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100 Cards in this Set

  • Front
  • Back
systematic inquiry that provides information to guide marketing decisions.
market research
organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders
marketing
financial return for all marketing expenditures
Return on Marketing Investment
problem or opportunity that requires a marketing decision
mamagement dilemma
a private network that is contained within an enterprise
intranet
private network that uses the internet protocols and the public telecommunication system to share an organizations information, data, or operations with external suppliers, vendors, or customers
extranet
designed to provide the marketer with ongoing info about events and trends
marketing intelligence system
philosophy of marketing that the primary strategy for achieving an organization's marketing goals is to continually satisfy its customers an thus establish lifetime customer organization relationships
marketing concept
the general approach an organization will follow to achieve its marketing goals
marketing strategy
specific timed activities that execute a strategy
marketing tactics
at the most elementary level, a ____ study may be made only to provide an account or summation of some data or to generate some statistic
reporting study
study which tries to discover answers to the questions who, what, when, where, and how
descriptive study
study which goes beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observes
explanatory study
has a practical problem solving emphasis although the problem solving is not always generated by a negative circumstance
applied research
process of stating the basic dilemma that prompts the research and then trys to develop other questions by progressively breaking down the original question into more specific ones
management research question heirarchy
a restatment of the marketer's delemma in question form
management question
the hypothesis that best states the objective of the research, the question that focuses the researcher's attention
research question
question the researcher must answer to satisforily answer the research question.
investigative questions
what participants in marketing research are asked or what specifically is observed in a research study
measurment question
budgeting which involves taking a fixed % of some criterion
rule-of-thumb budgeting
budgeting which allocates a portion of total expenditures in the unit to research activities
departmental or functional area budgeting
budgeting which selects specific research projects to support on an ad hoc basis
task budgeting
each criterion is a combination of a ____ and a decision variable
decision rule
bluprint for fulfilling objectives and providing the insight to answer management's delemma
research design
a _____ examines a portion of the target population and the portion must be carefully selected to represent that population
sample
involves reducing accumulated data to a manageable size, developing summaries, looking for patterns, and applying statistical techniques
data analysis
problem that addresses complex issues and cannot be expressed easily concisely, or completely
ill-defined problem
interview with those knowledgeable about the problem or its possible solution
expert interviews
interviews wiit individuals involved in the problem
IDI
a collection of facts unique to a topic
handbook
norms and standards of behavior that suide moral choices about our behavior and our relationships with others
ethics
securing_______form participants is a matter of fully disclosing the procedures of the proposed survey or other research design before requesting permission to proceed with th study
informed consent
a________means on has the right to refuse to be interviewed or to refuse to answer any question in an interview.
right to privacy
the right of a company to dissociate themselves from the sponsorship of a research project
sponsor nondisclosure
involves protecting the purpose of the study or its details
purpose nondisclosure
tend toward loose structures with the objective of expanding understanding of a topic, providing insights and possible explanations, or discovering future research tasks
exploratory studies
study which begins where the exploration leaves off it begins with a hypothesis or research question and involves precise procedures and data source specifications
formal study
designed for breadth rather than depth. hypothesis are tested quantitatively
statistical study
places more emphasis on a full contextual analysis of a few events or conditions and their interrelations
case study
in an ____ the researcher attempts to control or manipulate the variables in the study
experiment
study in which investigators have no control over the variables in the sense of being able to manipulate them. They can only report what has happened or what is happening
ex post facto study
study in which the researcher asks questions of the subjects and collects their responses by personal means
communication study
study carried out once and represent a snapshot of one point in time
cross sectional study
study repeated over an extended period
longitudinal study
exploration relies more heavily on what kind of techniques
qualitative techniques
relationship by which two or more variables change together
correlation
when some external factor produces a change in the dependant variable
causation
relationship in which two variables vary together but we assume the changes in neither variables are due to changes in the other
symmetrical relationship
relationship which exists when 2 variables mutually influence or reinforce each other
reciprocal relationship
relationship in which researchers postulate that changes in one variable are responsible for changes in another variable
asymmetrical relationship
research which includes an array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world
qualitative research
attempts precise measurments of something
quantitative research
much of qualitative research involves the deliberate preparation of the participant, called peexercising or______
pretasking
qualitative research involves______sampling where little attempt is made to generate a representative sample
nonprobability sampling
interview with no specific questions or order of topics
unstructured interview
interview that generally starts with a few specific questions
semistructured interview
because researchers are often looking for hidden or suppressed meanings _____ can be used within the interview structures.
projective techniques
an interaction between an individual interviewer and a single participant
individual depth interview
data collection method using a single interviewer with more than one research participant.
group interview
group of different individuals
heterogeneous
group of similar individuals
homogeneous
analytical process which provides the research sponsor with a qualitative picture of the respondants
content analysis
research designed to address complex, practical problems about which little is known
action research
term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods
triangulation
if the study is to be something other than exploratory,_____ observation employs standardized procedures, trained observers and other devices for the observer that reflect scientific procedures of other primary data methods
systematic
the most prevelant of these and includes recording physical actions or movements, such as body movements, motor expressions, and even exchanged glances
nonverbal observational
measurment insturment for recording data in an observational study
observation checklist
occurs when the observer is physically present and personally monitors what takes place
direct observation
occurs when the recording is done by mechanical, photographic, or electronic means
indirect observation
observers use ___ to shield themselves from the object of their observation
concealment
exists when the observer enters the social setting and acts as both an observer and a participant
participant observation
sampling in which the researcher selects certain elements, behavioral acts, or conditions to record that answer the investigative questions
event sampling
a source of error where participants alter their tru behavior in response to the researcher
reactivity responce
observation of effects of prior decisions
physical condition analysis
approaches which encourage creative and imaginative forms of indirect observation
unobtrusive measures
involves the time study of stages in a process, evaluating both effectiveness and efficiency
process analysis
involves surveying or interviewing people and recording their responses for analysis
communication approach
erro which occurs when the responses of participants differ in some systematic way from the responses of nonparticipants
nonresponse error
error generated in 2 ways: when the participant fails to give a correct answer or fails to give the complete answer
response error
ratio of potential but unreached contacts to all potential contacts
noncontact rate
ratio of contacted participants who decline the interview to all potential contacts
refusal rate
involves surveying or interviewing people and recording their responses for analysis
communication approach
erro which occurs when the responses of participants differ in some systematic way from the responses of nonparticipants
nonresponse error
error generated in 2 ways: when the participant fails to give a correct answer or fails to give the complete answer
response error
ratio of potential but unreached contacts to all potential contacts
noncontact rate
ratio of contacted participants who decline the interview to all potential contacts
refusal rate
designed to conceal the questions true nature
sesguised question
identify the participant , interviewer, interview location, and conditions
administrative question
usually cover sociological-demographic variables that allow participants answers to be grouped so that patterns are revealed and can be studied
classification question
identify the participant , interviewer, interview location, and conditions
administrative question
addresses the investigative question of a specific study
target question
addresses the investigative question of a specific study
target question
aka open ended questions, ask participants a question and wither the interviewer pauses for the answer or the participant records his ideas in his own words
free response questions
suggests opposing responses, but this is not always the case
dichotomous question
ask the participant to position each factor on a companion scale, either verbal, numerical, or graphical
rating question
when realative order of the alternatives is important the ___ question is ideal
ranking
filter questions to determine if the potential participan has the knowledge or experience necessart to participate in the study
screen questions
often the content of one question ( called a ____ question) assumes othe questions have been asked and answered
branched questions
when a matched sample was asked the same question after two ___ questions(neutral questions designed chiefly to establish rapport with the participant)
buffer question
final step toward improving survey results is ____, the assessment of questions and insturments before the start of a study
pretesting