Describe the Marketing Research Process in Detail with an Example

1. Describe the marketing research process in detail with an example.

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1. What are the differences between exploratory and conclusive research?

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1. What are the different types of research designs? What is the basic purpose of each?

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1. What are the various types of exploratory research? Give an example of each.

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Projective tests:

A projective technique involves the use of an ambiguous stimulus (the proverbial inkblot) that an individual is asked to describe, expand on, or build a story around. Three common types of projective methods are: word association, sentence completion, and storytelling.

1. Define primary and secondary data and describe advantages and disadvantages of each.

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1. What are the conditions of causality? Describe in details with an example. 

The scientific understanding of causality implies a probabilistic relationship (i.e., the occurrence of X makes Y more likely). Finally, the scientific concept implies that we can never prove that X is a cause of Y. We infer that a relationship exists—an inference based on data, perhaps acquired in a controlled experimental setting—but the scientific approach recognizes the fallibility of any procedure.

1. Define descriptive and causal research and list their advantages and disadvantages.

The descriptive research study is typically concerned with determining the frequency with which something occurs or the relationship between two variables. An investigation of trends in the consumption of soft drinks with respect to such characteristics as age, gender, and geographic location would be a descriptive study. A segmentation study that tied propensity to try the new technology to user characteristics, such as average daily time spent online, would be a descriptive study.

A causal research design is concerned with determining cause-and-effect relationships, and these are studied via experiments. For instance, an advertising experiment would ascertain the effectiveness of different ad appeals—different ads would be used in different geographic areas to investigate which ad generated the highest sales. If the experiment is designed properly, the company can conclude that one specific appeal caused the higher rate of sales. Experiments are also frequently used with different price points in different markets to assess price sensitivity.

1. What are the four types of measurement scales (i.e. nominal, ordinal etc.)? What is the level of measurement for the independent and dependent variable(s) for conducting a chi-square test, t-test, ANOVA and regression?

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1. What is a difference between a probabilistic and non-probabilistic sample? What is a sampling frame?

Sampling techniques can be divided into probability and nonprobability samples.

For probability samples, each population element has a known, nonzero

chance of being included in the sample. It is not necessary that the probabilities

of selection be equal, only that one can specify the probabilities. With nonprobability

samples, in contrast, there is no way of estimating the probability

that any population element will be included in the sample, and thus there is

no way of ensuring that the sample is representative of the population. All nonprobability

samples rely on personal judgment somewhere in the process, and

although these judgment samples may indeed yield good estimates of a population

characteristic, they do not permit an objective evaluation of the adequacy

of the sample. It is only when the elements have been selected with known probabilities that one can evaluate the precision of a sample result.3

The second step in sampling is identifying the sampling frame, which is the

list of elements from which the sample is drawn. A telephone book is an example