Marketing Chapter Nine

Front 1

The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities

Back 1

Marketing Research

Front 2

The Market Research Process

Back 2

1) Locating and defining problems or issues
2) Designing the research project
3) Collecting data
4)Interpreting research findings
5) Reporting research findings

Front 3

an overall plan for obtaining the information needed to address a research problem or issue

Back 3

Research Design

Front 4

An informed guess or assumption about a certain problem or set of circumstances

Back 4

Hypothesis

Front 5

Research conducted to clarify the characteristics of certain phenomena to solve a particular problem

-Snap shot in time
-who, what, when, why, where and how

Back 5

Descriptive research

Front 6

Identical results produced in repeat trials of the same research technique

Back 6

Reliability

Front 7

research method measuring what it is supposed to measure

Back 7

validity

Front 8

observed/recorded or collected directly from respondents

Back 8

Primary Data

-researched for specific research projects

Front 9

complied both inside and outside the organization for some purpose other than the current investigation

Back 9

Secondary Data

-Data not previously collected for various reasons
-Not just internal, but could be external data

Front 10

elements, units, or individuals of interest to researchers for a specific study

Back 10

population

Front 11

a limited number of units chosen to represent the total population

Back 11

sample

Front 12

every element in the population has a known chance of being selected for study

Back 12

probability

-it is random sampling, scientific, and can compute error
-stratified population is divided into common attributes and random sample chosen within each group

Front 13

more subjective than probability because no way to calculate likelihood specific elements will be chosen

Back 13

Nonprobability

-Do not sue random sampling, therefore cannont compute error, therefore is not scientfic
-quota=researchers divide population into groups then arbitrarily choose each group

Front 14

participants respond to survey questions face to face

Back 14

personal interview surveys


-Favored by researchers because they are most flexible method

Front 15

questions which invites the respondents to answer as their own interests or personal subjectivity dictates

Back 15

open-ended questions

Front 16

questions which to which the respondent can make only an either/or or yes/no response

Back 16

Dichotomous question

Front 17

question asks the respondent to choose between a response from a fixed set of responses

Back 17

Multiple-choice question

Front 18

analysis of what is typical or what deviates from the average

Back 18

Statistical interpretation

Front 19

framework for managing and structuring information gathered from internal and external sources

Back 19

Marketing information systems (MIS)

Front 20

single source data provided by single marketing research firm

Back 20

databases