Market Research Exam 1

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market research

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the systematic and objective process of identification, collection, analysis, and interpretation of data for the purpose of providing implementable information to improve decision making related to the identification and solution of problems and opportunities in marketing

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problem-identification research

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research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future (more common)

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problem-solving research

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research undertaken to help solve specific marketing problems

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analytical model

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a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process

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research design

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a framework or blueprint for conducting the marketing research project that specifies the procedures necessary for obtaining the information needed to structure and/or solve the marketing research problems

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cross-sectional (sample survey)

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one-time collection of information (snapshot)

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longitudinal

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fixed sample, measured repeatedly, panel

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secondary data

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data that has been previously gathered for some other purposes

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primary data

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data gathered for the specific problem at hand

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internal secondary data

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data from within the firm

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external secondary data

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data from outside the firm

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qualitative research

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unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting

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quantitative research

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a research methodology that seeks to quantify the data and typically applies some form of statistical analysis

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projective techniques

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unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern

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focus group

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an interview conducted in an unstructured and natural manner by a trained moderator among a small group of respondents

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in-depth interviews

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unstructured conversation on a given topic between a respondent and an interviewer, mechanism for obtaining detailed insights and personal thoughts, flexible

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survey method

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structure questionnaire given to a sample of a population and designed to elicit specific information from respondents

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sample control

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ability of survey mode to effectively and efficiently reach the specified units

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response rate

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% of total attempted interviews that are completed

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social desirability

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tendency for people to give answers that might not be accurate but socially desirable

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interviewer bias

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error due to interviewer not following procedure

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nonresponse bias

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bias because actual respondents differ from those who refuse to participate

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observation

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systematic witnessing and recording of behavioral patterns of objects, people, and events without directly communicating with them

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causality

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covariance, time precedence, elimination of third variables

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independent variables

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variables or alternatives that are manipulated and whose effects are measured and compared

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test units

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individuals, organizations, or other entities whose response to the independent variables or treatments is being examined

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dependent variables

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variables other than the IVs that affect the response of the test units

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experimental design

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set of procedures specifying the test units and how these units are to be divided into homogeneous subsamples, what independent variables or treatments are to be manipulated, what dependent variables are to be measured, and how the extraneous variables are to be controlled

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lab experiments

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artificial, more control over extraneous variables, watch out for demand artifacts (guess purpose, modify behavior)

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field experiments

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more realistic, less control over other variables

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internal validity

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elimination of other possible causes

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external validity

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generalizability of results

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extraneous variables

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variable other than the independent variables that influence the DV

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history

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refers to specific events that are external to the experiment but occur at the same time as the experiment

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maturation

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the changes in the test units themselves that occur with the passage of time

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testing effects

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caused by the process of experimentation, typically, these are the effects on the experiment of taking a measure on the dependent variable before and after the presentation of the treatment

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instrumentation

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changes in the measuring instrument, in the observers, or in the scores themselves

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statistical regression effects (regression towards the mean)

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test units with extreme scores move closer to the average score during the course of the experiment

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selection bias

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improper assignments of test units to treatment conditions

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mortality

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loss of test units while the experiment is in progress

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randomization

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random assignment of test units to experimental groups by using random numbers, treatment conditions are also randomly assigned to experimental groups

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matching

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comparing test units on a set of key background variables before assigning them to the treatment conditions

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statistical control

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measuring the extraneous variables and adjusting for their effects through statistical analysis

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design control

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the use of experiments designed to control specific extraneous variables

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pre-experimental designs

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do not employ randomization procedures to control for extraneous factors

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true experimental designs

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test units (usually people) and treatments are randomly assigned

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quasi-experimental designs

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appropriate when the researcher is unable to randomize or control experimental

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statistical design

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series of basic experiments that allows for statistical control and analysis of external variables - manipulate multiple variables

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market research (according to AMA)

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the function that links the consumer, the customer, and the public to the marketer through information