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Marketing research > 141 Exam 1 > Flashcards

141 Exam 1 Flashcards

1
Q

Site analysis techniques

A

Techniques using secondary data to select best location for retail or wholesale operation

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2
Q

Index of retail saturation

A

Calculation describing relationships between retail demand and supply as ratio of sales potential per unit area of retail space

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3
Q

Data mining

A

Use of powerful computer analytical routines to dig through volumes of data searching for patterns

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4
Q

Neural networks

A

AI in which computer is programmed to mimic human brains processing information

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5
Q

Market based analysis

A

Data mining analyzing anonymous point of sale transaction databases to id coinciding purchases between products purchases and retail shopping info

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6
Q

Customer discovery

A

Involves mining data to look for patterns iding who is likely to be a valuable customer

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7
Q

Database marketing

A

Use of customer data to promote one on one relationships with customers and precisely target promos

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8
Q

Internal data

A

Data officiating in organizations and represent events recorded or generated by organizations

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9
Q

Proprietary data

A

Secondary data owned and controlled by organizations

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10
Q

Enterprise search

A

Search driven by internet type search engine focusing on data within organizations internal network

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11
Q

External data

A

Facts observed recorded and stored by an entity outside researchers organization

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12
Q

Respondents

A

Answer interview questions verbally or written question through any media delivery

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13
Q

Sample survey

A

Formal term for survey emphasizing respondents opinions represent larger target populations opinions

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14
Q

Sample error

A

Error arising because inadequacies of actual respondents to represent population of interest

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15
Q

Systematic error

A

Some imperfect aspect of research design causes respondents error or a mistake in execution of research

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16
Q

Population parameter

A

True value of a phenomenon within population

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17
Q

Respondent error

A

Respondent lying Or no response

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18
Q

Nonresponse error

A

Statistical difference b/w survey that includes only those who respond and a perfect survey would also include a list of who didn’t

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19
Q

Acquiescence bias

A

Tendency to maintain response style agreeing with viewpoints of the survey

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20
Q

Item nonresponse

A

Failure of respondent to provide answer to survey question

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21
Q

CATI

A

Computer assisted telephone interviews

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22
Q

Robocalls

A

Call conducted by auto dialed using recorded message

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23
Q

Coverage bias

A

Misrepresentation of population by survey results disproportionately represent one group over another

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24
Q

Random digit dialing

A

Telephone exchange and random numbers develop sample of respondents in landline survey

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25
Q

Crowdsourcing

A

Many many people invited to participate in project via internet or social networks, even a small % of completes generates a large sample

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26
Q

Pretesting

A

Screening procedure to iron out fundamental problems in survey design

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27
Q

Observer bias

A

Distortion resulting from cognitive behavior or action of a witnessing observer

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28
Q

Contrived observation

A

Artificial environment to test a hypothesis

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29
Q

Response latency

A

Time taken to chose between alternatives. Measures strength of preference

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30
Q

Artifacts

A

Things made and consumed within culture signaling something meaningful about behavior occurring

31
Q

Portable people meter 360 PPM360

A

Small cellphone automatically detects broadcast signals, satellite radio, and tv transmissions

32
Q

Pupilometer

A

Device record changes in diameter of subjects pupils

33
Q

Eye tracking monitor

A

Observes eye movements, some monitors use infrared to measure unconscious eye movement

34
Q

Psycho galvanometer

A

Measures galvanic skin response, electrical resistance of skin

35
Q

Voice pitch analysis

A

Records abnormal frequencies in voice that reflect emotional reactions

36
Q

Subjects

A

Sampling units for experiment

37
Q

Experimental conditions

A

One possible levels of an experimental variable manipulation

38
Q

Blocking variables

A

Categorical variables, way of statistically controlling variance

39
Q

Covariate

A

Continuous variable included in statistical analysis as a way of controlling variance

40
Q

Main effect

A

Difference in dependent variable means between the different levels of any single experimental variable

41
Q

Interaction effects

A

Differences in dependent variable due to specific combination of independent variables

42
Q

Cell

A

Specific treatment combination associated with experimental group

43
Q

Test units

A

Subjects or entities whose responseto the experimental treatment are measured or observed

44
Q

Randomization

A

Random assignment of subject and treatments to groups

45
Q

Repeated measures

A

Subjects is exposed to multiple treatments

46
Q

Confound

A

Alternative explanation beyond variables for any observed differences in dependent variable

47
Q

Demand characteristic

A

Experimental design elements or procedure unintentionally provides subjects with hints about hypothesis

48
Q

Demand effect

A

When demand characteristic actually affect dependent variable

49
Q

Dependent variable (criterion)

A

The thing we are trying to indirectly change

50
Q

Independent variable (predictor)

A

The thing we control to change the criterion (treatment)

51
Q

Counterbalancing

A

Eliminate confounding effects of order of presentation. 1/4th exposed to A first, 1/4th to B first, 1/4th to C first, and 1/4th to D first

52
Q

Tachistoscope

A

Time subject is exposed to visual image

53
Q

Within subject design

A

Repeat measurements because each treatment measures the same subject

54
Q

Between subject design

A

Each subject receives only one treatment combo

55
Q

Manipulation check

A

Makes sure manipulation does produce differences in independent variable

56
Q

History effect

A

Some change other than experimental treatment occurs during course of experiment that affects dependent variables

57
Q

Cohort effect

A

Change in dependent variable occurring because member of one group experienced different historic situations than members of another group

58
Q

Maturation effect

A

Time and naturally occurring events coincide with growth and experience

59
Q

Testing effects

A

Effects when initial measurements or tests primes subjects in a way that affects response

60
Q

Instrumentation effect

A

Change in wording of question, change in interviewers, or other procedure cause change in dependent variable

61
Q

Mortality effect

A

Subjects withdraw from experiment before its done

62
Q

External validity

A

Accuracy with which experimental results can be generalized beyond subjects

63
Q

Internal validity

A

Exists to the extent that an experimental variable is truly responsible for any variance in dependent variable

64
Q

Attention filters

A

Items that have known and obvious answer Included just to see if participants are playing along

65
Q

Test market sabotage

A

Intentional attempts to disrupt the results of a test-market being conducted by another firm

66
Q

Lab experiments

A

More control over research setting and extraneous variables

67
Q

Field experiments

A

Involve experimental manipulation that are implemented in natural environments

68
Q

Consistency of conditions

A

Subjects in all groups exposed to identical conditions except for differing treatments

69
Q

Placebo

A

False treatment disguising the fact no real treatment is administered

70
Q

Placebo effect

A

Effect in dependent variable associated with psychological impact along with knowledge of some treatment being administered

71
Q

Systematic or nonsampling error

A

Occurs if sampling units in experimental cell are some how different than units in another cell and this affects the dependent variables

72
Q

Experimental Group

A

Subjects who a treatment is administered to

73
Q

Control group

A

Subjects whom no experimental treatment is administered, serves as baseline for comparison

74
Q

Experimental treatment

A

The way an experimental variable is manipulated

Marketing research (1 decks)

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