MKT 100 Chapter 4- Marketing research

Marketing research
A set of techniques and principles for systematically collecting , recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas.
Secondary data
Pieces of information that have been collected prior to the start of the focal project.
Syndicated data
Data available for a fee from commercial research such as SymphonyIRI Group, National Purchase Diary Panel, Nielsen, and Leger Marketing.
Primary data
Data collected to address the specific research needs/questions currently under investigation. Some primary data collection methods include focus groups, in-depth interviews, and surveys.
Reliability
The extent to which the same result is achieved when a study is repeated under identical situations.
Validity
The extent to which a study measures what it is supposed to measure.
Sample
A segment or subset of the population that adequately represents the entire population of interest.
Sampling
The process of picking a sample.
Exploratory research
Attempts to begin to understand the phenomenon of interest; also provides initial information when the problem lacks any clear definition.
Conclusive research
Provides the information needed to confirm preliminary insights, which managers can use to pursue appropriate courses of action.
Hypothesis
A statement or proposition predicting a particular relationship among multiple variables that can be tested through research.
Observation
An exploratory research method that entails examining purchase and consumption behaviors through personal or video camera scrutiny.
Ethnography
An observational method that studies people in their daily lives and activities in their homes, work, and communities.
In-depth interview
A research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.
Focus group
A research technique ini which a small group of persons (usually 8 to 12) comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry.
Projective technique
A type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it.
Survey
A systematic means of collecting information from people that generally uses a questionnaire.
Questionnaire
A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers’ objectives; questions can be either unstructured or structured.
Unstructured questions
Open-ended questions that allow respondents to answer in their own words.
Structured questions
Closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate.
Experimental research
A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable.
Scanner research
A type of quantitative research that uses data obtained from scanner readings of UPC codes at checkout counters.
Panel research
A type of quantitative research that involves collecting information from a group of consumers (the panel) over time; data collected may be from a survey or a record of purchases.
Data
Raw numbers of other factual information of limited value.
Information
Data that has been organized, analyzed, interpreted and converted into a useful form for decision makers.