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31 Cards in this Set
- Front
- Back
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marketing research
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the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
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research design
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an overall plan for obtaining the information needed to address a research problem or issue
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hypothesis
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an informed guess or assumption about a certain problem or set of circumstances
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exploratory research
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research conducted to gather more information about a problem or to make a tentative hypothesis more specific
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descriptive research
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research conducted to clarify the characteristics of certain phenomena and thus solve a particular problem
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experimental research
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research that allows marketers to make causal inferences about relationships
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reliability
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a condition existing when a research technique produces almost identical results in repeated trials
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validity
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a condition existing when a research method measures what it is supposed to measure
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primary data
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data observed and recorded or collected directly from respondents
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secondary data
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data compiled both inside and outside the organization for some purpose other than the current investigation
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population
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all the elements, units, or individuals of interest to researchers for a specific study
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sample
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a limited number of units chose to represent the characteristics of the population
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sampling
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the process of selecting representative units from a total population
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probability sampling
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a sampling technique in which every element in the population being studied has a known chance of being selected for study
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random sampling
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a type of probability sampling in which all units in a population have an equal chance of appearing in a sample
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stratified sampling
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a type of probability sampling in which the population is divided into groups according to a common attribute, and a random sample is then chosen within each group
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nonprobability sampling
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a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen
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quota sampling
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a nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group
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mail survey
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a research method in which respondents answer a questionnaire sent through the mail
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telephone survey
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a research method in which respondents' answers to a questionnaire are recorded by interviewers on the phone
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online survey
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a research method in which respondents answer a questionnaire via e-mail or on a website
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personal-interview survey
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a research method in which participants respond to survey questions face to face
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in-home interview
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a personal interview that takes place in the respondent's home
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focus-group interview
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a research method involving observation of group interaction when members are exposed to an idea or a concept
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customer advisory boards
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small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm's product and other elements of marketing strategy
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telephone depth interview
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an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys
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shopping-mall intercept interviews
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a research method that involves interviewing a percentage of persons passing by "intercept" points in a mall
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statistical interpretation
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analysis of what is typical or what deviates from the average
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marketing information systems
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a framework for the management and structuring of information gathered regularly from sources inside and outside an organization
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single-source data
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information provided by a single marketing research firm
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marketing decision support system
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customized computer software that aids marketing managers in decision making
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