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40 Cards in this Set
- Front
- Back
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consists of selecting a segment of the market as the company's target market and designing the proper mix to meet customer needs/wants
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marketing strategy
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linking the customer, consumer, and public to the marketer is the purpose of....
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marketing research
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_ research: to gain background info, define terms, clarify problems & hypotheses, establish research priorities
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exploratory research
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_ research: describe and measure marketing phenomena (who, what, when, where, how)
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Descriptive research
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entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests
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data analysis activities
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__ are the basis for setting research objectives, the manager & researcher come to agree on research objectives that are based on these
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information gaps
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__: sample units of the population who have agreed to answer questions at periodic intervals
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panels
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_ research deals with "if then" statements
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causal
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examples of __ data are sales records, purchase requisitions, and invoices...data collected within the firm
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internal secondary data
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worded elements that make reference to universal beliefs or rules of behavior (emotion)
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loaded question
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what type of question has...
_no response option _ seeks no additional info _asks for additional info |
open-ended question
unprobed probed |
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what type of question has....
_lists responses, answered easily _two responses "yes/no" _lists broad range of answers |
close-ended
dichotomous multiple category |
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what type of question has...
_uses a scale to measure attributes _either numerical/labeled endpoints _all scale positions are identified |
scaled-response question
unlabeled labeled |
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_scale: composed of small number on distinct values or categories
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categorical
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_scale: composed of numbers or labels that have an underlying measurement continuum
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metric
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_scale: only use labels
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nominal
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_scale: indicate only relative size differences between objects (rank order)
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ordinal
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_scale: uses descriptors that are equal distances apart
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interval
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_scale: measures intensity of agreement or disagreement
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likert scale
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_scale: measures person's activities, interests, and opinions
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lifestyle inventory scale
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_scale: good way to measure brand, company, or store image
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systematic differential scale
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refers to the relative size of the descriptors
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order
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refers to the use of a unique descriptor or label to stand for each designation in the scale
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description
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_sampling: probability of selection into the sample is known for all members
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simple random sampling
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_sampling: selects a random sample from a directory or list (more efficient than simple random sampling)
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systematic sampling
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_sampling: divides the population into groups, clusters, each group represents a population
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cluster sampling
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_sampling: separates the population into different subgroups, then samples all the groups
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stratified sampling
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_sampling: "snowball samples' respondents must provide the names of other respondents
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referral sampling
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_: set of procedures in which the sample size and sample statistic is used to make estimates of population parameter
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statistical inference
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-: drawing a conclusion based on some evidence
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inference
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determines the strength and direction of relationships b/w 2 or more variables
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associative analysis
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measure of variability in the sampling distribution
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standard error
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indicates degree of variation into a bell shaped curve
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standard deviation
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reveals the number of occurrences of each number in a set of numbers
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frequency distribution
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all errors in a survey except those due to the sample plan and the sample size
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non-sampling error
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failure on the part of a respondent to take part in a survey or to answer a question
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non-response error
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differences found in the samples may be assumed to exist in the populations from which the random samples are drawn
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statistically significant
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determining whether stable relationships exist between two variables
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associative analysis
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detects an experience in the past and projects it into the future
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extrapolation
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one variable is used to predict another variable using the formula for a straight line
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bivariate regression analysis
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