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MKT RES
Marketing Research Test 2
| Question | Answer |
|---|---|
| Exploratory research | aims to develop initial hunches or insights and to provide direction for any further needed research |
| Conclusive research | is intended to verify insights and to aid decision makers in selecting a specific course of action. |
| exploratory research | The primary purpose of this is to shed light on the nature of a situation and to identify any specific objectives or data needs to be addressed through additional research. |
| Key-Informant Technique | involves interviewing knowledgeable individuals. Also known as expert opinion survey or lead user survey. |
| Focus group interviews | a moderator leads discussion by introducing a topic to a group of respondents and directs their discussion of that topic in a non-structured and natural fashion. |
| Case Study Method- | an in-depth examination of a unit of interest. |
| Observation Method | involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation |
| Conclusive Research | Descriptive research and Experimental research |
| Descriptive research | Specifically, it generates data describing the composition and characteristics of relevant groups of units such as customers, salespeople, organizations and market areas |
| Experimental research | allows one to make causal inferences about relationships among variables. |
| True Panel Studies | compared with a longitudinal study using different samples for the various measurements, is also capable of generating more data directly pertaining to the research purpose, for the following reasons: |
| Syndicated data | secondary data sold by research firms. |
| Secondhand source | one that uses data collected by the original source to generate its own summaries, interpretations, and the like |
| Internal source | sources within an organization. |
| Competitive Intelligence | gathering data using legal and ethical means and turning them into valuable intelligence through careful analysis. |
| Ad Hoc research project | is a discrete situation specific project that is initiated and completed in response to a particular question or set of related questionnaires raised by a decision maker. |
| Systems-oriented marketing research | makes appropriate marketing information available on a regular, integrated basis. Fueled by two forces… |
| Systems-oriented marketing research | Fueled by . . . A) a growing need for marketers to constantly monitor market developments. B) A opportunity to make use of advances in information technology to gain a competitive advantage. |
| Marketing Information Systems | a continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate info to marketing decision makers. |
| Marketing Decision Support Systems: Data Mining | a marketing information system that allows decision makers direct access to data and answers the “what if” questions raised by them. |
| Queries | enable users to search a database and obtain the desired information efficiently. |
| Data Mining | the process of digging deeply into vast amounts of data to extract valuable and statistically valid information that cannot be obtained through queries. |
| The marketing response function | a mathematical model that represents the relationship between marketing and output variables. |
| Single source database | contains, in an integrated fashion, data for individual households on household characteristics, product purchases, and exposure to marketing stimuli. |
| Expert System: | a computer-based artificial intelligence system that performs tasks normally associated with human intelligence; it is programmed to reason and infer rather than to merely crunch numbers or store and retrieve information. |
| Data integrity | the foundation for successful marketing research. It doesn't matter how good the research and the questionnaire is if the accuracy of the data is off. |
| Editing | The process of examining completed data collection forms and taking whatever corrective action is needed to ensure the data are of high quality. |
| Preliminary or field edit | a quick examination of completed data collection forms, usually on the same day they are filled out. |
| Final or Office Edit | verifies response consistency and accuracy, makes necessary corrections, and determines whether some or all parts of a data collection form should be discarded. |
| Coding | broadly refers to the set of all tasks associated with transforming edited responses into a form that is ready for analysis. |
| Missing-value category | implies, codes questions for which answers should have been obtained but for some reason were not. |
| Data Record | contains all the coded data pertaining to a single sample unit. |
| Data set or data file | an organized collection of data records. |
| Case or observation | each sample unit for which data are available within a data set. |
| Raw Variables | variables directly defined by the questionnaire data. |
| Transformed or recoded variables | new variables constructed from data on raw variables. |
| Mode | the most frequently occurring value for a variable. |
| Median | the category into which the 50th percentile response falls when all responses are arranged from lowest to highest (or highest to lowest). |
| Mean | simple average of the various responses pertaining to a variable. |
| Measures of Dispersion | describe how the responses are clustered around the mean or a central value. |
| Range | measure of dispersion of responses; we calculate it as the difference between the largest and smallest response values. |
| Variance | a measure of dispersion of responses around their mean; we calculate it as the average of squared deviations about the mean. |
| Standard Deviation | a measure of dispersion of responses around their mean; we calculate it as the square root of the variance. |
| One-way table | shows the distribution of data pertaining to categories of a single variable. |
| Skewed Response Distribution | a large proportion of the responses are piled up toward one end of the range of data obtained. |
| Transmittal letter | introduces the report to its audience |
| Title page | contains the title of the study, the name and affiliation of the report’s author, the date of the study, and the name and affiliation of the person requesting the study |
| Table of contents | helps the reader quick locate ant desire section |
| Executive summary | a carefully distilled synopsis of the entire report and typically should be no more than a few pages long |
| Body of the report | includes purpose, method, findings, conclusions, and limitations |
| SIMPLE | a mnemonic representing the key features of effective written reports and oral presentations- short, interesting, methodical, precise, lucid, and error free |
| Pie chart | a circle divided into several slices whose areas are proportionate to the quantities to be represented on the chart |
| Line chart | a two dimensional graph typically used to show movements in one or more items over time |
| Stratum chart | a two dimensional graph with time plotted along the horizontal axis and values of the items plotted along the vertical axis |
| Bar chart | consists of a series of bars (of equal thickness) whose heights (or lengths, if the bars are horizontal) represent values of the items |
| Oral Presentations | 1) Research the audience 2) Choose the main points of the study to be covered during the presentation 3) Make good use of visual aids |
| Body of the report | a. purpose b. method c. findings d. conclusions (and recommendations if requested) e. limitations |
Created by:
escha
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