Skills and Learning from Marketing

The five most important takeaways I learned in marketing research strategies class this semester:

  1. Working within a group and team: Over this course we had to meet with out teams and groups for our research project almost every week. In the future and my career this will be very important, because working well with other and other workers is very important in being successful in a career. This was important for me to learn and grown as a person in order to work well with my co workers in my career.
  2. Conducting Research, Focus groups, Interviews, and Surveys: I found this very important within our groups, because these areas will benefit me greatly in my career. It will be good to know how to conduct focus groups, research, interviews, and surveys. I feel that conducting interviews focus groups, and making surveys is very important in my career and I know that if I did not learn these key areas and methods I would not be as educated in my profession and career field.
  3. Qualitative and Quantitative Research: learning more about the main research areas has helped me gain more knowledge about how to research properly. In my career and in the future knowing quality research and how broad research can be will be very important for my career. Having a broad amount of research strategies and research areas will help me further my career when I am asked to take on certain tasks.
  4. Data Collection: Marketing and research strategies has helped me develop very good data collection skills. We have done a lot in class regarding data collection and developing information from data collection. I think that this will really help me in my career and field, because it will be important for me to develop quality data and important information.
  5. Big Data:Learning more about big data has helped me develop a better insight on what is going on around the world with data and media. Having the knowledge that I now have on “Big Data” will help me in my career and future tasks. Big data is a growing area of media today and will help me further my knowledge within my marketing and communication career.

Source of class text:

Reference- The Market Research Toolbox: A Concise Guide for Beginners, 4th Edition (2016) Author: Edward F McQuarrie Sage Publications, Inc., Thousand Oaks, CA

-Andrea Paterra

Classmates Blog Reflection

For my blog post this week I chose to select Sydney Pineault’s blog post about ethics and ethical research. After reading her blog last week I gained a lot of insight about how psychological effects are important in everyday ethics. Stanford’s psychology department conducted a study by taking real people and making them good and bad prisoners. I found it interesting that this experiment was meant to last 2 weeks, but it only ended up lasting 6 days. The study conducted defined humanity and explained how humans are almost always traumatized by ethical situations. It was interesting to look more in depth about humanity and the way people react to situations. I thought it was very unique how Sydney had pictures that were basically worth a million words, because they explain what truly happen during the study just by simply looking at them.

I do support Sydney and her explanation about how the lives of individual humanity studies should be valued over what research actually tells you. I agree with this, because everyday lives do matter and in order for fair treatment people should always be valued. I do agree that if people are given roles they use them to their advantages and this is exactly what had happened in this study. This explained  ethics and ethical research, because the prisoners were ordered by those with higher positions and roles. The individuals with higher roles took the prisoners lives into their own hands and acted out in a way that nobody should. My opinion is that the article made valid points and it explained everything in depth about what truly happen within the case study. The author expresses the main points very bluntly and you can absolutely tell that he is not holding anything back from the “bigger picture” of the case.

I recently studied a few other articles explaining ethical research and experiments. The research about biology and the ethical experimental enterprise really interested me and lead me back to more information about this case. Discipline was enforced throughout the article and how how sub-cultures came into ethical research practices as well. Employing humans and and animals were examined throughout this case as well and this actually explains how they were tested for certain drugs as a “test” run. I thought this article went great with Sydneys blog, because the prisoners were part of a study and they were basically just like a test as well.

Article Cited

Blog Credit

-Andrea Paterra



Research Ethics

Find a news or journal article that relates to research ethics: 

Briefly summarize the article: 

For my article I chose The ethics of educational research. I felt that this article covers ethical research as a whole. This article explains social research and educational research that ethics is associated with. Many educational studies look further in depth at educational research to conduct and develop the appropriate approaches that need to be taken in order to develop quality research. This studies proves a number of practical implications, and guidance on good practice and key discussions. Materials are drawn on in these studies that help prove that the social and educational approaches and strategies are a key part of research ethics. Also this article has beneficial information about certain people and their colleagues who have engaged in many discussions about research ethics in both formal and informal situations. I thought that education and ethics is one of the key areas of study in the many organizations.

What in the article did you find most intriguing? The most beneficial for a student/professional?

I found that educational research develops numerous ethical issues that have arised over time. I thought this was so interesting considering our educational stand points and being a college student now. I learned that ethical research has a lot to do with educational organizations.

Ethical practices were touched on, but unethical practices were not. The article explained that technical procedures help in developing a social investigation of how the research is conducted.



-Andrea Paterra



“The Ethics Of Educational Research.” Google Books. N.p., n.d. Web. 09 Apr. 2017.

Final Project.


Explain the boundaries of which you and your team must be aware, and why the boundaries/limitations exist.  

After reading chapter 16, I now feel more confident in my teams journey for developing the reputation of the MBA program at Wesleyan. Considering we are focusing on developing a quality survey for our research I do think that we have a few boundaries and limitations. Are boundaries will be within a professional setting, because in order to conduct quality research about the MBA we will need to talk to the professional staff members at Wesleyan. We will also obtain information from a non professional setting by getting input from  students at Wesleyan. We plan to asses our limitations through defining the overall information that is brought to the discussion from the MBA faculty. We must be aware of all information both good and bad qualities. We must be aware of the types of questions we ask the students within our survey as well as our professional survey takers. Receiving our data collection will from our survey will help us further our study on the future of the MBA program.

If you feel you cannot conduct effective qualitative or quantitative research, explain why and justify your thoughts on the matter.

With the information my group has right now, I feel that with our numerous amount of credible resources that Wesleyan has to offer we will not have a problem finding effective qualitative and quantitative research. My team and I have a goal and a plan and we already have a great deal of reliable research that has helped us develop a great survey for our participants. We are working everyday to develop our group knowledge and obtain quantitative and qualitative research for our very own MBA program at Wesleyan.





-Andrea Paterra


Reference- The Market Research Toolbox: A Concise Guide for Beginners, 4th Edition (2016) Author: Edward F McQuarrie Sage Publications, Inc., Thousand Oaks, CA

Sample Size.

Consider whether the choice of precision in each case was reasonable, excessively tight, or too loose. Explain your choice. In the world, the desired precision is selected by management judgment, case by case; you will have to use your judgment to assess how reasonable your choice was?

I chose question B, which states,

To determine the effectiveness of an ad campaign for a new DVD player, management would like to know what percentage of the market has been made aware of the new product. The ad agency thinks this figure would be as high as 70 percent. In estimating the percent aware, management has specified a 95 percent confidence interval, and a precision of +2 percent, what sample size is needed?

In order to start the problem you must first know the formula for computing the sample size. Step one would be to square the Z value with a confidence interval. Step two you would multiply it by a population variance. Moving onto step three you would then divide by the square of the precision. Looking at the Z value, it is considered the area under the curve. The Z value for a confidence interval of 95% is 2.0. This problem has the same situation concerning the confidence interval . Considering this, variance and variability are important in developing samples. It is true that the greater the variance the larger the sample size. The formula for determining the variance is (Variance+ proportion #1 x {1- proportion #1}. In this problem the variance would be 0.70 x {1-0.70}, which has an outcome of 0.21. Going on to the desired precision would be +-2 percent. So this being said, the formula would look like the one stated below.

4 x 0.21/0.0004+2100

2100 people would be necessary for this problem.

Looking further in  depth at this problem I do think that +-2 is excessively tight. The number of people within this study are abnormally large and it is harder for a study to be accurate with “excessive tightness”. It is said that the recommended variance for a 10 point scale is roughly around 3.



McQuarrie, E. F. (2016). The Market Research Toolbox: A Concise Guide for        Beginners. Los Angeles: SAGE.

-Andrea Paterra

Evaluating Surveys.

In Chapter 9 of our textbook, it was asserted that evaluative surveys, which describe a customer’s stance toward the brand, or positive and negative experiences with product ownership, might by and large be more valuable than surveys that simply describe customer characteristics and behaviors.  Why is that?

Surveys that truly get a customer thinking benefits from having positive and negative feedback. In order for a company or organization to grow they must fix their problematic areas. This being said instead of just surveying a customers characteristics, and behaviors a survey could potentially receive more accurate feedback from positive and negative beliefs. Also, from a customers perspective when taking a survey, or an evaluation, It is so important to the customer that they simply just get the point across by stating positive and negative areas. Most of the time characteristics and beliefs can potentially fall in the positive and negative categories as well.

Discuss a time that you participated in an evaluations survey?

Recently, In my communication seminar class for seniors, I took part in an evaluation. The survey/evaluation had to do with the communication department here at Wesleyan and how it was currently going. The survey asked questions that demanded both positive and negative feedback. I know from my future experience that it is much better to participate in and evaluation where you can point out the positive and negative aspects of the evaluation topic. While taking this survey it was important to me to address all positive and negative areas of the topic. I agree that in this evaluation I did not care to explain my own characteristics, or beliefs, rather quality information from circumstances and research as feedback.







-Andrea Paterra

Qualitative Research

Studies of when market research is likely to get used and when it is likely to be ignored suggest that surprising and unexpected results were particularly likely to be ignored by executives who commissioned the market research.

What are the implications for qualitative research, which is often pitches as a discovery tool for exploring unfamiliar aspects of the customer experience?

The following areas are most frequently used for qualitative research. It is important to develop a key customer experience. Qualitative- of or relating to how good something is, of or relating to the quality of something. Qualitative research- collecting, analyzing and interpreting unstructured data by observing what people do and say.Listening and watching consumers Ethnology Interviews or customer visits, Focus groups, Marketing research online communities, Neuro-marketing, Projective techniques, Word association test, Ethno= people graphy =a field of study Deeper, more comprehensive understanding of the consumer and consumer behavior. Studies behavior where it occurs for prolonged periods of time, Effective for studying Trends, Personal habits, Lifestyle factors, and Effect of social/cultural context on behavior. Types of ethnography- tribal communities, laddering technique, Projective techniques, One on one qualitative research, Set examples, select a sample, select teams, debrief the team, conduct the interviews, devise a discussion guide, Analyze data, report results.

Find a journal article that discusses the use of qualitative research in business and it’s effectiveness.

Journal Article- 

What does the author(s) say the implications for qualitative research are?

He uses three main implications for qualitative research to examine his way of “market research”


-Polychronicity concepts

-Work place practice of multitasking


Moderating Focus Groups.

1. List all steps involved in conducting a focus group…. from before, during and after the actual focus group meeting.

During the focus group process you must first start by indentifying the topic. Next would be recruiting the individuals to come, after that you would arrange for them to come. Following these steps, you must also develop questions before meeting. Conducting a focus group takes time and organization. Identifying the topic, recruiting, and arranging questions are all very important tasks for a focus group. When the focus groups is starting the four areas that are crucial are welcome and introduction, background, ground rules, and opening question. These are all very important areas for conducting a focus group.

2. Summarize the tips provided by Dr. Krueger regarding moderating a focus group.

Dr. Krueger had a lot of great tips for focus groups as a whole. I thought it was very important for him to show the setting of getting there early and checking out his surroundings, and the surroundings of the group. He expressed how important preparation is and how important it was to have everything organized before hand. These are valuable tips, because organization is one of the main keys to a successful focus group.

3. Share your personal insights…. What did you find most interesting about conducting a focus group?  How successful do you think this qualitative method is for gathering consumer thoughts and feelings?  What did you dislike about the focus group? What might you change?

I found it very interesting with their use of the microphones. I thought that made it look very professional and makes things much more organized and easy. I think that this method of using the microphones was interesting for the whole group. I honestly thought that it could have been a little more slowed down, maybe talked a little slower maybe and not so much stand still talking as well. Those are some of the small minor details that I would look into changing.




-Andrea Paterra

PBS Documentary


After watching the PBS documentary I now have much better knowledge on ” BIG DATA”. The film expressed a numerous amount of data knowledge and helped me to think more in depth about how data works in the world today.

The PBS Documentary started talking about the certain areas of data processing and the film expressed that the more information they get the more the problems will be solved. Big data can be used in a number of ways, and many scientific studies are showing and backing this statement up.

One circumstance was that no data was in one area, so nobody knew what went on in that area and they did not know about the true disaster that took place in that point and time. People create and utilize data, so you cannot talk about data without talking about people. Paying attention to what your customers are buying and doing, this will increase the accuracy of data. Data shapes life and how they use data in their own areas of life. Data is also being shared throughout countries and this leads to data increasing.

Population movement expresses how data that continues populating the world within regions and such is important today. Also, through hospitals and within these areas people take the data from these areas and put them into practice.

Studying and analyzing the PBS film has leaded me to gain a lot of great knowledge on data today. I know now that in my future career big data will most definitely come into the picture. I do believe that in the future of my own life media attention will continue forming from big data. Academically I feel that learning more about big data will most definitely help me learn more in the classroom. I know that when I start researching more for the MBA program “Big Data” will be very important within this process.





Library WVWC Presentation

This Wednesday our class went to the WVWC library for some guidance on research and research methods. I can honestly say that Beth Rogers, a librarian who presented the WVWC database taught us a lot more about research, and how to research within the library. I found her presentation very helpful, because it is always good to use the sources that WVWC has to offer. As a class, we learned Data base A-Z and how it results in many data bases, including Ebsco host, which is the smallest data base, but is where marketing and communication information is most likely found.

We also learned and explored products in Databases, depending on what exactly you are looking for within your research. It was interesting and useful to learn that communication sources have both journal articles and publications. Sage journals and journal collections of the articles of management, and organization were also shown during her presentation. Sage journal is the best academic research that WVWC has to offer. Beth explained how advanced search is a focused search that includes terms and abstract sections. Beth taught our class how to limit article research by narrowing the search down in all sections. Research about marketing and marketing practices was also shown and presented by Beth.

Mintel academic was also overviewed and is a commercial product intended for companies and business. Market and the market expensive were presented for Mintel academic as well. Beth expressed that you are not aloud to take the information and start a business. Beth lastly taught the class how consumer insights and marketing research produce reports monthly focusing on demographics. Overall, Beth Rogers had a great presentation at the WVWC library. I now feel more knowledgeable on research and I’m exciting to start developing research for the MBA program.



Library Links: