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Psyc213 Exam > MKTG202 > Flashcards

MKTG202 Flashcards

1
Q

Marketing research

A

An application of the scientific method in searching for the truth about the marketing phenomena.

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2
Q

Decision making

A

The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

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3
Q

Basic Marketing

A

Research is often done without a specific decision in mind that usually does not address the needs of a specific organisation.

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4
Q

Applied Marketing

A

Research conducts to address a specific marketing decision for a specific firm.

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5
Q

Problem identification

A

Research undertaken to help identify problems under the surface or that may not exist yet.

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6
Q

Problem solving

A

Research undertaken to help solve marketing problems

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7
Q

Marketing research process

A

Problem definition, Research approach developed, research design developed, Fieldwork or data collection, Data integrity and data analysis, and communicating research findings.

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8
Q

Market problem

A

A situation that makes some significant negative consequence more likely;

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9
Q

Market opportunity

A

A situation that makes some potential competitive advantage possible

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10
Q

Research Objectives

A

Goals of the organisation and of the decision maker that must be considered in order to conduct successful marketing research

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11
Q

Problem definition

A

A broad statement of the general problem and identification of the specific components of the marketing research problem.

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12
Q

Research Design

A

Are the methods and procedures for collecting and analysing the needed information.

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13
Q

Sampling

A

Involves any procedure that draws conclusions based on measurements of a portion of the population.

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14
Q

Fieldwork

A

Collection of primary raw data from external sources, that involves the selection, training and supervision of persons who collect data.

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15
Q

Editing

A

Involves checking data collection forms for omissions, legibility, and consistency in classification

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16
Q

Codes

A

Rules for interpreting, categorising, recording, and transferring the data to the data storage media

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17
Q

Numeric Coding

A

Assigning a numerical score to edited data.

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18
Q

Data Analysis

A

The application of reasoning to understand the data that have been collected.

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19
Q

Management decision problem

A

What the decision maker needs to do.

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20
Q

Marketing research problem

A

What information is needed.

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21
Q

Abstract Level

A

the level of knowledge expressing a concept that exists only as an idea or a quality apart from an object (salesperson)

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22
Q

Empirical Level

A

The level of knowledge that is verifiable by experience or observation ( number of sales)

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23
Q

Research Propositions

A

Statements explaining the logical linkage among certain concepts by asserting a universal connection between concepts.

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24
Q

Hypothesis

A

A formal statement of an unproven proposition, derived from theory, that is empirically testable.

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25
Q

Empirical Testing

A

Comparing a hypothetical proposition, e.g., a hypothesis, against reality using data

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26
Q

Exploratory Research

A

Exploratory Research Is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.

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27
Q

Descriptive Research

A

Describes characteristics of objects, people, groups, organizations, or environments; tries to “paint a picture” of a given situation.

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28
Q

Experiment

A

A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.

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29
Q

Experimental Variable

A

Represents the proposed cause and is controlled by the researcher by manipulating it.

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30
Q

Manipulation

A

The researcher alters the level of the variable in specific increments.

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31
Q

Qualitative research

A

An unstructured, primarily exploratory design based on a small sample, intended to provide depth, insight and understanding.

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32
Q

Primary Data

A

Data originated by the researcher for the specific purpose of addressing the research problem.

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33
Q

Secondary Data

A

Data collected for some purpose other than the problem at hand.

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34
Q

Internal data

A

Data that are available within the organisation for which the research is being conducted

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35
Q

External data

A

Facts observed and recorded by an entity other than the researcher’s organisation.

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36
Q

Direct Approach

A

A type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious, given the nature of the interview.

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37
Q

Indirect Approach

A

A type of qualitative research in which the purposes of the project are disguised from the respondents.

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38
Q

Depth Interview

A

A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.

39
Q

Nondirective Interviews

A

Maximum freedom to respond (so long as the discussion is related to area(s) of research interest).

40
Q

Semi-structured or Focused Individual Interviews

A

Covers a specific list of topics or sub-areas (timing, exact wording, and time allocated to each question are usually predetermined).

41
Q

Laddering

A

A line of questioning that proceeds from product characteristics to user characteristics, specifically product/service attributes, consequences and values.

42
Q

Discussion Guide

A

Set of questions and topics that you would like to discuss with a participant during a user interview.

43
Q

Probing

A

Asking follow-up questions when we do not fully understand a response, when answers are vague or ambiguous or when we want to obtain more specific or in depth information.

44
Q

Dual-Process (Dual-System) Theories

A

Claim that there are two distinct processing systems available for many cognitive tasks

45
Q

Projective Technique

A

An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings.

46
Q

Projective Techniques: Association

A

Word Association respondents are presented with a list of words, one at a time, and asked to respond with the first word that comes to mind.

47
Q

Completion Technique

A

A projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description.

48
Q

Expressive Techniques

A

Respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.

49
Q

Observation

A

The systematic process of recording the behavioural patterns of people, objects, and occurrences as they take place to obtain information about the phenomenon of interest.

50
Q

Structured

A

Observation technique where the researcher clearly defines the behaviours to be observed and the methods by which they will be measured.

51
Q

Undisguised

A

Respondents are aware that they are under observation

52
Q

Natural

A

Involves observing behaviour as it takes place in the environment.

53
Q

Unstructured

A

Involves a researcher monitoring all relevant phenomena without specifying the details in advance.

54
Q

Disguised

A

Respondents are unaware that they are being observed.

55
Q

Contrived

A

Respondents’ behaviour is observed in an artificial environment.

56
Q

Information Condition:

A

If current behaviour patterns are important to the study.

57
Q

Type-of-Data Condition

A

When motivations, attitudes, feelings, etc. are unimportant.

58
Q

Time-Frame Condition

A

Behaviours need to occur within a short time span.

59
Q

Setting Condition

A

Limited to settings where behaviour can be observed.

60
Q

Survey

A

Represents a way of describing public opinon by collecting primary data through communicating directly with individual sampling units.

61
Q

Survey Method

A

A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents.

62
Q

Sample Survey

A

Is a more formal term for a survey emphasising that respondents’ opinions presumably represent a sample of the larger target population’s opinion.

63
Q

Structured data collection

A

Use of a formal questionnaire that presents questions in a prearranged order.

64
Q

Fixed-alternative questions

A

Require respondents to choose from a set of predetermined answers.

65
Q

Task Factors

A

The nature of the task involved has an impact on the diversity of questions and flexibility, use of physical stimuli, sample control, quantity of data, and response rate.

66
Q

Situational Factors

A

In any practical situation, the researcher has to balance the need to collect accurate and high-quality data with the budget and time constraints.

67
Q

Respondent Factors

A

Since surveys are generally targeted at specific respondent groups, the respondent characteristics should also be considered while selecting a survey method.

68
Q

Population

A

The aggregate of all the elements that share some common set of characteristics and that comprise the universe for the purpose of the marketing research problem

69
Q

Census

A

A complete enumeration of the elements of a population or study objectives

70
Q

Sample

A

A sub-group of the elements of the population selected for participation in the study

71
Q

Sampling design process

A
  1. Define target population 2. Determine sampling frame 3. select sampling frame, 4. Determine sample size, 5. Execute sampling process
72
Q

Nonprobability Sampling

A

Relies on convenience or the personal judgement of the researcher rather than a chance to select a sample element.

73
Q

Convenience Sampling

A

Attempts to obtain a sample of convenient elements (right place right time)

74
Q

Judgmental Sampling

A

Is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher

75
Q

Quota Sampling

A

It may be viewed as a two-stage restricted judgmental sampling.

➢ The first stage consists of developing control categories, or quotas, of population elements.

➢ In the second stage, sample elements are selected based on convenience or judgment.

76
Q

Snowball Sampling

A

In snowball sampling, an initial group of respondents is selected, usually at random.

* After being interviewed, these respondents are asked to identify others who belong to the target population of interest. 

* Subsequent respondents are selected based on the referrals.
77
Q

Probability Sampling

A

In probability sampling, sampling units are selected by chance.

78
Q

Simple Random Sampling

A

Each element in the population has a known and equal probability of selection. Independent selcetion

79
Q

Systematic Sampling

A

The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame.

80
Q

Stratified Sampling

A

A two-step process in which:

  1. Population is partitioned into subpopulations or strata.
  2. Elements are selected from each stratum by a random procedure, usually SRS.
81
Q

Cluster Sampling

A
  1. The target population is first divided into mutually exclusive and collectively exhaustive subpopulations or clusters.
  2. A random sample of clusters is selected, based on a probability sampling technique such as SRS.
82
Q

Fieldwork

A

Marketing research data are rarely collected by the persons who design the research

➢ Data collection involves the use of field force that may operate either in the field or from an office

83
Q

Questionnaire

A

Is a formalised set of questions, written or verbal, for obtaining information from respondents and collecting primary data.

84
Q

Response Error

A

Respondents who do respond but give inaccurate answers or their answers are misrecorded or misanalysed.

85
Q

Questionnaire design process

A
  1. Plan what to measure, 2.Formulate questions, 3.decide on wording and order 4. Pre test the questionnaire.
86
Q

Skewness

A

The tendency of the deviations from the mean to be larger in one direction than in the other.

87
Q

Kurtosis

A

Is a measure of the relative peakedness or flatness of the curve defined by the frequency distribution.

88
Q

Type I Error (alpha error)

A

Rejection of H0 when it is in fact true.

89
Q

Type II Error (beta error)

A

H0 is not rejected when it is in fact false.

90
Q

Generalizability

A

It is the responsibility of the researcher to provide evidence regarding the reliability, validity, and generalizability of the findings.

91
Q

Disclosure

A

The reader should carefully examine whether the report indicates an honest and complete disclosure of the research procedures and results.

92
Q

Multi Methods

A

Uses more than one method and can be qualitative or two quantitative

93
Q

Mixed Methods

A

Uses both Qualitative and quantitative and Involves mixing and integration of the data so that one type of data informs another

94
Q

Concurrent

A

Conducting both at the same time but give more weight to the Qual

Psyc213 Exam (2 decks)

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