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MKT Research Review Chp 1-7
Mid term
162
Marketing
Undergraduate 4
10/03/2010

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Term
Marketing Research
Definition
Application of the scientific method in searching for the truth about marketing phenomena. 
Term
Applied Marketing Research
Definition
Research conducted to address a specific marketing decision for a specific firm or organization
Term
Basic Marketing Research
Definition
Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. 
Term
The Scientific Method
Definition
The way researchers go about using knowledge and evidence to reach objective conclusions about the real world. 
Term
Product-Oriented
Definition
Describes a firm that prioritized decision making in a way that emphasizes technical superiority in the product.
Term
Production-oriented
Definition
Describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions
Term
Marketing Concept
Definition
A central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process
Term
Marketing Orientation
Definition
Corporate culture existing for firms adopting the marketing concept. It emphasizes customer orientation, long term profits, and a cross functional perspective
Term
Customer-Oriented
Definition
Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer
Term
Relationship Marketing
Definition
Communicates the idea that a major goal of marketing is to build long term relationships with the customers contributing to the firm's success
Term
Total Quality Management
Definition
Business Philosophy that has much in common with the marketing concept
Term
Geo-demographics
Definition
Refers to information describing the demographic profile of consumers in a particular geographic region.
Term
Pricing
Definition
Involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints
Term
Marketing Channel
Definition
Network of interdependent institutions that perform the logistics necessary for consumption to occur
Term
Supply Chain
Definition
Channel of distribution, link between suppliers and consumers
Term
Promotion
Definition
Communication function of the firm responsible for informing and persuading buyers
Term
Promotion Research
Definition
Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions
Term
Integrated Marketing Communication
Definition
All promotional efforts should be coordinated to communicate a consistent image
Term
Integrated Marketing Mix
Definition
Effects of various combination of marketing mix elements on import outcomes
Term
Total Value Management
Definition
The management and monitoring the entire process by which consumers receive benefits from a company
Term
Performance -monitoring research
Definition
Refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity
Term
 Marketing Metrics
Definition
Quantitative ways of monitoring and measuring marketing performance
Term
Culturally Cross-Validate
Definition
To verify that the empirical findings from one culture also exist and behave similarly in another culture
Term
Data
Definition
Facts or recorded measures of certain phenomena (things)
Term
Information
Definition
Data formatted to support decision making or define the relationship between two facts
Term
Marketing Intelligence
Definition
The subset of data and information that actually has some explanatory power enabling effective decisions to be made
Term
Relevance
Definition
The characteristics of data reflecting how pertinent these particular facts are to the situation at hand
Term
Information Completeness
Definition
Having the right amount of information
Term
Global Information System
Definition
An organized collected of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activity
Term
Decision Support System (DSS)
Definition
A computer-based system that helps decision makers confront problems through direct interaction with databases and analytical software programs
Term
Customer Relationship Management (CRM)
Definition
Part of the DSS that addresses exchanges between the firm and its customers
Term
Database
Definition
A collection of raw data arranged logically and organized in a a form that can be stores and processed by a computer
Term
Data Warehousing
Definition
The process allowing important day to day operational data to be stored and organized for simplified access
Term
Proprietary Marketing Research
Definition
The gathering of new data to investigate specific problems
Term
Scanner Data
Definition
The accumulated records resulting from point of sale data recording
Term
Data Wholesalers
Definition
Companies that put together consortia of data sources into packages that are offered to municipal, corporate and universal libraries for a fee             
Term
Content Providers
Definition
Parties that furnish information on the world wide web
Term
Uniform Resource Locator (URL)
Definition
A web site address that Web browsers recognize
Term
Search Enginge
Definition
A computerized directory that allows anyone to search the world wide web for information using a keyword search
Term
Keyword Search
Definition
Takes place as the search engine searches through millions of web pages for documents containing the keywords
Term
Environmental Scanning
Definition
Entails all information gathering designed to detect changes in the external operating environment of the firm
Term
Pull Technology
Definition
Consumers request information from a web page and the browser then determines a response, the consumer is essentially asking for the data
Term
Push Technology
Definition
Sends data to a user's computer without a request being made software is used to guess what information might be interesting to consumers based on the pattern of previous responses
Term
Smart Agent Software
Definition
Software capable of learning an internet user's preferences, and automatically searching out information in selected web sites and then distributing it
Term
Cookies
Definition
Small data files that a content provider can save onto the computer of someone who visits its web sites
Term
Intranet
Definition
A company's private data network that uses Internet standards and technology
Term
Exploratory Research
Definition
COnducted to clarify ambiguous situations of discover ideas that may be the potential business opportunities
Term
Symptoms
Definition
Observable cues that serve as a signal of a problem because they caused by that problem
Term
Descriptive Research
Definition
Describes characteristics of objects, people, groups, organization, or environments, tries to "paint a picture" of a given situation 
Term
Diagnostic Analysis
Definition
Seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products
Term
Casual Research
Definition
Allows casual inferences to be made, seeks to identify cause and effect relationships
Term
Casual Inference
Definition
A Conclusion that when one thing happens, another specific thing will follow
Term
Temporal Sequence
Definition
One of three criteria for causality, deals with the time order of events - the cause must occur before the effect
Term
Concomitant Variation
Definition
One of three criteria for causality occurs when two events "covary," meaning they vary systematically
Term
Nonspurious Association
Definition
One of three criteria for causality; means any covariation between a cause and an effect is true and not simply due to some other variable
Term
Experiemtn
Definition
Carefully Controlled Study in which the researchers manipulates a proposed cause and observes any corresponding change in the proposed effect
Term
Experimental Variable
Definition
Represents the proposed cause which the researcher controls by manipulating its value
Term
Manipulation
Definition
Means that the researcher alters the level of the variable in specific increments
Term
Research Objectives
Definition
The goals to be achieved by conducting research
Term
Deliverables
Definition
Term used often in consulting to describe research objectives to a research client
Term
Literature Review
Definition
A directed search of publishes works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand
Term
Pilot Study
Definition
A small-scale research project that collects data from respondents similar to those to be used in the full study
Term
Pretest
Definition
A small scale study in which the results are only preliminary and intended only to assist in design of a subsequent study
Term
Focus Group
Definition
A small group discussion about some research topic led by a moderator who guides discussion among the participants
Term
Theory
Definition
A formal, Logical explanation of some events that includes predictions of how things relate to one another
Term
Hypothesis
Definition
A formal statement explaining some outcome
Term
Empirical Testing
Definition
Means that something has been examined against reality using data
Term
Research Design
Definition
A master plan that specifies the methods and procedures for collecting and analyzing the needed information
Term
Survey
Definition
A research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way
Term
Sampling
Definition
Involves any procedure that draws conclusions based on measurements of a portion of the population
Term
Unobtrusive Methods
Definition
Methods in which research respondents do not have to be disturbed for data to be gathered
Term
Data Analysis
Definition
The application of reasoning to understand the data that have been gathered
Term
Research Project
Definition
A single study that addresses one or a small number of research objectives
Term
Research Program
Definition
Numerous related studies that come together to address multiple related research objectives
Term
Outside Agency
Definition
An independent research firm contracted by the company that actually will benefit from the research
Term
In-House Research
Definition
Research performed by employees of the the company that will benefit from the research
Term
Research Suppliers
Definition
Commercial providers of marketing research services
Term
Syndicated Service
Definition
A marketing research supplier that provides standardized information for many clients in return for a fee
Term
Standardized Research Service
Definition
Companies that develop a unique methodology for investigating a business specialty area.
Term
Customer Research
Definition
Research projects that are tailored specifically to a client's unique needs
Term
Marketing Ethics
Definition
The application of morals to behavior related to the exchange behavior
Term
Moral Standards
Definition
Principles that reflect beliefs about what is ethical and what is unethical
Term
Ethical Dilemma
Definition
Refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications
Term
Relativism
Definition
A term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action. This way of thinking rejects absolute principles in favor of situation-based evaluations
Term
Idealism
Definition
A term that reflects the degree to which one bases one's morality on moral standards
Term
Informed Consent
Definition
When an individual understands what the researcher wants him or her to do and consents to the research study
Term
Confidentiality
Definition
The information involved in a research will not be shared with others
Term
Placebo
Definition
A false experimental effect used to create the perception that some effect has been administered
Term
Human Subjects Review Committee
Definition
Carefully reviews proposed research design to try to make sure that no harm can come to any research participant. Other wise known as an Institutional Review Board or IRB
Term
Institutional Review Board
Definition
Another name for a human subjects review committee
Term
Advocacy Research
Definition
Research undertaken to support a specific claim in a legal action or represent some advocacy group
Term
Pseudo-Research
Definition
Conducted not to gather information for marketing decisions but to bolster a point of view and satisfy other needs
Term
Push Poll
Definition
Telemarketing under guise of research
Term
Conflict of Interest
Definition
Occurs when one researcher works for two competing companies
Term
Qualitative Marketing Research
Definition
Research that addresses marketing through tecniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement, its focus is on discovering true inner meanings and new insights
Term
Researcher-Dependent
Definition
Research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience
Term
Quantitative Marketing Research
Definition
Marketing research that addresses research objectives through empirical assessments that involve numerical measurement and analysis
Term
Subjective
Definition
Results are researcher dependent, meaning different researchers may reach different conclusions based on the same interview
Term
Qualitative Data
Definition
Data that are not characterized by numbers, and instead are textual, visual, or oral
Term
Quantitative Data
Definition
Represent phenomena by assigning numbers in an ordered and meaningful way
Term
Concept Testing
Definition
Frequently performed type of exploratory research representing many similar research procedures all having the same purpose: to screen new, revised or repositioned ideas
Term
Phenomenology
Definition
Philosophical Approach to studying human experiences based on the ideas that human experience itself is inherently subjective and determined by the context in which people live
Term
Hermeneutics
Definition
Philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live
Term
Hermeneutic Unit
Definition
Refers to a text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher
Term
Ethnography
Definition
Represents ways of studying cultures through methods that involve becoming highly active within that culture
Term
Participant Observation
Definition
Ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations
Term
Grounded Theory
Definition
Inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records
Term
Case Studies
Definition
Documented historuy of a particular person, group, organization, or event
Term
Theme
Definition
Identified by the frequency with which the same term arises in the narrative description
Term
Focus Group Interview
Definition
An unstructured, free-flowing interview with a small grouop if around 6-10 people / Focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents
Term
Piggyback
Definition
A procedure in whiuch one respondent stimulates thought among the others; as this process continues, increasingly creative insights are possible
Term
Moderator
Definition
A person who leads a focus group inteview and ensures that everyone gets a chance to speak and contribute to the discussion
Term
Depth Interview
Definition
A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic
Term
Laddering
Definition
A particular approach to probing asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, the benefit level, and the value or motivation levl. Laddering is based on the classical repertory grid approach.
Term
Probing
Definition
An interview technique that tries to draw deeper and more elbaorate explananations from the discussion
Term
Free-association techniques
Definition
Record respondents' first cognitive reactions to some stimulus
Term
Field Notes
Definition
The researcher's descriptions of what actually happens in the field
Term
Thematic Apperception Test (TAT)
Definition
A test that presents subjects with an ambiguous picture in which consumers and products are the center of attention
Term
Picture Frustration
Definition
A version of the TAT using a cartoon drawing in which the respondent suggests a dialogue in which the characters might engage
Term
Projective Technique
Definition
An indirect means of questioning enabling respondents to project belifs and feelings onto a third party, an inanimate object or a task situation
Term
Discussion Guide
Definition
Focus groups outline that includes written introductory comments informing the group about the focus group purpose and the rules and then outlines topics or questions to be addressed in the group section
Term
Streaming Media
Definition
Consist of multimedia content such as audio or video that is made available in real time over the Internet or a corporate intranet
Term
Online Focus Group
Definition
A qualitative research effort in which a group of individuals provides unstructured comments by entering their remarks into an electronic Internet display board of some type
Term
Focus Blog
Definition
A type of informal focus group established as an internet blog for the purpose of collecting qualitative data from particpant comments
Term
Replicable
Definition
Something is intersubjectivly certifiable meaning the same conclusion would be reached based on another researcher's interpretatuib of the research or by independently duplicating the research procedures
Term
Secondary Data
Definition
Data that have been previously collected for some purpose other than the one at hand
Term
Data Conversion
Definition
The process of changing the original form of the data to a format suitable to achieve the research objective, also called data transformation
Term
Cross-Checks
Definition
The comparison of data from one source with data from another source to determine the similarity of independent projects
Term
Market Tracking
Definition
Observation and analysis of trends in industry volume and brand share over time
Term
Model Building
Definition
The use of secondary data to help specify relationships between two or more variables can involve the development of descriptive or predictive equations
Term
Site Analysis Techniques
Definition
Techniques that use secondary data to select the best location for retail or wholesale operations
Term
Index of retail saturation
Definition
A calculation that desribes the relationship between retail demand and supply
Term
Data Mining
Definition
Use of powerful computers to dig through volumes of data to discover patterns about an organization's customers and products; applies to many different forms of analysis
Term
Neural Network
Definition
A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information
Term
Market-Basket Analyiss
Definition
A form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information
Term
Customer Discovery
Definition
Involves Mining data to look for patterns identifying who is likely to be a valuable customers
Term
Internal and Proprietary Data
Definition
Secondary data that originate inside the organization
Term
External Data
Definition
Data created, recorded, or generated by an entity other than the researcher's organization
Term
Single Source Data
Definition
Diverse types of data offered by a single company, usually integrated on the basis of a common variable such as a geographic area or store
Term
Sample Survey
Definition
A more formal term for a survey
Term
Random Sampling Error
Definition
Statistical fluctuation that occurs because of chance variation in the elemejts selected for a sample
Term
Systematic Error
Definition
Error resulting from some perfect aspect for the research design that causes respondent error or from a mistake in the execution of the research
Term
Sample Bias
Definition
Persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
Term
Respondent Error
Definition
A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias
Term
Acquiescense Bias
Definition
A tendency for respondents to agree with all or most questions asked of them in a survey
Term
Extremity Bias
Definition
A category of response bias that results because some individuals tend to use extremes when responding to questions
Term
Interviewer bias
Definition
A responses bias that occurs because the presence of the interviewer influences respondent's answers
Term
Social Desirability Bias
Definition
Bias in responses causes by respondent's desire, either conscious or unconscious, to gain prestige or appear in a different role
Term
Sample Selection Error
Definition
An adminastrative error causes by improper sample design or sampling procedure execution
Term
Interactive Survey Approaches
Definition
Communication that allows spontaneous two-way interaction between the interviewer and the respondent
Term
Noninteractive survey approaches
Definition
Two way communication by which respondents give answers to static questions
Term
Item Nonresponse
Definition
Failure of a respondent to provide an answer to a survey question
Term
Callbacks
Definition
Attempts to recontact individuals selected for a sample who were not available initially
Term
Central Location Interviewing
Definition
Telephone Interviews conducted from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively
Term
Response Rate
Definition
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.
Term
Radio Boxes (buttons)
Definition
A small box character (box or button) that can be inserted into a word processing or Javascript document that allows a respondent to indicate a choice with a check mark or X
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