3.5 AMA PCM Marketing Research

Casual Research
Marketing research used to test hypotheses about cause-and-effect relationships
Closed-Ended Question (Fixed Alternative Question)
Questions in which answers are selected from a limited, predetermined set of responses.
Conclusive Research
Research designed to verify insights through objective procedures and to help marketers in making decisions.
In a decision, the restrictions placed on potential solutions to a problem
Facts and statistics collected together for reference or analysis.
Data Mining
Technique used to search and analyze data to reveal patterns and trends that can be used to predict future behavior.
A collection of data organized in a manner that allows access, retrieval, and use of that data
Descriptive Research
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
Dichotomous Question
The simplest form of a fixed alternative question that allows only a “yes” or “no” response.
Economic Census
The U.S. federal government’s official five-year measure of American business and the economy.
Ethnographic Research
The study of human behavior in its natural context; involves observation of behavior and physical setting.
Experimental Research
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Exploratory Research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Focus Group Interview
An interview in which a facilitator leads a small group of people in a relatively open discussion about a specific product or program.
A speculative statement about the relationship between two or more variables.
Mail Survey
A method of collecting data through the use of questionnaires that are sent through the mail to designated respondents.
Marketing Information System (MIS)
An organized way of continually gathering accessing, and analyzing information that marketing managers need to make ongoing decisions.
Marketing Research
Analyzing markets to determine challenges and opportunities, and finding the information needed to make good decisions.
Measures of Success
Criteria or standards used in evaluating proposed solutions to the problem, Criteria or standards used in evaluating proposed solutions.
A field of marketing that studies the body’s responses to marketing stimuli.
Observational Data
Facts and figures obtained by watching, either mechanically or in person, how people actually behave.
Online Survey
A research method in which respondents answer a questionnaire via e-mail or on a website.
Open-Ended Question
An interview question that encourages an answer phrased in respondent’s own words.
Personal Interview Survey
A research method in which participants respond to survey questions face-to-face.
Population (or Universe)
The entire collection of units about which we would like information or the entire collection of measurements we would have if we could measure the whole population.
Primary Data
Data obtained for the first time and used specifically for the particular problem or issue under study.
Questionnaire Data
Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
Random Sampling
A sample that fairly represents a population because each member has an equal chance of inclusion, A method of selecting participants for a study so that everyone in a population has an equal chance of being in the study.
When a research technique produces almost identical results in repeated trials.
A segment of the population selected for marketing research to represent the population as a whole.
The difference between a sample result and the true result if the entire population had been interviewed.
Secondary Data
Data previously collected for any purpose other than the one at hand
Statistical Inference
Making inferences about the characteristics of the population from the information that is provided by the sample.
Syndicated Data
Data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
Telephone Survey
A research method in which respondents’ answers to a questionnaire are recorded by an interviewer on the phone.
The extent to which a test reliably measures what it is supposed to measure.

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