Chapter 4 Terms

Question 1

Research design

Answer 1

A set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed info.

Question 2

Exploratory research

Answer 2

Most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.

Question 3

Secondary data analysis

Answer 3

The process of searching for and interpreting existing information relevant to the research topic.

Question 4

Experience surveys

Answer 4

Gathering info from those thought to be knowledgable on the issues relevant to the research problem.

AKA: key-information technique

Question 5

Lead-user survey

Answer 5

Used to acquire information from lead users of new technology.

Question 6

Case analysis

Answer 6

Review of available information about a former situation that has some similarities to the current research problem.

Question 7

Focus groups

Answer 7

Small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining info relevant to the research problem.

Question 8

Descriptive research

Answer 8

Undertaken to describe answers to questions of who, what, where, when, how…

Question 9

Cross-sectional studies

Answer 9

Measure units from a sample of the population at only one point in time.

Question 10

Sample surveys

Answer 10

Cross-sectional studies whose samples are drawn so that they are representative of a specific population.

Question 11

Longitudinal studies

Answer 11

Repeatedly measure the same sample units of a population over a period of time.

Question 12

Panels

Answer 12

Represent sample units who have agreed to answer questions at periodic intervals.

Question 13

Continuous Panels & Discontinuous Panels

Answer 13

Continuous panels ask panel members the same questions on each panel measurement.

Discontinuous panels vary question from one panel measurement to the next.

Question 14

Omnibus panels

Answer 14

Including or covering many things or classes (Discontinuous…)

Question 15

Brand-switching studies

Answer 15

How many people switched brands…

Question 16

Market tracking studies

Answer 16

Measure some variable(s) of interest (market share or unit sales) over time.

Question 17

Causality

Answer 17

Understanding a phenomenon in terms of conditional statements of the form “If x, then y”.

Question 18

Eperiment

Answer 18

Manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.

Question 19

Independent variables

Answer 19

Variables over which the researcher has control and wishes to manipulate.

Question 20

Dependent variables

Answer 20

Variables over which we have little or no direct control but a strong interest in changing.

Question 21

Extraneous variables

Answer 21

May have some effect on a dependent variable but yet are not independent variables.

Question 22

Experimental design

Answer 22

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.

Question 23

Pretest

Answer 23

When a measurement of the dependent variable is taken prior to changing the independent variable.

Question 24

Postest

Answer 24

When a measurement of the dependent variable is taken after changing the independent variable.

Question 25

“True” experimental design

Answer 25

isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables.

Question 26

Quasi-experimental designs

Answer 26

Designs that do not properly control for the effects of extraneous variables on our dependent variable.

Question 27

Control group

Answer 27

A group whose subjects have not been exposed to the change in the independent variable.

Question 28

Experimental group

Answer 28

Group that has been exposed to a change in the independent variable.

Question 29

Before-after control group

Answer 29

Randomly dividing subjects of the experiment into two groups – control & experimental…

Question 30

Internal validity

Answer 30

Concerned with the extent to which the change in the dependent variable was actually due to the independent variable.

Question 31

External validity

Answer 31

Refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the ‘real world’.

Question 32

Laboratory experiments

Answer 32

The independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.

Question 33

Field experiments

Answer 33

The independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.

Question 34

Test marketing

Answer 34

The phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting.

Question 35

Standard test market

Answer 35

The firm tests the product or marketing mix variables through the company’s normal distribution channels.

Question 36

Controlled test markets

Answer 36

Conducted by outside research firms that guarantee distribution of the product through pre-specified types and numbers of distributors.

Question 37

Electronic test markets

Answer 37

A panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services.

Question 38

Simulated test markets (STMs)

Answer 38

A limited amount of data on consumer responses to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.

Question 39

3 Criteria for selecting test market cities:

Answer 39

1. ) Representativeness
2. ) Degree of isolation
3. ) Ability to control distribution and promotion