Marketing Research Essentials Chapter 2

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Opportunity Identification
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Using marketing research to find and evaluate new opportunities
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Situation analysis
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Studying the decisions making environment within which marketing research will take place
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Exploratory research
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Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied
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Pilot studies
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Surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies
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Experience survey
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Discussions with knowledgeable individuals, both inside and outside an organization, who may provide insights into the problem
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Case analysis
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Reviewing information from situation that are similar to the current one
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Marketing research problem
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A statement specifying the type of information needed by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively
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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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A statement specifying the type of managerial action required to solve the 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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Descriptive studies
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Research studies that answer the questions who, what, when, where, and how
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Variable
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A symbol of concept that can assume any one of as of values
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Causal studies
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Research studies that examine whether the value of one variable cause or determines the value of another variable
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Dependent variable
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A symbol of concept expected to be explained or influenced by the independent variable
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Independent variable
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A symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable
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Temporal sequence
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an appropriate causal order of events
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Concomitant variation
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The degree to which a presumed cause and a presumed effect occur or vary together
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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 examined variable or set of variables
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Survey Research
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Research in which an interview interacts with respondents to obtain facts, opinions, and attitudes
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Observation research
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Typically descriptive research that monitors respondents actions without direct interactions
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Experiments
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Research to measure causality in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent variable
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Probability sample
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A subset of a population where every element in the population has a known nonzero chance of being selected
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Non probability sample
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A subset of a population in which the chances of a selection for the carious elements in the population are unknown
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Research request
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An internal document used by large organization that describes a potential research project, it benefits to the organization, and estimated costs; it must be formally approved before a research project can begin
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Request for proposal (RFP)
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A solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid
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Research proposal
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A document developed usually in response to an RFP, That states the research objectives, research design, time line, and cost

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