Chapter 4 Research Design Flashcards
A _________ is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.
research design
_________ is unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.
Exploratory research
_________ is used to gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities.
Exploratory research
_________ refer to gathering information from those thought to be knowledgeable on the issues relevant to the research problem.
Experience surveys
________ may also be called key-informant or lead-user surveys.
Experience surveys
A _________ is a review of available information about one or more former situations to gain understanding of a current research problem with similar characteristics.
case analysis
_________ is undertaken to collect data to examine the characteristics of consumers and/or markets.
Descriptive research
________ measure units from a sample of the population at one point in time.
Cross-sectional studies
________ are cross-sectional studies whose samples are designed in such a way as to be representative of a specific population at a pre-determined margin of error.
Sample surveys
________ are samples of respondents who have agreed to provide information or answer questions at regular intervals.
Panels
__________ repeatedly measure the same sample units of a population over a period of time.
Longitudinal studies
_________ vary questions from one panel measurement to the next.
Discontinuous panels
_________ are samples of respondents who agree to answer the same questions at periodic intervals.
Continuous panels
________ or omnibus panels, are samples of respondents who answer different questions on a regular basis over a period of time.
Discontinuous panels,
_________ are studies that examine the extent that consumers are loyal to one brand.
Brand-switching studies
_________ are studies that monitor the same variables of interest over time.
Market-tracking studies
_______ is used to measure causality in relationships, such as “if x, then y.”
Causal research
_______ is a relationship in which one or more variables affect one or more other variables.
Causality
________ is a field of study which integrates psychology with economics and other disciplines to understand decision making.
Behavioral economics
An _______ is a type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables.
experiment
________ are variables that the researcher has control over and wishes to manipulate to measure the effect on the dependent variable.
Independent variables
_________ are variables that are measured in response to changes in independent variables.
Dependent variables
________ are all of the variables other than the independent variables that may have an effect on the dependent variable.
Extraneous variables
An __________ is a procedure for devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable.
experimental design
________ is an experimental design in which a dependent variable is measured before and after an independent variable is changed.
Before-after testing
A ________ is a group whose subjects have not been exposed to the change in the independent variable.
control group
An _________ is a group that has been exposed to a change in the independent variable.
experimental group
A _______ is a measurement of the dependent variable that is taken prior to changing the independent variable.
pretest
A ________ is a measurement of the dependent variable that is taken after changing the independent variable.
posttest
________ is testing two alternatives (A and B) simultaneously to see which one performs better.
A/B testing
_______ in an experimental study is the extent to which the researcher is certain that a change in a dependent variable is actually due to the independent variable.
Internal validity
________ refers to the extent to which a researcher can be certain that a relationship observed between independent and dependent variables during an experiment would occur under real-world conditions.
External validity
_________ are those in which one or more independent variables are manipulated, and measures of the dependent variable are taken in an artificial setting for the purpose of controlling all extraneous variables that may affect the dependent variable.
Laboratory experiments
___________ are those in which the independent variables are manipulated, and the measurements of the dependent variable are taken in their natural setting.
Field experiments
________ is conducting an experiment or study in a field setting to evaluate a new product or service or other elements of the marketing mix.
Test marketing
Test markets are classified into three types:
- standard
- controlled
- simulated
A _________ is one in which the firm tests the product or marketing-mix variables through the company’s normal distribution channels.
standard test market
A ________ is one that is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.
controlled test market
A __________ is one in which companies test new products in a staged environment that mimics natural conditions.
simulated test market (STM)
Three criteria useful for selecting test-market regions are:
- representativeness
- degree of isolation
- ability to control distribution and promotion
