Title: MKTG 321 Ch. 5 <-- Flashcards | Quizlet
Headings: MKTG 321 Ch. 5 <--
MKTG 321 Ch. 5 <--
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Terms in this set (53)

Content: descriptive research
research conducted to clarify the characteristics of a CERTAIN phenomena to solve a PARTICULAR problem
experimental research
research that allows marketers to make CAUSAL inferences about relationships. The independent variable be manipulated and the resulting changes in a dependent variable be measured. research design
an overall PLAN for obtaining the information needed to address a research problem or issue
hypothesis
an informed guess or assumption about a certain problem or set of circumstances. Based on all the insight and knowledge available about the problem/circumstances from previous studies or sources. reliability
a condition that exists when a research technique produces almost IDENTICAL results in repeated trials
validity
a condition that exists when a research method measures what it is supposed to measure
primary data
data observed and recorded or collected directly from respondents
secondary data
data compiled both inside and outside the organization for some purpose OTHER THAN the current investigation
population
all the elements, units, or individuals of interest to researchers for a specific study. called "universe"
sample
a limited number of units chosen to represent the characteristics of a total population
sampling
the process of selecting representative units from a total population
probability sampling
a type of sampling in which every element in the population being studied has known chance of being selected for study. ( random & stratified sampling are a form of probability sampling)
random sampling
a form of probability sampling in which all units in a population have an EQUAL chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place
stratified sampling
a type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group
non-probability sampling
a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen. subjective. quota sampling
a non-probability sampling technique in which researchers divide the population into groups and then arbitrarily chose participants from each group. There are some controls (race, gender, age, etc.)