Marketing Research Review

Research Request Agreement

Formal agreement between the client and the research team detailing the research objectives, scope, and deliverables.

Uses of Exploratory Research

How exploratory research is employed to gain insights, identify problems, and formulate hypotheses for further research.

Dialog Systems

Interactive systems that engage users in conversations to provide information or assistance.

Longitudinal vs. Cross-sectional Studies

Longitudinal studies track the same subjects over a period, while cross-sectional studies analyze different groups at a single point in time.

Assessing Accuracy of Secondary Data

Methods and techniques to evaluate the reliability and validity of secondary data used in research.

Primary vs. Secondary Data

Primary data is collected firsthand for a specific research purpose, while secondary data is existing data collected for other purposes.

6 Steps in Problem Definition

The structured process of defining a research problem, including identifying the decision alternatives and research objectives.

Literature Search

The systematic exploration and review of existing literature and information relevant to a research topic.

Basic Function of Marketing Research (MR)

The systematic gathering, recording, and analysis of data about problems relating to the marketing of goods and services.

Activities of the MR Department

The tasks and functions carried out by the marketing research department within an organization.

Use of Scanner Data

The utilization of electronic scanners to collect data on consumer purchases for market research purposes.

Cost of Different Types of Exploratory Research

The varying expenses associated with conducting different forms of exploratory research methods.

Job Outlook for MR

The projected employment opportunities and career prospects in the field of marketing research.

Discovery- vs Strategy-Oriented Problem

A discovery-oriented problem involves identifying something new, while a strategy-oriented problem focuses on finding solutions to existing issues.

Research Proposal

A document outlining the research objectives, methodology, timeline, and budget for a marketing research project.

Case Analysis

A method of studying a particular case or situation in-depth to understand underlying factors and implications.

Depth Interview

A one-on-one interview conducted in-depth to explore a respondent's thoughts, feelings, and motivations.

Focus Groups

A qualitative research technique where a small group of individuals discuss a topic under the guidance of a moderator.

National Panel Diary

A research tool where participants record their activities, purchases, or media consumption in a diary format.

Marketing Information System

A system that gathers, analyzes, and distributes information to support decision-making in marketing.

Nielsen PRIZM system

A tool that classifies U.S. households into distinct lifestyle segments based on demographic and consumer behavior data.

Marketing Dashboard

A visual display of essential marketing performance indicators and metrics for quick and easy monitoring.

Aided vs. Unaided Recall

Aided recall involves prompting respondents with cues to aid memory, while unaided recall tests spontaneous recollection.

Sources of Useful Information when Encountering Research Roadblocks

Alternative sources and strategies to overcome obstacles and gather valuable data during research challenges.

Justice Approach to Ethics

An ethical perspective in marketing research that emphasizes fairness and equality in treatment and outcomes.

Decision Support System

An interactive computer-based system that aids decision-making processes by providing data analysis and information.

Sugging

An unethical practice where individuals or organizations attempt to influence respondents by pretending to conduct a survey.

Problems with Secondary Data

Challenges and limitations associated with using existing data sources in marketing research.

Types of Primary Data

Data collected directly from original sources for specific research needs, including surveys, observations, and experiments.

Types of Exploratory Research

Different approaches such as literature search, depth interviews, and focus groups used to explore new ideas and insights.

Types of Descriptive Research

Different methodologies such as surveys, observations, and case studies used to describe phenomena and behaviors.

Problems vs Opportunities

Distinguishing between issues that need to be solved (problems) and favorable circumstances to be exploited (opportunities) through research.

Definition of Exploratory, Causal and Descriptive Research

Exploratory research aims to explore new insights, causal research seeks to establish cause-effect relationships, and descriptive research describes characteristics of a population.

Arbitron, Nielsen, Dun and Bradstreet

Prominent companies providing marketing research, media audience measurement, and business information services.

Questions MR Can Answer (Exhibit 1.2)

Specific inquiries that marketing research can address, as shown in Exhibit 1.2.

Steps in Problem Formation

The sequential actions involved in identifying and defining a problem that requires marketing research.

MR Process

The series of steps involved in conducting marketing research to obtain relevant information for decision-making.

Importance of Meeting with the Client Early in Problem Definition

The significance of early client involvement to ensure research objectives align with client needs and expectations.

Projective Methods

Techniques used in marketing research to uncover subconscious thoughts and feelings of respondents.

Moral Principles and Values

The ethical standards and beliefs that guide behavior and decision-making in marketing research.

Characteristics of Survey Research

The features and attributes of survey research, which typically involve collecting data from a sample of individuals through questionnaires.

Roles of Marketing in a Firm

The functions and responsibilities that marketing undertakes within a company.

Purposes of Descriptive Research

The objectives of descriptive research, which include describing characteristics, estimating proportions, and making predictions.