Mktg 3445 Word Scramble
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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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