Term
|
Definition
| The Function that links an organization to its market through the gathering of information |
|
|
Term
|
Definition
| Technique used to picture relative position of products on two or more product dimensions important to consumer purchase patterns |
|
|
Term
|
Definition
| Methodologies offered by research firms that are branded and do not provide information about how the methodology works |
|
|
Term
|
Definition
| Displaying ads at one website based on the user's previous surfing behavior |
|
|
Term
| Customized Research Firms |
|
Definition
| Firms that provided tailored services to client |
|
|
Term
| Standardized Research Firms |
|
Definition
| Provide general results following a standard format so results of a study conducted for one client can be compared to norms |
|
|
Term
| Syndicated business services |
|
Definition
| Services provided by standardized research firms that include data made or developed from a common pool or database |
|
|
Term
|
Definition
| Data collection personal filing out surveys for fake respondents |
|
|
Term
|
Definition
| Fully explaining to respondents any decision that was used during research |
|
|
Term
|
Definition
| Claiming that a survey is for research purposes and then asking for a sale or donation |
|
|
Term
|
Definition
| Combining different publicly available information, usually unethically to determine consumer's identities, especially on the internet |
|
|
Term
|
Definition
| information previously collected for some other problem or issue |
|
|
Term
|
Definition
| Info collected for a current research problem or opportunity |
|
|
Term
|
Definition
| Technologies such as caller ID that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists |
|
|
Term
| Information research process |
|
Definition
1). Determine the Research Problem
2). Select appropriate research design
3). Execute the research design
4. Communicate the research results |
|
|
Term
| When should marketing research not be used? (pg. 28) |
|
Definition
1). Insufficient time frames
2). Inadequate resources
3). Costs outweigh the value |
|
|
Term
| Phase I: Determine the Research Problem (pg. 32 - 36) |
|
Definition
| Step 1: Identify and clarify information needs Step 2: Define the research questions Step 3: Specify research objectives and confirm the information value |
|
|
Term
| Phase II: Select the research design |
|
Definition
Step 4: Determine the research design and data sources
Step 5: Develop the sampling design and sample size
Step 6: examine measurement issues and scales
Step 7: Design and pretest the questionnaire |
|
|
Term
| Phase III: Execute the research design |
|
Definition
Step 8: Collect and prepare data
Step 9: Analyze data
Step 10: Interpret data to create knowledge |
|
|
Term
| Phase IV: Communicate the Research Results |
|
Definition
| Step 11: Prepare and present final report |
|
|
Term
| Situation Analysis (pg. 32) |
|
Definition
| Gathers and synthesizes background information to familiarize the research with the overall complexity of the problem (Phase I) |
|
|
Term
| Iceberg Principle (pg. 33) |
|
Definition
| Decision maker is only aware of 10% of the actual problem. Marketing researchers discover the other 90% |
|
|
Term
|
Definition
| Brand awareness, brand attributes, satisfaction, purchase intention, importance of factors, demographics (Phase I) |
|
|
Term
| Unit of Analysis (pg. 35) |
|
Definition
| Specifies whether the data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. (Phase 1) |
|
|
Term
| Scientific Method (pg. 30) |
|
Definition
Research procedures should be
logical
systematic
objective
reliable
valid |
|
|
Term
|
Definition
| Information becomes knowledge when someone interprets the data and attaches meaning |
|
|
Term
| Exploratory Research (pg. 36) |
|
Definition
Generates insights that will help define the problem situation confronting the researcher or improves the understanding of consumer motivations, attitudes and behavior that are not easy to access using other research methods.
I.e. focus growths, interviews, pilot studies
(phase II) |
|
|
Term
| Descriptive Research (pg. 36) |
|
Definition
Collects quantitative data to answer research questions such as who, what hone, where, and how. (phase II)
i.e. image assessment surveys, customer satisfaction surveys |
|
|
Term
|
Definition
| Collects data that enables decision makers to determine cause-and-effect relationships between two or more variables (phase II) |
|
|
Term
| Target population (pg. 38) |
|
Definition
| population from which the researcher wants to collect data (Phase III) |
|
|
Term
| Independent Variable (pg. 64) |
|
Definition
| Predicts or explains the variable of interest |
|
|
Term
| Dependent Variable (pg. 64) |
|
Definition
| Variable looking to be explained, outcome |
|
|
Term
|
Definition
| Al members of a defined target population (Phase III) |
|
|
Term
|
Definition
| Small # of members that are representative of a population (Phase III) |
|
|
Term
| Research Proposal (pg. 41) |
|
Definition
| Specific document that provides an overview of the proposed research and methodology, and serves as a written contract between the decision maker and the researcher |
|
|
Term
| Internal Secondary Data (pg. 50) |
|
Definition
Data collected by the individual company for accounting prepress or marketing activity reports
i.e. Sales invoices, Accounts receivable invoices, quarterly sales reports, sales activity reports, ect. Anything with customer information on it |
|
|
Term
| External Secondary Data (pg. 50) |
|
Definition
Data collected by outside agencies such as the federal government, trade associations, or periodicals.
Popular Sources, Scholarly Sources, Government Sources, North American Industry Classification System (NACIS), Commercial Sources |
|
|
Term
| Literature Review (pg. 51) |
|
Definition
| Comprehensive examination of available information that is related to your research topic. Clarifies the research problem and questions that are apart of the research study |
|
|
Term
| Criteria used to evaluate secondary data (pg. 52) |
|
Definition
Purpose
Accuracy
Consistency
Credibility
Methodology
Bias |
|
|
Term
| Syndicated (or commercial) data (pg. 60) |
|
Definition
Data that have been complied according to some standardized procedure, provides customized data for companies, such as market share, ad effectiveness, and sales tracking
I.e. consumer panels and store audits |
|
|
Term
|
Definition
| Large samples of household that provide specific, detailed data on purchase behavior for an extended period of time |
|
|
Term
|
Definition
| Similar to consumer panels but the information focuses on media usage and behavior |
|
|
Term
|
Definition
| Formal examination and verification of how much a particular product or brand has been sold at the retail level |
|
|
Term
| Descriptive Hypothesis (pg. 64) |
|
Definition
| Possible answers to a specific applied research problem |
|
|
Term
| Casual Hypothesis (pg. 65) |
|
Definition
| Theoretical statements about relationships between variables |
|
|
Term
| Positive Relationship (pg. 65) |
|
Definition
| When two variable increase or decrease together |
|
|
Term
| Negative Relationships (pg. 65) |
|
Definition
| When one variable increases, the other decreases |
|
|
Term
| Conceptualization (pg. 66) |
|
Definition
| Development of a model that shows variables and hypothesized or proposed relationships between variables |
|
|
Term
|
Definition
| A statistical hypothesis that is tested for possible rejection under the assumption that it is true |
|
|
Term
| Constructs researchers use to create segmented markets |
|
Definition
Demographic
Psychographic
Geographic
Behavioral
Ethnographic |
|
|
