Midterm

Question 1

the organization’s formal communication link wit the environment

Answer 1

marketing research

Question 2

a general sequence of steps that can be followed when designing and conducting research

Answer 2

research process

Question 3

the principles, values, and standards of conduct followed by marketing research

Answer 3

marketing research ethics

Question 4

research that is conducted to support a position rather than to find the truth about an issue

Answer 4

advocacy research

Question 5

the basic problem facing the manager, for which marketing research is intended to provide the answers

Answer 5

decision problem

Question 6

a decision problem that typically seeks to answer “What?” or “Why?” questions about a problem/opportunity. The focus is generally on generating useful information

Answer 6

discovery-oriented problem

Question 7

a decision problem that typically seeks to answer “How?” questions about a problem/opportunity. The focus is generally on selecting alternative courses of action.

Answer 7

strategy-oriented decision problem

Question 8

A restatement of the decision problem in research terms.

Answer 8

research problem

Question 9

A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.

Answer 9

research proposal

Question 10

A document that describes the problem for which research is sought and asks providers to offer proposals, including cost estimates, about how they would perform the job.

Answer 10

request for proposal (RFP)

Question 11

research design in which the major emphasis is on gaining ideas and insights

Answer 11

exploratory research

Question 12

research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary.

Answer 12

descriptive research

Question 13

research design in which the major emphasis is on determining cause-and-effect relationships

Answer 13

causal research

Question 14

interviews with people knowledgable about the general subject being investigated

Answer 14

depth interviews

Question 15

investigation involving a fixed sample of elements that is measured repeatedly through time

Answer 15

longitudinal study

Question 16

a fixed sample of respondents who are measured repeatedly over time with respect to the same variables

Answer 16

continuous panel

Question 17

a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement

Answer 17

discontinuous panel

Question 18

data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level

Answer 18

single-source data

Question 19

types of primary data

Answer 19

intentions
motivation
demographic/socioeconomic
personality/lifestyle
attitudes
awareness/knowledge
behavior

Question 20

normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another

Answer 20

personality

Question 21

an individual’s overall evaluation of something

Answer 21

attitude

Question 22

insight into, or understanding of facts about, some object or phenomenon

Answer 22

awareness/knowledge

Question 23

anticipated or planned future behavior

Answer 23

intentions

Question 24

a need, want, drive, urge, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs toward goals

Answer 24

motive

Question 25

what individuals have done or are doing

Answer 25

behavior

Question 26

a method fo data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire

Answer 26

communication

Question 27

a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded

Answer 27

observation

Question 28

the process of providing appropriate information to respondents after data have been collected using disguise

Answer 28

debriefing

Question 29

rules for assigning numbers to objects to represent quantities of attributes

Answer 29

measurement

Question 30

measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification

Answer 30

nominal scale

Question 31

measurement in which numbers are assigned to data on the basis of some order (e.g. more than, greater than) of the objects

Answer 31

ordinal scale

Question 32

measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members

Answer 32

interval scale

Question 33

measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers

Answer 33

ration scale

Question 34

a self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements

Answer 34

summated-ratings scale (Likert scale)

Question 35

error in measurement that is also known as constant error because it affects the measurement in a constant way

Answer 35

systematic error

Question 36

error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways

Answer 36

random error

Question 37

a question used to determine whether a respondent is likely to possess the knowledge being sought or is a member of the defined population

Answer 37

filter question

Question 38

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

Answer 38

response order bias

Question 39

an alternative answer that is not expressed in a question's options

Answer 39

unstated alternative

Question 40

a problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences

Answer 40

assumed consequence

Question 41

a question that calls for two responses and creates confusion for the respondent

Answer 41

double-barreled question

Question 42

the tendency for earlier questions on the questionnaire to influence a respondent's answers to later questions

Answer 42

question order bias

Question 43

use of a questionnaire (or observation form) on a trial basis in a small pilot study to determine how well the questionnaire (or observation form) works

Answer 43

pretest

Question 44

a type of sampling plan in which data are collected from or about each member of the population

Answer 44

census

Question 45

selection of a subset elements from a larger group of objects

Answer 45

sample

Question 46

all cases that meet the designated specifications for membership in the group

Answer 46

population

Question 47

a characteristic or measure of a population

Answer 47

parameter

Question 48

the list of population elements from which a sample will be drawn; the list could consist of geographic areas, institutions, individuals, or other units

Answer 48

sampling frame

Question 49

a sample that relies on personal judgement in the element selection process

Answer 49

nonprobability sample

Question 50

a nonprobability sample in which population elements are included in the sample because they were readily available

Answer 50

convenience sample

Question 51

a nonprobability sample in which the sample elements are handpicked because they are expected to serve the research purpose

Answer 51

judgement sample

Question 52

a nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics in the target population

Answer 52

quota sample

Question 53

a sample in which each target population element has a known, nonzero chance of being included in the sample

Answer 53

probability sample

Question 54

a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample

Answer 54

simple random sample

Question 55

a probability sampling plan in which every kth element in the population is selected for the sample pool after a random start

Answer 55

systematic sample

Question 56

a probability sample in which (1) the population is divided into mutually exclusive and exhaustive subsets, and 2) a simple random sample of elements is chosen independently from each group or subject

Answer 56

stratified sample

Question 57

the degree of error in an estimate of a population parameter

Answer 57

precision

Question 58

error due to the failure to include some elements of the defined target population in the sampling frame

Answer 58

noncoverage error

Question 59

error from failing to obtain information from some elements of the population that were selected and designated for the sample

Answer 59

nonresponse error

Question 60

error that occurs when an individual provides an inaccurate response, consciously or subconsciously, to a survey item

Answer 60

response error

Question 61

error due to data editing, coding, or analysis errors

Answer 61

office error

Question 62

the number of completed interviews with responding units divided by the number of eligible responding units in the sample

Answer 62

response rate

Question 63

the inspection and correction of the data received from each element of the sample or census

Answer 63

editing

Question 64

the process of transforming raw data into symbols

Answer 64

coding

Question 65

a source of nonsampling error that arises when a respondent agrees to an interview but refuses or is unable to answer specific questions

Answer 65

item nonresponses

Question 66

What is marketing research?

Answer 66

Marketing research is taking information from the environment (data) to help firms make informed decisions/take action.

Question 67

Widely-used attitudinal ratings scales

Answer 67

``` Comparative = constant sum method Non-comparative = Likert, semantic-differential (bipolar), graphic ratings ```

Question 68

bias-free questions

Answer 68

- must be answerable - use simple words - avoid ambiguous words - avoid leading questions - avoid generalizations - avoid double-barreled questions - avoid assumptions

Question 69

sampling techniques

Answer 69

nonprobability = convenience, quota, judgement | probability - simple random, stratified, systematic

Question 70

5 types of errors

Answer 70

sampling, noncoverage, nonresponse, response, office,