Term
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Definition
| a general sequence of steps that can be followed whn designing and conducting research |
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Term
| marketing research ethics |
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Definition
| the principals, valies, and standards, of conduct followed by marketing researchers |
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Definition
| a routine way of looking at a business situation. researchers should offer a new perspective on the situation if possible |
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Definition
| the basic problem facing the manager, for which marketing research is intended to provide answers |
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Term
| discovery-oriented decision problem |
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Definition
| a decision problem that typically seeks to answer "what" or "why" questions about a problem/opportunity. the focus is generally on generating useful information |
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| strategy-oriented decision problem |
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Definition
| a decision problem that typically seek to answer "how" questions about a problem/opportunity. the focus is generally on selecting alternative courses of action |
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Term
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Definition
| a restatement of the decision problem in research terms |
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Term
| research request agreement |
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Definition
| a document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it |
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Term
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Definition
| a written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology |
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Term
| request for proposal (RfP) |
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Definition
| a document that describes the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job |
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Definition
| design in which the major emphasis is on gaining ideas and insights |
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Definition
| research design in which the major emphasis is on determining the frequency with which something occurs or to the extent to which two variables covary |
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Definition
| research design in which the major emphasis is on determining cause-and-effect relationships |
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Definition
| a statement that describes how two or more variables are related |
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Definition
| a search of popular press (newspapers, magazines, etc), trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand |
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Definition
| interviews with poeple knowledgeable about the general subject being investigated |
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Definition
| an interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data |
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Definition
| the individual who meets with focus group participants and guides the session |
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Definition
| an ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from general to specific |
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Definition
| using organizations that excel at some function as sources of ideas for improvement |
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Definition
| the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings |
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Definition
| information not gathered for the immediate study at hand but for some other purpose |
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Definition
| information collected specifically for the investigation at hand |
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Definition
| the originating source of secondary data |
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Definition
| a source of secondary data that did not originate the data but rather secured them from another source |
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Definition
| a combination of database, analytical models, and dialog system that allows managers to develop and access customized information |
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Definition
| a computer-based, artificial intelligence system that attempts to model how experts in the area process information to solve the problem at hand |
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Definition
| the use of analytic techniques to explore the data held within a dataset in order to idolate useful information |
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Definition
| the availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small |
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Definition
| an electronic device that automatically reads the universal product code imprinted on a product, looks up the price in an attached computer and instantly prints the description and price of the item on the cash register receipt |
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Definition
| data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level |
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Definition
| a device used to measure when a television is on, to what channel it is turned, and who in the household is watching it |
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Definition
| scientific investigation in which an investigator manipulates and controls one or mroe independent variables and observes the degree to whcih teh dependent variables change |
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Definition
| research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others |
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Definition
| research study in a realistic situation in which one or more independent variables are manipulated by the experimenter unser as carefully controlled conditions as the situation will permit |
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Term
| market testing (test marketing) |
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Definition
| a controlled eperiment done in a limited but carefully selected sector of the marketplace |
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Definition
| a test market in which the company sells the product through its normal distribution channels |
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Definition
| an entire test program conducted by an outside service in a market in which it can guarnatee distribution |
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Term
| simulated test market (STM) |
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Definition
| a study in which consumer ratings and other information are fed into a computer model that then makes projectionss about the likely level of sales fro the product in the market |
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Definition
| normal patterns of behavior exhibited by an individual; the attributes, traits,and mannerisms that distinguish one individual from another |
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Definition
| an individuals overall evaluation of something |
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Definition
| insight into, or understading of facts about, some object or phenomenon |
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Definition
| anticipated or planned future behavior |
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Term
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Definition
| a need, want, drive, urge, wish, desire, impulse, or any inner state that directs behavior toward goals |
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Definition
| what individuals have done or are doing |
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Definition
| a method of of data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire |
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Definition
| a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded |
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Term
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Definition
| the problem has been defined preciseley enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation |
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Term
| unstructured observations |
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Definition
| the problem has not been specifically defined, so a great deal of flexibility is allwed the observers in terms of what they note and record |
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Term
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Definition
| the subjects are aware that they are being oberved |
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Definition
| the subjects are not aware that they are being observed |
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Term
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Definition
| subjects are observed in the environment where the behavior normally takes place |
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Term
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Definition
| subjects are observed in an environment that has been specifially designed for recording their behavior |
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Term
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Definition
| individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place |
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Term
| electrical or mechanical observation |
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Definition
| an electrical or mechanical device observes a phenomenon and records the events that take place |
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Definition
| the amount of time a respondent deliberates before answering a question |
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Definition
| a device used to measure changes in the electrical resistance of the skin which are associated with changes in emotion |
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Definition
| analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal |
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Definition
| a device used by researchers to study a subjects eye movements while he or she is reading advertising copy |
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Definition
| a table (or figure) with no entries used to show how the results of the analysis will be presented |
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Definition
| investigation involving a sample of elements selected from the population of interest that are measured ata single point in time |
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Definition
| investigation involving a fixed sample of elements that is measured repeatedly through time |
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Definition
| a fixed sample of respondents who are measured repeatedly over time with respect to the same variables |
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Definition
| a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement |
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Definition
| cross-sectional studies in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages |
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Term
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Definition
| the degree of standardization used with the data collection instrument |
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Term
| fixed-alternative question |
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Definition
| a question in which the responses are limited to stated alternative |
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Term
| fixed alternative question |
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Definition
| a question in which the responses are limited to stated alternatives |
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Definition
| a question for which respondents are free to reply in their own words, rather that being limited to choosing from among of set of alternatives |
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Definition
| the amount of knowledge about the purpose or sponser of a study communicated to the respondent |
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Term
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Definition
| the process of providing appropraite information to repsondents after data have been collected using disguise |
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Term
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Definition
| direct, face to face conversation between an interviewer and the respondent |
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Definition
| a method of data collection in which interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if they would be willing to participate in a research study |
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Definition
| telephone conversation between an interviewer and a respondent |
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Term
| random digit dialing (RDD) |
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Definition
| a technique used in studies using telephone interviews in which the numbers to be called are randomly generated |
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Term
| computer-assisted interviewing (cAI) |
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Definition
| using computers to manage the sequence of questions and to electronically record the answers |
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Term
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Definition
| a questionnaire administered by mail to designated respondents with an accompanying cover letter |
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| internet based questionnaires |
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Definition
| a questionnaire that relies on the internet for completion |
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Term
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Definition
| rules for assigning numbers to objects to represent quantities of attributes |
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Definition
| measurement in which numbers are assigned to objects ore classes of objects solely for the purpose of identification |
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Term
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Definition
| measurement in whcih numbers are assigned to data on the basis of some order (eg more than, greater than,) of the objects |
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Definition
| measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members |
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Term
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Definition
| measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers |
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Definition
| a method of assessing attitudes in whcih individuals are asked directly for their beliefs about or feelings toward an object or class of objects |
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Term
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Definition
| a scale on which individuals must indicate their ratings of an attribute or object by slecting the response category that best describes their position on the attribute oro bject |
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Term
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Definition
| a self-report techique for attitude measurement in whcih respondents indicate their degree of aggreement or disagreement with each of a number of statements |
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Term
| semantic- differential scale |
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Definition
| a self-report technique for attitude measurement in which repsondents are asked to chech whcih cell between a set of bipolar adjectives or phrases best describes their feelings toward the object |
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Term
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Definition
| a diagram that connects the average responses to a series of semantic-differntial statemets thereby depicting the profile of the object or objects being evaluated |
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Term
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Definition
| a scale in which individials indicate their ratings of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other |
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Term
| comparative ratings scale |
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Definition
| a scale requiring subjects to make their ratings as a series of relative judgements or comparisons rather than as independent assessments |
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Definition
| a comparative-ratings scale in which an individual divides some given sum among two or mroe attributes on a basis such as importance of favorability |
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Definition
| a measurement designed to provide an overall assessment of an object or phenomenon, typically using one or two items |
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Term
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Definition
| a measure designed to provide a comprehensive assessment of an object or phenomenon, with items to assess all relevant aspects or dimension |
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Definition
| error in measurement that is also known as constant error becuase it affect sthe measurement in a constant way |
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Definition
| error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irrefular ways |
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Term
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Definition
| the extent to which differences in scores on a measuring instrument refelct true differences among individuals, groups, or situationsin the characteristic that seeks to measure, or true differences in the same individual, group, or situation from one occasion to another, rather than systematic or random errors |
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Term
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Definition
| ability ofa measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure |
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Definition
| a question used to determine whether a respondent is likely to possess the knowledge being sought; also used to determine whether an individual qualifies as a member of the defined population |
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Definition
| an error that occurs when the repsonse to a question is influenced by the order in which the alternatives are presented |
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Definition
| a technique used to combat response order bais, in which response options are reordered or randomized to create different versions of the survey |
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Definition
| an alternative answer that is not expressed in a questions options |
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Definition
| a problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences |
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Definition
| a question that calls for two responses and creates confusion for the respondent |
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Definition
| an approach to question sequencing that gets its name from its shape, starting with broad questions and progressively narrowing down the scope |
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Definition
| the tendency for earlier questions on a questionnaire to influence repsondents' answers to later questions |
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Definition
| a technique used to direct respondents to different places in a questionnaire, based on thier response to the question at hand |
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Definition
| use of a questionnaire (or observation form) on a trial basis in a small basis in a small pilot study to determine how well the questionnaire (or observation form) works |
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Definition
| a type of sampling plan in which data are collected from or about each member of a population |
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Definition
| selection of a subset of elements from a larger group of objects |
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Definition
| all cases that meet designated specifications for membership in the group |
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Definition
| a characteristic or measure of a population |
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Definition
| a characteristic of measure of a sample |
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Definition
| the difference between results obtained from a sample and results that would have been obtained had information been gathered from or about every member of the population |
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Definition
| the list of population elements from whcih a sample will be drawn; the list could consist of geographic areas, institutions, individuals, or other units |
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Definition
| a sample that relies on personal judgement in the element selection process |
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Definition
| a nonprobability sample in which population elements are included in the sample because they were readily available |
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Definition
| a nonprobability sample in whcih the sample elements are handpicked because they are expected to serve the research process |
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Definition
| a judgement sample that relies on the researchers ability to locate an ititial set of respondents with the desired characterisitics |
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Definition
| a nonprobability sample chosen so that the proportion of sample elements with the certain characteristics is about the same as the proportion of the elements with the characteristics in the target population |
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Definition
| a sample in which each target population element has a known nonzero chance of being included in the sample |
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Definition
| a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample |
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Definition
| a probability sampling plan in which every kth element in the population is selected for the sample pool after a random start |
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Definition
| the number of population elements to count (k) when selecting the sample members in a systematic sample |
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| total sampling elements (TSE) |
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Definition
| the number of population elements that must be drawn from the population and included in the initial sample pool in order to end up with the desired sample size |
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Definition
| a probabiliyt sample in which (1) the population is divided into mutually excusive and exhaustive subsets and (2) a simple random sample of elements is chosen independently from each froup or subset |
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Definition
| a probability sampling plan in which (1)the parent population is divided into mutually exclusive and exhaustive subsets and (2) a random sample of one or more subsets (clusters) is selected |
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Definition
| a form of cluster sampling in which ares (eg census tracts, blocks) serve as the primary sampling units. using maps, the population is divided into mutually exclusive and exhaustive areas, and a random sample of areas is selected |
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Definition
| the degree of error in an estimate of a population parameter |
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Definition
| the degree to which one can feel confident that an estimate approximates the true value |
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Definition
| error due to the failure to include some elements of the defined target population in the sampling frame |
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Definition
| error from failing to obtain information from some elements of the population that were selected and sedignated for the sample |
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Definition
| nonresponse error resulting becuase some designated respondents refuse to participate in the study |
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Definition
| nonresponse error that arises when respondents are not at home when the interviewer calls |
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Definition
| error that occurs when an individual provides an inaccurate response, consciously or subconsciously , to a survey item |
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Definition
| error due to data editing, coding, or analysis errors |
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Definition
| the number of completed interviews with responding units divided by the number of eligible responding units in the sample |
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Definition
| research that is conducted to support a position rather than to find the truth about an issue |
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Definition
| contacting people under the guise of marketing research when the real goal is to sell products or services |
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