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Mktg 3445
ch. 5
| Question | Answer |
|---|---|
| exploratory research | to discover ideas and insights |
| descriptive research | concerned with determining the frequency with which something occurs/ the relationship between two variables covary |
| causal research | concerned with determining cause-and-effect relationship |
| hypothesis | a statement that specifies how two or more measurable variables are related |
| literature search | search of statistics, trade journal articles, other articles, magazines, newspapers & books for data or insight into the problem at hand |
| depth interview | interviews with people knowledgeable about the general subject being investigated |
| focus groups | small number of individuals are brought together to talk about some topic of interest to the focus group sponsor |
| moderator | the individual that meets with focus group participants and guides the session |
| moderator's guidebook | an orders list of the general issues to be addressed during a focus group |
| nominal group | a group interview technique which initially limits respondents interaction to a minimum while attempting to max. input from individual group members |
| case analysis | intensive study of selected examples of the phenomenon of interest |
| benchmarketing | using organizations that excel at some function as source of ideas for improvement |
| ethnography | the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings |
| projective methods | encourage respondent to reveal their own feelings, thoughts, and behaviors by shifting the focus away from the individual through the use of indirect tasks |
| word association | respondents are asked to repsond to a list of words with the first word that comes to mind |
| sentence completion | respondents are directed to complete a number of sentences with the first words that come to mind |
| role playing | researcher will introduce a scenario or context and ask the respondent to play the role of a person in the scenario |
Created by:
miaagu
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