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Flashcards in Chapter 3 Terms Deck (22)
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1

11 step process

1.) Establish the need for marketing research
2.) Define the problem
3.) Establish research objectives
4.) Determine research design
5.) Identify information types and sources
6.) Determine methods of accessing data
7.) Design data collection forms
8.) Determine the sample plan and size
9.) Collect data
10.) Analyze data
11.) Prepare and present the final research report

2

Descriptive research

Describe marketing phenomena...

3

Exploratory research

Form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities.

4

Causal research

Attempt to uncover what factor or factors cause some event.

5

Primary information

Collected specifically for the problem at hand

6

Secondary information

Information already collected

7

Sample plans

Describe how each sample element, or unit is to be drawn from the total population.

8

Sample size

How many elements of the population...

9

Field services firms

Companies that specialize in data collection

10

Data analysis

To use statistical tools to present data in a form that satisfies the research objectives.

11

Research objectives

Specific and tell the researcher exactly what info must be collected to solve the problem by facilitating selection of a decision alternative.

12

Marketing opportunity

An area of buyer need or potential interest in which a company can perform profitably.

13

Symptoms

Changes in the level of some key monitor that measures the achievement of an objective.

14

Situation analysis

Form of exploratory research undertaken to gather background info and gather data pertinent to the problem area that may be helpful in properly defining the problem decision.

15

Probable causes

Most likely factors giving rise to the symptom(s)

16

Decision alternatives

Any marketing action that the manager thinks may resolve the problem, such as price changes, product modification or improvement, promotion of any kind, or even adjustments in channels of distribution.

17

Information stage

Quantity and quality of evidence a manager possesses for each of his or her assumptions.

18

Information gaps

Discrepancies between the current info level and the desired level of information at which the manager feels comfortable research objectives.

19

Hypotheses

Statements that are taken for true for the purpose of argument or investigation.

20

Construct

An abstract idea inferred from specific instances that are thought to be related.

21

Operational definition

Defines a construct, such as intention to buy or satisfaction, in terms of the operations to be carried out for the construct to be measured empirically.

22

Marketing research proposal

Serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee.