MRKT 330

Key Terms

Behavioral Targeting

Displaying Ads at ones website based on the user’s previous surfing behavior

Benefit and Lifestyle Studies

Examine similarities and differences in consumers’ needs. Researchers use these studies to identify two or more segments within the market for a particular company products.

Big Data

large and complex datasets that information technology enables organizations to gather and store; it requires innovative tools to extract insights for businesses and marketers.

Black-Box Methodologies

Methodologies offered by research firms that are branded and don’t provide information about how the methodology works.

Curbstoning

Data collection personnel filling out fake surveys for fake people.

CRM

Manages important customer information such as customer interactions throughout all touchpoints and purchase behavior.

Customized Research Firms

Research firms that provide tailored services for clients.

Database

A collection of the most recent data that is organized for efficient retrieval analysis.

Data Warehouse

Provides access and analysis of collections of historical data from various sources throughout the company.

Deanonymizing Data

Combining different publicly available information, usually unethically, to determine consumers’ identities, especially on the internet.

Marketing Research

The function that links an organization to its market through the gathering of information.

Perceptual Mapping

A technique used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions.

Retailing Research

Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis.

Shopper Marketing

Marketing to consumers based on research of the entire process consumers go through when making a purchase.

Standardized Research Firms

Research firms that provide general results following a standard format so that results of a study conducted for one client can be compared to norms.

Subject Debriefing

Fully explaining to respondents and deception that was used during research.

Sugging/Frugging

Claiming that a survey is for research purposes and then asking for a sale or donation.

Syndicated Business Services

services provided by standardized research firms that include data made or developed for a common data pool.

Predictive Research

Investigate non experimental relationships between independent and dependent variables to predict new values, needs, outcomes, and opportunities.

Census

Researcher tries to observe all the members of a defined target population.

Descriptive Research

Collects quantitative data to answer research questions such as who, what, when, where, and how.

Exploratory Research

Generates insights that will help define the problem situation confronting the researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access with other methods.

Gatekeeper Tech

tech such as caller ID that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists.

Information Research Process

A systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making info.

Knowledge

Information becomes this when someone, either the researcher or the decision maker, interprets the data and attaches a meaning.

Primary Data

Info collected for a current research problem or opportunity.

Research Proposal

A specific document that provides and overview of the proposed research and methodology, and serves as a written contract between the decision maker and the researcher.

Sample

A small number of members of the target pop from which the researcher collects data.

Scientific Method

Research procedures should be logical, objective, systematic, reliable, and valid.

Secondary Data

Data not gathered for immediate study at hand but for some other purpose.

Situation Analysis

uncovers the complexity of the problem.

Target Population

The population from which the researcher wants to collect data.

Unit of Analysis

Specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combo.

Alternative Hypothesis

The hypothesis contrary to the null hypothesis, it usually suggests two variables are related.

Predictive Hypothesis

Theoretical statements about relationships between variables.

Conceptualization

Development of a model that shows variables and hypothesized or proposed relationships between variables.

Construct

A hypothetical variable made up of a set of component responses or behaviors that are thought to be related.

Consumer Panels

Large samples of households that provide specific, detailed data on purchase behavior for an extended period of time.

Dependent Variable

The variable or construct researchers are seeking to explain.

Descriptive Hypotheses

Possible answers to a specific applied research problem.

External Secondary Data

Data collected by outside agencies such as the government, trade associations, or periodicals.

Hypothesis

An empirically testable though yet unproven statement developed in order to explain phenomena.

Independent Variable

The variable or construct that predicts or explains the outcome variable of interest.

Internal Secondary Data

Data collected by the individual company for accounting purposes or marketing activity reports.

Literature Review

A comprehensive examination of available secondary info. that is related to your research topic.

Media Panels

Information focuses on media usage behavior.

Negative Relationship

An association of two variables where one increases and the other decreases.

NAICS

System that codes numerical industrial listings designed to promote uniformity data reporting procedures for the US Gov.

Null Hypothesis

A statistical hypothesis that is tested for possible rejection under the assumption that it is true.

Parameter

The true value of a variable.

Positive Relationship

Two variables increase or decrease together.

Relationships

Associations between two or more variables.

Sample Statistics

The value of a variable that is estimated from a sample.

Secondary Data

Data not gathered for the immediate study at hand but for some other purpose.

Store Audits

Formal examination and verification of how much of a particular product or brand has been sold at the retail level.

Syndicated/Commercial Data

Compiled according to standardized procedure; provides data for companies such as market share, ad effectiveness, and sales tracking.

Variable

An observable item that is used as a measure on a questionnaire.

Bulletin Board

An online research format in which participants agree to post regularly over a period of four to five days.

Case Study

An exploratory research technique that intensively investigates one or several existing situations that are similar to the current problem/opportunity situation.

Content Analysis

The systematic procedure of taking individual responses and grouping them into larger categories.

Debriefing Analysis

an interactive procedure in which the researcher and moderator discuss the subjects’ responses to the topics that outlined the focus group session.

Ethnography

A form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individuals behaviors and experiences.

Focus Group Moderator

A person who is well trained in there interpersonal comm. skills and professional manners required for a focus group.

Focus Group Research

A qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher.

Groupthink

one or two members of a group state an opinion and other members of the group join the bandwagon.

In-depth interview

A data collection method in which a well-trained interviewer asks a participant a set of semistructured questions in a face-to-face setting.

Listening Platform/post

An integrated system that monitors and analyzes social media sources to provide insights that will support marketing decision making.

Moderator’s Guide

A detailed outline of the topics, questions, and subquestions used by the moderator to lead a session.

Netnography

A research technique that requires deep engagement with online communities.

Observation Research

Systematic observation and recording of behavioral patterns of objects, people, events, and other phenomena.

Online Community

A group of individuals with common interests who communicate via the internet.

Participant Observation

An ethnographic research technique that involves extended observation of behavior in natural settings in order to fully experience cultural contexts.

Photovoice

Enables participants to document and reflect their perceptions of reality about phots and videos related to a topic.

Private Communities

Purposed communities whose primary purpose is research.

Projective Techniques

An indirect method of questioning that enables a subject to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.

Purposed Communities

Online brand communities that can be used for research.

Purposive Sampling

Selecting sample members to study because they possess attributes important to understanding the research topic.

Qualitative Research

The collection of data in the from of text or images using open-ended questions, observation or “found” data.

Quantitative Research

Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers or respondents.

Scanner-based panel

A group of participating households that have a unique bar-coded card as an identification characteristic for inclusion in the research study.

Sentence completion test

A projective technique where subjects are given a set of incomplete sentences and asked to complete in their own words.

Sentiment analysis/opinion mining

The application of tech tools to identify, extract, and quantify subject info in textual data.

Social media monitoring

Research based on conversations in social media.

Social mention

A social media search and analysis platform that aggregates user-generated content into a single stream of information for a common purpose. It shows what they’re saying about you.

stratified purposive sampling

Selecting sample members so that groups can be compared.

technology-mediated observation

Data collection using some type of mechanical device to capture human behavior, events, or marketing phenomena.

theoretical sampling

Selecting sample members based on earlier interviews that suggest that particular types of participants will help researchers better understand the research topic.

unstructured data

Data that does not have a predefined structure such as texts, images, or sensor data.

word association test

A projective technique in which the subject is presented with a list of words, and they are asked what the first word that comes to mind.

Zaltman metaphor eliciation technique (ZMET)

A visual research technique that interviews participants to share emotional and subconscious reactions to a particular topic.

Ability to participate

Ability of both interviewer and respondent to get together for a Q/A.

Casual Research

Collects data that enables decision makers to determine cause and effect relationships between two or more variables.

Control Variables

Variables the researcher does not allow to vary freely or systematically with independent variables; control variable should not change as the independent variable is manipulated.

Data visualization

Converts quantitative values into graphical formats so data can be presented visually.

Dependent Variables

The variable or construct researchers are seeking to explain..

Experiment

an empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables.

External validity

the extent to which a causal relationship found in a study can be expected to be true for the entire target pop.

Extraneous Variables

any variables that experimental researchers do not measure or control that may affect the dependent variable.

Field Experiments

Casual research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting.

Generalizable

Projectable to the population represented by the sample in a study.