BA 396 Flashcards _ Quizlet

8/18/2019 BA 396 Flashcards _ Quizlet

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BA 396 148 terms by machaffj

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Marketing Research The systematic and objective identification, collection,

anaylsis, dissemination, and use of information for the

purpose of assisting management in decision making

related to the identification and solution of problems (and

opportunities) in marketing

Problem-identification research Research that is undertaken to help identify problems that

are not necessarily apparent on the surface and yet exist

or are likely to arise in the future.

Problem-solving research research undertaken to help solve specific marketign

problems

Marketing Research Process A set of six steps that define the tasks to be accomplished

in conducting a marketing research study. These includeproblem definition, developement of an approach to the

problem, research design formulation, fieldwork, data

preparation and anaylsis, and report preparation and

presentation.

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Competitive intelligence THe process of enhancing marketplace competitiveness

through a greater understanding of a firm's competitors

and the competitive environment.

Internal Supplier Marketing reseach departments locating inside a firm

External Suppliers Outside marketing research companies hired to supply

marketing research data or services

Marketing Research industry The marketing research industry consists of external

suppliers who provide marketing research services

Full-service suppliers Companies that offer the full range of marketing research

activites

syndicated services Companies that collect and sell common pools of data

designed to serve information needs shared by a number

of clients.

Customized services Companies that tailor the research procedures to best

meet the needs of each client.

Internet Services Companies that have specialized in conducting marketing

research on the internet.

Limited-Service Suppliers Companies that specialize in one or a few phases of the

marketing research project

Field Services Companies whose primary service offering is their

expertise in collecting data for research projects

Focus groups and Qualitative services Services related to facilities, recruitment, and other

services for focus groups and other forms of qualitative

research, such as one-on-one depth interviews.


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Technical and analytical services Services related to design issues and computer analysis of

quantitative data, such as those obtained in large surveys

Marketing information system A formalized set of procedures for generating, analyzing,

storing, and distributing pertinent information to

marketing decision makers on an onging basis.

Decision Support systems Information systems that enable decision makers tointeract directly with both databases and analysis models.

The important components of a DSS include hardware and

a communications network, database, model base,

software base, and the DSS user (decision maker)

Problem Definition A broad statement of the general problem and

identification of the specific components of the marketing

research problem

Problem Audit A comprehensive examination of a marke3ting problem to

understand its origin and nature

Experience Survey interviews with people very knowledgeable about the

general topic being investigated

Key-informant Technique Another name for expereince surveys, i.e, interviews with

people very knowledgeable about the general topic being

investigated

Lead- user survey Interviews with lead users of the technology

Secondary Data Data collected for some purpose other than the problem

at hand. For other problems, rapid and easy, relatively low,

short


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Primary data Data originated by the researcher specifically to address

the research problem. For the problem at hand, very

involved, high, long

Qualitative Research An unstructured, exploratory research methodology based

on small sample intended to provide insight and

understanding of the problem setting.

Pilot Surveys surveys that tend to be less structured than large-scale

surveys in that they generally contain more open-ended

questions and the sample size is much smaller

Case Studies Case Studies involve an intensive examination of a few

selected cases of the phenomenon of interest. Cases could

be customers, stores, or other units

Environmental context of the problem Consists of the factors that have an impact on the

definition of the marketing research problem, including

past information and forecasts, resources, and constraints

of the firm, objectives of the decision maker, buyer

behavior, legal environment, economic environment, and

marketing and technological skills of the firm.

Objectives Goals of the organization and of the decision maker must

be considered in order to conduct successful marketing

research

Buyer Behavior A body of knowledge that tries to understand and predict

consumers' reactions based on an individual's specific

characteristics

Legal Environment Regulatory policies and norms within which organizations

must operate


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Economic Environment consists of income, prices, savings, credit, and general

economic conditions

Management Decision Problem The problem confronting the decision maker. It asks what

the decision maker needs to do.

Marketing research problem A problem tht entails determining what information is

needed and how it can be obtained in the most feasibleway

Conceptual Map A way to link the broad statement of the marketing

research problem to the management decision problem.

Broad Statement The initial statement of the marketing research problem

that provides an appropriate perspective on the problem.

Specific Components The second part of the marketing research problem

definition. The specific components focus on the keyaspects of the problem and provide clear guidelines on

how to proceed further.

Theory A conceptual scheme based on foundational statements,

or axioms, that are assumed to be true

objective evidence Unbiased evidence that is supported by empirical findings.

Analytical model An explict specification of a set of variables and their

interrelationships designed to represent some real systemor process in whole or in part.

Verbal Models Analytical models that provide a written representation of

the relationships between variables

Graphical models Analytical models that provide a visual picture of the

relationship between variables


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Mathematical models Analytical models that expilcitly describe the relationships

between variables, usually in equation form.

Research questions refined statements of the specific components of the

problem

Hypothesis An unproven statement or proposition about a factor or

phenomenon that is of interest to the researcher

Self- reference criterion The unconscious reference to one's own cultural values

Research Design A framework or blueprint for conducting the marketing

research project. It specifies the details of the procedures

necessary for obtaining the information needed to

structure and/or solve marketing research problems

Exploratory research One type of research design, which has as its primary

objective the provision of insights into and comprehensionof the problem situation confronting the reseacher

Conclusive Research Research designed to assist the decision maker in

determining, evaluating, and selecting the best course of

action to take in a given situation

Descriptive Research A type of conclusive research that has as its major

objective the description of something-usually market

characteristics or functions

Cross-Sectional design A type of research design involving the collection of

information from any given sample of population

elementsonly once.


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Single cross-sectional design in which one sample of respondents is drawn from the

target population and information is obtained from this

sample once.

Multiple cross-sectional design in which there are two or more samples of respondents,

and information from each sample is obtained only once

Cohort Analysis consisting of a series of surveys conducted at appropriatetime intervals. The cohort refers to the group of

respondents who experience the same event within the

same time interval

Longitudinal design A type of research design involving a fixed sample of

population elements that is measured repeatedly. The

sample remains the same over time, thus providing a

series of pictures that when viewed together, portray a

vivid illustration of the situation and the changes that aretaking place over time

Panel A sample of respondents who have agreed to provide

information at specified intervals over an extended period.

Causal Research A type of conclusive research where the major objective is

to obtain evidence regarding cause-and-effect (causal)

relationships

Total Error The variation between the true mean value in thepopulation of the variable of interest and the observed

mean value obtained in the marketing research project.


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Random Sampling error The error due to the particular sample selected being an

imperfect respresentation of the population of interest. It

may be defined as the variation between the true mean

value for the sample and the true mean value of the

population.

Nonsampling error Errors that can be attributed to sources other than

sampling, and they can be random or nonrandom.

nonresponse error A type of nonsampling error that occurs when some of the

respondents included in the sample do not respond. This

error may be defined as the variation betweeen the true

mean value ofthe variable in the original sample and the

true mean value in the net sample.

Response error A type of nonsampling error arising from respondents who

do respond, but give inaccurate answers or their answersare misrecorded or misanalyzed. It may be defined as the

variation between the true mean value of the variable in

the net sample and the observed mean value obtained in

the marketing research project.

Budgeting and scheduling management tools needed to help ensure that the

marketing research project is completed within the

available resources.

Critcal Path Method Management technique of dividing a research project into

component activites, determining the sequence of these

components and the time each activity will require

Program evaluation and review technique A more sophisticated critical path method that accounts

for the uncertainty in project completion times


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Graphical evaluation and review technique A sophisticated critcal path method that accounts for both

the completion probabilities and the activity costs.

Marketing research proposal The offical layout of the planned marketing research

activity for management. It describes the research

problem, the approach, the research design, data

collection methods, data analysis methods, and reporting

methods.

Internal Data Data available within the organization for which the

research is being conducted

External Data Data that orgininate external to the organization

Database Marketing involves the use of computers to capture and track

customer profiles and purchase detail.

Online Database Databases, stored in computers, that require atelecommunication network to access

Internet Databases Can be accessed, searched, and analyzed on the internet. It

is also possible to download data from the internet and

store it in the computer or an auxillary storage device.

Offline Database Databases that are available on diskette or CD-ROM

Biliographic Databases Databases composed of citations to articles in

Jounrals,magazines, newspaper, marketing researchstudies, technical reports, government documents. They

often provide summaries or abstracts of the material cited.

Numeric databases contain numerical and statistical information that may be

important sources of secondary data


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Full-Text Databases Containing the complete text of secondary source

documents comprising the database.

Directory Databases Provide information on individuals, organizations, and

services.

Special-purpose databases Contain information of a specific nature. Data on a

specialized industry.

Syndicated services (sources) information services offered by marketing research

organizations that provide information from a common

database to different firms that suscribe to their serivces.

Syndicated Panel Surveys measure the same group of respondents over time but not

necessarily on the same variables.

Psychographics Quantified psychologial profiles of individuals.

Lifestyles May be defined as a distinctive pattern of living that is

described by the activities people engage in, the interests

they have, and the opinions they hold of themselves and

the world around them.

Purchase-Panels A data-gathering technique in which respondents record

their purchases online or in a diary.

Media Panels A data-gathering technique that is comprised of samples of

respondents whose television viewing behavior isautomatically recorded by electronic devices,

supplementing the purchase information recorded online

or in a diary.

Scanner Data Data obtained by passing merchandise over a laser

scanner that reads the UPC code from the packages


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Volume Tracking data Scanner Data that provides information on purchases by

brand, size, price, and flavor or formulation

Scanner Panels Scanner data where panel members are identified by an ID

card allowing each panel member's purchases to be stored

with respect to that individual shopper.

Scanner Panels with Cable TV The combination of a scanner panel with manipulations of the advertising that is being broadcast by cable television

companies

Audit A data collection process derived from physical records or

by performing inventory analysis. Data are collected

personally by the researcher or by respresentatives of the

researcher, and the data are based on counts, usually of

physical objects other than people

Industry Services Provide syndicated data about industrial firms, businesses,

and other institutions.

Single-Source data An effort to combine data from different sources by

gathering integrated information on household and

marketing variables applicable to the same set of

respondents.

Computer mapping Maps that solve marketing problems are called thematic

maps. They combine geography with demographicinformation and a company's sales data or other

proprietary information and are generated by a omputer.


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Probing A motivational technique used when asking survey

questions to induce the respondents to enlarge on,clarify

or explain thier answers and to help the respondents to

focus on the specific content of the interview.

Sampling Control An aspect of supervision that ensures that the interviewers

strictly follow the sampling plan rather than select

sampling units based on convenience or accessibility.

Qualitative Research An unstructured exploratory research methodology based

on small sample thst provides insights and understanding

of the problem setting.

Quantitative Research A research methodology that seeks to quantify the data

and, typically, applies some form of statistical anaylsis

Direct Approach One type of qualitative research in which the purposes of

the project are disclosed to the respondent or are obvious,

given the nature of the interview.

Indirect Approach A type of Qualitative research in which the purposes of the

project are disguised from the respondents

Focus group An interview conducted y trained moderator among a

small group of respondents in an unstructured and natural

manner

Telesessions A focus group technique using a telecommunications

network

Depth Interview An unstructured, direct, personal interview in which a

single respondent is probed by a highly skilled interviewer

to uncover underlying motivations, beliefs, attitudes, and

feelings on a topic.


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Laddering A technique for conducting depth interviews in which a line

of questioning proceeds from the product characteristics

to user charateristics.

Hidden Issues Questioning A type of depth interview that attempts to locate personal

sore spots related to deeply felt personal concerns

Symbolic analysis A technique for conducting depth interviews in which thesymbolic meaning of objects is analyzed by comparing

them with their opposites.

Grounded Theory An inductive and more structured approach in which each

subsequent depth interview is adjusted based on the

cumulative findings from previous depth interviews with

the purpose of developing general concepts or theories.

Protocol interview In a protocol interview,a respondent is placed in a

decision-making situation and asked to verbalize theprocess and the ativities that he or she would undertake to

make the decision

Projective technique An unstructured and indirect form of questioning that

encourages the respondents to project their underlying

motivations, beliefs, attitudes, or feelings regarding the

issues of concern.

Association techniques A type of projective technique in which the respondent ispresented with a stimulus and asked to respond with the

first thing that comes to mind.

Word Association A projective technique in which respondents are presented

with a list of words, one at a time. After each word, they

are asked to give the first word that comes to mind.


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Completion Technique A projective technique that requires the respondent to

complete an incomplete stimulus situation

Sentence Completion A projective technique in which respondents are presented

with a number of incomplete sentences and asked to

complete them.

Story completion A projective technique in which the respondents areprovided with part of a story and required to give the

conclusion in their own words

Construction technique A projective technique in which the respondent is required

to construct a response in the form of a story, dialogue, or

description

Picture response technique A projective technique in which the respondent is shown a

picture and asked to tell a story describing it.

Cartoon tests Cartoon characters are shown in a specific situation

related to the problem. The respondents are asked to

indicate the dialogue that one cartoon character might

make in response to the comments of another character.

Expressive technique Projective techniques in which the respondent is

presented with a verbal or visual situation and asked to

relate the feelings and attitudes of other people to the

situation.Role playing Respondentsare asked to assume the behavior of

someone else.


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Third Person technique A projective technique in which the respondent is

presented with a veral or visual situation ans asked to

relate the beliefs and attitudes of a third person to the

situation.

Marketing Research fit Customer groups- consumers, employees, sharholders,

suppliers. Controlling market variables: Product,Price,

Promotion, Distribution. Uncontrollable environmentalfactors:economy, technology, law and regulations, social &

cultural factors, political factors.Marketing Managers:

market segmentation, target market selection, marketing

programs, performance and control. Also assessing

information needs, Providing information and Marketing

decision making.

Problem Definition Step 1: Problem definition- Management Decision problem

&Marketing research problem Step 2- Approach to the

problem-Theory-model-research questions-hypotheses-

specific information needed. Step 3- Research Design

Management Decision problem -asks what the decision maker needs to do

- Action oriented

-Focuses on sympotoms

-Broad and general

Marketing Research Problem Asks what information is needed and it should be obtained-Information oriented

-Focuses on the causes

- Narrow and specific

Relationships among different research Start with Exploratory folowed by descriptive and then

causal research.


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surrogate information error Type of response error Selecting wrong variable to answer question

Measurement error Measuring wrong variable by selecting incorrect measure.

response error

Population Definition error Difference between atual population and that defined by

the researcher. Response error

Sampling frame error Sample frame does not align with population Responseerror

Data Analysis error Using inappropriate statisticla procedures. response error

Respondent selection error Interviewers do not follow selection protocol. Interviewer

errors

Questioning Error Errors in asking questions or not following up. Interviewer

error

Recording error Errors in interpreting answers or recording answers.

Interviewer errors

Cheating errors Interviewer fabricates answers. Interviewer errors

Inability error Respondent is not able to provide accurate answers.

Respondent error

Unwillingness Error Respondent is unwilling to provide acurate answers.

respondent error

Web Analytics involve closely monitoring and measuring visitor behavior,

customer feedback, desired outcomes, and competitive

contest in order to make smarter decisions about online

strategies


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Conversion Goals Transactional goals- merchandising

Engagement goals- Informational

Data Discovery ability to probe the data

Focus Group Moderator Kindness with firmness

Permissiveness

Involvement

Incomplete understanding

Encouragement

Flexibility

Sensitivity

Planning a Focus group 1. Determine objective and define problem

2. Specify ojectives of qualitative research

3. State objectives/questions answered by group

4. write a screening questionaire5. Develop a moderator's outline

6. Conduct a focus group interviews

7. review tapes and analyze the data

8. summarize the findings and plan follow-up research or

action

two-way focus group One target group to listens and learns from a related

group.

Dual-moderator group A focus group conducted by two moderators: Onemoderator is responsible for the smooth flow of the

session, and the other ensures that specific issues are

discussed.

Dueling-moderator group There are two moderators, but they deliberately take

opposite positions on the issues to be discussed.


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REspondent-moderator group moderator asks selected participants to play the role of

moderator temporarily to improve group dynamics.

Client-participant group Client personnel are identified and made part of the

discussion group

mini group These groups consist of a moderator and only 4 or 5

respondents

Telesession groups Focus group session by phone using te conference call

technique.

Online focus groups Focus groups conducted online over the internet.

Documents

BA 396 Flashcards _ Quizlet