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marketing research h
| Question | Answer |
|---|---|
| marketing concept | The Marketing Concept is composed of three tenets which are interrelated: Consumer Orientation Goal Orientation Systems Orientation |
| consumer orientation | identification of and focus on the people or firms most likely to buy a product and the production of a good or service that will meet the needs most effectively |
| goal orientation | a focus on the accomplishment of corporate goals; a limit set on consumer orientation |
| systems orientation | creation of systems to monitor the external environment and deliver the desired marketing mix to the target market |
| marketing mix | unique blend of product/service, pricing, promotion, and distribution strategies designed to meet a specific target market |
| marketing research | the process of planning collection and analysis of data relevant to marketing decision making and the communication of the results of this analysis |
| descriptive function | one of the three critical roles of market research: The gathering and presenting of statements of fact |
| diagnostic function | one of the three critical roles of market research:The explanation of data or actions |
| predictive function | one of the three critical roles of market research: The specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision |
| return on quality | management objective based on principles:The quality being delivered is at a level desired by the target market. The quality level must have a positive impact on profitability. |
| Marketing Strategy | 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. |
| applied research | research aimed at solving a specific, pragmatic problem- better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making |
| basic, or pure research | research aimed at expanding the frontiers of knowledge rather that solving a specific, pragmatic problem |
| programmatic research | Research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies. |
| selective research | Research used to test decision alternatives. |
| evaluative research | Research done to assess program performance |
| custom research firms | companies that carry out customized marketing research to address specific projects for corporate clients |
| syndicated service research firms | companies that collect, package, and sell the same general market research data to many firms |
| research panel | a group of individuals who agree to participate in a series of research studies over time |
| field service firms | companies that only collect survey data for corporate clients or research firms |
| strategic partnership | an alliance formed by two or more firms with unique skills and resources to offer a new service for clients, provide strategic support for each firm, or in some other manner create mutual benefits |
| ethics | moral principles or values generally governing the conduct of an individual or group |
| low-ball pricing | quoting an unrealistically low price to secure a firm's business and then using some means to substantially raise the price |
| profession | organization whose membership is determined by obejective standards, such as an examination |
| professionalism | quality said to be possessed by a worker with a high level of expertise, the freedom to exercise judgement, and the ability to work independently |
| opportunity identification | using marketing research to find and evaluate new opportunities |
| situation analysis | studying the decision making environment within which the marketing research will take place |
| exploratory research | preliminary research conducted to increase understanding of the concept, to clarify the exact nature of the problem to be solved, or to identify important variables |
| pilot studies | surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed |
| experience surveys | discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem |
| case analysis | reviewing information from situations that are similar to the current one |
| marketing research problem | a statement specifying the type of information needed by the decision maker to help solve the management decision problem and how the information can be obtained efficiently and effectively |
| marketing research objective | a goal statement defining the specific information needed to solve the marketing research problem |
| management decision problem | a statement specifying the type of managerial action required to solve the problem |
| hypothesis | a conjectural statement about a relationship between two or more variables that can be tested with empirical data |
| research design | the plan to be followed to answer the marketing research objectives |
| descriptive studies | research studies that answer the questions who what when where how |
| variable | a symbol or concept that can assume any one of a set of values |
| causal studies | research studies that examine whether the value of one variable causes or determines the value of another variable |
| dependent variable | a symbol or concept expected to be explained or influenced by the independent variable |
| independent variable | a symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable |
| temporal sequence | an appropriate causal order of events |
| concomitant variation | the degree to which a presumed cause and a presumed effect occur or vary together |
| spurious association | a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables |
| survey research | research in which an interviewer (except in mail and internet surveys) interacts with respondents to obtain facts, opinions, and attitudes |
| observation research | typically descriptive research that monitors respondents actions without direct interaction |
| experiments | research to measure causality in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent variable |
| nonprobability sample | a subset of a population in which the chances of selection for the various elements in the population are known |
| research request | an internal document used by large organizations that describes a potential research project, its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin |
| request for proposal (RFP) | a solicitation sent to marketing research suppliers inviting then to submit a formal proposal, including a bid |
| research proposal | a document developed usually in response to an RFP that states the research objectives research design time line and cost |
| secondary data | data that have been previously gathered |
| primary data | new data gathered to help solve the problem under investigation |
| internal database | a collection of related information developed from the data within the organization |
| database marketing | marketing that relies on the creation of a large computerized file of customers and potential customers profiles and purchase patterns to create a targeted marketing mix |
| neural network | a computer program that mimics the processes of the human brain and thus is capable of learning form examples to find patterns in data |
| data mining | the use of statistical and other advanced software to discover non obvious patterns hidden in a database |
| behavioral targeting | the use of online and offline data to understand a consumer's habits demographics and social networks in order to increase the effectiveness of online advertising |
| marketing research aggregator | a company that acquires catalogs reformats segments and resells reports already published by large ans small marketing research firms |
| geographical information systems (GIS) | a system that provides both a means of maintaining geographic databases and a tool capable of complex spatial analysis to provide information for a decision support system |
| decision support system (DSS) | an interactive personalized information management system designed to be initiated and controlled by individual decision makers |
| qualitative research | research findings that are not subject to quantification or qualitative analysis |
| quantitative research | research that uses mathematical analysis |
| focus group | group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept |
| group dynamics | interaction among people in a group |
| focus group facility | research facility consisting of a conference room or living room setting and a separate observation room with a one way mirror or live audio-visual feed |
| focus group moderator | person hired by the client to lead the focus group this person should have a background in psychology or sociology or at least marketing |
| discussion guide | moderator debriefing offering a forum for brainstorming by the moderator and client observations |
| instant analysis | moderator debriefing offering a forum for brainstorming by the moderator and client observers |
| individual depth interviews | one-on-one interviews that probe and elicit detailed answers to questions often using non directive techniques to uncover hidden motivations |
| hermeneutic research | research that focuses on interpretation through conversation |
| Delphi Method | rounds of individual data collection from knowledgeable people results are summarized and returned to the participants for further refinement |
| projective test | technique for tapping respondents deepest feelings by having them project those feelings into an unstructured situation |
| word association test | projective test in which interviewer says a word and the respondent must mention the first thing that comes to mind |
| analogy | comparison of two items based on similarities |
| personification | drawing a comparison between a product and a person |
| sentence and story completion test | projective test in which respondents complete sentences or stories in their own words |
| cartoon test | projective test in which the respondent fills in the dialogue of one of two characters in a cartoon |
| photo sort | projective technique in which a respondent sorts photos of different types of people identifying those people who she or he feels would use the specified product or service |
| consumer drawings | projective technique in which respondents draw what they are feeling or how they perceive an object |
| storytelling | projective technique in which respondents are required to tell stories about their experiences with a company or product for example also known as the metaphor technique |
| third-person technique | a projective technique in which the interviewer learns about respondents feelings by asking them to answer for a third party such as "your neighbor" "most people" |
| random error | error that results from chance variation |
| chance variation | difference between the sample value and the true value of the population mean |
| systematic error or bias | error that results from problems or flaws in the execution of the research design sometimes called nonsampling error |
| sample design error | systematic error that results from an error in the sample design or sampling procedures |
| sampling frame | list of population elements or members from which units to be sampled are selected |
| frame error | error resulting from an inaccurate or incomplete sampling frame |
| population specification error | error that results from incorrectly defining the population or universe from which a sample is chosen |
| selection error | error that results from incomplete or improper sample selection procedures or not following appropriate procedures |
| measurement error | systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process |
| surrogate information error | error that results from a discrepancy between the information needed to solve a problem and that sought by the researchers |
| interviewer errors | error that results from the interviewers influencing consciously or unknowingly |
| measurement instrument bias | error that results from the design of the questionnaire or measurement instrument also known as questionnaire bias |
| processing error | error that results from the incorrect transfer of information from a survey document to a computer |
| nonresponse bias | error that results from a systematic difference between those who do and those who do not respond to a measurement instrument |
| refusal rate | percentage of persons contacted who refused to participate in the survey |
| response bias | error that results form the tendency of people to anser a question incorrectly through either deliberate falsification or unconscious misrepresentation |
| dorr-to-door interviews | interviews conducted face-to-face with consumers in their homes |
| executive interviews | industrial version of door-to-door interviewing |
| mall-intercept interviews | interviews conducted by intercepting mall shoppers or other hight traffic venues and interviewing them face to face |
| call center telephone interviews | interviews conducted by calling respondents from a centrally located marketing research facility |
| computer-assisted telephone interviews (CATI) | call center telephone interviews in which interviewers enter respondents answers directly into a computer |
| self-administered questionnaires | questionnaires filled out by respondents with no interviewer present |
| ad hoc mail surveys | questionnaires sent to selected names and addresses without prior contact by the researcher; sometimes cal one shot mail surveys |
| mail panels | precontacted participants who are periodically sent questionnaires |
| longitudinal study | study in which the respondents are resampled over time |
| newsgroup | an internet site where people can read and post messages devoted to a specific topic |
| cookie | a text file placed on a users computer in order to identify the user when he or she visits the web site |
| online focus group | focus groups conducted via the internet |
| web community | carefully selected group of consumers who agree to perticipate in an ongoing dialogue with a corporation |
| unrestricted internet sample | self-selected sample group consisting of anyone who wished to complete the survey |
| commercial online panel | group of individuals who have agreed to recieve invitations to do online surveys from a particular panel company, the panel company charges organizations doing the surveys for access to the panel. |
| open online panel recruitment | any person with internet access can self-select yo be in a research panel |
| closed online panel recruitment | inviting only prevalidated individuals or those with shared known characteristics to enroll in a research panel |
| observation research | systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved |
| open research | process of monitoring people who know then are being watched |
| disguised observation | process of monitoring people who do not know they are being watched |
| garbologists | researchers who sort through peoples garbage to analyze household consumption patterns |
| ethnographic research | study of human behavior in its natural context, involving observation of behavior and physical setting |
| mystery shoppers | people who pose as consumers at a companys own stores or competitors to collect data |
| one-way mirror observation | practice of watching behaviors or activities from behind a one-way mirror |
| traffic counters | machines used to measure vehicular flow over a particular stretch of roadway |
| electroencephalograph (EEG) | machine that measures electrical pulses on the scalp that generates a record of electrical activity in the brain |
| galvanic skin response (GSR) | Change in the electric resistance of the skin associated with activation responses |
| people reader | machine that simultaneously records the respondents reading material and eye reactions |
| portable people meter | device worn by people that measure the radio and tv programming to which the participant was exposed to that day |
| experiment | research approach in which one variable is manipulated and the effect on another variable is observed |
| causal research | research designed to determine whether a change in one variable likely caused an observed change in another |
| concomitant variation | statistical relationship between two variables |
| appropriate time order of occurance | change in an independent variable occuring before an observed change in the dependent variable |
| elimination of other possible causal factors | hard to prove that something else did not cause change in B |
| laboratory studies | experiments conducted in a controlled setting |
| field experiments | tests conducted outside the laboratory in an actual environment such as a marketplace |
| internal validity | extent to which competing explanations for the experimental results observed can be ruled out |
| external validity | extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times |
| history | intervention, between the beginning and the end of an experiment, of outside variables or events that might change the dependent variable |
| maturation | changes in subjects occurring during the experiment but that may affect subjects response to the treatment factor |
| instrument variation | changes in measurement instruments that might affect the measurements (interviewer) |
| selection bias | systematic differences between the test group and the control group due to a biased selection process |
| mortality | loss of test units or subjects during the course of an experiment, which may result in nonrepresentativeness |
| testing effect | effect that is a by-product of the research process itself |
| regression to the mean | tendency of subjects with extreme behavior to move toward the average for that behavior during the course of an experiment |
| randomization | random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics |
| physical control | holding constant the value or level of extraneous variables throughout the course of an experiment |
| design control | use of the experimental design to control extraneous causal factors |
| statistical control | adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment |
| experimental design | test in which the researcher has control over and manipulates one or more independent variables |
| treatment variable | independent variable that is manipulated in an experiment |
| experimental effect | effect of the treatment variable on the independent variable |
| contamination | inculsion in a test of a group of respondents who are not normally there |
| pre-experimental designs | designs that offer little or no control over extraneous factors |
| one-shot case study design | pre-experimental design with no pretest observations, no control group, and an after measurement only |
| one-group pretest-posttest design | pre-experimental design with pre- and post measurements but no control group |
| true experimental design | research using an eperimental group and a control group to which test units are randomly assigned |
| before and after with control group design | true experimental design that involves random assignment of subjects or test units to experimental and control groups and pre- and post measurements of both groups |
| after-only with control group design | true experimental design that involves random assignment of subjects or test units to experimental and control groups, but no premeasurement of the dependent variable |
| quai-experiments | studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner |
| interrupted time-series design | research in which repeated measurements of an effect "interrupts" previous data patterns |
| multiple time-series design | an interrupted time-series design with a control group |
| test market | testing of a new product or some element of the marketing mix using an experimental or quasi-experimental design |
Created by:
hraudsep
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