Marketing Research Chapter 6

dummy table
a table (or figure) with no entries used to show how the results of the analysis will be presented.
cross-sectional study
investigation involving a sample of elements selected from the population of interest that are measured at a single point in time.
longitudinal study
investigation involving a fixed sample of elements that is measured repeatedly through time.
continuous panel
a fixed sample of respondents who are measured repeatedly over time with respect to the same variables.
discontinuous panel
a fixed sample of respondents who are measured repeatedly over time but on variables that change from measurement to measurement.
sample survey
cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages.
scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change.
laboratory experiment
research investigation in which investigators create a situation with exact conditions in order to control some variables, and manipulate others.
internal validity
the degree to which an outcome can be attributed to an experimental variable and not to other factors.
field experiment
research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.
external validity
the degree to which the results of an experiment can be generated, or extended, to other situations.
market testing (test marketing)
a controlled experiment done in a limited but carefully selected sector of the marketplace.
standard test market
a test market in which the company sells the product through its normal distribution channels.
controlled test market
an entire test program conducted by an outside service in a market in which it can guarantee distribution.
simulated test market (STM)
a study in which consumer ratings are obtained along with likely or actual purchase data often obtained in a simulated store environment; the data are fed into computer models to produce sales and market share predictions.
-describe the characteristics of certain groups
-determine the proportion of people who behave in a certain way
-make specific predictions
List three basic uses of descriptive research.
who, what, when, where, why, and how
What are the six specifications of a descriptive study?
cross-sectional study and longitudinal study
List the two types of descriptive studies.
-specific populations can be targeted and the members of those populations recruited to participate n the survey.
-ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population
List 2 advantages of sample surveys.
-they don’t penetrate deeply below the surface, because the breadth is often emphasized at the expense of depth.
-they are expensive in terms of time and money.
List 2 disadvantages of sample surveys.
in environment
how do lab experiments differ from field experiments?
It is often used to predict the sales or profit outcomes of one or more proposed marketing actions. Also for sales effectiveness.
List two kinds of ways test markets can be used.
cost, time, and control
List three problems associated with test markets.
-they protect a marketer from competitors
-they are faster and cheaper than full-scale tests
-they are particularly good for spotting weak products
List three advantages of simulated test marketing.
they cannot provide any info about the firm’s ability to secure trade support for a product or indicate what competitive reaction is likely to be.
List the disadvantage of simulated test marketing.
-it’s important for the firm to test its ability to actually sell to the trade and get distribution for the product.
-the capital investment is significant and the firm needs a prolonged test market to accurately assess its capital needs or its technical ability to manufacture the product.
-the company is entering new territory and needs to build its experience base so that it can play for real but wants to learn how to do so on a limited scale.
Under what three conditions is a standard test market a better choice than either simulated or controlled test markets?

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