Reading...
Play button
Play button
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;
20 Cards in this Set
- Front
- Back
|
the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
|
marketing research
|
|
|
What are the most common reasons for conducting marketing research surveys?
|
determining satisfaction, product development, branding, segmentation, awareness, trend tracking, concept testing and business markets
|
|
|
What are the five steps of the marketing research process.
|
locating and defining problems or issues, designing the research project, collecting data, interpreting research findings, reporting research findings.
|
|
|
an overall plan for obtaining the information needed to address a research problem or issue.
|
research design
|
|
|
what does the step designing the research project require?
|
formulating a hypothesis, determining what type of research is most appropriate for testing the hypothesis.
|
|
|
an informed guess or assumption about a certain problem or set of circumstances
|
hypothesis
|
|
|
based on all the insight and knowledge available about the problem or circumstances from previous research studies and other resources.
|
hypothesis
|
|
|
research conducted to gather more information about a problem or to make a tentative hypothesis more specific.
|
exploratory research
|
|
|
to better understand a problem or situation and/or to help identify additional data needs or decision alternatives.
|
purpose of exploratory research
|
|
|
research designed to verify insights through objective procedures and to help marketers in making decisions
|
conclusive research
|
|
|
When is conclusive research used?
|
When the marketer has one or more alternatives in mind and needs assistance in the final stages of decision making.
|
|
|
Exploratory research is -------- While conclusive research is ----------
|
vague, clear
|
|
|
What are two types of conclusive research?
|
descriptive research and experimental research.
|
|
|
Research conducted to clarify the characteristics of certain phenomena to solve a particular problem.
|
descriptive research.
|
|
|
range from general surveys of customers' education, occupation, or age to specifics on how often teenagers consume sports drinks of how often customers buy new pairs of athletic shoes.
|
descriptive research studies.
|
|
|
what makes experimental research unique?
|
manipulation and control of variables
|
|
|
research that allows marketers to make casual inferences about relationships.
|
experimental research
|
|
|
In designing research, marketing researchers must ensure that research techniques are both -------- and -------.
|
reliable and valid
|
|
|
a condition existing when a research technique produces almost identical results in repeated trials
|
reliability
|
|
|
A condition existing when a research method measures what is is supposed to measure not something else
|
validity
|
