Market Research at Universität Münster

Flashcards and summaries for Market Research at the Universität Münster

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Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

census 

Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

Test markets

Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

Wording rules 

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Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

construct of market research

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population

Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

simple random sampling (prohability sampling)

Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

problem analysis reason

important questions

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Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

expert interviews

gernal structure 

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Wording rules 

Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

designing scales 

options

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examples for primary and secondary data

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importance of pretesting specfic questions

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Exemplary flashcards for Market Research at the Universität Münster on StudySmarter:

Market Research

census 

if the sample is equal to the population 

Market Research

Test markets

Experiment in small section, with the goal of prediciting sales of some proposed marketing actions 


1. Simulated test market if promising next step 2. standard test market (for example Bremen, isolated city, average city)

if this promising too 3 national rollout (very costy) 

Market Research

Wording rules 

1 use simple words and short sentences 

2 avoid ambiguity (mehrdeutigkeit)

3. avoid leading questions

4. avoid implicit assumptions

5. Avoid generalizations

6. avoid double barreled questions (doppelte Fragen)

7. avoid negations

Market Research

construct of market research

generate insights to concepts (generating)--> investigate what kinds of needs/ wants customors have

and what challanges of problems they face

concepts to products (developing)--> develope an idea to solve this problems 

and launch it

product to money (monitoring)-> is it successful

earn money (why/ why not)

Market Research

population

group of units about which to make judgments 

important and not trivial decison

size of population can differ 

for example people living in germany 

or students of economics 


Market Research

simple random sampling (prohability sampling)

random selection from population

each element has the same chance of being selected, 

every combination of elements is possible 

+ easy to realize 

only works well if we have a homogenous sampling frame and people do not differ much


Market Research

problem analysis reason

important questions

customers-> which is the target segment buying behavior etc

product-> does the company offer an adequate product? quality standards, features etc

channels-> the product promoted within the right channels

competiors-> which exists and which products do they offer 

market share etc

trends/enviroment-> do enviromental influences exist? change in lifestyle etc

Market Research

expert interviews

gernal structure 

introduction

aim of study

ice breaking introduction question

crucial questions

control questions

socio dempgraphic data

thank you words

Market Research

Wording rules 

-

Market Research

designing scales 

options

description of scale points-> exhaustive (ausführlich)

                                                    polar only very good very bad in between you can chose

uncertainity and ignorance of the respndent-> foreced choice (no neutral point)

allow a neutral ppint

allowance of a dont know categorie

balance of scales points-> balanced (same points in both direction from average)

unbalanced (unbalanced points for both directions)

anchoring the response-> with comparison to other 

without comparison


Market Research

examples for primary and secondary data

primary: how can we boost the sales of our product in grocery stores (quite specific question)


secondary: how many potential customers could we target with our new product

(already collected)

Market Research

importance of pretesting specfic questions

variation->  detect variation in your data that can serve as warning system (question is not measuring the intended construct) 

meaning-> can make sure your respndent understand the same you do (include open end question in pre test)

task difficulty (questions more accessible not year weeks for example better

respndents interest and attention-> include attention checks 

not the same strucutre question, do not repeat etc

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Bilanzen I

BWL 2

UK Management

BWL 2 L+M

BWL 2

Grundzüge der Unternehmensbesteuerung

Corporate Finance

Buchführung und Abschluss

Wirtschaftsenglisch

Wirtschaftsprivatrecht

Finanzierung - Außenfinanzierung

Grundlagen der Betriebswirtschaftslehre

Paragraphen Externes Rechnungswesen

Ethik

Techniken der IT

Operations Management

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NORDAKADEMIE Hochschule der Wirtschaft

B. Research Methods at

Fachhochschule Aachen

11. market research at

University of Birmingham

User Research at

IUBH Internationale Hochschule

User Research at

IUBH Internationale Hochschule

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