Marketing Chapters 6 And 8

Front 1

Understand the steps, in order, in the market research process (locating and defining issues and problems, etc.)

Back 1

1. Locating defining issues or problems
2. Designing the research project
3. Collecting Data
4. Interpret Research Findings
5. Reporting Research Findings.

Front 2

sample

Back 2

a limited number chosen from that population.

Front 3

hypothesis

Back 3

is an informed guess or assumption about a certain problem or set of circumstances.

Front 4

exploratory research

Back 4

when marketers need more information about a problem or want to make a tentative hypothesis more specific. its to better understand a problem or situation and or help identify additional data needs or decision alternatives.

Front 5

conclusive research

Back 5

is designed to verify insights through an objective procedure to help marketers in making decisions.

Front 6

reliability

Back 6

it produces almost identical results in repeated trials.

Front 7

validity

Back 7

the research method must measure what it is supposed to measure, not something else.

Front 8

secondary data

Back 8

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

Front 9

primary data

Back 9

are observed and recorded or collected directly from respondents.

Front 10

probability sampling

Back 10

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

Front 11

random sampling

Back 11

all the units in a population have an equal chance of appearing in the sample.

Front 12

stratified sampling

Back 12

in which the population of the interest is divided into groups according to a common attribute, and a random sample is then chosen within each group.

Front 13

nonprobability sampling

Back 13

is more subjective than probability sampling because there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Front 14

quota sampling

Back 14

researchers divid the population into groups and then arbitrarily choose participants from each group.

Front 15

Understand the five primary steps in the consumer decision process

Back 15

1. problem recognition
2.information search
3. eval. of alternatives.
4. purchase
5. post purchase eval.

Front 16

internal search

Back 16

buyers search their memories for info about products that might solve the problem.

Front 17

external search

Back 17

retrieve info from outside sources.

Front 18

cognitive dissonance

Back 18

doubts in the buyer's mind about whether purchasing the product was the right decision.

Front 19

perception

Back 19

the process of selecting, organizing, and interpreting info inputs to produce meaning.

Front 20

motive

Back 20

an internal energizing force that orients a person's activities toward satisfying needs oor achieving goals.

Front 21

lifestyle

Back 21

an individual's pattern of living expressed through activities, interests, and opinions.

Front 22

attitudes (cognitive, affected, conative)

Back 22

an individual's enduring eval. of feelings about, and behavioral tendencies toward an object or idea.
(beliefs, feelings, action)