Marketing Research Chapter 3

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aplee11
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Marketing Research Chapter 3
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2010-12-01 17:26:13
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Chapter 3 Vocab
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  1. Research Design
    A framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.
  2. Exploratory Research
    One type of research design, which has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher.
  3. Conclusive Research
    Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.
  4. Descriptive Research
    A type of conclusive research that has as its major objective the description of something usually market characteristics or functions.
  5. Cross-sectional design
    A type of research design involving the collection of information from any given sample of population elements only once.
  6. A single cross-sectional design
    A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.
  7. Multiple cross-sectional design
    A cross-sectional design in which there are two or more samples of respondents, and information from each sample is obtained only once.
  8. Cohort Analysis
    A multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals. The cohort refers to the group of respondents who experience the same even within the same time interval.
  9. Longitudinal Design
    A type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time, thus providing a series of pictures that when viewed together portray a vivide illustration of the situation and the changes that are taking place over time .
  10. Panel
    A sample of respondents who have agreed to provide information at specified intervals over an extended period.
  11. Causal research
    A type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect relationships.
  12. Total Error
    The variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.
  13. Random sampling error
    The error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value fo the sample and the true mean value of the population.
  14. Nonsampling Error
    Nonsampling errors are errors that can be attributed to sources other than sampling, and they can be random or nonrandom.
  15. Nonresponse Error
    A type of nonsampling error that occurs when some of the respondents included in the sample do not respond. This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value i the net sample.
  16. Response Error
    A type of nonsampling error arising from respondents who do respond, but give inaccurate answers or their answers are misrecorded or misanalyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.
  17. Budgeting and Scheduling
    Management tools needed to hel ensure that the marketing research project is completed within the available resources.
  18. Critical Path Method (CPM)
    Management technique of dividing a research project into component activities, determining the sequence of these components and the time each activity will require.
  19. Program evaluation and review technique (PERT)
    a more sophisticated critical path method that accounts for the uncertainty in project completion times.
  20. Graphical evaluation and Review Technique (GERT)
    A sophisticated critical path method that accounts for both the competition probabilities and the activity costs.
  21. Marketing Research Proposal
    The official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection method, data analysis methods, and reporting methods.

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