Marketing Reseach

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Applied Marketing Research

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research conducted to address a specific marketing decision for a specific firm/organization

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basic Marketing Reseach

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research conducted without a specific decision in mind that usually doesnt address the needs of a specfic organization

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Customer Oriented

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decribes a firm in which all decisions are made with a conscious awareness of their effect on customers

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Geo-demographics

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refers to information describes the demographics profile of consumer in a particular geographic region

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Marketing concept

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a central idea in mondern marketing thinking tha focuses on how the firm provides value to customers more than on the physical product or production process

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Product oriented

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descibes a firm that priortizes decision making in a way that emphaizes techincal superiority in the product

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Production oriented

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descibes a firm that prioritizes efficiency and effectiveness of production process in making a decision

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Scientific Method

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the way researchers go about using knowledge and evidence to reach objective conclusions about the real world

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Marketing oriented

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the corporate culture existing for firms adopting the marketing concept.

emphasizes customer orientation long-term profitability over short term profits and a cross functioncal perspective

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Stakeholder orientation

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a way of doing business that recognizes that mulitple parties are affected by firm decisions

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Maketing Metrics

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quanitative ways of monitoring and measuring marketing performance

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Perfomance-monitoring research

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refers to research that regularly, sometimes routinely provides feedback for evaluation and control of marketing activity

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Data

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facts or recorded measure of certain phenomena

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information

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data formatted to support decision making or define the relationship betweem two facts

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relevance

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the characteristics of data reflecting how pertinent these particular facts are to the situation at hand

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information completeness

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having the right amount of information

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data quality

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how accurately the data actually match reality

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Timeliness

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means the data are not so old that they are irrelevant

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Desision support systmes (DSS)

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a computer based system that helps decision makers confront database and systems

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Customer relationship marketing

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part of the DSS that characterizers interaction between firms and customers

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Database

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a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer

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Data wholesaler

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companies that put together consorita of data sources into packages that are offered to municapal,corporate, and university libaries for a fee

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Electronic data interchange (EDI)

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type of exchange that occurs when one company's computer system is intergrated with another company's system

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Inranets

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a company's private data network that uses internet standards and technology

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predictive analytics

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a system linking computerized data sources to statistical tools allowing more accurate forecast of consumers opinions and actions

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market intelligence

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a subset of data and information that actuallt has some explantory power enabling eddective decisions to be made

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exploratory research

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conducted to clarify ambigous situations or discover ideas that may be potential business opportunities

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symptoms

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observable cues that serve as a signal of a problem because they are caused by that problem

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decriptive research

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describes characterisitcs of objects, people, groups, organizaion, or environment

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causal influence

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a conclusion that when one thing happens, another specfic thing will follow

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causal research

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allows causal influence to be made, the identify cause and effect

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Temporal sequence

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one of the three criteria for causality; deals with the time order of events

cause must occur before the effect

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concomitant variation

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one of the three criteria for causality occurs when two events "covary" meaning they vary systematically

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noncpurious association

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one of the three criteria for causality; means any covariation between a causal and an effect is true and not simply due to come other variable

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experiment

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a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect

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experimental variable

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represents the proposed cause which the researcher controls by manipulating its value

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manipulation

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means that the researcher alters the level of the variable in soecific increments

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researcher objectives

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the goals to be achieved by conducting research

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delierables

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the term used often in consulting the describe research objectives to a research client

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pilot study

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a small-scale research project that collects data from respondents similar to those to be used in the ful study

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pretest

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small-scale study in which the results are only preliminary are intended only to assist in design of a subsequent study

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focus group

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small group discussion about some research topic led by a moderator who guides dicussion among the participants

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theory

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a formal, logical explanation of some events that include predictions of how things relate to one another

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hypothesis

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a formal statement explaining some outcome

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empirical testing

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means that some predictio has been examined against reality using data

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survey

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a research technique in which a sample is interviewed insome form or he behavior of respondents is observed and describe in some way

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sampling

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involves any procedure that draws conclusions based on measurement of a portion of the population

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data analysis

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the application of computation, summarizing, and reasoning to understand the gatherred information

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research project

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a single study that addresses one or a small number of reseach

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research program

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numerous related studies that come together to address mulitple, related research objectives

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qualitative marketing research

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address marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement; its focus is on discovering new insigh and true inner meanings

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researcher- dependent

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research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience

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quantitative marketing research

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addresses research objectives through empirical assessments that involve numerical measurment and statistical analysis

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qualitive data

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data that are not characterized by numbers, and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaninful characterizations, interpretations, and other expressive descriptions

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quantitave data

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represents phenomena by assigning numbers in a ordered and meaningful way

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concept tasting

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frequently preformed type of exploratory research representing many similar research procedures all having the same purpose to screen new, revised, or repositined idea

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phenomenology

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philosophical approach to studying human experience based on the idea that human experience itself is inherently subjective and determined by the context in which people live

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hermeneutics

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approach to understanding phenomenology that relies on analysis of text through which a person tells a story about him-or herself

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ethnorgraphy

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represents way of studying cultures through methods that involve becoming highly active within that culture

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case-studies

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documented history of a particular person, group, organization, or event

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themes

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identified by the frequency with which the same term arises in the narrative descriptions

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focus group interviews

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an unstructured, free-flowing interview with a small group of around 6-10 people. they are led by a trained modertor who follows a flexible format encouraging dialouge among respodents

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moderator

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person who leads a focus group interview and ensure that everyone gets a chance to speak and facilitates the dicussion

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depth interview

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one-on-one interview between a pro-fessional researcher and a researcher respondent conducted about some relevant business or social topic

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laddering

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particular approach to probing, asking respondetns to compare difference between brands at different levels that produce distinctions at the attribute level, the benefit level, and the value or motivation level. based on the classical repertory grid approach

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conversation

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informal qualitative data-gathering approach in which the researcher engages a respondent in a dicussion of relevant subject matter

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free- association techniques

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record respondents first cognitive reactions to some stimulus

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thematic apperception test

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a test that prevents subjects with an ambigous picture in which consumers and products are the center of attention; the investigator asks the subject to tell what is happening in the picture now and what might happen next

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projective technique

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indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation

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replicable

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something is intersubjectively certifiable meaning the same conclusion would be reached based on another researchers interpertation of the research or by independently duplicating the research procedures

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secondary data

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data that have been previously collected for some purpose other than the one at hand

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cross-checks

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comparison of data from one source with data from another source to determine the similarity of independent projects

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model building

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mathematical representation of the relationship between 2 or more variables; shows how one thing responds to changes in another

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data mining

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the use of poweful computer analytical routines to dig automatically through huge volumes of data searching for useful patterns of relationship

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customer disocery

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involves mining data to look for patterns identfying who is likely to be valuable customer

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external data

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facts observed, recorded, and stored by an entity outside of the reasearchers organization

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database marketing

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the use of customers database to promote one-to-one relationship with customers and create precisely targeted promotions

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internal data

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data that orginate in the organization and represent events recorded by or generated by the organization