Marketing 3330 Research Terms Chapter 1 1. Marketing research: The organizations form communication link with the environment.

2. Research process: a general sequence of steps that can be followed when designing and conducting research. 3. Marketing research ethics: the principles, values, and standards of conduction followed by marketing researchers. 4. Advocacy research: research that is conducted to support a position rather than to find the truth about an issue. 5. Sugging: contacting people under the guise of marketing research when the real goal is to sell products or services Chapter 2 1. Normal thinking: a routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible. 2. Decision problem: the basic problem facing the manager, for which marketing research is intended to provide answers. 3. Discovery-oriented decision problem: a decision problem that typically seeks to answer What? or Why? questions about a problem/ opportunity. The focus is generally on generating useful information. 4. Strategy-oriented decision problem: a decision problem that typically seeks to answer How? questions about a problem/ opportunity. The focus is generally on selecting alternative courses of action. 5. Research problem: a restatement of the decision problem in research terms. 6. Research request agreement: a document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it. 7. Research proposal: a written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology. 8. Request for proposal (RFP): a document that describes the problem for which research is sought and that asks providers to offer proposals, including costs estimates, about how they would perform the job. Chapter 3 1. Exploratory research: design in which the major emphasis is on gaining ideas and insights. 2. Descriptive research: research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary. 3. Causal research: research design in which the major emphasis is on determining cause0andeffect relationships. 4. Hypothesis: a statement that describes how two or more variables are related. 5. Literature research: a search if popular press (newspapers, magazines, etc.), trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand 6. Depth interviews: interviews with people knowledgeable about the general subject being investigated. 7. Focus group: an interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data. 8. Moderator: the individual who meets with focus group participants and guides the sessions

9. Moderator s guidebook: an ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from general specific. 10. Case analysis: intensive study of selected examples of the phenomenon of interest. 11. Ethnography: the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings. 12. Dummy table: a table (or figure) with no entries used to show how the results of the analysis will be presented. 13. Cross-sectional study: investigation involving a sample of elements selected from the population of interest that are measured at a single point in time. 14. Longitudinal study: investigation involving a fixed sample of elements that is measured repeatedly through time. 15. Continuous panel: a fixed sample of respondents who are measured relatedly over time with respect to the same variables. 16. Discontinuous panel: a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement. 17. Sample survey: cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages. 18. Experiment: scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change. 19. Laboratory experiments: research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others. 20. Field experiment: research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit. 21. Market testing (test marketing): a controlled experiment done in a carefully selected sector of the market place. 22. Standard test market: a test market in which the company sells the product through its normal distribution channels. 23. Controlled test market: an entire test program conducted by an outside service in a market in which it can guarantee distribution. 24. Simulated test market (STM): a study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market. Chapter 4 1. Secondary data: information not gathered for the immediate study at hand but for some other purpose. 2. Primary data: information collected specifically for the investigation at hand. 3. Primary source: the originating source of secondary data. 4. Secondary source: a source of secondary data that did not originate the data but rather secured them from another source. 5. Decision support system (DSS): a combination of database, analytical models, and dialog system that allows managers to develop and access customized information. 6. Expert system: a computer-based artificial intelligence system that attempts to model how experts in the area process information to solve the problem at hand. 7. Data mining: the use of analytic techniques to explore the data jeld within a dataset in order to isolate useful information.

8. Geodemography: the availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small. 9. Scanner: an electronic device that automatically reads the universal product code imprinted on a product, looks up the price in an attached computer, and instantly prints the description and price of the item on the cash register receipt. 10. Single-source data: data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level. 11. People meter: a device used to measure when a television is on, to what channel it is tuned, and who is in the households is watching it. Chapter 5 1. Personality: normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another. 2. Attitude: an individual s overall evaluation of something. 3. Awareness/knowledge: insight into, or understanding of facts about some object or phenomenon. 4. Intentions: anticipated or planned future behavior. 5. Motive: a need, want, drive, urge, wish, desire, impulse, or any inner state that directs behavior toward goals. 6. Behavior: what individuals have done or are doing. 7. Communication: a method of data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire. 8. Observation: a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded. 9. Structured observation: the problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation. 10. Unstructured observation: the problem has not been specifically defined, so a great deal of flexibility is allowed the observers in terms of what the note and record. 11. Undisguised observation: the subjects are aware that they are being observed. 12. Disguised observation: the subjects are not aware that they are being observed. 13. Natural setting: subjects are observed in an environment that has been specially designed for recording their behavior. 14. Contrived settings: subjects are observed in an environment that has been specially designed for recording their behavior. 15. Human observation: individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place. 16. Electrical or mechanical observation: an electrical or mechanical device observes a phenomenon and records the events that take place. 17. Galvanometer: is used to measure changes in the relative frequency of the human voice that accompany emotional arousal. 18. Eye tracker camera: a device used by researchers to study a subject s eye movements while he or she is reading advertising copy. Chapter 6 1. Structure: the degree of standardization used with the data collection instrument. 2. Fixed-alternative question: a question in which the responses are limited to stated alternatives.

3. Open-ended questions: a question for which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives. 4. Disguise: the amount of knowledge about the purpose or sponsor of a study communicated to the respondent. 5. Debriefing: the process of providing appropriate information to respondents after data has been collected using disguise. 6. Personal interview: direct, face-to-face conversation between an interviewer and the respondent. 7. Mall intercepts: a method of data collection in which interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if the would be willing to participate in a research study. 8. Telephone interview: telephone conversation between an interviewer and a respondent. 9. Random-digit dialing (RDD): a technique used in studies using telephone interviews in which the numbers to be called are randomly generated. 10. Computer assisted interviewing (CAI): using computers to manage the sequence of questions and to electronically record answers. 11. Mail questionnaire: a questionnaire administered by mail to designated respondents with an accompanying cover letter. 12. Internet based questionnaires: a questionnaire that relies on the internet for completion.