chapter 3 Flashcards
myths 1-4
1- i’m already doing enough research
2- research is only for big decisions
3- market research is simply conducting surveys, and surveys are expensive
4- most research is a waste
has its objective gathering preliminary information that helps define the problem
exploratory research
has its objective describing factors such as the market potential for a product or the demographics and attitudes of potential target audiences
descriptive research
is done to test the hypothesis about cause and effect relationship
casual research
refers to research used to help form strategies, especially to select and understand target audiences and draft marketing strategies
formative research
conducted to evaluate a short list of alternative strategies and tactics
pretest research
provides ongoing measurement of program outputs and outcomes and is often used to establish baselines
monitoring research
distinct from monitoring research according to andreasen “typically refers to a single final assessment of project or program”
evaluation research
interviews are conducted with decision makers, community leaders, technical experts
key informant
very popular methodology for gaining useful insights into target audiences
focus groups
a technique that taps online communities for formative, pretest, and evaluative research efforts
crowdsourcing
sometimes referred to as controlled experiments
experimental research
involved gathering primary data by observing relevant people, actions, and situations
observational research
holistic research method, in order to understand target audiences, researchers will need to study their natural environment
ethnographic research
pose as customers and report on strong or weak points
mystery buyers
