Marketing Research Exam #2

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Exploratory Research

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uncommonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem

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Causal Research

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understanding the phenomenon in therm of conditional statements of the form "if x, then y"

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Secondary Data Analysis

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the process of searching for an interpreting existing information relevant to the research objectives.

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Case Analysis

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a review of available information about former situations that have some similarities to the present research problem

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Focus group

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Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem

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Qualitative Research

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involves collecting, analyzing, and interpreting data by observing what people do and say.

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Depth Interviews

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probing questions posed one-on-one to a subject by a trained interviewer so as to gain ideas as to what the respondent is thinking or why they behave in a certain way

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Projective Techniques

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seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding the situation

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Ethnographic Research

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detailed, descriptive study of a group and its behavior, characteristics, culture, etc.

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Moderators / Qualitative Research Consultants

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responsibility of creating an atmosphere that is conducive to openness, yet they must make certain that participants do not stray too far from the central focus of the study

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Descriptive Research

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describe answers to questions of who, what, when, where, why, and how.

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Cross-sectional studies

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measure units from a sample of the population at only one point in time.

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Longitudinal Studies

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repeatedly measure the same sample units of a population over a period of time.

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Panels

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represent sample units who have agreed to answer questions at periodic intervals.

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Experiment

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defined as manipulating an independent variable to see how it effects a dependent variable , while also controlling the effects of additional extraneous variables.

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Pretest

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A measurement of the dependent variable is taken prior to changing the independent variable

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Posttest

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measurement of the dependent variable is taken after changing the independent variable

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Laboratory Experiments

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those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable

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Field Experiments

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independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting

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Test Marketing

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phase commonly used to indicate an experiment, study, or test that is conducted in a field setting

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Representativeness

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Test markets should be representative of the marketing territory in which the product will ultimately be distributed.

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Primary Data

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information that is developed or gathered by the researcher specifically for the research project at hand.

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Secondary Data

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previously been gathered by someone other than the research and/or for some other purpose than the research project at hand.

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Internal Secondary Data

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data that have been collected within the firm. Sales records, purchase requisitions, and invoices.

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External Secondary Data

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data obtained from outside the firm. Classified into three sources: published, syndicated services data, databases

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NAICS: North American Industry Classification System

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coding system that can be used to access information.

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"Survey of Buying Power"

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has been published annually for several decades in Sales&Marketing Management Magazine.

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Buying Power Index

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an indicator of the relative marketing potential of a geographic area. an index number that represents a market's percentage of the total buying power in the US.

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Standardized Information

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type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users

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Syndicated Data

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data that are collected in a standard format and made available to all subscribers

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Standardized Services

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a standardized marketing research process that is use to generate information for a particular user

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Geo demographics

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used to describe the classification of arbitrary, usually small, geographic areas in terms of the characteristics of their inhabitants.

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PRIZM: (Potential Ratings Index for Zip+4 markets)

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defines every neighborhood in the United States in terms of 66 demographically and behaviorally distinct clusters.

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Scanning Data

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providing tracking data gathered from the stores' scanners.

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Retail Store Audits

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auditors are sent to stores and they record merchandising information needed for tracking studies

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Nielsen Media Reesearch

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major provider of TV ratings.

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People Meter

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an electronic instrument that automatically measures when a TV set is on and who is watching which channel.

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Arbitron

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provides syndicated data on radio station listening. Arbitron is transitioning to the Portable People meter which automatically records encoded audio and video signals indicating exposure to media

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GFK's Starch Readership Service

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known as the most widely used source for measuring the extent to which magazine ads are seen and read.

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Single-source Data

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data that contain information on several variable such as promotional message exposure, demographics, and buyer behavior.