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Marketing Research > Midterm > Flashcards

Midterm Flashcards

1
Q

the organization’s formal communication link wit the environment

A

marketing research

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2
Q

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

A

research process

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3
Q

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

A

marketing research ethics

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4
Q

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

A

advocacy research

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5
Q

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

A

decision problem

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6
Q

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

A

discovery-oriented problem

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7
Q

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

A

strategy-oriented decision problem

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8
Q

A restatement of the decision problem in research terms.

A

research problem

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9
Q

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

A

research proposal

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10
Q

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.

A

request for proposal (RFP)

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11
Q

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

A

exploratory research

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12
Q

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

A

descriptive research

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13
Q

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

A

causal research

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14
Q

interviews with people knowledgable about the general subject being investigated

A

depth interviews

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15
Q

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

A

longitudinal study

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16
Q

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

A

continuous panel

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17
Q

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

A

discontinuous panel

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18
Q

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

A

single-source data

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19
Q

types of primary data

A 
intentions
motivation
demographic/socioeconomic
personality/lifestyle
attitudes
awareness/knowledge
behavior
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20
Q

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

A

personality

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21
Q

an individual’s overall evaluation of something

A

attitude

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22
Q

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

A

awareness/knowledge

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23
Q

anticipated or planned future behavior

A

intentions

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24
Q

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

A

motive

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25
Q

what individuals have done or are doing

A

behavior

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26
Q

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

A

communication

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27
Q

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

A

observation

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28
Q

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

A

debriefing

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29
Q

rules for assigning numbers to objects to represent quantities of attributes

A

measurement

30
Q

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

A

nominal scale

31
Q

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

A

ordinal scale

32
Q

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

A

interval scale

33
Q

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

A

ration scale

34
Q

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

A

summated-ratings scale (Likert scale)

35
Q

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

A

systematic error

36
Q

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

A

random error

37
Q

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

A

filter question

38
Q

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

A

response order bias

39
Q

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

A

unstated alternative

40
Q

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

A

assumed consequence

41
Q

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

A

double-barreled question

42
Q

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

A

question order bias

43
Q

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

A

pretest

44
Q

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

A

census

45
Q

selection of a subset elements from a larger group of objects

A

sample

46
Q

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

A

population

47
Q

a characteristic or measure of a population

A

parameter

48
Q

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

A

sampling frame

49
Q

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

A

nonprobability sample

50
Q

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

A

convenience sample

51
Q

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

A

judgement sample

52
Q

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

A

quota sample

53
Q

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

A

probability sample

54
Q

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

A

simple random sample

55
Q

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

A

systematic sample

56
Q

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

A

stratified sample

57
Q

the degree of error in an estimate of a population parameter

A

precision

58
Q

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

A

noncoverage error

59
Q

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

A

nonresponse error

60
Q

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

A

response error

61
Q

error due to data editing, coding, or analysis errors

A

office error

62
Q

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

A

response rate

63
Q

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

A

editing

64
Q

the process of transforming raw data into symbols

A

coding

65
Q

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

A

item nonresponses

66
Q

What is marketing research?

A

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

67
Q

Widely-used attitudinal ratings scales

A 
Comparative = constant sum method
Non-comparative = Likert, semantic-differential (bipolar), graphic ratings
68
Q

bias-free questions

A
  • must be answerable
  • use simple words
  • avoid ambiguous words
  • avoid leading questions
  • avoid generalizations
  • avoid double-barreled questions
  • avoid assumptions
69
Q

sampling techniques

A

nonprobability = convenience, quota, judgement

probability - simple random, stratified, systematic

70
Q

5 types of errors

A

sampling, noncoverage, nonresponse, response, office,

Marketing Research (2 decks)

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