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Flashcards in Chapter 3 Deck (26):
1

types of research design

exploratory
conclusive

2

types of conclusive research design

descriptive
causal

3

types of descriptive research

cross-sectional
longitudinal

4

exploratory research objective

provide insights and understanding

5

syndicated data

data that are collected, analyzed, and distributed by an independent third party organization

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conclusive research objective

test specific hypotheses and examine relationships

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conclusive research characteristics

information needed is clearly defined
-formal research process
-large representative sample
-data analysis is quantitative

8

exploratory research characteristics

-information needed is loosely defined
-research process is flexible and unstructured
-small unrepresentative sample
-qualitative data analysis

9

exploratory research outcomes

followed by further exploratory research or conclusive research

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conclusive research outcome

findings used in decision making

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descriptive research objective

to describes market characteristics or functions

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causal research objective

to determine cause and effect relationship between independent and dependent variables

13

descriptive research methods

secondary data
quantitative analysis
surveys
panels
observation a
other data

14

causal research methods

experiments

15

exploratory research methods

-survey of experts
-pilot surveys
-secondary data analyzed in a qualitative way
-qualitative research

16

cross-sectional design types

-single cross sectional designs
-multiple cross-section designs
-cohort analysis

17

single cross-sectional designs

only one sample of respondents and information is obtained from sample only once

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multiple cross-sectional designs

two or more samples of respondents and information from each sample is obtained only once, often information form different samples is obtained at different times

19

cohort analysis

a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis

20

longitudinal designs

fixed sample(s) of population elements is measured repeatedly on the same variables

21

total error

variation between the true mean value in the population of the variable interest and the observed mean value obtained in the marketing research project

22

random sampling error

variation between true mean for population and true mean for the original sample

23

non-sampling errors

errors from things other than sampling, they could be random or non random

24

non-response error

when some respondents in the sample do not respond

25

response error

when respondents give inaccurate answers or their answers are misreported or misanalysed

26

types of error in research

total error
random sampling error
non-response error
response error