M303 ch. 4-6

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  1. outside agency
    an independent research firm contracted by the company that actually will benefit from the research
  2. in-house research
    research performed by employees of the company that will benefit from the research
  3. research suppliers
    commercial providers of marketing research services
  4. syndicated service
    a marketing research supplier that provides standardized information for many clients in return for a fee
  5. standardized research service
    companies that develop a unique methodology for investigating a business specialty area
  6. custom research
    research projects that are tailored specifically to a client's unique needs
  7. director of marketing research
    this person provides leadership in research efforts and integrates all staff-level research activities into one effort. the director plans, executes, and controls the firm's marketing research function
  8. research analyst
    a person responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities
  9. research assistants
    research employees who provide technical assistance with questionnaire design, data analyses, and similar activities
  10. manager of decision support systems
    employee who supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data
  11. forecast analyst
    employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast
  12. cross-functional teams
    employee teams composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose
  13. marketing ethics
    the application of morals to behavior related to the exchange environment
  14. moral standards
    principles that reflect beliefs about what is ethical and what is unethical
  15. ethical dilemma
    refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications
  16. relativism
    a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action. this way of thinking rejects absolute principles in favor of situation-based evaluations
  17. idealism
    a term that reflects the degree to which one bases one's morality on moral standards
  18. informed consent
    when an individual understands what the researcher wants him or her to do an consents to the research study
  19. confidentiality
    the information involved in a research will not be shared with others
  20. do-not-call legislation
    restricts any telemarketing effort from calling consumers who either register with a no-call list or who request not to be called
  21. spyware
    software placed on a computer without consent or knowledge of the user
  22. placebo
    a false experimental effect used to create the perception that some effect has been administered
  23. debriefing
    research subjects are fully informed and provided with a chance to ask any questions they may have about the experiment
  24. mystery shoppers
    employees of a research firm that are paid to pretend to be actual shoppers
  25. human subjects review committee
    carefully reviews proposed research design to try to make sure that no harm can come to any research participant. otherwise known as an Institutional Review Board or IRB
  26. advocacy research
    research undertaken to support a specific claim in a legal action or represent some advocacy group
  27. pseudo-research
    conducted not to gather information for marketing decisions but to bolster a point of view and satisfy other needs
  28. push poll
    telemarketing under guise of research
  29. conflict of interest
    occurs when one researcher works for two competing companies
  30. secondary data
    data that have been previously collected for some purpose other than the one at hand
  31. data conversion
    the process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation
  32. cross-checks
    the comparison of data from one source with data from another source to determine the similarity of independent projects
  33. market tracking
    the observation and analysis of trends in industry volume and brand share over time
  34. model building
    the use of secondary data to help specify relationships between two or more variables; can involve the development of descriptive or predictive equations
  35. site analysis techniques
    techniques that use secondary data to select the best location for retail or wholesale operations
  36. index of retail saturation
    a calculation that describes the relationship between retail demand and supply
  37. data mining
    the use of powerful computers to dig through volumes of data to discover patterns about an organization's customers and products; applies to many different forms of analysis
  38. neural network
    a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information
  39. market-basket analysis
    a form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information
  40. customer discovery
    involves mining data to look for patterns identifying who is likely to be a valuable customer
  41. database marketing
    the use of customer databases to promote one-to-one relationships with customers and create precisely targeted promotions
  42. internal and proprietary data
    secondary data that originate inside the organization
  43. external data
    data created, recorded, or generated by an entity other than the researcher's organization
  44. single-source data
    diverse types of data offered by a single company; usually intergrated on the basis of a common variable such as geographic area or store
  45. qualitative marketing research
    research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement; its focus is on discovering true inner meanings and new insights
  46. researcher-dependent
    research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience
  47. quantitative marketing research
    marketing research that addresses research objectives through emperical assessments that involve numerical measurement and analysis
  48. subjective
    results are researcher-dependent, meaning different conclusions based on the same interview
  49. qualitative data
    data that are not characterized by numbers, and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions
  50. quantitative data
    represent phenomenia by assigning numbers in an ordered and meaningful way
  51. concept testing
    a frequently performed type of exploratory research representing many similar research procedures all having the same purpose: to screen new, revised, or repositioned ideas
  52. phenomenology
    a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live
  53. hermeneutics
    an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or himself
  54. hermeneutic unit
    refers to a text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher
  55. ethnography
    represents ways of studying cultures through methods that involve becoming highly active within that culture
  56. participant-observation
    ethnographic research approach where the researcher becomes immersed within that culture that he or she is studying and draws data from his or her observations
  57. grounded theory
    represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records; the researcher asks the questions to him or herself and repeatedly questions the responses to derive deeper explanations
  58. case studies
    the documented history of a particular person, group, organization, or event
  59. themes
    identified by the freuqency with which the same term (or a synonym) arises in the narrative description
  60. focus group interview
    an unstructured, free-flowing interview with a small group of around six to ten people. focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents
  61. piggyback
    a procedure in which one respondent stimulated though among the others; as this process continues, increasingly creative insights are possible
  62. moderator
    a person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion
  63. depth interview
    a one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic
  64. laddering
    a particular approach to a probing asking respondents to compare differences between brands at different levels that produces distrinctions at the attribute level, the benefit level, and the value or motivation level. laddering is based on the classical repertory grid approach
Card Set:
M303 ch. 4-6
2012-09-18 02:18:43

M303 ch. 4-6
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