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Definition
| The purpose of basic research is to extend the boundaries of marketing knowledge |
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Definition
| The purpose of applied research is to solve some particular marketing problem or make some marketing decision |
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| Marketing Research Process (6 Steps) |
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Definition
| Problem Formulation, Research Design and sources of data, Method of collection, Sample design and Collect, Analysis and Interpretation, Research Report |
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Definition
| Who or what you are interested in |
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| Time and Space Boundaries |
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Definition
| Specifies time and location of the unit of analysis |
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| Characteristics of Interest |
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Definition
| The info that is of interest to management |
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Definition
| Under what conditions is the study being carried out in? i.e. recession, unemployment rate, etc. |
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| A research design is the framework, or plan for a study that guides the collection ans analysis of data |
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| Exploratory Research Design |
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Definition
| Qualitative in nature; could include things like literature search, key informant survey, case study, ethnography, phenomenological, or focus groups |
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| Descriptive Research Design |
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Definition
| Used to develop predictions; generally quantitative; could include longitudinal or true panel, or cross sectional |
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Definition
| Surveys one group of people over a period of time |
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Definition
| Studies various groups of people at one point in time |
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| Experiment Research Design |
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Definition
| Only type of research that allows the researcher to say anything about causality; x and y variables that must include: concomitant variation, time order of occurrence, and elimination of other possible causal factors |
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Definition
| The degree to which changes in the dependent variable are due only to the experimental manipulations |
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Term
| Threats to Internal Validity |
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Definition
Testing (Hawthorne Effect): the fact that measuring something might influence results
Instrument Variation
History effects
Statistical Regression (to the mean)
Selection Bias
Experimenter Bias
Demand Characteristics
Evaluation Apprehension |
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Definition
| The degree to which research findings are generalizable to other populations and settings |
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| Two Threats to External Validity |
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Definition
Inappropriate Sample: Using a sample from one population to make inferences about another populations; i.e. students and senior citizens
Characteristics of Research Setting: Contains important features that do not exist in the setting one wishes to generalize to OR does contain features that do exist in the setting one wishes to generalize to |
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Term
| Laboratory vs. Field Experiments |
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Definition
Lab: high in internal validity, but low in external validity
Field: high in external validity, but low in internal validity |
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Term
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Definition
| Data that have already been collected for some other purpose other than your specific research problem; can be internal or external of your organization |
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Definition
| Data collected by you for your own specific problem |
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Term
| Primary Data Collection Process |
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Definition
Translate Decision objectives into primary data objectives
Specify the type of data needed
Designate sources
Decide on methodology
Select media to use |
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Term
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Definition
Facts: Demographics, psychographics, sociological, and behavioral
Knowledge/Awareness
Opinions: Attitudes
Intentions
Motives |
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| Observational Data Collection |
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Definition
the relevant measures can be obtained without questioning the respondent. Can be active or passive, human or mechanical
Problems: Observer Drift, Halo effect Reactivity response |
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| Communication Data Collection |
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Definition
The relevant measures are obtained by questioning the respondent. Can be oral or written.
Forms: Structured(standardized), Unstructured(non-standardized), Direct (undisguised), Indirect(disguised) |
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Term
| Functions of a Questionnaire |
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Definition
| To obtain the specified quantitative and qualitative info with acceptable accuracy and completeness |
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Term
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Definition
| The respondent is able to just remember products or info w/o any assistance |
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Definition
| Respondent is able to identify info through a list of names |
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Term
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Definition
| Respondent is able to identify info through a picture/logo |
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Term
| Ways to get respondents willing to answer a question |
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Definition
hide the question
state that the response is not unusual
split into categories
put sensitive questions last |
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Term
| Parts in the Questionnaire |
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Definition
1. Request for cooperation
2. Instructions on how to respond
3. Info collection
4. Classification data
5. Identification data (if needed) |
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Term
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Definition
Young, Unmarried
Young, Married, no children
Young, Married, children - youngest <6
Young, Married, children - youngest >6
Older, Married, no children in home
Solitary survivor |
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Definition
Open Ended
Multichotomous (mutually exclusive collectively exhaustive)
Dichotomous |
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Definition
NOIR
Nominal, Ordinal, Interval, Ratio |
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Definition
| Constant in its effects over time; Natural |
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Definition
| Varies in its effects over time; no known explination |
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Definition
Pragmatic: predictive validity
Content: How appropriate your measure is for the construct being observed
Valid measures must be reliable first |
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Definition
The extent to which repeated measurement agree; only refers to the presence of random error (has no random error)
Methods of assessing Reliability: Test-Retest and Alternative Forms |
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Term
| Why attitudes are so important |
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Definition
Prediction: attitudes can predict behavior
Diagnostic: can change them through information via beliefs and evaluations |
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Term
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Definition
| Always range from strongly agree to strongly disagree, and normally have 5 categories |
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Term
| Semantic Differential Scales |
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Definition
Endpoints consist of words that have opposite meaning.
ex: I think parking at MSU is:
Easy: : : : : :Difficult |
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Term
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Definition
| that entity abut which info is collected and provides the basis for the analysis |
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Term
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Definition
| Those elements considered available or selection |
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Definition
| the aggregation of all elements defined prior to the selections of the sample |
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Definition
| that aggregation of elements from which the sample is actually drawn |
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Definition
| a survey of the entire population parameter |
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Definition
| a characteristic or measure of a selected sample |
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Definition
| the population of all possible distinguishable samples that can be drawn using a given sampling plan |
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| Sampling Procedure (7 Steps) |
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Definition
Define the Population
Identify sampling frame
Select a sampling procedure
Determine sample size
Select the sample elements
collect the data from the designated elements
estimate population characteristics from sample data |
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Term
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Definition
| List does not contain elements that are in the population or it does contain elements that are not in the population |
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Definition
| One in which sampling units are selected by chance and there is a known chance of each sampling unit being selected |
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Definition
One in which sampling units are selected by chance and there is a known chance of each sampling unit being selected
Three Types: Simple Random, Proportionate Stratified, Systematic Cluster |
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Definition
One in which chance of selection procedures are not used
Three Types: Convenience, Judgment, Quota |
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Term
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Definition
| The difference between the sample statistic and population parameter; it can be estimated with confidence interval and decreases as sample size increases |
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Definition
| all other errors that can occur; generally increases with increase in sample size |
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Definition
| The categorizing, ordering, manipulating, and summarizing of all raw data to obtain answers to research questions |
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Definition
| Determining the number of cases that fall into each response category or combination of categories |
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Term
| Research Report Types and Functions |
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Definition
Types: Reports for Management, Technical Reports, Reports for Publication
Functions: organized record of research, indicates quality of research, should direct action for management |
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Term
| Format of Management Report |
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Definition
| Title Page, Table of Contents, Executive Summary, Intro, Method, Results, Limitations, Conclusions/Recommendations, Appendices, Bibliography |
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