Marketing Research Clemson University Chapter 3

descriptive research
most basic objective in that the goal is to describe marketing phenomena
diagnostic research
designed to determine sources of satisfaction and dissatisfaction, such that a retailer finding out that customers perceive that it carries too little inventory
prescriptive research
provides information that allows to manager to best remedy the dissatisfaction
exploratory research
form of casual, informal research that is undertaken to learn more about the research problem
casual research
attempt to uncover what factor or factors cause some event
primary
information collected specifically for the problem at hand
secondary
information already collected
sample plans
describe how each sample element, or unit, is to be drawn from the total population
sample size
how many elements of the population should be used to make up the sample?
field services firms
companies that specialize in data collection
data analysis
objective is to use statistical tools to present data data in a form that satisfies the research objectives
problems
situations calling for managers to make choices among decision alternatives
research objectives
specific and tell the researcher exactly what information must be collected to solve the problem by facilitating selection of a decision alternative (who, what, unit of measurement, word questions)
marketing opportunity
an area of buyer need or potential interest in which a company can perform profitably
opportunity identification
system for monitoring opportunities
symptoms
changes in the level of some key monitor that measures the achievement of an objective
situation analysis
form of exploratory research undertaken to gather background information and gather data pertinent to the problem area that may be helpful in properly defining the problem decision
request for proposal (RFP)
used when a firm desires supplier firms to present proposals or bids
cause
causes for change
possible cause
anything that could possibly cause a change
probable cause
the most likely factors giving rise to the symptom(s)
decision alternatives
any marketing action that the manager thinks may resolve the problem, such as price changes, product modification or improvement, promotion of any kind, or even adjustments in channels of distribution
consequences
the results of marketing actions
assumptions
assertions that certain conditions exist or that certain reactions will take place if the considered alternatives are implemented
information state
the quantity and quality of evidence a manager possesses for each of his or help assumptions
information gaps
discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand
hypotheses
statements that are taken for true for the purposes of argument or investigation
criteria for writing research objectives
research should specify:
-who info is gathered for
-what info is needed
-unit of measurement used to gather the info
-word questions used to gather the info using the respondents’ frame of reference
operational definition
defines a construct, such as intention to buy or satisfaction in terms of the operations to be carried out for the construct to be measured empirically
action standard
the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place
marketing research proposal
serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee