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Research Methods Midterm
Terms in this set (28)
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
The planning, collection and analysis of data relevant to marketing decision making by
-understanding the marketplace
-determining why something did or did not work
3 Critical Functions of Market Research
A company's plan that identifies how it will use marketing to achieve its goals
Research aimed at solving a specific pragmatic problem such as a better understanding of the marketplace, determining why a strategy or tactic failed, or reducing uncertainty in management decision making
Research aimed at expanding the frontiers of knowledge rather than for solving a specific problem. Research done for research sake. Universities, and other grant recipients, often conduct basic research to expand the frontiers of knowledge.
What is conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.
It is the detailed blueprint used to guide the research study towards its objectives including what and how you will conduct the research study.
A statement about a relationship between variables that can be tested with data. A claim, or argument about your theory of what is causing "X" that you will research to prove or disprove
A remark about what the researcher wants to learn - without making a claim about what might be causing the issue at hand.
Descriptive Research Studies
Descriptive research studies answer the who, what, where, when, and how questions. It is used when one wants to gain a better understanding of the specifics or details the research issue.
Typically descriptive research that monitors respondents' actions.
Research in which an interviewer interacts with respondents to obtain facts, opinions, and attitudes.
Research to measure causality, in which the researcher changes one or more variables and observes the effect of the changes on another variable.
-Research such as focus groups, interviews, secondary analysis, and case studies.
-Based on small sample sizes that may not be representative of the target.
-Helps to understand feelings of consumers.
-Subjective and Interpretive Analysis
Data that have previously been gathered and that might be relevant to the problem at hand.
-May clarify or redefine the problem
New data collected to solve a particular problem.
Information originating within the company
Outside sources of secondary information
Marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix.
Using online and offline data to understand a consumer's habits, demographics, and social networks in order to increase the effectiveness of online advertising.
Marketing Research Aggregator
A company that acquires, catalogues, reformats, segments, and resells reports already published by large and small marketing research firms.
A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept.
Techniques that tap into respondents' deepest feelings by having them project those feelings into an unstructured situation.
Portion of a research report that explains why the research was done, what was found, what those findings mean, and what action, if any, management should undertake.
Overseeing the development of excellent communication systems, data quality, time schedules, cost controls, client profitability, and staff development.
First Step in Conducting a Research Group
Selecting a group facility.
In Depth Interview
Unstructured, one-on-one interviews in which clinical techniques are used to uncover hidden motives.
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