Marketing Research Chapter 3

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.

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.

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.

A type of conclusive research that has as its major objective the description of something usually market characteristics or functions.

A type of research design involving the collection of information from any given sample of population elements only once.

A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.

A cross-sectional design in which there are two or more samples of respondents, and information from each sample is obtained only once.

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.

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 .

A sample of respondents who have agreed to provide information at specified intervals over an extended period.

A type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect relationships.

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.

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.

Nonsampling errors are errors that can be attributed to sources other than sampling, and they can be random or nonrandom.

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.

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.

Management tools needed to hel ensure that the marketing research project is completed within the available resources.

Management technique of dividing a research project into component activities, determining the sequence of these components and the time each activity will require.

a more sophisticated critical path method that accounts for the uncertainty in project completion times.

A sophisticated critical path method that accounts for both the competition probabilities and the activity costs.

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.