Chapter 3 Terms

Question 1

11 step process

Answer 1

1. ) Establish the need for marketing research
2. ) Define the problem
3. ) Establish research objectives
4. ) Determine research design
5. ) Identify information types and sources
6. ) Determine methods of accessing data
7. ) Design data collection forms
8. ) Determine the sample plan and size
9. ) Collect data
10. ) Analyze data
11. ) Prepare and present the final research report

Question 2

Descriptive research

Answer 2

Describe marketing phenomena…

Question 3

Exploratory research

Answer 3

Form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities.

Question 4

Causal research

Answer 4

Attempt to uncover what factor or factors cause some event.

Question 5

Primary information

Answer 5

Collected specifically for the problem at hand

Question 6

Secondary information

Answer 6

Information already collected

Question 7

Sample plans

Answer 7

Describe how each sample element, or unit is to be drawn from the total population.

Question 8

Sample size

Answer 8

How many elements of the population…

Question 9

Field services firms

Answer 9

Companies that specialize in data collection

Question 10

Data analysis

Answer 10

To use statistical tools to present data in a form that satisfies the research objectives.

Question 11

Research objectives

Answer 11

Specific and tell the researcher exactly what info must be collected to solve the problem by facilitating selection of a decision alternative.

Question 12

Marketing opportunity

Answer 12

An area of buyer need or potential interest in which a company can perform profitably.

Question 13

Symptoms

Answer 13

Changes in the level of some key monitor that measures the achievement of an objective.

Question 14

Situation analysis

Answer 14

Form of exploratory research undertaken to gather background info and gather data pertinent to the problem area that may be helpful in properly defining the problem decision.

Question 15

Probable causes

Answer 15

Most likely factors giving rise to the symptom(s)

Question 16

Decision alternatives

Answer 16

Any marketing action that the manager thinks may resolve the problem, such as price changes, product modification or improvement, promotion of any kind, or even adjustments in channels of distribution.

Question 17

Information stage

Answer 17

Quantity and quality of evidence a manager possesses for each of his or her assumptions.

Question 18

Information gaps

Answer 18

Discrepancies between the current info level and the desired level of information at which the manager feels comfortable research objectives.

Question 19

Hypotheses

Answer 19

Statements that are taken for true for the purpose of argument or investigation.

Question 20

Construct

Answer 20

An abstract idea inferred from specific instances that are thought to be related.

Question 21

Operational definition

Answer 21

Defines a construct, such as intention to buy or satisfaction, in terms of the operations to be carried out for the construct to be measured empirically.

Question 22

Marketing research proposal

Answer 22

Serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee.