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MKT 305
Marketing Research Terms
| Question | Answer |
|---|---|
| Foot-in-the-door | Asking a smaller request first so participants will be more likely to stay involved |
| Door-in-the-face | Asking participant for something too large so that the next request seems reasonable |
| Fieldworker | Person trained to make initial contact, probe, and record responses |
| Probing | Verbal attempts made by a fieldworker when the respondent must answer questions more fully |
| Ways to probe | repeat questions, neutral questions, silent probe, repeating reply |
| Experiment | Research investigation in which conditions are controlled |
| Experiment treatment | Alternative manipulations of the independent variable being investigated |
| Test units | Subjects of an experiment |
| Two types of experimental errors | Constant and Random |
| Demand characteristics | Experimental procedures that intentionally hint to subject's something about the experimenter's hypothesis |
| Internal validity | Ability of an experiment to be the sole cause of changes in a dependent variable |
| Types of extraneous variables | History, maturation, testing, instrument, selection, mortality |
| Sample | Subset of a larger population |
| Population | Any complete group |
| Census | Investigation of all individual elements that make up a population |
| Sampling frame | List that sample is drawn from |
| Working population | Sampling frame |
| Sampling units | Group selected for the sample |
| Random sampling error | Difference between sample results and the results of a census conducted using identical procedures |
| Test marketing | Testing a new product or marketing plan under realistic market conditions to measure sales or profit potential |
| 3 High-tech test markets | Electric, simulated, virtual |
| Completely randomized design | Randomly assigns subjects and treatments to investigate the effects of only 1 independent variable |
| Randomized block design | A single extraneous variable that might affect the response is identified and the effects are isolated |
| Factorial design | Investigates interaction of 2+ variables on 1 dependent variables |
| Latin square design | Balanced two-way classification to block out 2+ extraneous factors |
| 2 Categories of Sampling | Probability and Nonprobability |
| Convenience sampling | Units that are conveniently available |
| Judgement sampling | Selecting samples based on requried characteristics |
| Quota sampling | Ensures various subgroups are represented on pertinent sample characteristics |
| Snowball sampling | Initial respondents slected by probability and the rest selected based on initial respondents info |
| Simple random sampling | Each has an equal chance of selection |
| Systematic sampling | Selected every n-th time |
| Stratified sampling | Equal # from subgroups are selected |
| Cluster sampling | Units slected from a large cluster of elements located in proximity to one another |
| Stages of Data Analysis | Editing, Coding, Data Entry, and Data Entry |
| Editing | Check and adjust data for omissions, legibility, consistency |
| Coding | Assigning numbers or symbols to data |
| Data Entry | Transforming data research into computer info |
| Code book | Identifies each variable and describes it |
| Recoding | Using a computer to convert original codes to codes that are more suitable for analysis |
Created by:
emz739
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