Mark 4000 Exam 1

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Situation Analysis

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An informal process of analyzing the past, present and future situations facing an organization in order to identify decision problems and opportunities

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Opportunity Assessment

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The collection of information on product-markets for the purpose of forecasting how they will change in the future. This type of assessment focuses on gathering information relevant to macro-environments.

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Benefit and Lifestyle Studies

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Studies conducted to examine similarities and differences in needs; used to identify two or more segments within a market for the purpose of identifying customers for the product category of interest to a particular company

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Target Market Analysis

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Information for identifying those people or companies that an organization wishes to serve

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Positioning

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The desired perception that a company wants to be associated with its target markets relative to its products or brand offerings

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Curbstoning

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cheating or falsification of data during the collection process that occurs when interviewers fill in all or part of a survey themselves

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Sugging/Frugging

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Claiming that a survey is for research purposes and then asking for a sale or donation

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Secondary Data

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Historical data structures of variables that have been previously collected and assembled for some research problem or opportunity situation other than the current situation

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Syndicated Data

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Data and information that have been compiled according to some standardized procedure which provides customized data for companies such as market share, ad effectiveness and sales tracking

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Consumer Panels

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Large samples of households that provide certain types of data for an extended period of time

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Media Panels

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Selected households that are primarily used in measuring media viewing habits as opposed to product/brand consumption patterns

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Store Audits

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Formal examinations and verifications of how much of a particular product or brand has been sold at the retail level

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Variable

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Any observable, measurable element or attribute

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Constructs

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Hypothetical variables composed of a set of component responses or behaviors that are thought to be related

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Relationships

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Associations between two or more variables

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Independent Variable

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An attribute of an object whose measurement values are directly manipulated by the researcher, also referred to as predictor or treatment variable. This type of variable is assumed to be a casual factor in a functional relationship with a dependent variable.

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Dependent Variable

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A singular observable attribute that is the measured outcome derived from manipulating the independent variable(s)

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Hypothesis

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A yet unproven proposition or possible solution to a decision problem that can be empirically tested using data that are collected through the research process; it is developed in order to explain a relationship between two or more constructs or variables

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In Depth Interview

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a structured process of a subject's being asked a set of semi structured, probing questions by a well-trained interviewer usually in a face to face setting

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Focus Group Research

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A formalized qualitative data collection method for which data are collected from a small group of people who interactively and spontaneously discuss one particular topic or concept

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Bulletin Board

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An online research format in which participants agree to post regularly over a period of 4 to 5 days

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Purposive Sampling

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Selecting sample members to study because they possess attributes important to understanding the research topic

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Stratified Purposive Sampling

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Selecting sample members so that groups can be compared

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Theoretical Sampling

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Selecting sample members based on earlier interviews that suggest that particular types of participants will help researchers better understand the research topic

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Observation Research

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Systematic observation and recording of behavioral patterns of objects, people, events, and other phenomena

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Netnography

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A research technique that draws on ethnography but uses "found data" on the Internet that is produced by virtual communities

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Projective Techniques

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A family of qualitative data collection methods where subjects are asked to project themselves into specified buying situations and then asked questions about those situations