Marketing Research Study Guide Chapter5

Front 1

Name and describe 1 of the 5 categories of exploratory research.

Back 1

Secondary data analysis – Data that has been collected for other purposes that is relevant to your research.

Front 2

Name and describe 1 of the 5 categories of exploratory research.

Back 2

Experience survey / key informant survey – Gathering info from people who are regarded as knowledgeable in the subject. Differs from descriptive in the way that there is no formal attempt to ensure that surveys represent any defined group of subjects.

Front 3

Name and describe 1 of the 5 categories of exploratory research.

Back 3

Case analysis – Looking at information about a previous situation that has similarities to the current research problem. Case reviews of technical products should be used with caution.

Front 4

Name and describe 1 of the 5 categories of exploratory research.

Back 4

Focus groups – Moderator leads a small group of people through a spontaneous discussion. Moderator must keep the group on task.

Front 5

Name and describe 1 of the 5 categories of exploratory research.

Back 5

Psychological methods (projective tests, depth interviews) -

Front 6

Name and describe 1 of the 2 types of descriptive research.

Back 6

Cross Sectional study - Measure values from a sample of a population at only one specific point in time. Example...SAMPLE SURVEY – Survey that’s sample is drawn so that it will be representative of a specific population.

Front 7

Name and describe 1 of the 2 types of descriptive research.

Back 7

Longitudinal study – Surveys that repeatedly measure the same sample of the population over a period of time. Because they use multiple measurements, they are often called “movies of the population”. Example...CONTINUOUS vs. DISCONTINUOUS PANELS – Continuous panels ask panel members the same questions on each panel measurement(same info over and over). Discontinuous panels vary questions from one panel measurement to the next.

Front 8

A “true experiment” must provide three types of evidence:

Back 8

1.Time order of events
2.Covariation of independent and dependent variables
3.Elimination of alternative explanations (based on group randomization and control group)

Front 9

What is external validity?

Back 9

The extent to which the relationship between the independent and dependent variables are generalizable to the population as a whole. Is the experiment too artificial?

Front 10

Why is it hard to have accurate experiments in test markets?

Back 10

?

Front 11

What is an Independent variable?

Back 11

Researcher controls these and can manipulate them.

Front 12

What is an dependent variable?

Back 12

Variables that we have little or no control over.

Front 13

What is an extraneous variable?

Back 13

those that may have some effect on the dependent variable, but are not independent variables.