Chapter 5

Question 1

Marketing Research

Answer 1

The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

Question 2

Research Design

Answer 2

An overall plan for obtaining the information needed to address a research problem or issue.

Question 3

Hypothesis

Answer 3

An informed guess or assumption about a certain problem or set of circumstances.

Question 4

Exploratory Research

Answer 4

Research conducted to gather more information about a problem or to make a tentative hypothesis more specific.

Question 5

Conclusive Research

Answer 5

Research designed to verify insights through objective procedures and to help marketers in making decisions.

Question 6

Descriptive Research

Answer 6

Research conducted to clarify the characteristics of certain phenomena to solve a particular problem.

Question 7

Experimental Research

Answer 7

Research that allows marketers to make causal inferences about relationships.

Question 8

Reliability

Answer 8

A condition that exists when a research technique produces almost identical results in repeated trials.

Question 9

Validity

Answer 9

A condition that exists when a research method measures what it is supposed to measure.

Question 10

Primary Data

Answer 10

Data observed and recorded or collected directly from respondents.

Question 11

Secondary Data

Answer 11

Data compiled both inside and outside the organization for some purpose other than the current investigation.

Question 12

Population

Answer 12

All the elements, units, or individuals of interest to research for a specific study.

Question 13

Sample

Answer 13

A limited number of units chosen to represent the characteristics of a total population.

Question 14

Sampling

Answer 14

The process of selecting representatives units from a total population.

Question 15

Probability Sampling

Answer 15

A type of sampling in which every element in the population being studied has a known chance of being selected for study.

Question 16

Random Sampling

Answer 16

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.

Question 17

Stratified Sampling

Answer 17

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.

Question 18

Nonprobability Sampling

Answer 18

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.

Question 19

Quota Sampling

Answer 19

A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group.

Question 20

Mail Survey

Answer 20

A research method in which respondents answer a questionnaire sent through the mail.

Question 21

Telephone Survey

Answer 21

A research method in which respondents’ answers to a questionnaire are recorded by an interview on the phone.

Question 22

Online Survey

Answer 22

A research method in which respondents answer a question via e-mail or on a website.

Question 23

Crowdsourcing

Answer 23

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.

Question 24

Personal Interview Survey

Answer 24

A research method in which participants respond to survey questions face-to-face.

Question 25

In-Home (door-to-door) Interview

Answer 25

A personal interview that takes place in the respondent’s home.

Question 26

Focus-Group Interview

Answer 26

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.

Question 27

Customer Advisory Boards

Answer 27

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.

Question 28

Telephone Depth Interview

Answer 28

An interview that combines the traditional focus group’s ability to probe with the confidentiality provided by telephone surveys.

Question 29

Shopping Mall Intercept Interview

Answer 29

A research method that involves interviewing a percentage of individuals passing by “intercept” points in a mall.

Question 30

On-Site Computer Interview

Answer 30

A variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor.

Question 31

Statistical Interpretation

Answer 31

Analysis of what is typical and what deviates from the average.

Question 32

Marketing Information System (MIS)

Answer 32

A framework for managing and structuring information gathered regularly from sources inside and outside the organization.

Question 33

Database

Answer 33

A collection of information arranged for easy access and retrieval.

Question 34

Single-Source Data

Answer 34

Information provided by a single marketing research firm.

Question 35

Marketing Decision Support System (MDSS)

Answer 35

Customized computer software that aids marketing managers in decision making.