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| Doubtfulness or uncertainty of meaning or intention |
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| This type of research tests cause-an-effect relationships. |
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| Buyer discomfort caused by postpurchase thoughts like Did I do the right thing? |
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| Describes the way buyers respond to products and/or services with significant differences between products and a high level of involvement. |
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| The ultimate user of a product. |
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| A product bought by a final consumer for personal consumption. |
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| A consumer product the customer usually buys frequently and with a minimum of comparison and buying effort. |
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| The most basic learned human behavior including values, perceptions, wants, and items learned from family members and society. |
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| Variables that allow a market or segment to be defined such as age, sex, income, education, etc. |
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| This type of research ascertains magnitudes of an issue. |
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| A question with an answer where the respondent must make one of two choices. |
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| Dissonance-reducing behavior |
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Definition
| Describes the way buyers respond to products with few differences and a high level of involvement. |
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| The second highest level of human needs on Maslow's scale including self-esteem, recognition, and status. |
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| This type of research suggests solutions or new ideas |
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| A group questioned by a trained interviewer about a product, service, organization, or other key item of interest. |
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| A question that allows the responded to answer with a word or a phrase. |
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Definition
| Describes the way buyers respond to products with few differences and a low level of involvement. |
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Definition
| A measurement scale where there are equal distances between items such as calendar days and temperature. |
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Definition
| The process of collecting, analyzing, and interpreting data about customers, competitors, the business environment, various business issues and scenarios. |
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| Maslows Hierarchy of Needs |
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Definition
| A ranked model of human needs progressing from physiological through safety, social, esteem, and self-actualization. |
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Definition
| A measurement scale for subjective data with a 1:1 correspondence like football and lottery numbers. |
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Definition
| Also referred to as distribution-free statistics, this field primarily uses small sample sizes and has specific tests for each scale of measurement. |
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| Open-end [unstructured] question |
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Definition
| A question that allows the responded to answer in their own words [sometimes as long as paragraphs] and the results become very difficult to analyze. |
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Definition
| A measurement scale where no distance relation is known such as quality of lumber and military rank. |
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| Traditional statistics including the t-test and ANOVA with large sample sizes. |
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| These buying decision influences come from occupation, economic situation, lifestyle, personality, and self-concept. |
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Definition
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| These buying decision influences come from motivation, perception, learning, beliefs, and attitudes. |
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| The lowest level of human needs on Maslow's scale including hunger and thirst. |
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| Ranking, rating, or continuum questions |
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Definition
| Questions where respondents are forced to answer on some mathematical scale for statistical analysis. |
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| A continuous scale of measurement where there are definite relationships and a true zero point for items like measurement and loudness. |
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Definition
| The extent to which the research techniques employed were free of error. |
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| A representative portion of the population based on the sampling method. |
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Definition
| The second lowest level of human needs on Maslow's scale including security and protection. |
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Definition
| The method of selecting a small group which is representative of a larger population. |
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Definition
| Information collected from other sources that is not primary research. |
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Definition
| The highest level of human needs on Maslow's scale including self-development and realization. |
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Definition
| A consumer product that the customer characteristically compares on such bases as suitability, quality, price, and style. |
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Definition
| These are buying decision influences from small groups, family, social roles, and status. |
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| The middle level of human needs on Maslow's scale including love and a sense of belonging. |
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| A consumer product with unique characteristics or brand identification for which a buyer is willing to make a special purchase effort. |
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| The process by which the consumer makes a buying decision. |
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| A consumer product that the consumer either does not know about or does not normally think of purchasing. |
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Definition
| A measurement of how accurately a question-response set measured what was intended. |
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Definition
| Describes the way buyers respond to products with significant differences and a low level of involvement. |
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