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Summary - Marketing Research; An Applied Orientation
2 Defining the Marketing Research Problem and Developing an Approach
How do you call a broad statement of the general problem and identification of the specific components of the marketing research problem?Problem definition
How do you call a comprehensive examination of a marketing problem to understand its origin and nature?Problem audit
What are the four tasks involved with the process of defining the problem and developing an approach?
- Discussions with the Decision maker(s)
- Interviews with Experts
- Secondary Data Analysis
- Qualitative Research
How do you call an interview with people very knowledgeable about the general topic being investigated?Experience survey
What is another name for conducting an experience survey (i.e., an interview with people very knowledgeable about the general topic being investigated)?Key-informant technique
How do you call an interview with lead users of the technology?Lead-user survey
How do you call data collected for some purpose other than the problem at hand?Secondary data
How do you call data originated by the researcher specifically to address the research problem?Primary data
How do you call an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem set?Qualitative research
How do you call surveys that tend to be less structured than largescale surveys in that they generally contain more open-ended questions and the sample size is much smaller?Pilot survey
How do you call studies that involve an intensive examination of a few selected cases of the phenomenon of interest where facts could be customers, stores, or other units?Case studies
How do you call the set factors having an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decision-maker, buyer behaviour, legal environment, economic environment, and marketing and technological skills of the firm?Environmental context of the problem
How do you call the goals of the organization and of the decision-maker that must be considered in order to conduct successful marketing research?Objectives
How do you call a body of knowledge that tries to understand and predict consumers' reactions based on individuals' specific characteristics?Buyer behaviour
How do you call the set of regulatory policies and norms within which organisations must operate?Legal environment
How do you call income, prices, savings, credit, and general economic conditions?Economic environment
How do you call the problem confronting the decision-maker which asks the decision-maker needs to do?Management decision problem
How do you call a problem that entails determining what information is needed and how it can be obtained most feasibly?Marketing research problem
How do you call the initial statement of the marketing research problem that provides a proper perspective on the issue?Broad statement
How do you call the second part of the marketing research problem definition where the specific components focus on the critical aspects of the problem and provide clear guidelines on how to proceed further?Specific components
How do you call a conceptual schema based on foundational statements, or axioms, that is assumed to be true?Theory
How do you call unbiased evidence that is supported by empirical findings?Objective evidence
How do you call an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part?Analytical model
How do you call analytical models that provide written representation of the relationships between variables?Verbal models
How do you call analytical models that provide a visual picture of the relationships between variables?Graphical models
How do you call analytical that explicitly describe the relationships between variables, usually in equation form?Mathematical models
How do you call refined statements of the specific components of the problem?Research questions
How do you call unproven statement or proposition about a factor or phenomenon that is of interest to the researcher?Hypothesis
How do you call the unconscious reference to one's own cultural values?Self-reference criterion
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What are the seven extraneous factors that threaten the internal and external validity of the experiment may be described by the acronym threats?
- Errors in measurement:
- Termination of test units: mortality
- Selection bias
How do you call the percentage of the total attempted interviews that are completed?
What are the eight steps involved in conducting conjoint analysis?
- Assessing reliability and validity
- Number and levels of attributes: problem formulation
- Attribute importance determination
- Level of analysis: individual vs. Aggregate
- Yaxis: utility values for attribute levels
- Stimuli construction: full profile vs. Pairwise
- Input data: metric or nonmetric
- Selection of a conjoint procedure
What are the seven steps involved in conducting multidimensional scaling?
- Stimuli selection: problem formulation
- Choice of an MDS procedure
- Assessing reliability and validity
- Labeling dimensions
- Input data: metric or nonmetric
- Number of dimensions
- Geometric representation and interpretation
How do you call a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects?
Hybrid conjoint analysis
How do you call the mathematical model expressing the fundamental relationship between attributes and utility in conjoint analysis?
Conjoint analysis model
How do you call a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes?
How do you call an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space?
How do you call a method of configuring a spatial map such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data?
External analysis of preferences
How do you call a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data?
Internal analysis of preference