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1
Q

What is Marketing Research?

A

The function that links an organization to its market through the gathering of information. Provides info to guide marketing decisions, not winging things, SYSTEMATIC PROCESS. Draws heavily on the social sciences, both methods and theory.

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2
Q

What is situation analysis?

A

To monitor the appropriateness of a firm’s marketing strategy and to determine whether changes to the strategy are necessary.

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3
Q

What is product positioning?

A

The process in which a company seeks to establish a meaning or general definition of its product offering that is consistent with customers’ needs and preferences.

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4
Q

What is perceptual mapping?

A

A technique used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions.

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5
Q

What does distribution in marketing include?

A

Decisions in marketing include choosing and evaluating locations, channels, and distribution partners.

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6
Q

What is retailing research?

A

Focuses on database development through optical scanning at the point of purchase.

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7
Q

What is behavioral targeting?

A

Displaying ads at one website based on the user’s previous surfing behavior.

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8
Q

What is shopper marketing?

A

Marketing to consumers based on research of the entire process consumers go through when making a purchase.

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9
Q

Why are promotional decisions important?

A

Promotional decisions are important influences on any company’s sales. Billions of dollars are spent yearly on various promotional activities.

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10
Q

What do pricing decisions involve?

A

Pricing new products, establishing price levels in test marketing, and modifying prices for existing products.

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11
Q

What is opportunity assessment?

A

Involves collecting info on product markets for the purpose of forecasting how they will change.

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12
Q

What are benefit and lifestyle studies?

A

Examine similarities and differences in consumers’ needs. Researchers use these studies to identify segments within the market for a particular company’s products.

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13
Q

What is Importance-performance analysis (IPA)?

A

A research approach for evaluating competitors strategies, strengths, and limitations, and future plans.

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14
Q

What is test-market analysis?

A

Info for identifying those people or companies that an organization wishes to serve.

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15
Q

What is test marketing?

A

Collecting research information for decisions on product improvements and new product introductions.

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16
Q

What do customer satisfaction studies assess?

A

The strengths and weaknesses that customers perceive in a firm’s marketing mix.

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17
Q

What does cycle-time research focus on?

A

Reducing the time between initial contact and final delivery (or installation) of the product.

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18
Q

What is an executive dashboard?

A

An intranet for a select group of managers who are decision-makers in the company. Dashboards display key metrics on which the company wants everyone to focus when making decisions.

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19
Q

What are customized research firms?

A

Provide specialized, highly tailored services to the client, often focusing on one specific area such as brand-name testing, test marketing, or new-product development.

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20
Q

What are standardized research firms?

A

Provide more general services and follow an established, common approach in research design so the results can be compared to norms from studies done for other clients.

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21
Q

What are syndicated business services?

A

Provided by standardized research firms that include data made or developed from a common data pool or database.

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22
Q

What are the five skills for marketing positions?

A

(1) The ability to understand and interpret secondary data, (2) presentation skills, (3) foreign-language competency, (4) negotiation skills, and (5) information technology proficiency.

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23
Q

What are branded ‘black-box’ methodologies?

A

Methodologies offered by research firms that are branded and do not provide information about how the methodology works.

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24
Q

What is curbstoning?

A

Data collection on staff, hiring people to do surveys, filling out surveys themselves, faking the data, which messes up the data used for research.

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25
What is subject debriefing?
Fully explaining to respondents any deception that was used during research.
26
What is sugging/frugging?
Selling a product or service under a 'guise', acting as you are someone or something you aren’t to sell something.
27
What does de-anonymizing data involve?
Combining different publicly available info, usually unethically, to determine consumers' identities especially on the internet.
28
What is secondary data?
Information previously collected for some other problem or issue.
29
What is primary data?
Information collected for a current research problem or opportunity.
30
What are gatekeeper technologies?
Technologies such as caller ID that are used to prevent intrusive marketing practices.
31
What is the information research process?
A systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
32
What are the steps in the research process?
(1) Determine the research problem; (2) select the appropriate research design; (3) execute the research design; and (4) communicate the research results.
33
What is the iceberg principle?
In many business problem situations, the decision maker is aware of only 10 percent of the true problem, while 90 percent is neither visible to nor clearly understood.
34
What is exploratory research?
Helps further refine and define data, understanding the motivations, attitudes, and behaviors of consumers.
35
What is descriptive research?
Quantitative data that answers who, what, when, where, and how.
36
What is causal research?
Focuses on cause-and-effect relationships, where the independent variable affects the dependent variable.
37
What is a target population?
The population from which the researcher wants to collect data.
38
What is a census?
The researcher attempts to question or observe all the members of a defined target population.
39
What is a sample?
A small number of members of the target population from which the researcher collects data.
40
What is internal secondary data?
Data collected by the individual company for accounting purposes or marketing activity reports.
41
What is external secondary data?
Data collected by outside agencies such as the federal government, trade associations, or periodicals.
42
What is a literature review?
A comprehensive examination of available information that is related to your research topic.
43
What is the North American Industry Classification System (NAICS)?
A system that codes numerical industrial listings designed to promote uniformity in data reporting procedures for the U.S. government.
44
What are consumer panels?
Large samples of households that provide specific, detailed data on purchase behavior for an extended period of time.
45
What is a variable?
An observable item that is used as a measure on a questionnaire.
46
What is a construct?
An unobservable concept that cannot be directly measured but is important to the study.
47
What is an independent variable?
A variable or construct that predicts or explains the outcome of the variable of interest.
48
What is a dependent variable?
The variable or construct researchers are seeking to explain.
49
What is a null hypothesis?
A statistical hypothesis that is tested for possible rejection under the assumption that it is true.
50
What is an alternative hypothesis?
The hypothesis contrary to the null hypothesis, suggesting that two variables are related.
51
What is precision in sampling?
The degree to which a sample accurately reflects the population from which it is drawn.
52
What is probability sampling?
Each sampling unit in the defined target population has a known probability of being selected for the sample.
53
What is nonprobability sampling?
Sampling designs in which the probability of selection of each sampling unit is not known.
54
What is simple random sampling?
A probability sampling procedure in which every sampling unit has a known and equal chance of being selected.
55
What is stratified random sampling?
Separation of the target population into different groups called strata and the selection of samples from each stratum.
56
What is cluster sampling?
A probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations called clusters.
57
What is judgment sampling?
A nonprobability sampling method in which participants are selected according to an experienced individual’s belief that they will meet the requirements of the study.
58
What is quota sampling?
A nonprobability sampling method in which participants are selected according to prespecified quotas regarding demographics, attitudes, behaviors, or some other criteria.
59
What is snowball sampling?
A nonprobability sampling method in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study.
60
What is validity?
The extent to which conclusions drawn from an experiment are true.
61
What is internal validity?
The extent to which the research design accurately identifies causal relationships.
62
What is external validity?
The extent to which a causal relationship found in a study can be expected to be true for the entire target population.
63
What are field experiments?
Causal research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting.
64
What are lab experiments?
More controlled experiments.
65
What is cluster sampling?
A method in which clusters are formed by geographic designations.
66
What is snowball sampling?
A nonprobability sampling method, also called referral sampling, in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study.
67
What is precision in sampling?
The acceptable amount of error in the sample estimate.
68
What is a sampling plan?
The blueprint or framework needed to ensure that the data collected are representative of the defined target population.
69
What are the steps in a sampling plan?
1. Define target population 2. Select data collection method 3. Identify the sampling frames needed 4. Select the appropriate sampling method 5. Determine necessary sample sizes and overall contact rates 6. Create an operating plan for selecting sampling units 7. Execute the operational plan.
70
What is a construct?
A hypothetical variable made up of a set of component responses or behaviors that are thought to be related.
71
What is construct development?
An integrative process in which researchers determine what specific data should be collected for solving the defined research problem.
72
What is a nominal scale?
The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response. ## Footnote Example: gender F/M.
73
What is an ordinal scale?
A scale that allows a respondent to express relative magnitude between the answers to a question. ## Footnote Example: size of shirt S,M,L.
74
What is an interval scale?
A scale that demonstrates absolute differences between each scale point.
75
What is a Likert scale?
An ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object.
76
What is a ratio scale?
A scale that allows the researcher not only to identify the absolute differences between each scale point but also make comparisons between the responses.
77
What is a behavioral intention scale?
A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame.
78
What is a noncomparative rating scale?
A scale format that requires a judgment without reference to another object, person, or concept.
79
What are comparative rating scales?
A scale format that requires a judgment comparing one object, person, or concept against another on the scale.
80
What is a questionnaire?
A formal framework consisting of a set of questions and scales designed to generate primary raw data.
81
What is a pilot study?
A small-scale version of the intended main research study, including all the subcomponents that make up the main study, including the data collection and analysis from about 50 to 100 respondents that have representation of the main study’s defined target population.
82
What are unstructured questions?
Open-ended questions formatted to allow respondents to reply in their own words.
83
What are structured questions?
Closed-ended questions that require the respondent to choose from a predetermined set of responses or scale points.
84
What are sensitive questions?
Questions that include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly.
85
What is the purpose of an introductory section in a questionnaire?
It gives the respondent an overview of the research.
86
What are screening questions?
Used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study.
87
What is the research questions section in a questionnaire?
The second section of the questionnaire that focuses on the research questions.
88
What is response order bias?
Occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given.
89
What is a cover letter in the context of a questionnaire?
A separate written communication to a prospective respondent designed to enhance that person’s willingness to complete and return the survey in a timely manner.
90
What is a supervisor instruction form?
A form that serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion.
91
What are interviewer instructions?
Used to train interviewers how to select prospective respondents, screen them for eligibility, and conduct the actual interview.
92
What are quotas in research?
A tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified.
93
What are call records?
A recording document that gathers basic summary information about an interviewer’s performance efficiency.
94
What does 'fit' mean in a business context?
Place in the market that they meet the need for.
95
What is Brick & Click?
In-store and online.
96
What does DSD stand for?
Direct store delivery.
97
What is TCO?
Total cost of ownership.
98
What is a dilemma in business?
Something you don’t know, that you should know.
99
What are deliverables?
What you will be showing or presenting.
100
What is an RFP?
Request for proposal (largest document, selling document).
101
What is an RFQ?
Request for quotation (one page).
102
What is an invoice?
When you sell something, what they owe.
103
What is pro-forma?
Before the fact.
104
What does DUMB mean?
Doesn’t understand my business.
105
What does CWO stand for?
Cash with order.
106
What does 'glean' mean?
Finding little gems from a huge data set.
107
What is ROMI?
Return on marketing investment.
108
What does B2G stand for?
Buyer to government.
109
What does UPT mean?
Units per transaction.
110
What is CRM?
Customer relationship management.
111
What is DSS?
Decision support system.
112
What are KPIs?
Key performance indicators.
113
What is NAICS?
North America Industry Classification System.
114
What does IDI stand for?
In depth interviews.
115
What is IPA?
Importance performance analysis.
116
What is a blue ocean?
A market with not a lot of competitors.
117
What is a red ocean?
A market with a lot of competitors.
118
What does 'draw' mean in business?
Companies give money up front to a new employee.
119
What does WWW stand for?
World wide web.
120
What is RFID?
Radio frequency identification.
121
What does 'jamming' mean?
Making competitor blind, mess with opponent.
122
What is a hand-off file?
Be able to replicate.
123
What is a truck-file?
All the knowledge the marketer knows, records of everything.
124
What does 'over the transom' mean?
Something you don’t expect, volunteered info.
125
What is a blue bird in business?
Order that just flies in, don’t expect a profitable opportunity.
126
What does 'glut' mean?
Too much stuff to be able to go through.
127
What is source evaluation?
Make sure you are basing business decisions on reputable sources.
128
What is CLV?
Customer lifetime value.
129
What does propensity mean?
Leaning one direction.
130
What is POP?
Point of purchase.
131
What is POS?
Point of sale.
132
What does ambiguous mean?
Not clear, contradictory.
133
What are verbatims?
Expressions you are quoting word for word.
134
What does 'richness' refer to in data?
Valuable data, you wouldn't get with quantitative data.
135
What is conditional branching?
Working off of question with different responses.
136
What does 'ceteris paribus' mean?
All things held equal, focus on changing ONE variable and everything else the same.
137
What is a skip interval in sampling?
Take total population of desired group and divide it by your sample size to randomly pick people.
138
What is the margin of error?
Will occur in any sample no matter what; the bigger the sample size, the smaller the margin of error.

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