Marketing research
systematic gathering and analysis of marketing-related data to produce information that can be used in decision-making
Marketing mix
specific combination of product, pricing, promotional and distribution decisions made for the purpose of targeting a particular group of consumers
Exploratory function
occurs when researchers have a limited understanding or no knowledge at all about a marketing situation or a particular outcome
Descriptive function
gathering and presentation of information about a marketing phenomena or situation
Diagnostic function
data analysis techniques used to investigate relationships and phenomena within data that has been gathered through marketing research
Predictive function
marketing research used to predict or forecast the results of a marketing decision or consumer action
Applied marketing research
research designed to solve a specific marketing problem, to investigate a particular marketing phenomenon, or to understand the results of previous decisions
Basic marketing research
research conducted to advance marketing knowledge in general or to verify a proposed marketing theory or concept
Benefit and lifestyle studies
research that examines the similarities and differences consumers seek in products and how these benefits fit into particular lifestyles
Target market analysis
research that provides basic demographic, psychographic, and behavioral information about specific target markets
Product testing studies
research that identifies how a product fits the needs of consumers and what changes need to be made to the product to make it more attractive
Test markets
research that provides information on how well a new product or product modification will do in a limited market before a national or international launch
Advertising effectiveness research
research that examines the effectiveness of advertising and marketing communications
Media studies
research that identifies the most appropriate media to reach a specific target market
Market analysis study
research that examines the current marketing situation faced by a company or brand and then identifies potential markets
Competitive analysis studies
research that examines competitors within a market industry
Pricing studies
research that evaluates the elasticity of a brand's price and the impact pricing changes will have on demand.
Sales forecasts
research that estimates feature sales for a company or brand
Sales potential studies
research that estimates potential sales for a product industry
Site selection
research study to help retailers determine the best locations for retail outlets
Sample aggregator
firm that collects data through utilizing multiple sample companies
Micro surveys
mobile surveys that contain no more than 5 questions which can be answered in a short amount of time, often a minute or less.
Research panels
group of individuals who have agreed to provide input on research studies and are asked to participate in research studies on a regular basis
Research databases
group of individuals who are part of a firm's database and are asked to participate in research studies sporadically.
Continuous data
can take on any value within a specified range including decimals.
Discrete data
have specific integer values with no decimals.
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Exploratory research
Preliminary examination of a problem or situation to identify parameters to be studied further or to define the research problem itself
Research hypothesis
Expected research outcome which seems reasonable in light of existing information
Pilot study
An abbreviated study with a limited number of respondents designed to provide information to the researcher useful in developing a larger, more definitive study
Descriptive research
Answers the questions who, what, when, where and how in describing the characteristics of consumers, brands, and other marketing phenomena
Causal research
Research used to determine cause-and-effect relationships between variables
Spurious association
Apparent cause-and-effect relationship between two variables that is actually caused by other factors
Temporal sequence
Condition for causality in which the cause precedes the effect
Concomitant variation
Condition for causality in which the two items thought to be linked in a causal relationship vary or change together and in the direction hypothesized
Research purpose
Statement that broadly specifies the situation, phenomenon, opportunity, or problem to be investigated, and guides the creation of research questions and hypotheses
Research question
Specifies the type of information needed to fulfill the research purpose and to make managerial decisions
Research design
Plan to address the research problem, question, and/or hypothesis
Visual gamification
Occurs when "fun" game elements are mixed into a survey
Survey research
Research in which individuals are asked a series of questions about the topic under study
Population
The group that is being studied, from which samples are drawn
Observation research
Research in which the behaviors of those being studied or the results of their behaviors are observed by researchers
Experiments
A research study where all variables are held constant except the one under study consideration
Field experiments
Conducting an experiment in a real-world setting
Request for proposal (RFP)
Written document containing an official request for a research proposal (also referred to as an "invitation to bid")
Research proposal
Written document prepared in response to an RFP that provides basic information about the research process that will be used.
Qualitative research
Unstructured data collection methods that provide results that are subjectively interpreted
Quantitative research
Structured data collection methods that provide results that can be converted to numbers and analyzed through statistical procedures
Low-ball pricing
Submitting an extremely low-priced bid in response to an RFP simply for the purpose of getting the contract, with no intention of doing the work at the quoted price
Advocacy research
Research which is purposively designed to advocate or support a particular position
Cognitive neuroscience
Research process involving brain-image measurements through the tracking of brain activity