Ch 7 - Marketing Research Flashcards Preview

MOS 2320: Marketing > Ch 7 - Marketing Research > Flashcards

Flashcards in Ch 7 - Marketing Research Deck (25)
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1
Q

marketing research

A

set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services, or ideas

2
Q

secondary data

A

pieces of info that have been collected prior to start of focal project

3
Q

primary data

A

data collected to address specific research needs/questions currently under investigation. some primary data collection methods include focus groups, in depth interviews and surveys

4
Q

data

A

raw numbers or other factual information of limited value

5
Q

information

A

data that has been organized, analyzed, interpreted, and converted into useful form for decision makers

6
Q

data mining

A

use of statistical analysis tools to search for patterns in data or relationships among variables

7
Q

syndicated data

A

data available for fee from commercial research firms such as Symphony IRI group, national diary panel, nielson, and leger marketing

8
Q

scanner data

A

type of quantitative research that uses data obtained from scanner readings of UPC codes at checkout counters

9
Q

panel data

A

type of quantitative research that involves collecting information from group of consumers (the panel)over time; data collected may be from survey or record of purchases

10
Q

qualitative research

A

attempts to begin to understand phenomenon of interst; also provides initial info when problem lacks clear definition

11
Q

reliability

A

extent to which same result is achieved when study is repeated under identical situations

12
Q

validity

A

extent to which study measures what it is supposed to measure

13
Q

sample

A

segment or subset of population that adequately represents entire population of interest

14
Q

quantitative research

A

provides information needed to confirm preliminary insights, which manaers cna use to pursue appropriate courses of action

15
Q

hypothesis

A

statement or proposition predicting particular relationship among multiple variables that can be tested through research

16
Q

observation

A

qualitative research method that entails examing purchase and consumption behaviors through personal or video camera scrutiny

17
Q

ethnography

A

observational method that studies people in their daily lives and activities in their homes, work, communities

18
Q

in depth interview

A

research tenique in which trained researches ask questions, listen to and record ansers, and then pose additional questions to clarify or expand on particular issue

19
Q

focus group

A

research technique in which small group (8~12) comes together for in depth discussion about particular topic, with conversation guided by trained moderator using an unstructured and method of inquiry

20
Q

projective technique

A

type of qualitative research in which subjects are provided scenario and asked to express their thoughts and feelings about it

21
Q

survey

A

systematic means of collecting info using questionnaire

22
Q

questionnaire

A

form featuring set of questions designed to gather info and accomplish researcher’s objetives

23
Q

unstructured questions

A

open ended questions

24
Q

structured questions

A

close ended questions with specific answer alternatives

25
Q

experimental research

A

type of quantitative research that systematically manipulates one or more variables to determine which variable has causal effect on another variable