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18 Cards in this Set
- Front
- Back
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secondary data |
info previously collected for some other problem or issue |
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primary data |
info collected specifically for a current research problem/opportunity |
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gatekeeper technologies |
technologies such as caller ID that are used to prevent intrusive marketing practices like telemarketing or scams |
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information research process |
a systematic approach to collecting, analyzing, interpreting, and transforming data into decision making information |
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information research process steps |
1) determine research problem 2) select appropriate research design 3) execute research design 4) communicate research results |
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scientific method |
research procedures should be logical, objective, systematic, reliable, and valid |
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knowledge |
info becomes knowledge when someone (researcher, decision maker) interprets data and attaches meaning |
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determining the research problem |
1) identify and clarify info needs 2) define research problem and questions 3) specify research objective and confirm info value |
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iceberg principle |
decision makers are only aware of 10% of the problem that which you see as a problem may only be a symptom of the true problem |
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situation analysis |
gathers and synthesizes background info to familiarize the researcher with the overall complexities of the problem |
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unit of analysis |
specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some other combo |
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exploratory research |
generates insights that will help define the probelm situation confronting the researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods examples: literature reviews, pilot studies, focus groups, in-depth interviews |
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descriptive research |
collects quantitative data to answer research questions like who, what, when, where, and how examples of info collected: consumer attitudes intentions/preferences purchase behaviors demographics |
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causal research |
collects data that enables decision makers to determine cause/effect relationships between two or more variables provides opportunity to assess causality among market factors |
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target population |
population from which researcher wants to collect info |
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census |
researcher attempts to question or observe all members of a target population |
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sample |
a small number of members of the target population from which the researcher collects data needs to be representative |
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research proposal |
a specific document that provides an overview of the proposed research and methodology, and serves as a written contract between decision maker and researcher ex: what it will cost how long it will take activities involved |
