Marketing Research Chapter 6 Vocab

  1. Mail Panels
    A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone survey.
  2. Hypertext markup Language
    Hypertext markup language HTML is the language of the web.
  3. Sample Control
    The ability of the survey mode to reach the units specified in the sample effectively and efficiently.
  4. Sampling Frame
    A representation of the elements of the target population. It consists of a list or set of directions for identifying the target population.
  5. Random Digit Dialing (RDD)
    A technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random.
  6. Random Digit Directory Designs
    A research design for telephone surveys in which a sample of numbers is drawn from the telephone directory and modified to allow unpublished numbers a chance of being included in the sample.
  7. Response Rate
    A percentage of the total attempted interviews that are completed.
  8. Nonresponse Bias
    When actual respondents differ from those who refuse to participate.
  9. Critical Request
    The target behavior that is being researched.
  10. Observation
    The recoding of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest.
  11. Structured Observation
    Observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.
  12. Unstructured Observtion
    Observation that involves a researcher monitoring all relevant phenomena without specifying the detail in advance.
  13. Natural Observation
    Observing behavior as it takes place in the environment.
  14. Contrived Observation
    The behavior is observed in an artificial environment.
  15. Personal Observation
    An observation research strategy in which human observers record the phenomenon being observed as it occurs.
  16. Mechanical Observation
    An observational research strategy in which mechanical devices rather than human observers record the phenomenon being observed.
  17. Psychogalvanometer
    An instrument that measures a respondent's galvanic skin response.
  18. Galvanic Skin Response
    Changes in the electrical resistance of the skin that relate to a respondent's affective state.
  19. Voice Pitch Analysis
    Measurement of emotional reaction through changes in the respondent's voice.
  20. Response Latency
    The amount of time it takes to respond.
  21. Pantry audit
    A type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.
  22. Content Analysis
    The objective, systematic and quantitative description of the manifest content of a communication.
  23. Trace Analysis
    An approach in which data collection is based on physical traces, or evidence, of past behavior.
  24. Mystery Shopping
    Trained observers pose as consumers and shop at company-or-competitor-owned stores to collect data about customer-employee interaction and other marketing variables.
Card Set
Marketing Research Chapter 6 Vocab
Chapter 6 Vocab