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106 Cards in this Set

  • Front
  • Back
Define Benefit and Lifestyle Studies.
Examining similarities and differences in consumer’s needs
What are Benefit and Lifestyle Studies used for?
To identify 2+ market segments for a product.
Explain Branded "Black-Box" Methodologies.
Methodologies sold by research firms that are branded and don’t give information about how methodology works.
Define Curbstoning.
Data collection personnel filling out surveys for fake respondents.
Define Customer Satisfaction Studies.
Assessing strengths and weaknesses that the customers think the marketing mix has.
Define Cycle-Time Research.
Reducing the time between initial contact and final delivery/installment of the product.
Define De-Anonymizing Data.
Combining different publicly available information (unethically) to determine consumers’ identities.
Define Executive Dashboard.
Intranet for a certain group of managers who are decision makers in the company.
Define Importance-Performance Analysis.
Evaluating competitors’ strategies, strengths, limitations and future plans.
What does Importance-Performance Analysis ask consumers to do?
-Identify key attributes (price, product, performance, quality, etc) that drive their purchase behavior.

-Rank importance of attributes
Define Marketing Research.
Linking an organization to its market through information gathering.
What is the main concept behind Marketing Research?
Identifying and defining market-driven opportunities and problems. And the development and evaluation of marketing actions.
Marketing Research facilitates the identification and definition of market driven____1_____ and ____2_____ and the development and evaluation of ____3_____
1) Opportunities

2) Problems

3) Marketing actions
Name the 4 Tasks in the Process of conducting Marketing Research.
1) Data collection methods.

2) Managing data collection process.

3) Analyze and interpret data results.

4) Communicating findings to decision makers.
Define Opportunity Assessment.
Collecting market information to predict changes.
Name 3 Common Approaches in Collecting Information.
1) Content analysis

2) In-depth interviews

3) Formal rating procedures
Define Positioning.
Company versus competition in the mind of the consumer.
Define Retailing Research.
Studying various topics in order to aid in distribution decisions.
Name 3 Common Types of Distribution-Related Research Studies.
1) Cycle-Time Research

2) Retail Store Image

3) Supply Chain Efficiency
Define Situation Analysis.
Monitors the appropriateness of a firm’s marketing strategy and determines if changes are necessary.
What does SWOT stand for?
Strengths Weaknesses Opportunities Threats
Define Standardized Research Firms.
Firms that provide general results so that results can be compared to norms.
Define Subject Debriefing.
Fully explaining to respondents any deception that was used during research.
Define Sugging / Fugging.
Claiming that a survey is for research purposes and then asking for a sale or donation.
Define Syndicated Business Services.
Services that include data made from a common data pool or database.
Define Target Market Analysis.
IDs segments the company wishes to serve and the needs of that group.
Define Test Marketing / New Product Planning.
Provides info for improving products and planning new ones

(concept and product testing, test marketing)
Define Market Driven.
What is going on in the market that is going to need my product?

How do I accommodate the needs of the market?
Define Customized Research.
Research firms that provide tailored services for clients.
Name 4 Types of Research Firms.
1) Internal

2) External

3) Customized

4) Standardized
Name 3 Desired / Key Skills.
1) Communication skills

2) Interpersonal sills

3) Statistical skills
Name 3 Sources of Ethical Dilemmas.
1) Research provider

2) Research user

3) Respondents
Define Casual Research.
Collected data that lets decision makers determine cause and effect relationships between 2+ variables.
Define Census.
Researchers questioning and observing all members of a defined target population.
Define Secondary Data.
Information previously collected for some other use.
Define Primary Data.
Information collected for a current research problem.
Define Gatekeeper Technologies.
Technologies that are used to prevent intrusive marketing practices.

Ex: Caller id against telemarketers.
Define Information Research Process.
Approach to collecting, analyzing, interpreting and transforming data into decision making information.
Define Scientific Method.
Research procedures should be logical, objective, systematic, reliable and valid.
Define Knowledge.
Info becomes knowledge when someone interprets that data and finds meaning.
Define Unit of Analysis.
Says whether data should be collected about individuals, organizations, areas, etc or some combination of them.
Define Exploratory Research.
Gives insight that helps define the problem or improves the understanding of consumer motivations, attitudes and behavior.
Define Descriptive Research.
Collects quantitative data to answer research questions like who what when where and how.
Define Target Population.
The population that the researcher wants to collect data from.
Define Sample.
Small number of members of a target population from who the researcher gets data.
Define Research Proposal.
Document that gives an overview of the proposed research study

Serves as a contract between the the decision maker and the researcher.
Name 4 Instances When Research is Not Necessary.
1) Information is already available.

2) Insufficient time frames.

3) Inadequate resources.

4) Costs outweigh value.
Name the 11 Phases of the Information Research Process.
1) Determine the research problem.

2) Select appropriate research design.

3) Execute the research design.

4) Communicate the research results.

5) Develop the sampling design and sample size.

6) Examine measurement issues and scales.

7) Design and pretest questionnaire.

8) Collect and prepare data.

9) Analyze data.

10) Interpret data to create knowledge.

11) Prepare and present final report.
Define Literature Review.
Examination of available information that is related to your research topic.
Name 3 Reasons for Conducting a Literature Review.
1) Clarifies the research problem and questions.

2) Uncovers existing studies.

3) Identifies scales to measure variables and methods.
Define Internal Secondary Data.
Data collected by the individual company for accounting purposes or reports.
What are some examples of Internal Secondary Data?
-Sales invoices
-Quarterly sales reports
-Online registration
-Customer letters/comments
-Credit applications
-Sales person expense forms
Define External Secondary Data.
Data collected by outside agencies.
What are some examples of External Secondary Data?
-Popular sources
-Scholarly sources
-Government sources
-NAICS
-Guidebooks
-Commercial sources
What should you consider when assessing the quality of Secondary Data?
-Purpose
-Accuracy
-Consistency
-Credibility
-Methodology
-Bias
Define Customer Knowledge Information.
Information provided by customers that is spontaneous and can be used for marketing planning purposes.
Define Syndicated Sources.
Commercial vendors collect information and sell their reports.
Define Consumer Panels.
Large samples of households that provide specific, detailed data on purchase behavior for a long period of time.
Define Media Panels.
Information that focuses on media usage behavior.
Define Store Audits.
Examination of how much of a certain product or brand has sold at retail level.
Define Variable.
An observable item that is used as a measure on a questionnaire.
Define Construct.
An unobservable concept that is measured by a group of related variables.
Define Relationships.
Association between two or more variables.
Define Independent Variable.
The variable or construct that predicts/explains the outcome of the variable of interest.
Define Dependent Variable.
The variable or construct researchers are seeking to explain.
Define Conceptualization.
Model that shows relationships between variables.
Name the 3 Steps of the Process of Conceptualization.
1) Identify research variables

2) Specify hypotheses and relationships

3) Create a diagram that visually represents the relationships
Define Positive Relationship.
Association between two variables where they increases or decrease together.
Define Negative Relationship.
Association between two variables where one increases while the other decreases.
Define Hypothesis.
Unproven but testable statement developed in order to explain something.
Name the 3 Types of Hypotheses.
1) Nondirectional

2) Inverse (negative) directional

3) Direct (positive) directional
Define Null Hypothesis.
A hypothesis that is tested for possible rejection under the assumption that is true.
Define Alternative Hypothesis.
Hypothesis opposite to the null hypothesis, it usually suggests that two variables are related.
Define Sample Statistic.
The value of a variable that is estimated from a sample.
Define Parameter.
The true value of a variable.
Define Quantitative Research.
Using formal standard questions and response options in questionnaires or surveys given to a lot of people.
Define Qualitative Research.
Collecting text or images using open-ended questions, observation, or “found” data.
Name the 4 Advantages of Qualitative Research.
1) Economical and timely

2) Rich data

3) Accuracy of recording behavior

4) Preliminary insight into models and scale measurements.
Name 5 Disadvantages of Qualitative Research.
1) Lack of generalizability

2) Difficulty estimating magnitude

3) Low reliability

4) Difficulty finding good investigators

5) Reliance of interpretation
Define In-Depth Interviews.
Interview where an interviewer asks the subject a set of semi-structured questions in a face-to-face setting.
Name the 8 Steps in Conducting In-Depth-Interviews.
1) Understand question/problem

2) Create interview guide

3) Decide on best environment for interview

4) Recruit and screen respondents

5) Introduce respondent to interview process

6) Conduct interviews

7) Analyze respondent responses

8) Write report
Define Focus Groups.
Formal process of bringing a small group of people together for an interactive discussion.
Name 4 Characteristics of a Focus Group.
1) 8-12 participants

2) 90 minute – 2 hour session

3) Respondents are paid $40-$200

4) Overall cost 2G-4G
Name the 3 Phases of the Focus Group Process.
1) Planning the study (participants, size, location)

2) Conducting the discussions (moderator, session, topics, close)

3) Analyzing and reporting the results (debriefing, transcribe, analyze, report)
Name 5 Advantages of Focus Groups.
1) Stimulate new ideas, thoughts and feelings about something.

2) Create understanding of consumer behavior.

3) Allow client participation.

4) Elicit wide range of responses.

5) Provide access to hard to get participants.
Define Purposive Sampling.
Selecting sample members to study because they have attributes important to understanding the research topic.
Define Stratified Purposive Sampling.
Select sample members so groups can be prepared.
Define Theoretical Sampling.
Selecting sample members based on earlier interviews that suggest that certain types of respondents would help researchers better understand the topic.
Define Moderator's Guide.
Outline of the topics and questions used by the moderator to lead the focus group session.
Define Debriefing Analysis.
When the researcher and the moderator discuss the focus groups' responses.
Define Content Analysis.
Taking individual responses and grouping them into larger categories.
Define Groupthink.
Phenomenon where 1-2 members of a group state an opinion and the other members of the group are unduly influenced.
Define Ethnography.
Records behavior in natural settings to understand how social and cultural influences affect individual’s behaviors and experiences.
Define Nethnography.
Research technique that uses ethnography and “found data” on the Internet that is from online communities.
Define Consumer-Generated Media.
Blogs, bulletin-boards, and social media platforms.
Define Case Study.
Investigates one or more existing situations that are similar to the current problem/opportunity situation.
Define Projective Technique.
Indirect method of questioning that lets a subject project beliefs and feelings into a situation.
Define Word Association Test.
Subject is presented with a list of words/phrases and asked to respond with the first thought that comes to mind.
Define Sentence Completion Test.
Subjects are given a set of incomplete sentences and asked to complete them in their own words.
Define Zaltman Metaphor Elicitation Technique.
A visual research technique used in in-depth interviewing that encourages research participants to share emotional and subconscious reactions to a certain topic.
Define Observation Research.
Witnessing or recording behavioral patterns of objects, people, and events without directly communicating with them.
Name 4 Characteristics of Observation.
1) Directness

2) Structure

3) Awareness

4) Observing Mechanism
Define Participant Observation.
Extended observation of behavior in natural settings in order to fully experience cultural or sub-cultural contents.
Define Nonparticipant Observation.
Extended contact with a natural setting, but without participation by the researcher.
Define Mechanical/Electronic Observation.
Data collection using some type of mechanical device to capture human behavior, events or marketing phenomena.
Define Scanner-Based Panel.
Group of a participating households that have a unique bar-coded card as an identification characteristic to be in the study.