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228 Cards in this Set
- Front
- Back
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Business and Marketing Research
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-What do we sell?
-How do customers view our company? -What does our company/product mean? -What do customer desire? |
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Marketing Research
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The application of the scientific method in searching for the truth about marketing phenomena. These activities include defining marketing opportunities & problems, generating & evaluating marketing ideas, monitoring performance, & understanding the marketing process.
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Applied Marketing Research
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Research conducted to address a specific marketing decision for a specific firm or organization.
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Basic Marketing Research
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Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.
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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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Describes a firm that 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 on how the firm provides value to customers more 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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Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer.
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Stakeholder Orientation
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A way of doing business that recognizes that multiple parties are affected by firm decisions.
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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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Geo-demographics
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Refers to information describing the demographic profile of consumers in a particular geographic region.
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Pricing
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Involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints.
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Marketing Channel
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A network of interdependent institutions that performs the logistics necessary for consumption to occur.
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Supply Chain
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Another term for a channel of distribution, meaning the link between suppliers and customers.
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Promotion
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The communication function of the firm responsible for informing and persuading buyers.
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Promotion Research
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Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions.
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Integrated Marketing Communication
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Means that all promotional efforts (advertising, public relations, personal selling, & event marketing) should be coordinated to communicate a consistent message.
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Integrated Marketing Mix
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The effects of various combinations of marketing-mix elements on important outcomes.
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Total Value Management
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Trying to manage and monitor the entire process by which consumers receive benefits from a company.
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Performance-monitoring research
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Refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity.
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Marketing Metrics
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Quantitative ways of monitoring and measuring marketing performance.
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Dynamic Pricing
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A systematic adjustment of prices with each transaction in an effort to optimally achieve the firm's margin objectives.
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Data
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Facts or recorded measures of certain phenomena (things).
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Information
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Data formatted (structured) 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.
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Sensing Systems
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General term for combined hardware and software that automatically records phenomena.
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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. When data are relevant, a change in that fact is associated with a change in an important outcome.
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Information Completeness
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Having the right amount of information.
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Data quality
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How accurately the data actually match reality.
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Timeliness
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Means the data are not so old that they are relevant.
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Market Dynamism
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Represents the rate of change in environmental and competitive factors.
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RFID tag
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Abbreviation for a radio frequency identification tag that use a small microchip to communicate with data systems.
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NFC
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Abbreviation for near field communication or WiFi like systems communicating with specific devices within a defined space like inside of a retail unit or near a poster billboard.
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Decision Support System
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A computer based system that helps decision makers confront problems through direct interaction with databases and systems.
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Customer Relationship Management
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Part of the DSS that characterizes interactions between firm and customer.
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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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The process allowing important day-to-day operational data to be stored and organized for simplified access.
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Data warehouse
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The multi-tiered computer storehouse of current and historical data.
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Proprietary Marketing Research
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The gathering of new data to investigate specific problems.
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Scanner data
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The accumulated records resulting from point-of-sale data recordings.
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Universal Product Code (UPC)
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UPC is the bar-coded information that contains product information that can be read by optical scanners.
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Data Wholesalers
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Companies that put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee.
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Electronic Data Interchange (EDI)
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Type of exchange that occurs when one company's computer system is integrated with another company's system.
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Open Source Innovation
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Shared structured data between companies to facilitate the development of innovations.
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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 Locator (URL)
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A website address that Web browsers recognize.
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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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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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Consumes request information 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 user's computer without a request being made; software is used to guess what information might be interesting to consumers based on the pattern of previous responses.
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Smart Agent Software
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Software capable of learning an Internet user's preferences and automatically searching out information in selected web sites and then distributing.
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Cookies
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Small data files that a content provider can save onto the computer of someone who visits its website.
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Intranet
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A company's private data network that uses internet standards and technology.
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Predictive Analysis
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A system linking computerized data sources to statistical tools allowing more accurate forecasts of consumers' opinions and actions.
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Geo-location technologies
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Technologies that work through smart phone apps to broadcast a person's location through an electronic network.
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History Sniffing
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Activities that covertly discover and record the websites that a consumer visits.
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Open Data Partnership
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Researchers agree to make the information they collect from activities like Web tracking available to the consumers from whom they gather the information.
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Exploratory Research
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Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.
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Symptoms
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Observable cues that serve as a signal of a problem because they are caused by that problem.
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Descriptive research
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Describes characteristics of objects, people, groups, organizations, or environment, tries to "paint a picture" of a given situation.
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Diagnostic analysis
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Seeks to detect reasons for market outcomes and focuses specifically on the beliefs, feelings, and reactions consumers have about and toward competing products.
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Causal research
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Allows causal inferences to be made-they identify cause-and-effect (x brought about y) relationships.
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Causal Inference
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A conclusion that when one thing happens, another specific thing will allow.
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Temporal sequence
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One of the three criteria for for causality, deals with the time order of events-the cause must occur before the effect.
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Concomitant variation
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One of three criteria for causality, occurs when two events "covary," meaning they vary systematically.
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Nonspurious association
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One of the three criteria for causality, means any covariation between a cause and an effect is true and not simply due to some other variable.
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Experiment
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A carefully controlled study in which the research manipulates a proposed cause and observes any corresponding change in the proposed effect.
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Experimental variable
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Represents the proposed cause which the research controls by manipulating its value.
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Manipulation
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Means that the researcher alters the level of the variable in specific increments.
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Research objectives
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The goals to be achieved by conducting research.
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Deliverables
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The term used often in consulting to describe research objectives to a research client.
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Research proposal
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A written statement of the research emphasizing what the research will accomplish.
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Literature review
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A directed search of published works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand.
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Pilot study
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A small-scale research project that collects data from respondents similar to those to be used in the full study.
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Pretest
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A small-scale study in which that results are only preliminary and intended only to assist in design of a subsequent study.
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Focus group
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A small group discussion about some research topic led by a moderator who guides discussion among the participants.
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Theory
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A formal, logical explanation of some events that includes predictions of how things relate to one another.
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Hypothesis
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A formal statement explaining some outcome.
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Empirical testing
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Means that some prediction has been examined against reality using data.
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Research design
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A master plan that specifies the methods and procedures for collecting and analyzing the needed information.
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Survey
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A research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way.
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Sampling
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Involves any procedure that draws, conclusions based on measurements of a portion of the population.
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Unobtrusive methods
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Methods in which research respondents do not have to be disturbed for data to be gathered.
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Data analysis
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The application of computation, summarizing. and reasoning to understand the gathered information.
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Research project
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A single study that addresses one or small number of research objectives.
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Research program
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Numerous related studies that come together to address multiple, related research objectives.
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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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Research Suppliers
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Commercial providers of marketing research services.
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Syndicated service
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A marketing research supplier that provides standardized information for many clients in return for a late fee.
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Standardized research service
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Companies that develop a unique methodology for investigating a business specialty area.
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Custom research
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Research projects that are tailored specifically to a client's unique needs.
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Director of marketing research
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This person provides leadership in research efforts and integrates all staff-level research activities into one effort. The director plans, executes, and controls the firm's marketing research function.
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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 similar 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 (CRM) 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 forecast.
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Cross-functional teams
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Employee teams composed of individuals from various functional areas who share a common purpose.
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Marketing Ethics
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The application of morals to behavior related to the exchange environment.
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Moral Standards
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Principles that reflect beliefs about what is ethical and what is unethical.
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Ethical dilemma
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Refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications.
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Relativism
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A term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action. This way of thinking rejects absolute principles in favor of situation-based evaluations.
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Idealism
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A term that reflects the degree to which one bases one's morality of moral standards.
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Informed consent
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When an individual understands what the researcher wants him or her to do and agrees to the research study.
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Do-not-call legislation
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Restricts any telemarketing effort from calling consumers who either register with a no-call list or who request not to be called.
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Implicit consent
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Behaviors that are openly performed in public implies that one is willing to have others observe them.
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Spyware
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Software placed on a computer without consent or knowledge of the user.
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Confidentiality
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The information involved in a research will not be shared with others.
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Placebo
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A false experiment effect used to create the perception that effect has been administered.
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Debriefing
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Research subjects are fully informed and provided with a chance to ask any questions they may have about the experiment.
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Mystery Shoppers
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Employees of a research firm that are paid to pretend to be actual shoppers.
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Human subjects review committee
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Carefully reviews proposed research design to try to make sure that no harm can come to any research. Otherwise known as an Institutional Review Board.
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Institutional Review Board
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Another name for a human subjects review committee.
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Advocacy Research
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Research undertaken to support a specific claim in a legal action or represent some advocacy group.
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Pseudo-Research
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Conducted not to gather information for marketing decisions but to bolster a point of view or satisfy other needs.
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Push Poll
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Telemarketing under guise of research intended to "sell" a particular political position of point of view.
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Conflict of interest
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Occurs when one researcher works for two competing companies.
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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 measurement; its focus is on discovering new insights and true inner meanings.
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Researcher dependent
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Research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience.
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Quantitative marketing research
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Addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis.
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Subjective results
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Researcher dependent results meaning different researchers may reach different interpretations about the same piece of data such as a focus group comment.
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Qualitative data
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Data that are not characterized by numbers, and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions.
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Quantitative Data
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Represent phenomena by assigning numbers in an ordered and meaningful way.
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Probing
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Interview technique that tries to draw deeper and more elaborate explanations from respondents.
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Concept testing
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A frequently performed type of exploratory research representing many similar research procedures all having the same purpose: to screen new, revised, or repositioned ideas.
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Phenomenology
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A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
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Hermeneutics
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An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself.
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Hermeneutic Unit
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Refers to a text passage from a respondent's story that is linked with a key theme from within this story or provided by researcher.
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Ethnography
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Represents ways of studying cultures through methods that involve becoming highly active within that culture.
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Participant observation
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Ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations.
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Grounded Theory
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Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records; the researcher asks that questions to him or herself and repeatedly questions the responses to derive deeper explanations.
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Cases Studies
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The documented history of a particular person, group, organization, or event.
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Themes
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Identified by the frequency with which the same term (or a synonym) arises in the narrative description.
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Focus Group Interview
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An unstructured, free-flowing interview with a small group of around 6-10 people. Focus groups are led by a rained moderator who follows a flexible format encouraging dialogue among respondents.
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Piggyback
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A procedure in which one respondent stimulates thought among others; as this process continues, increasingly creative insights are possible.
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Moderator
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A person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates the discussion.
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Depth Interview
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A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.
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Laddering
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A particular approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, and the value or motivation level. Laddering is based on the classical repertory grid approach.
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Conversations
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An informal qualitative data gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter.
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Free-Association techniques
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Record respondents' first (top-of-mind) cognitive reactions to some stimulus.
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Field Notes
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The researcher's descriptions of what he/she actually observes in the field: these notes then become the text from which meaning is extracted.
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Thematic Appreciation Test (TAT)
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A test that presents subjects with an ambiguous picture(s) in which consumers and products are the center of attention; the investigator asks the subject to tell what is happening in the picture(s) now and what might happen next.
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Picture Frustration
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A version of the thematic appreciation test (TAT) using a cartoon drawing in which the respondent suggests a dialogue in which the characters might engage.
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Projective technique
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An indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or task situation.
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Discussion Guide
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A focus group outline that includes written introductory comments informing the group about the focus group purpose and rules and then outlines topics or questions to addressed in the group session.
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Online Focus
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A qualitative research effort in which a group of individuals provides unstructured comments by entering their remarks into an electronic Internet display board of some type.
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Focus blog
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A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participant comments.
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Netnography
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The application of ethnography to comments made in online communities.
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Replicable
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Something is inter-subjectively certifiable meaning the same conclusion would be reached based on another researcher's interpretation of the researcher or by independently duplicating the research procedures.
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Secondary data
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Data that have been previously collected for some purpose other than the one at hand.
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Data transformation
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The process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation.
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Cross-checks
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The comparison of the data from one source with data from another source to determine the similarity of independent projects.
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Market Tracking
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The observation and analysis of trends in industry volume and brand share over time.
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Model building
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A mathematical representation of the relationship between two or more variables: shows how one thing responds to changes in another.
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Site analysis techniques
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Techniques that use secondary data to select the best location for retail wholesale operations.
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Index of retail saturation
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A calculation that describes the relationship between retail demand and supply as a ratio of sales potential per unit area of retail sales space.
Local market potential over local market retailing space. |
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Data mining
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The use of powerful computer analytical routines to dig automatically through huge volumes of data searching for useful patterns of relationships.
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Neural Network
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A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.
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Market-basket analysis
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A form of data mining that analyzes anonymous point-of-sales transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.
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Customer discovery
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Involves mining data to look for pattern identifying who is likely to be a valuable customer.
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Database marketing
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The use of customer databases to promote one-to-one relationships with customers and create precisely targeted promotions.
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Internal data
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Data that originate in the organization and represent events recorded by or generated by the organization.
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Proprietary data
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Secondary data owned and controlled by the organization.
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Enterprise search
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A search driven by an Internet-type search engine that focuses on data within an organization's internal network.
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External data
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Facts observed, recorded, and stored by an entity outside of the researcher's organization.
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Single-sourced data
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Diverse types of data offered by a single company; usually integrated on the basis of a common variable such as geographic area or store.
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Respondents
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People who verbally answer an interviewer's questions or provides answers to written questions.
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Sample survey
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A more formal term for a survey emphasizing that respondents' opinions presumably represent a sample of the larger target population's opinion.
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Sampling error
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Error arising because of inadequacies of the actual respondents to represent the population of interest.
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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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Population parameter
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Refers to some true value of a phenomenon within a population.
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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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Respondent error
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A category of sample bias resulting from some respondent action such as lying or inaction such as not responding.
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Non-respondents
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Sample members who are not contacted or who refuse to cooperate in the research.
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Non-response 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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No contacts
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Potential respondents in the sense that they are members of the same sampling frame but who do not receive the request to participate in the research.
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Refusals
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People who are unwilling to participate in a research project.
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Self-selection bias
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A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.
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Response bias
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A bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth.
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Acquiescence bias
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A tendency for respondents to agree with the viewpoints expressed by a survey.
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Extremeity bias
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A category of response bias that results because some individuals tend to use extremes when responding to questions.
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Interviewer bias
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A response bias that occurs because the presence of the interviewer influences respondent's answers.
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Social Desirability Bias
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Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role.
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Administrative error
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An error caused by the improper administration or execution of the research task.
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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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Interview error
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Mistakes made by interviewers failing to record survey responses correctly.
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Interviewer cheating
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The practice of filling in fake answers or falsifying questionnaires while working as an interviewer.
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Interactive survey
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Communication that allows spontaneous two-way interaction between the interviewer and the respondent.
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Non-interactive survey approaches
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two-way communication by which respondents give answers to static questions that do not allow a dynamic dialogue.
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Personal Interview
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Face-to-face communication in which an interview asks a respondent to answer questions.
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Item response
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Failure of respondent to provide an answer to a survey question.
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Mall-intercept interview
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Personal interviews conducted in a shopping center or similar public area.
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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 rate in the survey.
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Callbacks
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Attempt to try and contact those sample members missed in the initial attempt.
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CATI
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Computer-assisted telephone interviews.
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Random digit dialing
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Use of telephone exchanges and random numbers to develop a sample of respondents in a land-line phone survey.
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Central location interviewing
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Telephone interviews conducted from a central location, allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively.
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Self-administered questionnaires
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Surveys in which the respondent takes the responsibility for reading and answering the questions without having them stated orally by an interviewer.
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Mail Survey
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A self-administered questionnaire sent to respondents through the mail.
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Response rate
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The number of questionnaires returned or completed divided by the number of sample members provided a chance to participate in the survey.
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Cover Letter
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Letter that accompanies a questionnaire to induce the reader to complete and return the questionnaire.
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drop-off method
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A survey method that requires the interviewer to travel to the respondent's location to drop off questionnaires that will be picked up later.
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E-mail surveys
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Survey requests distributed through electronic mail.
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Internet survey
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a self-administered survey administered using a we-based questionnaire.
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Click rate
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The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire.
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Pretesting
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Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design.
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Observation
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The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed.
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Unobtrusive observation
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No communication with the person being observed is necessary so that he or she is unaware that he or she is an object of research.
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Visible observation
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Observation in which the observer's presence is known to the subject.
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Hidden observation
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Observation in which the subject is unaware that observation is taking place.
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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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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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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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Artifacts
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The things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.
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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.
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Conversation volume
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A measure of the amount of internet postings that involve a specific, name or term.
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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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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 used to observe and record changes in the diameter of a subject's pupils.
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Psycho-galvanometer
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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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Magnetic Resonance Imagery (MRI) device
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A machine that allows one to measure what portions of the brain are active at a given time.
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