Chapter 5: Marketing Research

Question 1

Marketing research

Answer 1

The process of planning, collecting, and analyzing data relevant to a marketing decision.

Question 2

Marketing research objective

Answer 2

Specific statement about the information needed to solve the research question.

Question 3

Research design

Answer 3

A plan that specifies how to answer the research question and achieve the research objectives by laying out the research tools and techniques necessary to collect and analyze data.

Question 4

Exploratory research

Answer 4

An informal discovery process that attempts to gain insights and a better understanding of the management and research problems.

Question 5

Conclusive research

Answer 5

A more specific type of research that attempts to provide clarity to a decision maker by identifying specific courses of action.

Question 6

Descriptive research

Answer 6

A type of conclusive research that attempts to describe marketing phenomena and characteristics.

Question 7

Causal research

Answer 7

A type of conclusive research that focuses on the cause and effect of two variables and attempts to find some correlation between them.

Question 8

Secondary data

Answer 8

Data previously collected for any purpose other than the one at hand.

Question 9

Primary data

Answer 9

Information that is collected for the first time and is used for solving the particular problem under investigation.

Question 10

Depth interview

Answer 10

An interview that involves a discussion between a well-trained researcher and a respondent who is asked about attitudes and perspectives on a topic.

Question 11

Focus group

Answer 11

A small group of recruited participants engaged in a non-structured discussion in a casual environment.

Question 12

Survey research

Answer 12

The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes.

Question 13

Mall intercept interviews

Answer 13

Interviewing people in the common areas of shopping malls.

Question 14

Computer-assisted personal interviewing

Answer 14

A technique in which the interviewer reads the questions from a computer screen and enters the respondent’s data directly into a computer.

Question 15

Computer-assisted self-interviewing

Answer 15

A technique in which the respondent reads questions on a computer screen and directly keys his or her answers into a computer.

Question 16

Central-location telephone (CLT) facility

Answer 16

A specially-designed phone room used to conduct telephone interviewing.

Question 17

Open-ended question

Answer 17

An interview question that encourages an answer phrased in the respondent’s own words.

Question 18

Closed-ended question

Answer 18

An interview question that asks the respondent to make a selection from a limited list of responses.

Question 19

Scaled-response question

Answer 19

A closed-ended question designed to measure the intensity of a respondent’s answer.

Question 20

Observation research

Answer 20

Watching people or phenomena in a controlled manner, through either human or machine methods.

Question 21

Mystery shoppers

Answer 21

Researchers posing as customers who gather observational data about a store.

Question 22

Ethnographic research

Answer 22

The study of human behaviour in its natural context; involves observation of behaviour and physical setting.

Question 23

Experiment

Answer 23

A method a researcher uses to gather primary data to determine cause and effect.

Question 24

Sample

Answer 24

A subset from a larger population.

Question 25

Probability sample

Answer 25

A sample in which every element in the population has a known statistical likelihood of being selected.

Question 26

Random sample

Answer 26

A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.

Question 27

Nonprobability sample

Answer 27

Any sample in which little or no attempt is made to have a representative cross-section of the population.

Question 28

Convenience sample

Answer 28

A form of nonprobability sample using respondents who are convenient, or readily accessible, to the researcher - for example, employees, friends, or relatives.

Question 29

Measurement error

Answer 29

An error that occurs when the information desired by the researcher differs from the information provided by the measurement process.

Question 30

Sampling error

Answer 30

An error that occurs when a sample does not represent the target population.

Question 31

Frame error

Answer 31

A sample drawn from a population that differs from the target population.

Question 32

Random error

Answer 32

A type of sampling error in which the selected sample is an imperfect representation of the overall population.

Question 33

Cross-tabulation

Answer 33

A method of analyzing data that shows the analyst the responses to one question in relation to the responses to one or more other questions.

Question 34

Big data

Answer 34

Large amounts of data collected from interactions with customers that reveal trends and patterns.

Question 35

Competitive intelligence

Answer 35

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.

Question 36

Six steps in marketing research process

Answer 36

Identify the problem. Design the research. Collect the data. Analyze the data. Present the report. Provide followup.