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marketing research > exam 1 > Flashcards

exam 1 Flashcards

1
Q

qualitative data

A

thoughts, opinions, and ideas that can not be counted. used to understand the “why” behind the phenomena

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2
Q

primary

A

original research conducted to address specific questions or problems

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3
Q

quantitative data

A

expressed numerically, such as percentages and mean scores

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4
Q

secondary

A

using existing data from past research studies, articles, databases, etc

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5
Q

main purpose of marketing research

A

providing insight to support all levels of strategic decision making for a company

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6
Q

causal research

A

used to determine if changes in one variable impacts another variable

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7
Q

descriptive research

A

describes demographic characteristics, psychographic behaviors, and opinions

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8
Q

exploratory research

A

conducted to clarify an ambiguous topic, used to discover new ideas

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9
Q

research objective

A

question or statement that declares the purpose of conducting research

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10
Q

research methodologies

A

tools researchers can use to help answer questions

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11
Q

mystery shopping

A

when researchers pose as customers to gather data on the customer experience

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12
Q

observational research

A

collecting observations of customers interactions with a product or service

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13
Q

research proposal

A

the plan used as a contract between researcher firms and clients

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14
Q

research questions

A

detailed and tactical questions that support the research objective

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15
Q

segmentation

A

analysis used to determine which customers are most profitable and what product differentiation is required

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16
Q

internal benchmark

A

comparison value against a value based on past performance within the business

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17
Q

social media listening

A

gauging online attitudes and feelings towards a brand, product, or campaign

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18
Q

social media monitoring

A

collecting data on social media engagement of the target customer and public regarding a company, product, or brand

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19
Q

messaging research

A

collecting and analyzing how competitors communicate with customers

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20
Q

external benchmark

A

comparison value against a value from an outside source

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21
Q

anchored likert scale

A

only displays labels on either end of the scale

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22
Q

ratio

A

continuous measurement with clear order, the distance between values are the same, and 0 is treated as point of origin

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23
Q

ordinal

A

categorical measurements that can be placed in a clear order

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24
Q

nominal

A

categorical measurements with no order

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25
Q

loaded question

A

survey questions that suggest people give the socially desirable answer

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26
Q

likert scale

A

interval scale of measurement that provides range of options from one extreme to the other

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27
Q

leading questions

A

survey question that imply a preference to a particular response

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28
Q

funnel approach

A

survey order that gathers general questions before more specific ones are asked

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29
Q

double barrel questions

A

two or more survey questions in one

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30
Q

continuous measurement

A

scale where values are expressed in numerically and placed in logical order

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31
Q

complex question

A

survey question with confusing wording or multiple stipulations

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32
Q

visual weight

A

scale design in which stronger focal points on scale options lead to skewed results

33
Q

stackable surveys

A

surveys broken up into smaller surveys over time

34
Q

screener questions

A

questions asked before to make sure participants qualify

35
Q

pathway approach

A

survey order technique where the survey is organized in the order in which experiences occur

36
Q

overall measures

A

gauge overall sentiment regarding the subject, mean scores or percentages

37
Q

order bias

A

the sequence of response options influencing behavior

38
Q

multi-channel surveys

A

multiple surveys focusing on the same research objective distributed across multiple platforms

39
Q

matrix question

A

response option where rating scale is displayed on a grid and items to be rated are listed down the side

40
Q

interval

A

continuous measurement with a clear order, the distance between values is the same

41
Q

close ended questions

A

respondents choose from pre defined responses

42
Q

categorical measurement

A

values are counted as distinct groups, nominal and ordinal

43
Q

branching questions

A

identifying questions before a sequence of questions that only applies to certain respondents

44
Q

artifacts

A

belongings of subjects

45
Q

blind study

A

participants are now aware of study sponsor

46
Q

biometric technology

A

used to track physiological reactions in observation studies

47
Q

cartoons

A

when focus groups create stories around images

48
Q

clarifying questions

A

asked to give a better understanding to an answer

49
Q

collages

A

focus group where participants assemble objects or photos to show their thoughts and feelings

50
Q

contrived observation

A

when the environment is controlled to observe behaviors

51
Q

customer journey mapping

A

detailing the process to understand the customer journey

52
Q

diaries

A

ethnographic market research to get feedback on a new product or concept

53
Q

direct observation

A

when authentic situations and locations are observed to naturally record what happens

54
Q

dyads

A

interviews with two people

55
Q

Hawthorne effect

A

when people know they are being observed so they change their behaviors

56
Q

moderators guide

A

discussion guide to help the flow of the focus group

57
Q

netnography

A

ethnographic research online social interactions to understand behavior, culture, and trends

58
Q

probing questions

A

dig deeper for a more meaningful response

59
Q

passive tracking

A

using phone technology to track behaviors

60
Q

open ended questions

A

facilitate a detailed response or conversation

61
Q

shopalong

A

observational research in shopping environment

62
Q

storytelling

A

focus group makes up a story about a consumer experience with a product

63
Q

triads

A

interviews with three participants

64
Q

ui research

A

studying how consumers interact with interface

65
Q

unobtrusive observation

A

observer does not interact to capture more authentic scenerios

66
Q

usability test

A

participants are asked to complete tasks while moderators observes and takes notes

67
Q

ux research

A

the study of user experience with a product or service

68
Q

virtual ethnographies

A

vlogs, pictures or essays to detail their experience, thoughts, and feelings

69
Q

visible observation

A

subjects are aware of observers presence

70
Q

wayfinding

A

studies to determine best design or layout of a space where customers interact

71
Q

word association

A

focus group activity when participants provide the first thought that comes to mind

72
Q

value proposition

A

communicated features of benefits of a product

73
Q

indirect competitors

A

companies in the same industry that use different price points, distribution methods, and target market

74
Q

base

A

filter or universe; the comparison point. filters out anyone who does not conform to the selected criteria

75
Q

columns

A

target audience.

75
Q

rows

A

what you want to know about the people you want to know about

76
Q

unweighted

A

the number of people surveyed who meet both the column & row criteria.

77
Q

weighted

A

expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria.

78
Q

index

A

the likelihood of the target to meet a specified criteria, expressed in relation to the base.

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