Market Research: Chapter 5

Front 1

Exploratory Research

Back 1

-collecting information in an unstructured and informal matter
-little is known about that subject
-used for:
1. gain background info
2. define terms
3. clarify problems
-ex. analyzing databases or reading about demographic trends

Front 2

Descriptive Research

Back 2

-refers to a set of methods and procedures describing market variables
-answers: who, what, where, when, how
-studies try to describe consumers attitudes, behaviors and intentions
-two types
1. cross sectional
2. longitudinal

Front 3

Causal Research

Back 3

-allows isolation of causes and effects
-answers the question of why
-often called experiments
-understanding if X then Y

Front 4

Methods of Exploratory Research

Back 4

-secondary data analysis
-experience surveys
-case analysis
-focus groups
-projective techniques

Front 5

Cross-Sectional Studies

Back 5

-measures units from a sample of the population at only one point in time
-snapshot of the population at one point in time
-ex. sample surveys

Front 6

Longitudinal Studies

Back 6

-repeatedly measure the same sample units of a population over time
-often uses a panel

Front 7

Continuous Panels

Back 7

-ask different panel members the same question on each panel measurement
-measures changes in customer purchases or attitudes

Front 8

Discontinuous Panel

Back 8

-ask different questions from one panel measurement to the next

Front 9

Independent Variable

Back 9

-researcher has control over and wishes to manipulate
-4 P's

Front 10

Dependent Variable

Back 10

-have little or no control over
-ex. net profits, market share ect.

Front 11

Extraneous Variables

Back 11

-may have some effect on a dependent variables but are not independent variables

Front 12

After-Only Design

Back 12

-changing independent variables (location) and then measuring dependent variable (sales)
-tells us nothing because we have to measure sales before the change as well
-X O1

Front 13

Before-After Design

Back 13

-measuring dependent, changing independent, and then taking another measurement to see effect
-O1 X O2