Title: MKTG 321 Ch. 5 <-- Flashcards | Quizlet
Headings: MKTG 321 Ch. 5 <--
MKTG 321 Ch. 5 <--
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Key concepts: Non Probability Sampling
Decision Support System
Information Systems
Terms in this set (53)
marketing research
the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
exploratory research
research conducted to gather more information about a problem or to make a tentative hypothesis more specific
Used to better understand a problem & to help identify additional data needs or decision alternatives. customer advisory boards
small groups of actual customers who serve as sounding boards for new product ideas and offer INSIGHTS into their feelings and attitudes toward a firm's products and other elements of its marketing strategy
focus group
a study in which a small group of 8 to 12 people are interviewed often informally, without a structured questionnaire, to observe interaction when members are exposed to an idea or a concept
conclusive research
research designed to VERIFY insights through objective procedures and to help marketers in making decisions. Used when marketer has one or more alternatives in mind and needs assistance in the final stages of decision making. 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.