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195 Cards in this Set
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marketing reserach
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the application of the scientific method in searching for the truth about marketing phenomena. These activities include defining marketing opportunities and problems, generating and evaluating marketing ideas, monitoring performance, and understanding the marketing process.
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applied marketing reserach
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conducted to address a specific marketing decision for a specific firm or organization
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Basic marketing research
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conducted without specific decision in mind, and it usually does not address the needs of s specific organization
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the 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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product-oriented
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describes a firm that prioritizes decision making in a way that emphasizes technical superiority in the product
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production oriented
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the firm prioritizes efficiency and effectiveness of the production processes in making decisions
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marketing concept
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a central idea in modern marketing thinking that focuses more on how the firm provides value to customers than on the physical product or production process.
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marketing orientation
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the corporate culture existing for firms adopting the marketing concept. it emphasizes customer orientation, long term profitability over short term profits, and a cross-functional perspective
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customer oriented
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meaning that all firms decisions are made with a conscious awareness of their effect on the consumer
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relationship marketing
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communicates the idea that a major goal of marketing is to build long term relationships with the customers contributing to their success
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stages of developing and implementing a marketing strategy
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identifying and evaluating marketing opportunities
analyzing market segments and selecting target markets planning and implementing a marketing mix analyzing firm performance |
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identifying and evaluating opportunities
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marketing research can perform its monitoring competitive environments for signals indicating a business opportunity
market opportunities may be evaluated using many performance criteria. The performance criterion of market demand typically is estimated using marketing research techniques |
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analyzing and selecting target markets
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geo-demographics- information describing the demographic profile of consumers in a particular geographic region
once the company knows the geo-demographics of a market segment, it can effectively communicate with those customers by choosing media that reach that particular profile |
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planning and implementing a marketing mix
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product research
pricing research distribution research promotion research the integrated marketing mix |
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product research
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takes many forms and includes studies designed to evaluate and develop new products to learn how to adapt existing product lines
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pricing research
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pricing involves finding the amount of monetary sacrifice that best represents the value customers percieve in a product after considering various marketing constraints.
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distribution research
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marketing channel- a network of interdependent institutions that perform the logistics necessary for consumption to occur.
supply chain is sometimes used to refer to a channel of distribution |
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promotion research
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promotion is the communication function of the firm responsible for informing and persuading buyers.
promotion research investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions |
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the integrated marketing mix
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integrated marketing communication is adopted, meaning all promotional efforts should be coordinated to communicate a consistent image.
integrated marketing mix means that research studies often investigate effects of various combinations of marketing mix elements on important outcomes like sales and image |
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analyzing marketing performance
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total value management- attempts to manage the entire process by which a consumer recieves benefits from a company
performance-monitoring research- refers to research that regularly, sometime routinely, provides feedback for evaluation and control of marketing activity. marketing metrics refers to quantitative ways of monitoring and measuring marketing performance |
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determination of the need for marketing research depends on:
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time constraints
availability of data nature of the decision benefits versus costs |
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time contraints
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systematic research takes time. in many instances management believes that a decision must be made immediately.
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availability of data
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if the date cannot be obtained, or it cannot be obtained in a timely fashion, research project should not be conducted
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nature of the decision
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the value of marketing reserach will open on the nature of the managerial decision to be made.
the research cost of determining the proper wording to use in the updated manual is likely to be too high for sure a minor decision. |
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benefits vs. costs
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will the payoff ROR be worth the investment?
will the info gained by marketing research improve the quality of the marketing decision enough to warrant the expidenture? is the proposed research expenditure the best use of available funds? |
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discuss how marketing research helps the firm develop and implement strategy
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marketing reserach is a means of implementing hte marketing concept, the most central idea in marketing. hte marketing concepts says that a firm must be oriented both toward consumer satisfaction and toward long-run profitablitiy. organizations need to focus both on creating and on keeping customers. marketing reserach can help implement the marketing concept by identifying consumers problems and needs, improving efficiency, and evaluating the effectiveness of marketing strategies and tactics
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identify the difference between applied and basic research
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applied marketing research seeks to faciliate managerial deicison making. Basic or pure research seeks to increase knowledge of theories and concepts.
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describe how technology and internationalization are affecting the way research is conducted and used.
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-easier and better
-places greater emphasis on research that can assess the degree to which research tools can be applied and interpreted the same way in diff cultures |
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data
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facts or recorded measures of certain phenomena
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information
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data formatted to support decision making or define the relationship between two facts
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market intelligence
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the subset of data and information that actually has some explanatory power enabling effective decisions to be made.
data > information > intelligence |
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characteristics of useful data
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relevance
quality timeliness completeness |
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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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quality
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the degree to which data represent the true situation.
high quality data are accurate, valid and reliable |
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timeliness
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data are current enough to still be relevant
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completeness
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refers to having the right amount of information.
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global information systems
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an organized collection of computer hardware, software, data, and personnel designed to capture, store, updated, manipulate, analyze and immediately display information about worldwide business activities.
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radio frequency identification (RFID)
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a new technology that places a tiny chip, which can be woven onto a fabric, onto virtually any product, allowing it to be tracked anywhere in the world.
provides great insight into the different distribution channels around the world. |
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decision support system
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a system that helps decision makers confront problems through direct interaction with computerized databases and analytical software progams.
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customer relationship management
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part of a DSS (decision support system) that addresses exchanges between the firm and its customers.
brings together information about customers, including sales data, market trends, marketing promotions and the way consumers repsond to them. |
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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 warehousing
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a process allowing important day-to-day operational data to be stored and organized for simplified access.
data warehouse- the mulitiered computer storehouse of current and historical data. |
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five major sources of data input
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internal records
proprietary marketing research salesperson input behavioral tracking outside vendors/external distributors |
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internal records
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provides considerable data that may become useful information for marketing managers.
establishes orderly procedures to ensure that data about costs, shipments, inventory, sales, and other aspects of regular operations are routinely collected and entered into the computer. |
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proprietary marketing research
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the gathering of new data to investigate specific problems
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salesperson input
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they work in firms' external environments, so they commonly provide essential marketing data.
reports frequently alert managers to changes in competitors' prices and new product offerings. |
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behavioral tracking
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GPS allows management to track the whereabouts of delivery personnel at all times
technology allows firms to track actual customer behavior, the Internet scanner data refers to the accumlated records resulting from point of sale data recordings. each time products are scanned at a checkout counter, the information can be stored. |
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outside vendors/external distributors
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public librarys, ex
media representatives often provide useful demographic and lifestyle data about their audiences companies called data specialists record and store certain marketing information. computer technology has changed the ways... |
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data wholesalers
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put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee.
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types of databases
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statistical
financial video |
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statistical database
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contain numercial data for market analysis and forecasting.
often demographic, sales, and other relevant marketing variables are recorded by geographical area. one source of this is scanner data weakness --> not all points of sale have scanner technology (vending machines, ex) |
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financial database
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competitors and customers financial data, such as income statements and balance sheets, may interest managers.
easy to access |
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video database
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enables franchisers and their advertising agencies to create local advertising without filming the same types of scenes already archived.
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electronic data interchange
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system that integrates one company's computer system directly with another company's system. Much of the input to a company's decision support system may come through networks from others companies computers
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internet
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a worldwide network of computers that allows users access to information from distant sources
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host
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where the content for a particular website physically resides and is accesed.
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WWW
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a portion of the internet that is a system of computer servers that organize information into documents called web pages
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content providers
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parties that furnish information on the world wide web
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uniform resource location (URL)
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a website address that web browsers recognize
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search engine
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a computerized directory that allows anyone to search the WWW for information using a keywoard search
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keyword search
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takes place as the search engine searches through millions of web pages for documents containing the keywords
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interactive medium
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a medium, such as the Internet, that a person can use to communicate with and interact with other users
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environmental scanning
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entails all information gathering designed to detect changes in the external operating environment of the firm
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pull technology
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consumers request informatoin from a web page and the browser then determines a response; the consumer is essentially asking for the data
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push technology
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sends data to a users computer without a request being made; software is used to guess what information might be interesting to consumers based on the pattern on responses.
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smart agent software
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capable of learning an Internets users preferences and automatically searching out information and distributing the information to a users computer
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cookies
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computer terminology, are small computer files that record a users web usage history
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intranet
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a company's private data network that uses Internet standards and technology. the info on an intranet- data, graphics, video and voice- are available only inside the organization or to those individuals whom the organizations deems as appropriate participants
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types of marketing research
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exploratory research
descriptive research causal research |
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exploratory research
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conducted to clarify ambiguous situations or to discover ideas that may be potential business opportunities.
particularly useful in new product development |
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descriptive research
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describes characteristics of objects, people, groups, organizations, or environements.
addresses: who, what, when, where and how unlike exploratory research, descriptive studies are conducted with a considerable understanding of the situation being studied. |
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diagnostic analysis
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seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward the competing products
(desciptive research) |
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causal research
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allows causal inferences to be made. That is, seeks to identify cause-and-effect relationships. When something causes an effect, it means it bring sit about or makes it happen. the effect is the outcome
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casual inference
(causal research) |
a conclusion that when one thing happens, another specific thing will follow
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3 critical pieces of causal evidence
(causal research) |
temporal sequence
concomitant variation nonspurious association |
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temporal sequence
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deals with the time order of events. the cause must occur before the effect
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concomitant variation
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occurs when two events "covary", meaning they vary systematically.
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nonspurious association
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any covariation between a cause and an effect is true and not simple due to some other variable.
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stages in the research process
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defining the research objectives
planning the research design planning a sample collecting the data analyzing the data formulating the conclusions and preparing the report |
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defining the research objectives
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research objectives are the goals to be achieved by conducting research..
deliverables are the objectives to a research client problem...discovery...confirmation using exploratory research (previous research, pilot studies) stating research objectives identification of key variables theory hypothesis |
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literature review
(exploratory reserach) |
a directed search of published works, including periodicals and books, that discusses theory and presents empirical results relevant to the topic at hand.
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pilot studies
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a small-scale research project that collects data from respondents simliar to those to be used in the full study
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focus group
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a small group discussion about some reserach topic led by a moderator who guides discussion among the participtants
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variable
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anything that varies or changes in value
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categorical variable
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a varaible that indicates membership in some group
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classificatory variable
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another term for a categorical variable because it classifies units in some group
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continous variable
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variable that can take on a range of values that correspond to some quantitative amount
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dependent variable
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a process outcome or a variable that is predicted and explained by other variables
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independent variable
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a variable that is expected to influence the dependent variable in some way
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theory
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a formal, logical explanation of some events that includes predicitions of how things relate to one another
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empircal testing
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means that something has been examined against reality using data. when the data are consistent with a hypothesis, we say the hypothesis is supported.
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planning the research design
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research design is a master plan that specifies the methods and procedures for the collecting and analyzing the needed information
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selection of the basic research method
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surveys
experiments secondary data observation |
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sampling data
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involves any procedure that draws conclusions based on measurements of a portion of the population.
issues: who is to be sampled? what is the size? how do you select sampling units?> |
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collecting data
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gathering or collecting data
unobtrusive method of data gathering is one in which the subjects do not have to be disturbed for data to be collected |
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analyzing the data
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editing and coding:
answers are collected and processed into the computer at the same time, eliminating intermediate steps that could introduce errors data analysis is the application of reasoning to understand the data that have been gathered. |
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drawing conlusions and preparing a report
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self explanatory.
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outside agency
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an independent research firm contracted by the company that actually will benefit from the research
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in-house research
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research performed by employees of the company that will benefit from the research
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advantages of outside agency
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provide a fresh perspective
can be more objective may have special expertise |
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advantages of in-house research
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if the project needs to be completed quickly
if research requires close collaboration w/ employees economy- cheap secrecy |
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marketing research jobs
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director of marketing research
research analyst research assistants manager of decision support systems forecast analyst |
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director of marketing research
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provides leadership in reserach efforts and integrates all staff-level research activities
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research analyst
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a person responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities
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research assistants
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research employees who provide technical assistance with questionnaire design, data analyses, and simliar activities
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manager of decision support systems
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employee who supervises the collection and analysis of sales, inventory, and other periodic customer relationship management data.
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forecast analyst
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employee who provides technical assistance such as running computer programs and manipulating data to generate a sales foreccast
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cross functional teams
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employee teams composed of individuals from various fucntional areas such as engineering, production, finance, and marketing who share a common purpose.
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research suppliers
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a marketing research supplier that provides standardized information for many clients in return for a fee
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standardized research service
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companies develop a unqiue methodology for investigating a business speciality area
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ethics
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marketing ethics
moral standards ethical dilemma relativism (situational) idealism (golden rule in all ethical dilemma) |
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rights and obligations of research participants
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obligations:
to be truthful rights: privacy (active research, passive research) right to be informed protection from harm (stress, etc) |
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rights and obligations of the researcher
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the purpose of reserach is research
objectivity misrepresentation of results (honesty in presenting results) confidentialty on respondent dissemination of faulty conclusions |
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rights and obligations of the client sponsor
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ethical behavior between buyer and seller
an open relationship with the research suppliers an open relationship with interested parties |
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conflict of interest
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occurs when a reseracher is faced with doing something to benefit one client at the expense of another client
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qualitative marketing research
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research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurements; its focus is on discovering true inner meanings and new insights
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resesarcher dependent
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research in which the research must extract meaning from unstructed responses such as text from a recorded interview or a collage representing the meaning of some experience
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common situations for qualitative research
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1. when it is difficult to develope specific and actionable decision statements.
2. when the research objective is to learn how conusmers use a product in its natural setting 3. when a fresh approach to studying some problem is needed |
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quantitative marketing research
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marketing reserach that addresses reserach obecjtives through empirical assessments that involve numerical measurement and analysis approaches.
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exploratory research
(qualitative) |
most exploratory research designs produce qualitative data.
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why conduct exploratory research?
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idea generation
concept testing |
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idea generation
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qualitative reserach can generate ides for new products, advertising copy, promotional ids, and product improvements in numerous ways.
technology can also assist in this effort |
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concept testing
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a frequently performed type of exploratory research respresenting many similar research procedures all having the same purrpose; to screen new, revised, or repositioned ideas.
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categories of exploratory reserach
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experience surveys
secondary data analysis case studies pilot studies |
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experience survey
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an exploratory research technique in which individuals who are knowledgeable about a particular reserach problem are questioned.
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secondary data analysis
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investigating data that have been complied for some purpose other than the project at hand
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case studies
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the documented history of a particular person, group, organization, or event.
advantage: an entire organization or entity can be investigated in depth with meticulous attention to detail |
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pilot studies
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research project htat involves sampling but relaxes the rigorous standards used to obtain precise quantitative estimates from large representative samples.
focus groups depth interviews projective techniques free association/sentence completion thematic appreciation test |
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focus groups
advantages |
relatively fast
easy to excecute allow respondents to piggyback off eachothers ideas provide mulitple perspectives flexibility to allow more detailed descriptions high degree of scrutiny |
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focus groups
disadvantages |
require objective,sensitive, and effective moderators
some unique sampling problems arise with focus groups face-to-face may not be useful for discussing senstive topics focus groups do cost a considerable amount |
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depth interviews
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one on one interview between a professoinal reseracher and a research respondent conduced about some relevant business or social topic
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laddering
(depth interview) |
a particular approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, the benefit level, and the value or motivation level
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projective techniques
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an indirect means of questioning that enables a respondent to project beliefs and feelings onto a third party or an inanimate object or into a task situation
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free association/sentence completetion
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record respondents first cognitive reactions to some stimulus
observatoin collages |
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thematic appreciation test (TAT)
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a test that presents subjects with an ambiguous pictures 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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secondary reserach data
(advantages) |
availability
money and time saved essential in instances where data cannot be obtained using primary data collection procedures |
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secondary research data
(disadvantages) |
outdated information
variation in definition or terms different units of measurement lack of info to verify the data's accuracy |
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data conversion
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the process of changing the original form of the data to a format suitable to achieve the reserach objective; also called data transformation
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cross checks
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the comparison of data from one source with data from another source to determine the similarity of independent projects
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3 general categories for secondary reserach objectives
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fact-finding
model building database marketing |
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fact finding
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identifying comsumption patterns
tracking trends environmental scanning |
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model building
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estimating market potential
forecasting sales selecting trade areas and sites |
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database marketing
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enhancing customers databases
developing prospect lists |
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data mining
market-basket analysis |
a form of data mining that analyzes anonymous point of sale tranaction databases to identify coinciding purchases or relationships between products purcahsed and other retail shopping information
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sources of secondary data
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internal
external |
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internal secondary data
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secondary data that originated inside the organization
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external secondary data
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data created, recorded, or generated by an entity other than the resarchers organization
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secondary data distribution channels
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libraries
internet vendors producers (books/periodicals, governement sources, media sources, trade association sources, commercial sources) |
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surveys
(advantages) |
quick
inexpensive efficient accurate |
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errors in survey reserach
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random sampling error
systematic error sample bias |
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random sampling error
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a statistical fluctuation that occurs because of chance variation in the elements selected for a sample
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systematic error
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error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research
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sample bias
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a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
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surverys
respondent errors |
nonresponse error
nonrespondents no contacts response bias |
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nonresponse error
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the statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond
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nonrepsondents
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people who are not contacted or who refuse to cooperate in the search
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no contacts
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people who are not at home or who are otherwise inaccesible on the first or second contact
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response bias
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a bias that occurs when respondents either consciously or unconsiously tend to answer questions wit ha certain slant that misrepresents the truth
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types of response bias'
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acquiencence bias-tendency to agree/disagree with all questions
extremity bias-using extremes while responding to questions interviewer bias-presence of interviewer influences answers social desirablitiy bias-gain prestige or appear in a different social role |
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administrative errors
(surveys) |
data processing error
sample selection error interviewer error interviewer cheating |
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data processing error
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a category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis
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sample selection error
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an administrative error caused by improper sample design or sampling procedure execution
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interviewer error
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mistakes made by interviewer, failing to record survey responses correctly
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interviewer cheating
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the practice of fillling in fake answers or falsifying questionnaires while working as an interviwer.
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personal interviews
(advantages) |
opportunity for feedback
probing complex answers length of interview completeness of questionnaire props and visual aids high participation |
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personal interview
(disadvantages) |
interviewer influence
lack of anonymity of respondent cost |
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door to door interviews
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personal interviews conducted at respondents doorsteps in an effort to increase the participation in the survey
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callback
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attempts to recontact individuals selected for a sample who were not available initially
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mall intercept interviews
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personal interviews conducted in a shopping mall
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telephone interviews
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personal interviews conducted by telephone, the mainstay of commercial survey reserach
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charactersistics of telephone interviews
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speed
cost absense of face-to-face contact cooperation incentives to respond represntative samples callbacks limited duration lack of visual medium |
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central location interviews
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telephone interviews conducted from a central location using wats lines at fixed charges
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computer-assisted telephone interviewing (CATI)
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technology that allows answers to telephone interviews to be entered into a computer for processing
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self-administered questionnaires
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surveys in which the respondent takes the responsiblity for reading and answering questions
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mail questionnaires
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self administered qusetionnaire sent to respondents through the mail
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mail questionnaires
advantages and disadvantages |
geographic flexibility
cost respondent convienience anonymity of respondent absense of interviwer standardized questions time is money length of mail questionnaires |
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ways to increase survey response rate
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personalization
money interesting questions follow ups advance notification survey sponsorship other techniques.. |
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internet surveys
characteristics |
speed/cost effectiveness
visual appeal and interactivity respondent participation and cooperation representative samples accurate real time data capture callbacks personalized and flexible questioning repsondent concerns secrunity concerns |
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observation
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systematic process of recording behavioral patterns of people, objects, and occurrences as they happen.
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what can be observed
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physical action
verbal behavior expressive behavior spatial relations and locations temporal patterns physical objects verbal and pictorial records |
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visible vs. hidden observation
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visible observation is an observation in which the observer's presence is known to the subject
hidden observation is observation in which the subject is unaware that observation is taking place |
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direct observation
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a straightforward attempt to observe and record what naturally occurs; the investigator does not create an artificial situation
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response latency
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the amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference
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observer bias
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a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer
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contrived observation
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observation in which the investigator creates an artificial environment in order to test a hypothesis
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ethics
observation |
is the behavior being observed commonly performed in public
is the behavior performed in a setting in which the anonymity of the person being observed is assured has the person agreed to be observed |
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content analysis
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the systematic observation and quantitative description of the manifest content of communication
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television monitoring
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computerized mechanical observation used to obtain television ratings
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click through rate
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proportion of people who are exposed to an Internet ad who actually click on its hyperlink to enter the website; click-through rates are generally very low.
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scanner-based consumer panel
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a type of consumer panel in which participants' purchasing habits are recorded with a laser scanner rather than a purchase diary
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at home scanning systems
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systems that allow consumer panelists to perform their own scanning after taking home products, using handheld wands that read UPC symbols
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eye tracking monitor
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a mechanical device used to observe eye movements; some eye monitors use infrared light beams to measure unconscious eye movements
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pupilometer
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a mechanical device to observe and record changes in the diameter of a subject's pupils.
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psychogalvanometer
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a device that measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin
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voice-pitch analysis
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a physiological measurement technique that records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli
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