Marketing Research Essentials Chapter 2

Opportunity Identification
Using marketing research to find and evaluate new opportunities
Situation analysis
Studying the decisions making environment within which marketing research will take place
Exploratory research
Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied
Pilot studies
Surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies
Experience survey
Discussions with knowledgeable individuals, both inside and outside an organization, who may provide insights into the problem
Case analysis
Reviewing information from situation that are similar to the current one
Marketing research problem
A statement specifying the type of information needed by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively
Marketing research objective
A goal statement, defining the specific information needed to solve the marketing research problem
Management decision problem
A statement specifying the type of managerial action required to solve the problem
Hypothesis
A conjectural statement about a relationship between two or more variables that can be tested with empirical data
Research design
The plan to be followed to answer the marketing research objectives
Descriptive studies
Research studies that answer the questions who, what, when, where, and how
Variable
A symbol of concept that can assume any one of as of values
Causal studies
Research studies that examine whether the value of one variable cause or determines the value of another variable
Dependent variable
A symbol of concept expected to be explained or influenced by the independent variable
Independent variable
A symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable
Temporal sequence
an appropriate causal order of events
Concomitant variation
The degree to which a presumed cause and a presumed effect occur or vary together
Spurious association
A relationship between a presumed cause and a presumed effect that occurs as a result of an examined variable or set of variables
Survey Research
Research in which an interview interacts with respondents to obtain facts, opinions, and attitudes
Observation research
Typically descriptive research that monitors respondents actions without direct interactions
Experiments
Research to measure causality in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent variable
Probability sample
A subset of a population where every element in the population has a known nonzero chance of being selected
Non probability sample
A subset of a population in which the chances of a selection for the carious elements in the population are unknown
Research request
An internal document used by large organization that describes a potential research project, it benefits to the organization, and estimated costs; it must be formally approved before a research project can begin
Request for proposal (RFP)
A solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid
Research proposal
A document developed usually in response to an RFP, That states the research objectives, research design, time line, and cost