Research Methods and Design: Terms and Definitions, Quizzes of Marketing Research

Download Research Methods and Design: Terms and Definitions and more Quizzes Marketing Research in PDF only on Docsity! TERM 1 research design DEFINITION 1 a set of advantage decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed informationappropriate design depends largely on the research objectives3 types:1) exploratory research2) descriptive research3) causal research TERM 2 3 basic research objectives DEFINITION 2 1) to gain background information and develop hypotheses2) to measure the state of a variable of interest3) to test hypotheses that specify relationships between two or more variables TERM 3 exploratory research DEFINITION 3 most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problemmethods:--secondary data analysis--experience surveys--case analysis--focus groups--projective techniques TERM 4 secondary data analysis DEFINITION 4 the process of searching for and interpreting existing information relevant to the research objectives TERM 5 experience surveys DEFINITION 5 gathering information from those thought to be knowledgeable on the issues relevant to the research problem TERM 6 case analysis DEFINITION 6 a review of available information about former situations that have some similarities to the present research problem TERM 7 focus groups DEFINITION 7 small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problema form of qualitative research TERM 8 qualitative research DEFINITION 8 collecting, analyzing, and interpreting data by observing what people do and saydifferent types:--focus groups (most common)--depth interviews--protocal analysis--ethnographic research--projective techniques TERM 9 projective techniques DEFINITION 9 explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding the situation TERM 10 descriptive research DEFINITION 10 undertaken to describe answers to questions of who, what, where, when, and how2 classifications:1) cross-sectional studies2) longitudinal studies TERM 21 internal validity DEFINITION 21 the extent to which the change in the dependent variable was actually due to the independent variable TERM 22 external validity DEFINITION 22 the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world" TERM 23 internal secondary data DEFINITION 23 data that have been collected within the firm (i.e. sales records, purchase requisitions, invoices, etc.)comes from:-- internal databases TERM 24 database marketing DEFINITION 24 the process of building, maintaining, and using customer databases and other databases for the purpose of contacting, transacting, and building relationships TERM 25 data mining DEFINITION 25 software that is used to help managers make sense out of masses of information contained in databases TERM 26 external secondary data DEFINITION 26 data obtained from outside the firmcomes from:--published sources--syndicated data sources--external databases TERM 27 advantages of secondary data DEFINITION 27 --quick to obtain--inexpensive--usually readily available-- enhances primary data--may achieve the research objective TERM 28 disadvantages of secondary data DEFINITION 28 --incompatible reporting units--mismatch of the units of measurement--differing definitions used to classify data-- timeliness--lack of information needed to assess the credibility of the data reported TERM 29 standardized information DEFINITION 29 a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users application areas: --measuring consumer attitudes and opinion polls --defining market segments --single-source data TERM 30 syndicated data DEFINITION 30 data that are collected in a standard format and made available to all subscribers (i.e. Nielsen TV ratings) TERM 31 standardized services DEFINITION 31 a standardized marketing research process that is used to generate information for a particular user (i.e. mystery shoppers) TERM 32 tracking studies DEFINITION 32 studies that monitor a variable over time 2 levels: 1) household level 2) retail level TERM 33 defining market segments DEFINITION 33 --provides information on member of the industrial and consumer market --employs market tracking --monitors media usage and promotion effectiveness TERM 34 single-source data DEFINITION 34 data that contain information on several variables