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Marketing Research Test 1
Marketing Research UWW
17
Marketing
Undergraduate 4
02/21/2010

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Term
Descriptive Studies
Definition
Answer the questions who, what, when, where, and how.
Term
Casual Studies
Definition
Examine wheter the value of one variable causes or determines the value of another variable
Term
Dependent variable
Definition
symbol or concept expected to be explained or influenced by the independent variable
Term
Independent Variable
Definition
Symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable.
Term
Probability Sample
Definition
A sample for which every element in the population has a known nonzero probability of being selected.
Term
Nonprobability Samples
Definition
those in which the chances of selection for the various elements in the population are unknown.
Term
situation analysis
Definition
studying the decision making environment within which the marketing research will take place.
Term
Exploratory research
Definition
preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved. or to identify important variables.
Term
pilot studies
Definition
surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies.
Term
Experience surveys
Definition
Discussions with knowledgeable individuals, both inside and outside the org.
Term
Case analysis
Definition
reviewing info from situations that are similar to the current one.
Term
3 functions of research
Definition
Descriptive-gathering + presenting statements of fact.
Diagnostic function-wherein data and/or actions are explained. Ex: what was the impact on sales when packaging was changed.
Predictive- don't have to know
Term
Applied Research
Definition
Research aimed at solving a specific problem. look at why a strategy or tactic failed. reduction of uncertainty in management decisions.
Term
Basic or Pure Research
Definition
attempts to expand the frontiers of knowledge.
Term
Types of Research Firms
Definition
Custom Research Firms- Kwik trip
Syndicated firms-collect and sell marketing research to many firms
Limited-specialize one or a few areas like the health industry or just mystery shopping.
Term
External Users of Marketing Research
Definition
Vendors-manufactures give data to vendors
franchises *strategic partnerships
Term
Internal Clients
Definition
Marketing Manager
top management
other internal users.
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