Flashcards in Midterm Deck (70)
the organization's formal communication link wit the environment
a general sequence of steps that can be followed when designing and conducting research
the principles, values, and standards of conduct followed by marketing research
marketing research ethics
research that is conducted to support a position rather than to find the truth about an issue
the basic problem facing the manager, for which marketing research is intended to provide the answers
a decision problem that typically seeks to answer "What?" or "Why?" questions about a problem/opportunity. The focus is generally on generating useful information
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
A restatement of the decision problem in research terms.
A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.
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)
research design in which the major emphasis is on gaining ideas and insights
research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary.
research design in which the major emphasis is on determining cause-and-effect relationships
interviews with people knowledgable about the general subject being investigated
investigation involving a fixed sample of elements that is measured repeatedly through time
a fixed sample of respondents who are measured repeatedly over time with respect to the same variables
a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement
data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level
types of primary data
normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another
an individual's overall evaluation of something
insight into, or understanding of facts about, some object or phenomenon
anticipated or planned future behavior
a need, want, drive, urge, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs toward goals
what individuals have done or are doing
a method fo data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire
a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded
the process of providing appropriate information to respondents after data have been collected using disguise
rules for assigning numbers to objects to represent quantities of attributes