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Marketing Research > Notes: Midterm Review > Flashcards

Notes: Midterm Review Flashcards

(54 cards)

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1
Q

Empirical Research

A

Planning whom, when, how, and specific circumstances of your observation

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2
Q

Market Analysis

A

Survey of the structure and dynamics of a market segment within an industry

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3
Q

Marketing Analytics

A

Methodologies for identifying potential trends or correlation patterns by analyzing historical data

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4
Q

Marketing Research

A

Methods for collecting and analyzing information about customers

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5
Q

Exploratory Research

A

Used when looking for insights, new ideas. Often the first stage of larger research programs. Uses more flexible, inexpensive methods

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6
Q

Descriptive Research

A

Used to accurately describe the market and provide the input to marketing plans and decisions. Uses structured, planned methods

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7
Q

Cross Sectional Research

A

Type of Descriptive Research where each individual is observed only once`

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8
Q

Longitudinal Research

A

Type of Descriptive Research where each individual is observed repeatedly

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9
Q

Casual Research

A

Evaluates hypotheses about possible cause and effect relationships. Provides input for specific marketing decisions

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10
Q

Primary Data

A

Collected specifically for the issue at hand

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11
Q

Secondary Data

A

Collected independently and often prior to our current and specific research needs

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12
Q

Syndicated Services

A

A research study which is conducted and funded by a market research firm but not for any specific client

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13
Q

Syndicated Retail Data

A

Supports the analysis of trends and competitive situations, evaluation of marketing programs and strategies, planning and forecasting

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14
Q

Qualitative Research

A

Concerned with obtaining authentic, truthful, and rich descriptions of a consumer’s mental life

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15
Q

Quantitative Research

A

Concerned with uniform and replicable observations

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16
Q

Focus Group

A

Type of Qualitative Research. Group of “typical” consumers. Exploratory, and output is subjective

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17
Q

Focus Group - Discussion Guide

A

Drafted by supplier on the goal of the project, the moderator guides the discussion and makes sure to cover all the points in the guide

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18
Q

The Depth Interview

A

A professionally trained interviewer probes the “typical” consumer

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19
Q

Projective Techniques

A

Used when we assume that respondents cannot give candid answers spontaneously. Often used in conjunction with focus groups or depth-interviews

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20
Q

Surveys

A

Structured method of data collection. Provides data that is standardized, quantitative, and detailed.

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21
Q

Descriptive Surveys

A

Collect from a representative sample, results can be extrapolated to the studied population

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22
Q

Cost and Time is determined by

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A

Complexity of sampling, accessibility of respondents, and the need to use field workers.

23
Q

Response Rate

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A

Measures the number of sampled individuals who accept to participate.

24
Q

Concomitant Variation

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A

In order to talk about causation, you must have data - a correlation between the proposed cause and effect - that operates in the direction you predicted

25
Independent Variable
Set of alternatives that are manipulated.
26
Stimuli
Actual object that embodies the treatment
27
Dependent Variable
A measure that represents the response of the test units to the treatments
28
Control
Procedures that ensure exclusion of all extraneous variables from having an influence over the response of the test units
29
Internal Validity
The control over extraneous variables
30
Types of Measurement Scales
Nominal, Ordinal, Interval, Ratio
31
Nominal Scale of Measurement
The measure consists of the particular category a respondent belongs to. It lists all the possible categories and the respondent chooses one..
32
Ordinal Scale of Measurement
The measure consists of the category a respondent belongs to. The range of available categories has an implicit order.
33
Interval Scale of Measurement
The measure consists of a particular category a respondent chooses from a set. The set is carefully constructured to have many categories which are ordered, evenly spaced, and defined to range from the possible minimum to possible maximum
34
Ratio Scale of Measurement
The measure consists of a number provided by the respondent, relative to a characteristic that is naturally expressed in terms of quantities
35
Rank Order Scaling
A set of objects to order from most preferred to least preferred; this scale is ordinal
36
Paired Comparison Scaling
A set of objects is organized in pairs, the respondent chooses one from each pair
37
Constant Sum Scaling
Objects within a set have to be evaluated by assigning points to each object representing a judgement
38
Likert Scale
Multi-item scale, contains a number of questions, each measuring the same idea from a slightly different angle. Popular for measuring attitudes and are thought to encourage rational responses
39
Semantic Differential Scale
Multi-item scale, contains a number of questions, all measuring the same idea, each question with a slightly different angle. Each item in a SD scale is a pair of opposite adjectives or descriptive sentences.
40
Questionnaire
A formal and structured set of questions that aims at eliciting information from respondents in the form or pre-formatted answers
41
Unstructured Questions
Ask for a respondent's spontaneous expression, they are useful in exploratory research
42
Structured Questions
Ask respondents to choose among pre-established options, they provide data that is relatively easy to analyze
43
Target Population
The aggregate of all the individuals whose characteristics are the focus of the marketing research project
44
Census
The act of measuring the relevant characteristics of all the individuals in a population
45
Sample
A group of individuals drawn from a population
46
Sampling Error: Bias
Occurs when the error producing factor is stable and operates in a constant direction, worst type of error because it can't be quantified
47
Sampling Error: Random Error
Occurs because a sample does not include all population members and may underestimate or overestimate the true average measure of a characteristic in the population
48
Simple Random Sample
Each sampling unit has the same chance of being sampled, and selection is based on a lottery model performed by using random numbers
49
Cluster Sample
Population is divided into subsets and a sample of clusters is created
50
Stratified Sample
Population is divided into strata and each stratum is sampled separately
51
Convenience Sample
Selection of sampled individuals is based on ease of access and convenience of the researcher
52
Judgement Sample
Selection of sampled individuals is done by the interviewer on the basis of some criterion
53
Quota Sample
Selection of sampled individuals is based on both the goal of including certain subgroups, and the judgement of the interviewer
54
Variability
The degree of differentiation between values of X for different people in the same population. A lot of differentiation -> high variability -> low accuracy

Marketing Research (4 decks)

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