Term
|
Definition
- The systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.
- "How do you know?"
|
|
|
Term
| Parts of Marketing Research |
|
Definition
- Identification: involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it.
- Collection: data must be obtained from relevant sources.
- Analysis: data are analyzed, interpreted, and inferences are drawn.
- Decimination: the findings, implications, and recommendations are provided in a format that makes this information actionable and directly useful as an input into decision making.
|
|
|
Term
| AMA definition of marketing research |
|
Definition
| "Marketing research is the function that links the consumer, customer, and public to the marketer through information." |
|
|
Term
| Four services of a full-service marketing research supplier |
|
Definition
- Syndicated services- offered by a research organizations that provide information from a common database to different firms that subscribe to their services.
- Standardized services- research studies conducted for different client firms by always in the same way.
- Customized services- offer a wide variety of marketing research services customized to suit the specific needs of a particular client
- Internet services- offered by firms that specialize in conducting marketing research on the internet.
|
|
|
Term
| Four services offered by a limited service marketing research |
|
Definition
- Field services
- Focus Groups and Qualitative Services
- Technical and Analytical Services
- Other Services
|
|
|
Term
| Ethical considerations for the steps of the research process |
|
Definition
- Problem Definition
- Developing an approach to the problem
- Research design formulation
- Fieldwork or data collection
- Data preparation and analysis
- Report preparation and presentation
|
|
|
Term
| External enviromental factors |
|
Definition
- Past information and forecasts
- Resources and constraints
- Objectives
- Buyer behavior
- Legal behavior
- Economic environment
- Marketing and technological skills
|
|
|
Term
| Five major components of a research study |
|
Definition
- Objectives/Theorectical framework: research should be based on objective evidence (data you're going to collect) plus theory.
- Analytical models: graphical models, verbal models, and mathmatical models
- Research questions: these are essentially questions that ask about one specific aspect of your overall research interest(s).
- Hypotheses: refined from the research questions and provide unproven "guesses" or answers to your questions.
- Specification of information needed
|
|
|
Term
| Faults of Broad and Narrow Definition |
|
Definition
- A broad definition does not provide guidelines for subsequent steps in research
- A narrow definition may preclude/prohibit the consideration of some courses of action.
|
|
|
Term
|
Definition
- Induction: research by this method is usually open-ended and exploratory. You begin with a set of observations and increase them to come up with a generalized theory.
- Deduction: research by this method is usually more restricted and is concerned with testing our hypotheses.
|
|
|
Term
|
Definition
| the blueprints or framework for conducting the marketing research project |
|
|
Term
| Two major types of research design |
|
Definition
- Exploratory: "you need more information" this type of research is used in situations where the problem may have to be defined more precisely, relevant courses of action identified, hypotheses formulated, or additional insights gained before an approach can be developed. This type of research is qualitative. (i.e. interviews and focus groups)
- Conclusive: "you need to reach a conclusion" this type of research is used to test specific hypotheses, examine specific relationships, or make predictions
|
|
|
Term
| Two types of conclusive research |
|
Definition
- Descriptive research: this type of conclusive research is used to describe something, usually market characteristics or functions.
- Causal research: this type of conclusive research is used to obtain evidence regarding cause and effect relationships.
|
|
|
Term
| The six W's of descriptive research |
|
Definition
- Who: should be considered?
- Where: from what location should the respondents be contacted to obtain the required information?
- When: at what point in time should the information be obtained from the respondent?
- What: specifically, what information should be obtained from the participants?
- Why: what is the reason we are obtaining information form the participants?
- Way: the manner in which we are going to obtain information from the participants.
|
|
|
Term
| Cross Sectional Design and Longitudinal Design |
|
Definition
- Cross-sectional design: involves the collection of information from a sample population at a single point in time.
- Longitudinal Design:a fixed sample population is measured repeatedly over several points in time. These measure large amounts of data, more accurate, and changes in behavior.
|
|
|
Term
| Random Sampling error (RE) and Non random sampling error (NE) |
|
Definition
- Random Sampling error: the error due to the particular sample selected being an imperfect representation of the population of interest. Can control this type of error with a sample of sufficient size and from the relevant population has been taken.
- Non random sampling error: occur due to a variety of reasons including errors in the problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis.
|
|
|
Term
| Primary data and Secondary data |
|
Definition
- Primary: data that has been collected internally, collected for a problem at hand, a very involving collection process, high collection cost, and long collection time.
- Secondary: data that has already been collected for purposes other than the problem at hand, a rapid and easy collection process, a relatively low collection cost, and short collection time.
|
|
|
Term
| 6 major advantages of secondary data |
|
Definition
- This data can help you identify the research problem
- better define the problem
- develop an approach to the problem
- formulate an appropriate research design
- answer certain research questions and test some hypotheses
- interpret primary data more insightfully
|
|
|
Term
|
Definition
- come from companies that collect and pool information and sell it to a number of clients.
- Household services (consumer): emphasize the consumer.
- Institutional services (company): emphasize the distribution chain.
- One source of data that is considered both is electronic scanner data
|
|
|
Term
| 8 steps for conducting a focus group |
|
Definition
- examine the objectives of the research project
- specify the objectives
- state the questions to be answered from the focus groups
- write a screening questionnaire
- develop a moderator's outline
- conduct the interview
- review tapes and analyze data
- summarize findings and plan follow up research
|
|
|
Term
| 3 steps when analyzing qualitative data |
|
Definition
- Data reduction: the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand.
- Data display: the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix.
- Conclusions drawing and verification: the researcher considers the meaning of analyzed data and assesses it implications for the research question at hand.
|
|
|
Term
| Steps in the research process |
|
Definition
- whats the problem?
- what info will shed light on your problem?
- what do you think the data will say?
- Let's get our answer
- what does the data say?
- who else needs to know?
|
|
|
Term
| The Nielson Television Index |
|
Definition
- a set of information of known commercial value that is provided to multiple clients on a subscription basis.
- An example of syndicated services
|
|
|
Term
|
Definition
| the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. |
|
|
Term
| How can a sampling error be reduced? |
|
Definition
| Increase the sample size; divide population into Homogenous groups |
|
|
Term
| Problem identification research |
|
Definition
| used to help ID problem that may not be apparent on the surface and yet exist or are likely to exist in the future |
|
|
Term
|
Definition
- theory
- hypothesis
- observation
- confirmation
|
|
|
Term
| Things to consider comparing primary and secondary data |
|
Definition
|
|
Term
|
Definition
- making advertising decisions
- including budget
- copy and media
- pricing
|
|
|
Term
| Which statement is used with some aspects of analyzing textual data? |
|
Definition
|
|
Term
| Which situation is not suitable for online focus groups? |
|
Definition
|
|
Term
| "How do you know?" is the question that, in layman terms, illustrates which concepts? |
|
Definition
| Marketing research (ID & solutions) |
|
|
Term
| Descriptive research does not include what? |
|
Definition
|
|
Term
| Research is a process based on logic. Logic is a(n)____ |
|
Definition
|
|
Term
| Focus groups are a(n) _____ research procedure and projective techniques are a(n) _____ research procedure |
|
Definition
|
|
Term
| How many advantages of secondary data are there? Which of the following is an example? |
|
Definition
- 6
- create appropriate design
|
|
|
Term
| Only primary data can include |
|
Definition
- qualitative and quantitative data
|
|
|
Term
| In this class, your research will be conducted via: |
|
Definition
|
|
Term
| The psychological characteristics of consumers that can be quantified include: |
|
Definition
|
|
Term
| One of the limitations of focus group research includes: |
|
Definition
| Coding and analysis is difficult |
|
|
Term
| The 'Research Design Formulation' stage of the marketing research process means what? |
|
Definition
|
|
Term
| What is a hypothesis for descriptive research? |
|
Definition
| "Do exam grades impact students' happiness?" |
|
|
Term
| "Are consumers likely to consume less food as plate size decreases?"- This is an example of a(n).... |
|
Definition
|
|
Term
| The 'Collection' aspect of marketing research suggests that ______ |
|
Definition
|
|
