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Marketing Research 1
| Term | Definition |
|---|---|
| Research suppliers – Internal and External | |
| Marketing | Process of using the 4 P’s to build a value proposition for selected target segments with the purpose of building and maintaining long |
| Production Philosophy | “We are in the widget business and my goal is to do the best job I can making widgets.” |
| Sales Philosophy | “We must sell, sell, sell in order to achieve our goal.” |
| Marketing Philosophy Concept | Business philosophy that holds that the key to achieving goals is a customer |
| Marketing Research | Process of designing, gathering, analyzing, and reporting info that may be used to solve a specific marketing problem. |
| Market Research | systematic gather, recording and analyzing of data with respect to a particular market, where “market” refers to a specific group in a specific geographic area. |
| Marketing Information System (MIS) Internal | a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate info to marketing decision makers. |
| Marketing Intelligence System (External) | A set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment. |
| Marketing Decision Support System (DSS) | collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making. |
| Charles Coolidge Parlin | the father of marketing research. Conducted the first continuous and organized marketing research project. |
| Syndicated Data Service | collect the same data annually and will sell you the data, do not customize. Ex) IMS Health, collect data from every pharmaceutical company nationwide. Sell it to Pfizer, a pharmaceutical. |
| Standardized Services | Specialize in one of the basic marketing research tasks |
| Customized Services | most flexible and most expensive. Tailor all of the basic marketing research tasks to fit your company needs. |
| Online Research Services | specialize in ONLY collecting data online. |
| Full Service | does everything listed below as basic marketing research process |
| Limited Service | can perform only limited marketing research functions for the client |
| Field Services | specialize in just data collection |
| Market Segment Specialist | specialize in collecting data in a specific segment |
| Sample Design and Distribution Services | decides for you what the best way is to go about getting quality research. Focus group, survey, etc.? Very technical about how they do studies. |
| Data Analysis Services | After data is collected it is given to this kind of firm and this firm analyzes it. |
| Specialized Research Technique Services | provide a service to their clients by expertly administering a special technique. Ex) survey monkey |
| Research supplier | providers of marketing research information |
| Internal supplier | an entity within the firm that supplies marketing research |
| External supplier | outside firms hired to fulfill a firm’s marketing research needs |
| Ethics | May be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by society. Society determines what is ethical and what is not ethical. |
| Mystery Shopper | a person comes in and evaluates your performance as a business in secret |
| Sugging/Frugging | pretending to do marketing research and then selling you the product or service |
| Disguised Survey | not clearly a survey |
| Deontology | Is concerned with the rights of the individual. If the rights of the individual are violated, then the behavior is not ethical. |
| Teleopogy | analyzes |
| Research Design | Represents the master plan specifying the methods and procedures for collecting and analyzing the needed information. |
| Types of Research Design | exploratory, causal, descriptive |
| Exploratory Research | usually conducted at the outset of research projects. It is usually conducted when the researcher does not know much about the problems. It is commonly unstructured to gain background information. |
| Secondary Data Analysis | Data that has been collected in the past for some other purpose. |
| Experience Surveys | Talk to those who have experience…those who adopted Vista early; those who make biodiesel; those who have taken an online course, etc. |
| Case Analysis | Similar situation in past? |
| Focus Groups | Talk to a few persons in the population. Very useful for generating information about how consumers think, their attitudes, terminology they use, liking/disliking of a product. Not useful for predicting sales. |
| Projective Techniques | For topics that are sensitive or difficult to articulate (personal hygiene; status |
| Descriptive Research | is undertaken to describe who, what, where, when, and how and is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative. |
| Cross | sectional |
| Longitudinal studies | Repeatedly measure the same sample units of a population over time, often make use of a panel which represents sample units who have agreed to answer questions at periodic intervals, collect the same data over and over again to use to compare |
| Continuous panels | ask members the same questions on each panel measurement. |
| Discontinuous panels | vary questions from one measurement to the next. |
| Causal Research | May be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.” Testing a hypothesis about the relationship between two different variables. |
| Hypothesis | an educated guess about the relationship between two variables, x and y. |
| Independent variable | number of hours, dependent variable |
| Experiment | Defined as manipulating an independent variable while also controlling the effects of additional extraneous variables. |
| Dependent variables | Are those variables that we have little or no direct control over, yet we have a strong interest in. |
| Extraneous variables | Are those variables that may have some effect on a dependent variable yet are not independent variables. Must be controlled through proper experimental design. |
| Experimental Design | A procedure for devising an experiment such that a change in a dependent variable may be attributed solely to the change in an independent variable. |
| Quasi | experimental designs |
| Control Group | A group whose subjects have not been exposed to the change in the independent variable. |
| Experimental Group | A group that has been exposed to a change in the independent variable. |
| Pretest | Refers to the measurement of the dependent variable take prior to changing the independent variable. |
| Posttest | Refers to a measuring the dependent variable after changing the independent variable. |
| Internal Validity | Concerned with the extent to which the change in the dependent variable was actually due to the independent variable. |
| External Validity | Refers to the extent that the relationship is observed between the independent and dependent variable during the experiment is generalizable to the “real world.” |
| Laboratory Experiments | Those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable. |
| Field Experiments | Those in which the independent variables are manipulated and the measurements of the dependent variable are made on text units in their natural setting. |
| Test Marketing | The phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. |
| Standard Test Market | One in which the firm tests the product of marketing |
| Controlled Test Market | Conducted by outside research firms that guarantee distribution of the product through pre |
| Electronic Test Market | Those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services. |
| Simulated Test Markets | Those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. |
| Quantitative and Qualitative Research | The traditional mainstay of the research industry, and is sometimes referred to as “survey research.Involves collecting, analyzing, and interpreting data by observing what people do and say. Respondents express their thoughts and feelings in a non |
| Pluralistic Research | Defined as the combination of qualitative and quantitative research methods in order to gain the advantages of both. |
| Observation methods | Those in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information |
| Direct Observation | Observing behavior as it occurs. |
| Indirect Observation | Researcher observes the effects or results of the behavior rather than the behavior itself. |
| Archives | Secondary data representing historical records |
| Disguised Observation | The subject is unaware of being observed. Example: “mystery shoppers” used by retail store chain to record and report on sales clerk’s |
| Undisguised Observation | Respondents are aware of being observed. |
| Focus groups | Small groups of people brought together and guided by a moderator through unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. |
| Focus group facility | a set of rooms especially designed for focus groups. The focus group is conducted in a room that seats 10 people (optimum size is 6 |
| Qualitative Research Consultants | Also known as moderators, they have the responsibility of creating an atmosphere that is conducive to openness, yet they must make certain that participants do not stray too far from the central focus of the study. |
| Depth Interview | A set of probing questions posed one |
| Laddering | A technique used in in |
| Projective Techniques | Involve situations in which participants in (projected into) simulated activities in the hope that they will divulge things about themselves that they might not reveal under direct questioning. |
| Word | association Test |
| Sentence Completion Test | Respondents are given incomplete sentences and asked to complete them in their own words |
| Balloon Test | A line drawing with an empty “balloon” above the head of the actors is provided to subjects who are instructed to write in the balloon what the actor is saying or thinking |
| Role Playing | Participants are asked to pretend they are a “third person” such as a friend or neighbor and to describe how they would act in a certain situation or to a specific statement. |
| Ethnographic Research | A term borrowed from anthropology; it is defined as a detailed, descriptive study of a group and its behavior, characteristics, culture, among others. |
| Ethnographers | Pay close attention to words, metaphors, symbols and stories people use to explain their lives and communicate with one another. Marketers have increasingly used ethnographic research to study consumer behavior. |
| Primary Data | refers to information that is developed or gathered by the researcher specifically for the research project at hand. |
| Secondary Data | Have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. |
| Internal Secondary Data | have been collected within the firm. |
| Database marketing | the process of building, maintaining and using customer (internal) and other (internal) databases (products, suppliers, resellers) to contact, transact and build customer relationships. |
| Data Mining | a type of software available to help managers make sense out of seemingly senseless masses of information contained in databases. |
| External secondary data | Obtained from outside the firm. |
| Published | (Reference guides, Indexes, Bibliographies, Handbooks, Encyclopedias) |
| Syndicated Services Data | (Collected and made available to subscribers) |
| External databases | |
| Advantages of Secondary Data | Data can be quickly obtained, Inexpensive, Usually available, Enhances primary data collection, Sometimes achieves the research objective |
| Disadvantages of Secondary Data | Mismatch of the units of measurement, Differing categories used to classify the data, The timeliness of the secondary data, Lack of information needed to assess the credibility of the data reported |
| Advantages of person administrated surveys | Feedback, Rapport, Quality control, Adaptability |
| Disadvantages | Human error, Slowness, Cost, Interview evaluation (respondent’s concerns that they are not answering “correctly”) |
Created by:
jklevin3085
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