Name: _________________________

Chap 4 Section 3 Graphic Organizer

Date: _______________

Research Approaches
Observational Research
Involves gathering
____ data by observing relevant people, actions &
situations
Can obtain info that people are
_____or unable to provide

Ethnographic Research
Form of observational research that involves sending trained ______________ to watch
and interact with consumers in their natural habitat
Yields details that dont emerge from traditional research
or focus
groups

Survey Research
The most ___________ used method for primary data collection, is the approach best
suited for gathering descriptive ___________.
Major advantage is
__________.

Experimental Research
Gathering primary data by selecting match groups of ______________, giving them
different _______________, controlling related factors, & checking for differences in
group ____________________
Tries to explain cause-and-effect _____________________.

Contact Methods
Mail questionnaires can be used to collect ___________ amounts of info at a low-cost per
_____________.
Advantages
1. ______________________________________________________
2. ______________________________________________________
Disadvantages
1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________

Telephone interviewing is one of the best methods for gathering info _____________.
Advantages
1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
Disadvantages
1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________

Personal interviewing takes 2 forms:

________________: talks with people in their homes, offices, on the street, or shopping malls
_____________________
___________________________________________________________________
________________: consists of inviting 6 to 10 people to meet with a trained moderator to
talk about a product, service, or organization
______________________________________
_____________________________________________________

Online Marketing Research

_________________________________: collecting ____________ data online through
Internet surveys, online focus groups, Web-based _______________, or tracking consumers
online behavior
Online research forms:
1. ________________________________________
2. ________________________________________
___________________________: conducting marketing surveys and collecting online data
Advantages
1.
2.
3.
4.
5.
6.

____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________

Disadvantages
1. ________________________________________________
Online Focus Groups
Gathering a small group of people ______________ with a trained moderator to chat about a
______________, service, or ____________________ and gain qualitative insights about
consumer attitudes and behavior
______________________________
______________________________
Advantages
1. _____________________________________________________________
2. _____________________________________________________________
Disadvantages
1. _____________________________________________________________
2. _____________________________________________________________

Sampling Plan
Sample a _______________ of the population selected for marketing research to represent
the ______________ as a whole.
Designing the sample requires 3 decisions:
1. __________________________________________________? (What sampling unit?)
2. __________________________________________________? (What sample size?)
3. __________________________________________________? (What sampling procedure?)
Research Instruments Questionnaire
_________________, ___________________ or _________________
Closed End Question: ___________________________________________________________
_____________________________________________________________________________
Open End Question: ____________________________________________________________
_____________________________________________________________________________

Research Instruments Questionnaire

Monitors __________________ behavior
Examples
1. _____________________________________________________________________
2. _____________________________________________________________________

Implementing the Research Plan

Researcher puts the research plan into action
1. __________________________________________________________
2. __________________________________________________________
3. __________________________________________________________
4. __________________________________________________________
Data collection
Carried out by _______________________________ or ______________
Disadvantages:
1. ________________________________________
2. ________________________________________

Interpreting & Reporting the Findings

Steps the researcher must do:
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
Interpretation not left only to researchers
______________ know more about the problems and decisions that must be made.
But they may be ______________.
Managers & researchers must work together closely when interpreting research results
Both must share responsibility for the ____________________ &
________________________.