Chapter 5 Flashcards
Marketing Research
The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.
Research Design
An overall plan for obtaining the information needed to address a research problem or issue.
Hypothesis
An informed guess or assumption about a certain problem or set of circumstances.
Exploratory Research
Research conducted to gather more information about a problem or to make a tentative hypothesis more specific.
Conclusive Research
Research designed to verify insights through objective procedures and to help marketers in making decisions.
Descriptive Research
Research conducted to clarify the characteristics of certain phenomena to solve a particular problem.
Experimental Research
Research that allows marketers to make causal inferences about relationships.
Reliability
A condition that exists when a research technique produces almost identical results in repeated trials.
Validity
A condition that exists when a research method measures what it is supposed to measure.
Primary Data
Data observed and recorded or collected directly from respondents.
Secondary Data
Data compiled both inside and outside the organization for some purpose other than the current investigation.
Population
All the elements, units, or individuals of interest to research for a specific study.
Sample
A limited number of units chosen to represent the characteristics of a total population.
Sampling
The process of selecting representatives units from a total population.
Probability Sampling
A type of sampling in which every element in the population being studied has a known chance of being selected for study.
Random Sampling
A form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place.
Stratified Sampling
A type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group.
Nonprobability Sampling
A sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
Quota Sampling
A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group.
Mail Survey
A research method in which respondents answer a questionnaire sent through the mail.
Telephone Survey
A research method in which respondents’ answers to a questionnaire are recorded by an interview on the phone.
Online Survey
A research method in which respondents answer a question via e-mail or on a website.
Crowdsourcing
Combines the words crowds and outsourcing and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.
Personal Interview Survey
A research method in which participants respond to survey questions face-to-face.
In-Home (door-to-door) Interview
A personal interview that takes place in the respondent’s home.
Focus-Group Interview
An interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interactions when members are exposed to an idea or a concept.
Customer Advisory Boards
Small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm’s products and other elements of its marketing strategy.
Telephone Depth Interview
An interview that combines the traditional focus group’s ability to probe with the confidentiality provided by telephone surveys.
Shopping Mall Intercept Interview
A research method that involves interviewing a percentage of individuals passing by “intercept” points in a mall.
On-Site Computer Interview
A variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor.
Statistical Interpretation
Analysis of what is typical and what deviates from the average.
Marketing Information System (MIS)
A framework for managing and structuring information gathered regularly from sources inside and outside the organization.
Database
A collection of information arranged for easy access and retrieval.
Single-Source Data
Information provided by a single marketing research firm.
Marketing Decision Support System (MDSS)
Customized computer software that aids marketing managers in decision making.
