Ch 7 - Marketing Research

Question 1

marketing research

Answer 1

set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services, or ideas

Question 2

secondary data

Answer 2

pieces of info that have been collected prior to start of focal project

Question 3

primary data

Answer 3

data collected to address specific research needs/questions currently under investigation. some primary data collection methods include focus groups, in depth interviews and surveys

Question 4

data

Answer 4

raw numbers or other factual information of limited value

Question 5

information

Answer 5

data that has been organized, analyzed, interpreted, and converted into useful form for decision makers

Question 6

data mining

Answer 6

use of statistical analysis tools to search for patterns in data or relationships among variables

Question 7

syndicated data

Answer 7

data available for fee from commercial research firms such as Symphony IRI group, national diary panel, nielson, and leger marketing

Question 8

scanner data

Answer 8

type of quantitative research that uses data obtained from scanner readings of UPC codes at checkout counters

Question 9

panel data

Answer 9

type of quantitative research that involves collecting information from group of consumers (the panel)over time; data collected may be from survey or record of purchases

Question 10

qualitative research

Answer 10

attempts to begin to understand phenomenon of interst; also provides initial info when problem lacks clear definition

Question 11

reliability

Answer 11

extent to which same result is achieved when study is repeated under identical situations

Question 12

validity

Answer 12

extent to which study measures what it is supposed to measure

Question 13

sample

Answer 13

segment or subset of population that adequately represents entire population of interest

Question 14

quantitative research

Answer 14

provides information needed to confirm preliminary insights, which manaers cna use to pursue appropriate courses of action

Question 15

hypothesis

Answer 15

statement or proposition predicting particular relationship among multiple variables that can be tested through research

Question 16

observation

Answer 16

qualitative research method that entails examing purchase and consumption behaviors through personal or video camera scrutiny

Question 17

ethnography

Answer 17

observational method that studies people in their daily lives and activities in their homes, work, communities

Question 18

in depth interview

Answer 18

research tenique in which trained researches ask questions, listen to and record ansers, and then pose additional questions to clarify or expand on particular issue

Question 19

focus group

Answer 19

research technique in which small group (8~12) comes together for in depth discussion about particular topic, with conversation guided by trained moderator using an unstructured and method of inquiry

Question 20

projective technique

Answer 20

type of qualitative research in which subjects are provided scenario and asked to express their thoughts and feelings about it

Question 21

survey

Answer 21

systematic means of collecting info using questionnaire

Question 22

questionnaire

Answer 22

form featuring set of questions designed to gather info and accomplish researcher’s objetives

Question 23

unstructured questions

Answer 23

open ended questions

Question 24

structured questions

Answer 24

close ended questions with specific answer alternatives

Question 25

experimental research

Answer 25

type of quantitative research that systematically manipulates one or more variables to determine which variable has causal effect on another variable