Summary Marketing Research; An Applied Orientation

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ISBN-13 9781292265636
217 Flashcards & Notes
1 Students
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This is the summary of the book "Marketing Research; An Applied Orientation". The author(s) of the book is/are Naresh K Malhotra. The ISBN of the book is 9781292265636. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

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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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