Identify two key elements marketers consider when determining place: - Marketers must ensure the seller achieves a reasonable profit - Marketers must figure out how much customers are willing to pay so that they are satisfied with the purchase. setting, not a laboratory or controlled experiment. Qualitative research and evaluation methods. as if it were happening for the first time, and everything is subject to Manufacturers in the production-oriented marketing era were concerned with efficient ______, not with satisfying needs of consumers. examining purchase and consumption behavior. Further observations are then collected which can strengthen or weaken In ________ analysis, management evaluates the firm's various products and businesses, and then allocates resources according to the potential profit outlook. It shows the consumer marketplace that the firm will be around for the long run and can be trusted with consumers' business. Customer excellence - loyalty programs and superior service operational excellence - excellent supply chain management, strong supplier relations, and human resource management product excellence - effective branding and positioning locational excellence - high density of stores and closer proximity to customers. Ex: focus groups and social media. Which of the following are members of the supply chain? participants, the setting, the purpose, the social behavior, and the frequency Grounded theory, first described by Glaser and Strauss in 1967. meaning of these structures for them.
___ data is information collected from the same group of consumers repeatedly over time with the participants often enrolling as respondents. but they do not determine what people will do.
A frozen dessert company might select which of the following options to further develop and create value: - Offering many flavors - offering ideas on how to use the dessert as an ingredient in a recipe - offering options that may take allergies into consideration. Entrepeneurs perform which of the following tasks in business ventures? of the researcher. reduces distortion between the observer and what is observed that can be
The researcher tentatively identifies the problem
Step 1 of the marketing plan is focused on: -Management allocates its resources to products with the greatest potential to be profitable - firms typically perform it at the SBU or product line level of the firm - management evaluates the firm's various products and businesses. For the participant observer, everything is noted
What are characteristics of structured questions? 
Observation consists of taking field notes on the
- Getting new tires put on your car - Eating at a restaurant. of variables on the participants. Product, the first of the four Ps, is responsible for ______ creating value. Structured interviews rely upon a predetermined list of questions framed algorithmically to guide the interviewer. form. is when a firm does consistently better than its competitors and is not easily copied. about navigating our updated article layout. Brand _____ means that customers are reluctant to patronize competing firms. In step 2 of the five-step marketing planning process, a firm: assesses how various players, both in and outside the organization, affect the firm's potential for success, -implement the marketing mix - eplain how overall objectives will be met - to clearly state its overall objectives. Although interviews, focus groups, and questionnaires may seem innocuous and less dangerous than taking blood samples, it is important to recognize that the way participants are represented in research can be significantly damaging.
Small group of people put together for an intensive discussion. Selecting the most appropriate and practical method is an important decision and must be taken carefully. Can J Hosp Pharm. An official website of the United States government. of people in their environment. and one informant alone, compared to the researcher and the informant within - systematically manipulates one or more variables - is quantitative research.
The researcher can note the differences, rather 2. Firms become value driven by focusing on which of the following activities? Explanations place particular social facts in reference to their environment. Many businesspeople believe that marketing should focus on factors other than financial goals, such as: -Manufacturers were concerned with product innovation, not with satisfying the needs of the individual.
somewhat self-serving. Value-oriented marketers outperform their competition by: -keeping costs down - satisfying needs - developing loyalty. Can J Hosp Pharm. The Match the macro strategies for developing customer value with the specific actions that organizations can take to achieve them. When materials or products are transported to a different location, sometimes it requires they be stored in a warehouse operated by yet another organization. research. There is both an art and a science to coding, and the second checking of themes from data is well advised (where feasible) to enhance the face validity of the work and to demonstrate reliability. the informant's group. Possibly the most important point about qualitative research is that its practitioners do not seek to generalize their findings to a wider population. to understand their "world." Other clinicians may express nervousness or hesitation about using qualitative methods, claiming that their previous scientific training and experience have not prepared them for the ambiguity and interpretative nature of qualitative data analysis. official website and that any information you provide is encrypted Supplier of raw materials 2. than accept one and reject the other. or manipulate variables, or impose the researcher's operational definitions A ______ plan is a document developed by a company to specify its marketing activities and strategy for a specific period of time. Barriers to accurate diagnosis and effective management of heart failure have not changed in the past 10 years: a qualitative study and national survey. tape, two-way mirrors, or trained observers) as well as ethical issues Firms that employ ____ systematically collect information about their customers' needs. it helps to get merchandise to customers when and where they want it. Bond CM. Models are checked against the evidence (field notes).
influence and memory distortion. In contrast, unstructured or semistructured interviews may begin with some defined questions, but the interviewer has considerable latitude to adapt questions to the specific direction of responses, in an effort to allow for more intuitive and natural conversations between researchers and participants. produced by an instrument (e.g., questionnaire). Which of the following is a business philosophy that focuses on identifying and building loyalty among the firm's most valued customers? researcher may begin as an overt observer only and slowly become an observer-participant. Other sources of data may include Successful airlines create value by offering: many flights to destinations the customer wants. Firms must instill good service over the long term to its consumers so that it becomes part of the: When a company focuses on having _____ excellence it may also focus on having good internet presence. The Sage encyclopedia of qualitative research methods. At the end of the theming process, you will be in a position to tell the participants stories illustrated by quotations from your transcripts. Which of the four Ps represents all activities necessary to get an offering to the right customer when that customer wants it? Discordant indigenous and provider frames explain challenges in improving access to arthritis care: a qualitative study using constructivist grounded theory. - It supports integrity by avoiding misrepresentation of pertinent research data - it prohibits fundraising under the guise of conducting research - it encourages the fair treatment of clients and suppliers. With qualitative data one can preserve chronological flow, see precisely which events lead to which consequences, and derive fruitful explanations. Qualitative methods are concerned with how human behaviour can be explained, within the framework of the social structures in which that behaviour takes place.3 So, in the context of health care, and hospital pharmacy in particular, researchers can, for example, explore how patients feel about their care, about their medicines, or indeed about being a patient. Try to put yourself in the shoes of the potential participants when designing your research and ask yourself these questions: Where possible, attempting anonymization of data is strongly recommended, bearing in mind that true anonymization may be difficult, as participants can sometimes be recognized from their stories. Which of the following are examples of strengths that might be identified in a SWOT analysis? Retailer selling finished goods. - reducing the carbon footprint in the supply chain - offering safer products. Sophisticated interpersonal skills are required, in particular the ability to accurately interpret and respond to the nuanced behaviour of participants in various settings. It is an attempt to see the world If you decide to list merchandise on ebay for someone to buy, you can best be described as a: For Nike and Reebok, athletic shoes and clothes are the core of the business, but they add value to their products in which of the following ways? - Will the top management be committed to this project? A _______ identifies a firm's target markets, a related marketing mix, and the bases upon which the firm plans to build a sustainable competitive advantage, Retaining loyal customers and offering excellent customer service. through first hand experience, truthful reporting, and quotations of actual 2003-2022 Chegg Inc. All rights reserved. When undertaken in a rigorous manner, qualitative research provides unique opportunities for expanding our understanding of the social and clinical world that we inhabit. _____ reflects the relationship of benefits to costs, or "what you get for what you give.". up which suggest the type of methods of observation which may be used and Qualitative research offers unique opportunities for understanding complex, nuanced situations where interpersonal ambiguity and multiple interpretations exist. People develop shared perspectives through social Careful documentation of various iterations of coding trees is important. The site is secure. ____ is the part of the marketing mix that communicates the value of the product to the consumer in many ways, such as advertising, social media, and public relations. In the ______ of the five-step marketing planning process, marketing managers are responsible for implementing the marketing mix using the four Ps. Are the requests you are making of potential participants reasonable? fashion, where preliminary analysis informs subsequent data collection
Everything has a ____ even though it does not always have to be monetary, but could be time or energy spent. The references at the end of this paper may provide some additional support to allow you to begin incorporating qualitative methods into your research. People act in terms of the Whether explicitly understood and acknowledged or not, this world view shapes the way in which research questions are raised and framed, methods selected, data collected and analyzed, and results reported.5 A broad range of different methods and methodologies are available within the qualitative tradition, and no single review paper can adequately capture the depth and nuance of these diverse options. The researcher then identifies Manufacturer 3. Getting cash from an ATM is considered a ______ transaction.
Once a marketer has earned a good service reputation, it can sustain this advantage for a long time because: a competitor is hard pressed to develop a comparable reputation. Interviewing for social scientists: an introductory resource with examples. from the other person's point of view. obtain their meaning. In a _______ orientation, lifetime profitability is more important than the amount of money made during each transaction. _____ research attempts to begin to understand the phenomenon of interest without a lot of numbers and stats. Observations may be made of non-verbal behavior, Advice on the ethical considerations of research is generally available from research ethics boards and should be actively sought in these challenging situations. -Lower cost - higher response rate - fast processing, Companies cannot include every customer in marketing research, so a group, called a ______, of perhaps 30-150 people is chosen to represent the other customers, The last phase of the marketing research process is presenting _____ to decision makers. For new (and experienced) qualitative researchers, an important first step is to step back and articulate your own underlying biases and assumptions. Select all that could apply if a car manufacturer wanted to segment its marketplace: - Divide consumers into groups based on their incomes - Identify customer needs for different types of cars (such as sports cars, SUVs, and family sedans).
Before Which of the following reasons is marketing considers important? Which of the following would not be an example of value cocreation? This core feature of qualitative work is increasingly seen in quantitative research too: the explicit acknowledgement of ones position, biases, and assumptions, so that readers can better understand the particular researcher. These people may be relied upon in the beginning Clinicians may express reservations about the value or impact of qualitative research, given their perceptions that it is inherently subjective or biased, that it does not seek to be reproducible across different contexts, and that it does not produce generalizable findings. It aims to understand how the participants derive meaning The researcher must also be aware of possible differences between the validity and intention of volunteered statements versus statements A group of firms that make and deliver a set of goods and services is known as a ______ chain, or a marketing channel. Market-oriented era 4. value-based marketing era. In qualitative studies, research methods are set Rather, they attempt to find examples of behaviour, to clarify the thoughts and feelings of study participants, and to interpret participants experiences of the phenomena of interest, in order to find explanations for human behaviour in a given context. This will affect which of the following? What is missing from quantitative research methods is the voice of the participant. It enables researchers to obtain insights into what it feels like to be another person and to understand the world as another experiences it. Phenomenology attempts to understand problems, ideas, and situations from the perspective of common understanding and experience rather than differences. Which of the following are true regarding market share? What do "threats" represent in SWOT analysis? As scientifically trained clinicians, pharmacists may be more familiar and comfortable with the concept of quantitative rather than qualitative research. It is important to establish in advance exactly what information is required to answer specific research questions and how that information should be obtained. Comparison of Different "Field" Methods For some, qualitative research may appear commonsensical and easy; for others, it may appear daunting, given its high reliance on direct participant researcher interactions. The research jigsaw: how to get started. _____ channel management seeks to create a seamless value chain in which merchandise is produced and distributed in the right quantities, to the right locations, and at the right time, while minimizing sytem-wide costs and maximizing satisfaction of the value required by customers. Can J Hosp Pharm. of Obtaining Information, Differences between quantitative and qualitative _____ is the component of the four Ps of marketing that is used by marketers to inform, persuade, and reminds potential buyers about a product or service to influence their opinions and produce a response. PMC legacy view Strategies include: adopting a passive role at first, Patton12 has described the focus group as a primary means of collecting qualitative data. A core aspect of marketing, borrowed from economics, includes an _____, which is transaction in which things of value are traded by buyers and sellers. Balancing the responsibility to report findings accurately and honestly with the potential harm to the participants involved can be challenging. Nothing is taken for granted. Collecting qualitative data: a field manual for applied research. The negative aspects of the company's external environment. Bresee LC. _____ excellence is when a firm focuses on having high perceived value and effective branding and positioning. collection method. what is the fundamental factor involved in buyer-seller relationships? Observation is critical in both interviews and focus groups, as nonalignment between verbal and nonverbal data frequently can be the result of sarcasm, irony, or other conversational techniques that may be confusing or open to interpretation. - A strong network of retailers - licensing of a brand. Video-recording may be a useful tool for focus groups, because the body language of group members and how they interact can be missed with audio-recording alone. to help the researcher get acculturated to the situation. - efficient operations - Supply chain management, occurs by having products with high perceived value and effective branding and positioning. The following questions can help to begin this reflection process: Qualitative research methodology is not a single method, but instead offers a variety of different choices to researchers, according to specific parameters of topic, research question, participants, and settings. Thurston WE, Coupal S, Jones CA, Crowshoe LF, Marshall DA, Homik J, et al. Qualitative researchers generally begin their work by recognizing that the position (or world view) of the researcher exerts an enormous influence on the entire research enterprise. 2014;67(5):36672. Observation can also be used as a stand-alone tool for exploring participants experiences, whether or not the researcher is a participant in the process. Behavior may be different between the researcher It is more flexible in that it can adjust to the setting. of symbolic interactionism. We encourage you to continue your own study of this area to identify methods and methodologies suitable to your questions and needs, beyond those highlighted here. - There was an excess supply of product, and the consumer was the king - Retailers were considered places to hold inventory until it was sold. Direct observation Products include goods, services, and ______ which are thoughts, opinions, and philosophies: intellectual concepts such as these can be marketed, just as goods and services can. However, this creates problems of reactivity to the influence or intervention
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