Ama Pcm - Domain 3-5: Marketing Research

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Closed-Ended Question (Fixed-Alternative Question)

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Requires respondents to select one or more response options from a set of predetermined choices.

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Conclusive Research

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Research designed to verify insights through objective procedures and to help marketers in making decisions.

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Constraints

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Restrictions placed on potential solutions to a problem. Examples include the limitations on time and money available to solve the problem.

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Data

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Facts and figures related to the problem.

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Data Mining

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The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.

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Database

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A collection of information arranged for easy access and retrieval.

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Descriptive Research

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Research conducted to clarify the characteristics of certain phenomena to solve a particular problem.

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Dichotomous Question

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A fixed alternative question that allows only a yes or no response.

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Ethnographic Research

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Ethnographic researchers learn how to recognize traits that make up a culture and how to describe it to others.

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Experimental Research

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Research that allows marketers to make causal inferences about relationships.

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Focus Group Interview

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An interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interaction when members are exposed to an idea or a concept.

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Hypothesis

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And informed guess or assumption about a certain problem or set of circumstances.

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Mail Survey

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A research method in which respondents answer a questionnaire sent through the mail.

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Marketing Information System (MIS)

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A framework for managing and constructing information gathered regularly from sources inside and outside the organization.

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Marketing Research

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The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

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Measures of Success

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Criteria or standards used in evaluating proposed solutions to the problem.

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Neuromarketing

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Using brain scanning to analyze the buying process.

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Observational Data

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Facts and figures obtained by observing people.

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Online Survey

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A research method in which respondents answer a questionnaire via email or on a website.

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Open-Ended Question

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Allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

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Personal Interview Survey

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A research method in which participants respond to survey questions face to face.

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Population (or Universe)

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All the elements, units, or individuals of interest to researchers for a specific study.

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Primary Data

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Data observed and recorded or collected directly from respondents.

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Questionnaire Data

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Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

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Random Sampling

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A form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place.

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Reliability

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A condition that exists when a research technique produces almost identical results in repeated trials.

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Sample

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A limited number of units chosen to represent the characteristics of a total population.

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Sampling

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The process of selecting representative units from a total population.

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Secondary Data

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Data compiled both inside and outside the organization for some purpose other than the current investigation.

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Statistical Inference

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Analysis of what is typical and what deviates from the average.

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Syndicated Data

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Data available for a fee from commercial research firm such as AC Nielsen.

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Telephone Survey

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A research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone.

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Validity

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A condition that exists when a research method measures what it is supposed to measure.

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Marketing Research Process

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1. Defining the problems. 2. Designing the research project. 3. Collecting data. 4. Interpreting research findings. 5. Taking marketing actions.

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Crowdsourcing

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Combines the words crowd and outsourcing and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd or potential market, through an open call.