Marketing Research Chapter 2

  1. Problem Definition
    A broad statement of the general problem and identification of the specific components of the marketing research problem.
  2. Problem Audit
    A comprehensive examination of a marketing problem to understand its origin and nature.
  3. Experience Survey
    Interviews with people very knowledgeable about the general topic being investigated.
  4. Key-Informant Technique
    Another name for experiences surveys (interviews with people very knowledgeable about the general topic being investigated).
  5. Lead-User Survey
    Interviews with lead users of the technology.
  6. Secondary Data
    Data collected for some purpose other than the problem at hand.
  7. Primary Data
    Data originated by the researcher specifically to address the research problem.
  8. Qualitative Research
    An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.
  9. Pilot Surveys
    Surveys that tend to be less structured than large-scale surveys i that they generally contain more open-ended questions and the sample size is much smaller.
  10. Case Studies
    Case studies involve an intensive examination of a few selected cases of the phenomenon of interest. Cases could be customers, stores, or other units.
  11. Environmental context of the problem
    Consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecast, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.
  12. Objectives
    Goals of the organization and the decision maker must be considered in order to conduct successful marketing research.
  13. Buyer Behavior
    A body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.
  14. Legal Environment
    Regulatory Policies and norms within which organizations must operate.
  15. Economic Environment
    Consists of income, prices, savings, credit, and general economic conditions.
  16. Management Decision Problem
    The problem confronting the decision maker. It asks what the decision maker needs to do.
  17. Marketing Research Problem
    A problem that entails determining what information is needed and how it can be obtained in the most feasible way.
  18. Conceptual Map
    A way to link the broad statement of the marketing research problem t the management decision problem.
  19. Broad Statement
    The initial statement of the marketing research problem that provides an appropriate perspective on the problem.
  20. Specific Componenets
    The second part of the marketing research problem definition. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.
  21. Theory
    A conceptual scheme baed on foundational statements or axioms, that are assumed to be true.
  22. Objective Evidence
    Unbiased evidence that is supported by empirical findings.
  23. Analytical Model
    An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part.
  24. Verbal Models
    Analytical models that provide a written representation of the relationships between variables.
  25. Graphical Models
    Analytical models that provide a visual picture of the relationships between variables.
  26. Mathematical Models
    Analytical models that explicitly describe the relationship between valuables, usually in equation form
  27. Research Questions
    Research questions are refined statements of the specific components of the problem.
  28. Hypothesis
    An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.
  29. Self-reference Criterion
    The unconscious reference to one's own cultual values.
Card Set
Marketing Research Chapter 2
Chapter 2 Vocab