nature of the research
problem
● It is usually conducted when the researcher does not know much about
the problem.
Uses of Exploratory Research:
● Gain background information
● Define terms
● Clarify problems and hypothesis
● Establish research priorities
The first thing concerned: secondary data (existing data)
Look at the target respondent (KOL, lead-user) ⇒ Depth interview
Normal consumer ⇒ Focus group discussion

3. Descriptive research
It is a structured (with questionnaire) research, conducted to describe answers to
questions of Who, What, Where, When, and How.
Collect data to examine characteristics of consumers and markets.
It is desirable when we wish to project a study’s findings to a larger population,
if the study’s sample is representative.
Descriptive Research Classifications
● Cross-sectional studies: measure units from a sample of the population at
only one point in time
● Longitudinal studies: repeatedly measure the same sample units of a
population over time
Chap 5:
1. Big data: Big data can be defined simply as large amounts of data from
multiple sources.
2. Primary data: information that is developed or gathered by the researcher
specifically for the research project at hand.
3. Secondary data: information that has previously been gathered by someone
other than the researcher and/or for some other purpose than the research project
at hand.
Uses of Secondary Data
● Secondary data has many uses in marketing research (determining
lifestyle and purchasing habits, economic-trend forecasting, international
data and public opinion)
● Sometimes the entire research project only depends on the use of
secondary data.
Classification of Secondary Data
● Internal secondary data are data that have been collected within the firm,
such as sales records (hotline) and invoices.
● Internal databases consist of information gathered by a company,
typically during the course of business transactions.
● Companies use their internal databases for purposes of direct marketing
and to strengthen relationships with customers, which is referred to as
customer relationship management.
=> To identify prospects, deepen customer loyalty & avoid serious customer
mistakes.
● External databases are databases supplied by organizations outside the
firm: published sources (newspapers, magazines)
● Syndicated services data: provided by firms that collect data in a standard
format and make them available to subscribing firms – highly specialized
and not available in libraries.
● External databases: databases supplied by organizations outside the firm
such as online information databases.
Advantages of Secondary Data
● Obtained quickly, inexpensive, readily available
● Enhance existing primary data
Evaluating Secondary Data
● What was the purpose of the study?
● Who collected the information?
 ● What information was collected?
● How was the information attained?
● How consistent is the information with other information?

Chap 6:
1. Difference between qualitative and quantitative research
● Qualitative research: research involving collecting, analyzing, and
interpreting data by observing what people do and say
● Quantitative research: research involving the use of structured questions
in which response options have been predetermined and a large number
of respondents involved

2. Mixed methods research

Integration of both quantitative and qualitative research methods => gain the
advantages of both. Three types of mixed methods research:
● Qualitative before Quantitative (Traditionally)
● Quantitative before Qualitative (Help the researcher understand the
findings in the quantitative phase)
● Qualitative and Quantitative concurrently (Provide complementary
results)
3. Observation method
Techniques in which phenomena of interest involving people, objects, and/or
activities are systematically observed and documented
Areas of observation method application:
● Customer shopping & usage habits
● Service sector
● Mystery shopping
Types of observation:
 ● Direct (observing behavior as it occurs) - indirect (observing the effects
or results of the behavior)
● Overt (respondent is aware of observation) - covert (subject is unaware of
being observed)
● Structured (researcher identifies beforehand which observed behaviors) -
unstructured (all behavior is observed without predetermined restrictions)
● In situ (observes the behavior exactly as it happens) - invented
(researcher creates a simulated situation)
Ex: Mystery shopping: Direct - Covert - Structured (most of the cases) - In situ
Appropriate conditions for use of observation:
● Short time interval
● Public behavior
● Faulty recall conditions
Advantages of observational data
● Insight into actual behaviors
● Better accuracy
● Less costly
Limitations of observational data
● Small number of subjects
● Subjective interpretations
4. Focus groups
● Focus groups are small groups of people brought together and guided by
a moderator through an unstructured, spontaneous discussion for the
purpose of gaining information relevant to the research problem
● Focus groups should be used when the research objective is to describe
rather than predict
Uses of focus groups:
● To generate ideas
● To gain insight into consumers’ perceptions and attitudes about products
or services
● To understand findings from quantitative studies
Types of focus groups:
Traditional focus group: Select 6 to 12 persons and meet in a dedicated room
with one-way mirror for client viewing.
Online focus group: the respondents communicate and be observed by use of
the Internet
⇔ Advantages:
 ● No physical setup is necessary
● Participants can be in widely separated geographical areas
⇔ Disadvantages:
● Impossible to observe of participants’ body language
● Participants can lose interest or become distracted
Advantages of focus groups
● Can generate fresh ideas
● Provide understanding of a wide variety of issues
Limitations of focus groups
● Dependence on the moderator
● Interpretation sometimes difficult

Chap 8:
1. Types of Measures
Nominal measurement:
● Scales label objects
● The weakness level of measurement
Ordinal scales
● Rank order
● There is no clear meaning to the distance between observation
● It can be treated as nominal measurement but not vice versa
Scale measures those in which the distance between each level is known
● Interval scales are used to measure unobservable constructs.
● Ratio scales have a true zero point.
Data collected at higher levels can be represented at lower levels but not vice
versa.
Interval Scales Commonly Used in Marketing Research:
Likert Scale

Semantic Differential Scale: It is a good way to measure a brand, company, or

store image.

Stapel Scale Slider Scales

● A symmetric interval scale is “balanced,” as it has equal amounts of

positive and negative positions, and typically it has “no opinion” or
“neutral” separating the negative and positive sides.
● A non-symmetric interval scale has mainly degrees of positive positions,
would be more appropriate because most people do not think in degrees
of negative importance.

Chap 9:
1. Basic Sampling Methods
Probability samples: ones in which members of the population have a known
chance of being selected into the sample, used in Quantitative Study.
Non-probability samples: ones in which the chances of being selected into the
sample are unknown, used in Qualitative Study
2. Probability sampling methods
● Simple random sampling: the probability of being selected into the
sample equal for all members of the population
● Systematic sampling: select kth item from a list of population
● Stratified sampling: select randomly within defined characteristics (age,
gender…)
=> Ex: G1: Red shirt (5p) => Collect 2
G2: Green shirt (7p) => Collect 3
● Cluster sampling: select randomly based on geographic regions
=> Ex: Stage 1: District 3 (G1) & District 10 (G2)
Stage 2: Collect 2 from G1 & 5 from G2
3. Non-probability sampling methods
With nonprobability sampling methods selection is not based on fairness, equity,
or equal chance.
● Convenience sampling: population is sampled simply because they are in
the right place at the right time (Quali. & Quanti. Study)
● Chain referral/ Snowballing sampling (Quali. Study)
● Purposive/Judgement sampling: Use expert knowledge to chose typical
items (Quali. Study)
● Quota sampling (Quali. & Quanti. Study)

Cases
- Awareness
- Key message of brand
- Business problem
- Research objective
- Recommend research
design (research
problem is generalize)
- How it is perform
compare to competitors
- Research Method:
regular basis ⇒
Quantitative,
longitudinal
- Target respondent
(important)