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Marketing Research chapters 1-4

Terms in this set (53)

Marketing Research
The organizations formal communication link with the environment.
Research Process
A general sequence of steps that can be followed when designing and conducting research.
Marketing Research Ethics
The principles, values, and standards of conduct followed by marketing researchers.
Advocacy Research
Research that is conducted to support a position rather than find the truth about an issue.
Sugging
Contacting people under the guise of marketing research when the real goal is to sell products or services.
Normal Thinking
A routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible.
Decision Problem
The basic problem facing the manager, for which marketing research is intended to provide answers.
Discovery-Oriented Decision Problem
A decision problem that typically seeks to answer "What?" or "Why?" questions about the problem/opportunity. The focus in generally on generating useful information.
Strategy-Oriented Decision Problem
A decision problem that typically seeks to answer "How?" questions about a problem/opportunity. the focus is generally on selecting alternative courses of action.
Research Problem
A restatement of the decision problem in research terms.
Research Request Agreement
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.
Research Proposal
A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.
Request for Proposal
A document that describes the problem for which research is sought and asks providers to offer proposals, including cost estimates, about how they would perform the job.
Exploratory Research
Research design in which the major emphasis is on gaining ideas and insights.
Descriptive Research
Research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables co-vary.
Causal Research
Research design in which the major emphasis is on determining cause-and-effect relationships.
Hypothesis
A statement that describes how tow or more variables are related.
Literature Search
A search of popular press (newspapers, magazines, and so forth), trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand.
Depth Interviews
Interviews with people knowledgeable about the general subject being investigated.
Focus Group
An interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data.
Moderator
The individual who meets with focus group participants and guides the session.
Moderator's Guidebook
A ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from the general to specific.
Case Analysis
Intensive study of selected examples of the phenomenon of interest.
Benchmarking
Using organizations that excel at some function as sources of ideas for improvement.
Ethnography
The detailed observation of consumers during their ordinary daily lives using direct observations, interviews and video and audio recordings.
Cross-Sectional Study
Investigation involving a sample of elements selected from the population of interest that are measured at a single point and time.
Sample Survey
Cross-sectional study 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.
Longitudinal Study
Investigation involving a fixed sample of respondents who are measured repeatedly over time with respect to the same variables.
Discontinuous Panel
A fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement.
Experiment
Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variable changes.
Laboratory Experiment
Research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others.
Field Experiment
Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.
Market Testing (Test-Marketing)
A controlled experiment done in a limited by carefully selected sector of the marketplace.
Standard Test Market
A test market in which the company sells the product through its normal distribution channels.
Controlled Test Market
An entire test program conducted by an outside service in a market in which it can guarantee distribution.
Simulated Test Market (STM)
A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market.
Secondary Data
Information not gathered for the immediate study at hand but for some other purpose.
Primary Data
Information collected specifically for the investigation at hand.
Primary Source
The originating source of secondary data.
Secondary Source
A source of secondary data that did not originate the data but rather secured them from another source.
Decision Support System (DSS)
A combination of database, analytical models, and dialog system that allows managers to develop and access customized information.
Expert System
A computer-based artificial intelligence system that attempts to model how experts in the area process information to solve the problems at hand.
Data Mining
The use of analytical techniques to explore the data held within a data set in order to isolate useful information.
People Meter
A device used to measure when a television in on, to what channel it is tuned, and who in the household is watching it.
What are the steps of the market Research Process?
1. Identify a problem. 2. Determine research design. 3. Develop a questionnaire. 4. Finalize Questionnaire 5. Collect Data. 6. Analyze Data. 7. Interpret Data.
Planned Change (Definition and Example)
When the company strategically makes a change. (Releasing a new flavor of chip)
Unplanned Change (Definition and Example)
Is when a change in the marketplace is unplanned. (new technology is introduced by another company)
RAA
Respondent Anonymity Assurance.
Exhibit 3.4
pg. 35
Nominal
Names
Ordinal
Ranking
Interval
Rating
Ratio
Ranking, Rating, Names, and includes a "meaningful 0"
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