Marketing Research Test #1 Definitions

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The function that links an organization to its market through information.

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Marketing Research

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A plan to guide the long term use of a firm's resources, based on its existing and projected internal capabilities and on projected changes in the external environment.

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Marketing Strategy

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Research aimed at solving a specific, pragmatic problem.

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Applied Research

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Research aimed at expanding the frontiers of knowledge.

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Basic/Pure Research

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A form of reasoning where the conclusion must follow from the premises given.

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Deduction

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A form of reasoning hat draws conclusions from facts or pieces of evidence.

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Induction

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A bundle of meanings or characteristics associated with certain concrete events.

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Concepts

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An image of idea specifically invented to represent an abstract phenomena for a given research project.

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Constructs

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A statement specifying the type of info needed by the decision maker to help solve the management problem.

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Marketing Research Problem

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A goal statement, defining the specific info needed to solve the marketing research problem.

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Marketing Research Objective

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A symbol or concept that can assume any one of a set of values.

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Variable

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A subset of a population where every element in the population has a known non-zero chance of being selected.

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Probability Sample

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A subset of a population in which the chances of selection for the carious elements in the population are unknown.

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Non-Probability Sample

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Data collected by persons or agencies for purposes other than solving the problem at hand.

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Secondary Data

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The use of statistical software and other advanced software to discover non-obvious patterns hidden in a database.

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Data Mining

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Research whose findings are not subject to quantification or quantitative analysis.

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Qualitative Research

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Research that uses mathematical analysis - measurable numeric standards.

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Quantitative Research

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A group of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept.

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Focus Group

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A technique for tapping respondents deepest feelings by having them project those feelings into an unstructured situation.

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Projective Test

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One-on-one interviews that probe and elicit detailed answers to questions often using non-directive techniques to uncover hidden motivations.

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Depth Interview

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A standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest according to some pre-specified rules.

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Measurement

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The process of creating a continuum on which objects are located according to the amount of the measured characteristic they possess.

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Scaling

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An attitude measure has validity if it measures what is is supposed to measure.

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Validity

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The consistency with which the measure produces the same results with a comparable population.

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Reliability

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Refers to the ease of scale administration and interpretation in different settings and situations.

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Generalizability

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Using the same survey with different samples.

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Cross Sectional Surveys

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Using the same survey and same sample over time.

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Longitudinal Surveys