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23 Cards in this Set
- Front
- Back
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Marketing research
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The systematic design, collection and interpretation of data, as well as the reporting of the information gained to help marketers solve specific marketing problems or take advantage of marketing opportunities.
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Research steps
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1. Determining the scope for marketing research
2. Selecting the research method 3. Collecting and preparing data 4. Analysing the data 5. Transforming the analysis results into information |
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Research design
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An overall plan for obtaining the data needed to address a research problem or issue
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Exploratory research
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Research conducted to gather more data about a problem to make a tentative hypothesis more specific.
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Hypothesis
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An informed guess or assumption about what is expected to happen.
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Descriptive research
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Research conducted to clarify the characteristics of certain phenomena and thus solve a particular problem.
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Experimental research
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Research that allows marketers to make casual interferences about relationships.
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Reliability
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A condition existing when a research technique produces almost identical results in repeated trials.
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Validity
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A condition existing when a research method measures what it is supposed to measure.
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Primary data
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Data observed and recorded or collected directly from respondents.
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Secondary data
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Data compiled both inside and outside the organisation for some purpose other that the current investigation.
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Population
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All elements, units or individuals of interest to researchers for a specific study.
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Sample
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A limited number of units chosen to represent the characteristics of the population.
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Sampling
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The process of selecting representative units from a total population.
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Probability sampling
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A sampling technique in which every element in the population being studied has a known chance of selected for studying.
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Random sampling
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A type of probability sampling in which all unities in a population have an equal chance of appearing in a sample.
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Stratified sampling
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A type of probability sampling in which the population is divided into groups according to a common attribute, and a random sample is then chosen within each group.
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Non-probability sample
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A sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
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Quota sampling
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A non-probability sampling technique in which researchers divide the population into groups and the arbitrarily choose participants from each group.
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Statistical interpretation
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Analysis of what is typical or what deviates from the average.
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Marketing information system (MIS)
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A framework for the management and structuring of data gathered regularly from data sources inside and outside an organisation.
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Single- source data
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Data provided by a single marketing research company
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Marketing decision support system (MDSS)
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Customised computer software that aids marketing managers in decision- making
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