Marketing Research Terms and Definitions, Quizzes of Marketing Research

Download Marketing Research Terms and Definitions and more Quizzes Marketing Research in PDF only on Docsity! TERM 1 Marketing Research DEFINITION 1 The systematic and objective process of generating information for aid in making marketing decisions. TERM 2 Basic Marketing Research DEFINITION 2 Conducted without a specific decision in mind that usually does not address the needs of a specific organization. Attempts to expand the limits of marketing knowledge in general. Not aimed at solving a pragmatic problem. TERM 3 Applied Marketing Research DEFINITION 3 Conducted to address a specific marketing decision for a specific firm or organization. TERM 4 Scientific Method DEFINITION 4 The way researchers go about using knowledge and evidence to reach objective conclusions about the real world.The analysis TERM 5 Marketing Concept DEFINITION 5 A central idea of marketing that involves focusing on how the firm provides value to customers more than on the physical product or production process. TERM 6 Total Value Management DEFINITION 6 Trying to manage and monitor the entire process by which consumers receive benefits from a company. TERM 7 Performance-Monitoring Research DEFINITION 7 Research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity (Market share and sales analysis most common). TERM 8 Exploratory Research DEFINITION 8 Initial research conducted to clarify and define the nature of a problem. Does not provide conclusive evidence. TERM 9 Descriptive Research DEFINITION 9 Describes characteristics of a population or phenomenon. Some understanding of the problem nature. TERM 10 Theory DEFINITION 10 A formal, logical explanation of some events that includes predictions of how things relate to one another. TERM 21 Case Studies DEFINITION 21 Originating in psychology and in business research. TERM 22 1. Diagnose a situation 2. Screening of alternatives 3. Discover new ideas DEFINITION 22 Why conduct exploratory research? TERM 23 1. Time 2. Money 3. Emotion DEFINITION 23 Barriers to scientific research. TERM 24 1. Inexpensive 2. Obtained rapidly 3. Info is not otherwise accessible DEFINITION 24 Advantages of secondary data (3). TERM 25 1. Accuracy 2. Consistent with needs 3. Measurement units 4. Inappropriate time period DEFINITION 25 Disadvantages of secondary data (4). TERM 26 1. Fact finding 2. Model building 3. Data based marketing DEFINITION 26 Objectives for secondary data studies (3). TERM 27 Random Sampling Error DEFINITION 27 A statistical fluctuation that occurs because of change variation in the elements selected for the sample. TERM 28 Systematic Error DEFINITION 28 An error that results from some imperfect aspect of the research design or from a mistake in the execution of research. TERM 29 Non-response Error DEFINITION 29 A systematic error that results from respondents failing to complete a survey. TERM 30 Response Bias DEFINITION 30 A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth. TERM 31 Acquiescence Bias DEFINITION 31 A response bias that occurs when respondents give a desired response in order to appease the interviewer. TERM 32 Extremity Bias DEFINITION 32 A response bias that occurs when respondents give responses that are highly polarized. TERM 33 Interviewer Bias DEFINITION 33 A response bias that occurs when interviewer presence is the cause of respondents answering untruthfully. TERM 34 Auspices Bias DEFINITION 34 A response bias that occurs when respondents react toward the survey sponsor, if they know who the sponsor is, rather than providing their own, honest reactions to the survey questions themselves. TERM 35 Social Desirability Bias DEFINITION 35 A response bias that occurs when respondents give answers to survey questions that are consistent with what the society believes is right, proper, correct, or acceptable.