Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
40 Cards in this Set
- Front
- Back
Exploratory Research
|
uncommonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem
|
|
Causal Research
|
understanding the phenomenon in therm of conditional statements of the form "if x, then y"
|
|
Secondary Data Analysis
|
the process of searching for an interpreting existing information relevant to the research objectives.
|
|
Case Analysis
|
a review of available information about former situations that have some similarities to the present research problem
|
|
Focus group
|
Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
|
|
Qualitative Research
|
involves collecting, analyzing, and interpreting data by observing what people do and say.
|
|
Depth Interviews
|
probing questions posed one-on-one to a subject by a trained interviewer so as to gain ideas as to what the respondent is thinking or why they behave in a certain way
|
|
Projective Techniques
|
seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding the situation
|
|
Ethnographic Research
|
detailed, descriptive study of a group and its behavior, characteristics, culture, etc.
|
|
Moderators / Qualitative Research Consultants
|
responsibility of creating an atmosphere that is conducive to openness, yet they must make certain that participants do not stray too far from the central focus of the study
|
|
Descriptive Research
|
describe answers to questions of who, what, when, where, why, and how.
|
|
Cross-sectional studies
|
measure units from a sample of the population at only one point in time.
|
|
Longitudinal Studies
|
repeatedly measure the same sample units of a population over a period of time.
|
|
Panels
|
represent sample units who have agreed to answer questions at periodic intervals.
|
|
Experiment
|
defined as manipulating an independent variable to see how it effects a dependent variable , while also controlling the effects of additional extraneous variables.
|
|
Pretest
|
A measurement of the dependent variable is taken prior to changing the independent variable
|
|
Posttest
|
measurement of the dependent variable is taken after changing the independent variable
|
|
Laboratory Experiments
|
those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable
|
|
Field Experiments
|
independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting
|
|
Test Marketing
|
phase commonly used to indicate an experiment, study, or test that is conducted in a field setting
|
|
Representativeness
|
Test markets should be representative of the marketing territory in which the product will ultimately be distributed.
|
|
Primary Data
|
information that is developed or gathered by the researcher specifically for the research project at hand.
|
|
Secondary Data
|
previously been gathered by someone other than the research and/or for some other purpose than the research project at hand.
|
|
Internal Secondary Data
|
data that have been collected within the firm. Sales records, purchase requisitions, and invoices.
|
|
External Secondary Data
|
data obtained from outside the firm. Classified into three sources: published, syndicated services data, databases
|
|
NAICS: North American Industry Classification System
|
coding system that can be used to access information.
|
|
"Survey of Buying Power"
|
has been published annually for several decades in Sales&Marketing Management Magazine.
|
|
Buying Power Index
|
an indicator of the relative marketing potential of a geographic area. an index number that represents a market's percentage of the total buying power in the US.
|
|
Standardized Information
|
type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users
|
|
Syndicated Data
|
data that are collected in a standard format and made available to all subscribers
|
|
Standardized Services
|
a standardized marketing research process that is use to generate information for a particular user
|
|
Geo demographics
|
used to describe the classification of arbitrary, usually small, geographic areas in terms of the characteristics of their inhabitants.
|
|
PRIZM: (Potential Ratings Index for Zip+4 markets)
|
defines every neighborhood in the United States in terms of 66 demographically and behaviorally distinct clusters.
|
|
Scanning Data
|
providing tracking data gathered from the stores' scanners.
|
|
Retail Store Audits
|
auditors are sent to stores and they record merchandising information needed for tracking studies
|
|
Nielsen Media Reesearch
|
major provider of TV ratings.
|
|
People Meter
|
an electronic instrument that automatically measures when a TV set is on and who is watching which channel.
|
|
Arbitron
|
provides syndicated data on radio station listening. Arbitron is transitioning to the Portable People meter which automatically records encoded audio and video signals indicating exposure to media
|
|
GFK's Starch Readership Service
|
known as the most widely used source for measuring the extent to which magazine ads are seen and read.
|
|
Single-source Data
|
data that contain information on several variable such as promotional message exposure, demographics, and buyer behavior.
|