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Flashcards in Midterm Deck (70)
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1

the organization's formal communication link wit the environment

marketing research

2

a general sequence of steps that can be followed when designing and conducting research

research process

3

the principles, values, and standards of conduct followed by marketing research

marketing research ethics

4

research that is conducted to support a position rather than to find the truth about an issue

advocacy research

5

the basic problem facing the manager, for which marketing research is intended to provide the answers

decision problem

6

a decision problem that typically seeks to answer "What?" or "Why?" questions about a problem/opportunity. The focus is generally on generating useful information

discovery-oriented problem

7

a decision problem that typically seeks to answer "How?" questions about a problem/opportunity. The focus is generally on selecting alternative courses of action.

strategy-oriented decision problem

8

A restatement of the decision problem in research terms.

research problem

9

A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.

research proposal

10

A document that describes the problem for which research is sought and asks providers to offer proposals, including cost estimates, about how they would perform the job.

request for proposal (RFP)

11

research design in which the major emphasis is on gaining ideas and insights

exploratory research

12

research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary.

descriptive research

13

research design in which the major emphasis is on determining cause-and-effect relationships

causal research

14

interviews with people knowledgable about the general subject being investigated

depth interviews

15

investigation involving a fixed sample of elements that is measured repeatedly through time

longitudinal study

16

a fixed sample of respondents who are measured repeatedly over time with respect to the same variables

continuous panel

17

a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement

discontinuous panel

18

data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level

single-source data

19

types of primary data

intentions
motivation
demographic/socioeconomic
personality/lifestyle
attitudes
awareness/knowledge
behavior

20

normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another

personality

21

an individual's overall evaluation of something

attitude

22

insight into, or understanding of facts about, some object or phenomenon

awareness/knowledge

23

anticipated or planned future behavior

intentions

24

a need, want, drive, urge, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs toward goals

motive

25

what individuals have done or are doing

behavior

26

a method fo data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire

communication

27

a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded

observation

28

the process of providing appropriate information to respondents after data have been collected using disguise

debriefing

29

rules for assigning numbers to objects to represent quantities of attributes

measurement

30

measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification

nominal scale