Chapter 2 Flashcards
What is Predictive or Causal Research?
Data collection that establishes a cause-and-effect relationships between variables
e.g. THIS IS HAPPENING BECAUSE OF THAT. x is happening because of y
What is Descriptive Research
Collection of quantitative data which answers research questions such a who, what, when, where, and how.
E.g. What is the weather like in MA in October? or How many kids at UMass dorm?
What is Exploratory Research?
Generates insights help researchers improve their understanding of consumer motivations, attitudes, and behavior that are difficult to get through other research methods.
What are gatekeeper technologies?
Technologies used to prevent intrusive marketing practices
- Blocked Caller IDs
What is the Information Research Process?
A systematic process that involves collecting, analyzing, interpreting, and transforming data into decision-making information.
List an Overview of the Research Process (4)
- Determine the Research Problem
- Select the Research Design
- Execute the Research Design
- Communicate Research Results
What is primary data?
Information that is collected for a current research problem or opportunity
What is a Research Proposal?
A specific document that provides an overview of the proposed research methodology, and serves as a written contract between the decision maker and researcher.
What is a Cost- Benefit Assesment?
Assessing the marketing expenses against its forecasted gains to see if it’s beneficial to invest marketing activities
What is the Iceberg Principle?
A principle that states that in many business problem situations, the decision maker is only aware of 10% of the actual problem and 90% of the problem is actually hidden.
What is the Scientific Method?
Research procedures should be logical, objective, systematic, reliable, and valid.
What is a Target Population?
The population from which the researcher wants to collect the data
