Marketing Research Essentials, 8th Edition (Ch. 1-4) – Flashcards
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marketing
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process of planning and executing the conception, pricing, promotion, and distribution of ideas and goods and services to create exchanges that satisfy individual and organizational objectives
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marekting concept
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a business philosophy based on consumer, goal, and systems orientation
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consumer orientation
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the identification of and focus on the people or files most likely to buy a product and the production of a good that will meet their needs most effectively
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systems orientation
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the creation of systems to monitor the external environment and deliver the desired
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marketing research
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the planning, collection, and analysis of data relevant to marketing decision making and the communication of results to management
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descriptive function
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the gathering and presentation of statement of facts (what is happening)
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diagnostic function
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the explanation of data or actions (why things are happening)
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predictive function
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specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision (what will happen if we take certain actions)
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marketing strategy
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a plan to guide the longterm use of a firm's resources based on its existing and projected internal capabilities and on projected changes in the external environment
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Applied research
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research aimed at solving a specific, pragmatic problem
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applied research
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example: better understanding of marketplace, determining why a strategy or tactic failed, or reduction of uncertainty in management decisions
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basic/pure research
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research aimed at expanding the frontiers of knowledge and used to validate existing theory or learn more about concept/phenomenon.
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deontology
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people should adhere to their obligations and duties when analyzing an ethical dilemma (always keep your promises and follow the rules)
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Utilitarianism
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choice that yields the most benefit to the greatest number of people through the fairest and most just means possible
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casuist
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choose the best possible outcomes based on your past experiences, or the experiences of others. compare ethical dilemma with examples of similar dilemmas and their outcomes
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marketing research problem
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statement specifying the type of information needed to solve the management decision problem and how that information can be obtained efficiently and effectively
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marketing research problem
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narrowly defined and typically focus on marketing strategy and tactics and the relationship with the customer/consumer.
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marketing research objective
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a goal statement, defining the specific information needed to solve the marketing research problem
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management decision problem
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statement specifying the type of managerial action required to solve a problem
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hypothesis
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a conjectural statement about a relationship between two or more variables that can be tested with empirical data
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research design
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the plan to be followed to answer the marketing research objectives
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research design
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can be descriptive, diagnostic, causal
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variable
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symbol or concept that can assume any one of a set of values
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dependent variable
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a symbol or concept expected to be explained by the independent variable
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independent variable
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symbol or concept over which the researcher has some control and that is hypothesized to cause or influence
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spurious association
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a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable
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spurious association
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when other variables cause changes in the dependent variables
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survey research
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where an interviewer interacts with respondents to obtain facts, opinions and attitudes
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probability sample
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a subset of a population where every element in a population has a known (nonzero) chance of being selected
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non-probability sample
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subset of a population in which the chances of selection for the various elements in the population are unknown
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research request
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and interanl document used by large organizations that describe a potential research project, its benefits to the organization, And estimated cost. Must be formally approved before research project can begin
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research proposal
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Document developed usually in response to a request for proposal (RFP) that presents the research objectives, research design, Timeline, and cost of the project
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secondary data
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Data that can have been gathered previously and might be relevant
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Primary data
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New data gathered to solve particular problem
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Database marketing
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Marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix
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Data mining
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The use of statistical and other advanced software to discover non-obvious patterns hidden in a database
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Behavioral targeting
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The use of off-line and online data to understand the consumer habits, demographics, and social networks in order to increase the effectiveness of online advertising
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decision support system (DSS)
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Interactive, Personalize information management system, designed to be initiated and controlled by individual decision-makers. Designed to support the needs and styles of individual decision-makers. It is interactive, flexible, discovery-oriented, and easy to learn
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qualitative research
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Research whose findings are not subject to quantification or quantitative analysis
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quantitative research
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Research that uses mathematical analysis
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focus group
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Group of 8 to 10 participants who are led by a moderator in an in-depth discussion on one particular topic or concept
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focus group moderator
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a person hired by a client to lead the focus group-- should have a background in psychology or sociology, or at least marketing
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discussion guide
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a written outline of topics to be covered during a focus group
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projective tests
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a technigue for tapping respondents' deepest feelings by having them project those feelings onto an unstructured situation
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personification
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drawing a comparison between a product and a person
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photo sort
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a projective technique in which a respondent sorts photos of different types of people , identifying those who she or he feels would use the specified product
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third-person technique
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a projective technique in which the interviewer learns about respondents feelings by asking them to answer in the third person such as "your neighbor" or "most people"
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random error
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results from chance variation
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chance variation
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difference between the sample value and the true value of the population mean
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systematic error
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results from problems or flaws in the execution of the research design (AKA non sampling error)
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sampling frame
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list of population elements or members from which units to be sampled are selected.
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frame error
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results from an inaccurate rate or incomplete sampling frame
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population specification error
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results from incorrectly defining the population or universe from which a sample is chosen
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selection error
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results from incomplete or improper sample selection procedures or not following appropriate procedures
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measurement error
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systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process
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surrogate information error
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results from a discrepancy between the information needed to solve a problem and that sought by the researcher
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interviewer error
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results from the interviewer's influencing the respondents (consciously or unconsciously)
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processing error
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results from the incorrect transfer of information from a survey document to a computer
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nonresponse bias
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results from a systematic difference between those who do and those who do not respond to a measurable instrument
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refusal rate
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the percentage of people contacted who refused to participate in a survey
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response bias
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error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation
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door-to-door interviews
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interviewed conducted face-to-face with consumers in their homes
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mall-intercept interviews
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interviews conducted by intercepting mall shoppers and interviewing them face-to-face
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central location telephone interviews
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interviews conducted by calling respondents from a centrally located marketing research facility
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computer assisted telephone interviews (CATI)
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call center telephone interviews in which interviews enter respondents' answers directly into a computer
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self-administered interviews
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questionnaires filled out by respondents with no interviewer present
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mail panels
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precontacted and prescreened participants who are periodically sent questionnaires
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longitudinal study
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where the same respondents are resampled over time
