Marketing Research Spring Test 2 Set 2

Front 1

Focus group participants are interviewed by moderators often referred to as

Back 1

qualitative research consultants (QR's or QRC's)

Front 2

have the responsibility of creating an atmosphere that is conducive to openness, yet they must make certain that participants do not stray too far from the central focus of the study. must also prepare focus group reports.

Back 2

QRC's (qualitative research consultants)

Front 3

borrowed from the field of clinical psychology, seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation then to respond to specific questions regarding the situation.

Back 3

projective techniques

Front 4

is undertaken to describe answers to questions of who, what, where, when and how.

Back 4

descriptive research

Front 5

when we wish to know who our customers are, what brands they buy and in what quantities, where they buy the brands, when they shop, and how they found out about our products, we turn to

Back 5

descriptive research

Front 6

what are the two basic descriptive research studies available to the marketing researcher?

Back 6

cross sectional and longitudinal

Front 7

measures units from a sample of population at only one point in time

Back 7

cross sectional studies

Front 8

a study measuring your attitude toward adding a required internship course in your degree program would be a ---- ----- ----. your attitude toward the topic is measured at one point in time. often described as snapshots of the population

Back 8

cross sectional studies

Front 9

repeatedly measure the same sample units of a population over a period of time.

Back 9

longitudinal studies

Front 10

because longitudinal studies involve multiple measurements, they are often described as ------ of the population

Back 10

movies

Front 11

to ensure success of the longitudinal study, researches must have access to the same members of the sample, called a -------, so as to take the repeated measurements. represent sample units who have agreed to answer questions at periodic intervals

Back 11

panels

Front 12

may be thought of as understanding a phenomenon in terms of conditional statements of the form if x, they y.

Back 12

causal research

Front 13

defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the affects of additional extraneous variables

Back 13

experiment

Front 14

When a measurement of the dependent variable is taken PRIOR to changing the independent variable, the measurement is sometimes called a

Back 14

pretest

Front 15

When a measurement of the dependent variable is taken AFTER changing the independent variable, the measurement is sometimes called a

Back 15

posttest

Front 16

What are the two types of experiments?

Back 16

laboratory and field experiments

Front 17

are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable

Back 17

laboratory experiments

Front 18

are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.

Back 18

field experiments

Front 19

the phrase commonly used to indicated an experiment, study, or test that is conducted in a field setting.

Back 19

test marketing

Front 20

what are the two broad classes of uses of test markets?

Back 20

to test sales potential for a new product or service, or to test variations in the marketing mix for a product of service

Front 21

What are the three criteria that are useful for selecting test market cities?

Back 21

representativeness, degree of isolation, and ability to control distribution and promotion.