Market Research Exam 1 Flash Cards

Behavioral targeting

Research applied in place/distribution and digital shopper journeys to determine ad placement and understand shopper touchpoints (CH 1 - MKT 4440 Marketing Research for Managerial Decision Making, Slides 6, 7).

Benefit and lifestyle studies

(Not in slideshows — outside source) Market research examinations that segment consumers based on the specific benefits, advantages, or solutions they seek from products, combined with psychographic profiles of their daily activities, interests, and opinions.

Big data

Unstructured secondary data stored in data warehouses (CH 2 - MKT 4440 The Marketing Research Process and Proposals, Slide 3), encompassing behavioral and AI-enabled passive data workflows (CH 1, Slide 4).

Branded "black-box" methodologies

(Not in slideshows — outside source) Proprietary, commercial research techniques and analytical tools patented or branded by specific research firms, where the internal statistical algorithms and exact operational mechanics are kept secret from the client. (Note: The slides explicitly state the ethical rule: "Don't: Use black boxes without disclosure" [CH 1, Slide 17]).

Curbstoning

(Not in slideshows — outside source) An unethical practice where field interviewers fraudulently fabricate interview responses or fill out survey questionnaires themselves rather than actually contacting respondents (colloquially derived from sitting on the curb and making up answers).

Customer relationship management (CRM)

(Not in slideshows — outside source) An integrated management information system and business strategy that manages a company's interactions, data, and touchpoints with current and potential customers across their complete lifecycle to optimize customer retention and lifetime value.

Customized research firms

External research supplier firms that provide tailored, project-specific research solutions, contrasted with standardized/syndicated firms (CH 1, Slide 14).

Database

Repositories used for long-term brand management (CH 1, Slide 14), internal secondary data (CH 3, Slide 5), and external government or commercial secondary information (CH 2, Slide 3; CH 3, Slide 6).

Data warehouse

Storage systems where big data (unstructured secondary data) are housed (CH 2, Slide 3).

Deanonymizing data

(Not in slideshows — outside source) The process of cross-referencing and matching anonymized, de-identified datasets with auxiliary outside data sources to uncover and reveal the true identities of individual participants. (Note: The slides establish that researchers must ethically "protect privacy, anonymity & consent" [CH 1, Slide 17]).

Marketing research

The process that links consumers, customers, and the public to marketers through information to identify opportunities and problems and inform managerial action (CH 1, Slide 3).

Perceptual mapping

A product research technique used for positioning by plotting consumer perceptions of competing brands along key attribute dimensions (CH 1, Slide 6, 10).

Retailing research

Research focusing on distribution and store operations, including trade area/location analysis, store image, in-store traffic flows, and scanner data (CH 1, Slide 6, 7).

Shopper marketing

Place/distribution research analyzing consumer behavior and journeys across diverse physical and digital touchpoints (CH 1, Slide 6, 7).

Standardized research firms

External research suppliers providing syndicated, uniform data and tools across multiple clients (e.g., Nielsen, Kantar, Gartner) (CH 1, Slide 14).

Subject debriefing

(Not defined in Chapter 1 slides — outside source) The ethical procedure of fully explaining to research subjects the true background, deceptive elements, and actual purposes of a study immediately after their participation. (Note: Chapter 4 slides define a related term, debriefing analysis, as an immediate post-session review between researcher, client, and moderator [CH 4, Slide 13]).

Sugging/frugging

(Not in slideshows — outside source) Unethical marketing practices disguised as research: Sugging is "Selling Under the Guise of research," and Frugging is "Fundraising Under the Guise of research."

Syndicated business services

Commercial secondary data collected, packaged, and sold to multiple clients, including consumer panels, media panels, and scanner data (CH 1, Slide 14; CH 3, Slide 7).

Predictive research

Research designs that allow causal inferences to be made, identifying cause-and-effect (X brought about Y) relationships by comparing two or more variables (CH 2 - MKT 4440 The Marketing Research Process and Proposals, Slide 13).

Census

A research study in which the researcher attempts to question or observe all the members of a defined target population (CH 2, Slide 15; CH 6, Slide 3).

Descriptive research

Research designs that describe characteristics of objects, people, groups, organizations, or environments, addressing who, what, when, where, why, and how questions (CH 2, Slide 13).

Exploratory research

Research that clarifies and defines the nature of a problem situation, discovers ideas for business opportunities, and explores consumer motivations, attitudes, and behaviors without providing conclusive evidence (CH 2, Slide 13).

Gatekeeper technologies

(Not in slideshows — outside source) Technological mechanisms and barriers (such as caller ID, spam filters, call screening, and ad blockers) that consumers and organizations employ to shield themselves from intrusive marketing inquiries and survey solicitations.

Information research process

A systematic 11-step process guided by the scientific method that identifies needs, defines questions and designs, collects and analyzes data, creates knowledge, and communicates reports (CH 2, Slide 5).

Knowledge

Insight created through engaged and careful interpretation and integration of data findings: Raw Data -> Clean/Transform -> Analyze -> Interpret -> Decision (CH 2, Slide 20).

Primary data

Data collected specifically for a current problem or project at hand (CH 2, Slide 3).

Research proposal

(Not formally defined in slides — outside source) A formal, binding written document submitted by a researcher to a client that outlines the complete research problem, specific objectives, proposed methodology, data collection designs, sample plans, timelines, and project budget. (Note: The slides outline the decision criteria for determining the need for research on Slide 4).

Sample

A representative subgroup of elements selected from the defined target population to generalize findings (CH 2, Slide 15; CH 6, Slide 3).

Scientific method

The formal scientific principles guiding the 11 steps in the information research process (CH 2, Slide 5).

Secondary data

Facts and information previously collected for some other problem or purpose prior to the current project (CH 2, Slide 3; CH 3, Slide 3).

Situation analysis

A preliminary research step that uncovers the problem's complexity by clarifying the environment and separating root causes from symptoms (CH 2, Slide 6).

Target population

The complete, relevant set of elements or individuals identified for investigation based on the research objectives (CH 2, Slide 15; CH 6, Slide 4).

Unit of analysis

The specific level or entity selected for investigation (e.g., individuals, households, organizations) during problem formulation (CH 2, Slide 6).

Alternative hypothesis (H_1)

A hypothesis stating that a relationship or effect exists between variables; it bears the burden of proof and is accepted if the null hypothesis is rejected (CH 3 - MKT 4440 Secondary Data, Literature Reviews, and Hypotheses, Slide 19).

Conceptualization

The process of identifying variables, specifying hypotheses and relationships, and preparing a visual diagram of a model (CH 3, Slide 17).

Construct

An unobservable, abstract concept measured indirectly by a group of related variables (e.g., service quality, value, customer satisfaction, brand attitude) (CH 3, Slide 15; CH 7, Slide 5, 6).

Consumer panels

Commercial syndicated secondary data tracking consumer purchasing and consumption behavior over time (CH 3, Slide 7).

Dependent variable

The variable or construct that the researcher seeks to explain or predict as an outcome (CH 3, Slide 15; CH 5, Slide 22, 23).

Descriptive hypotheses

Hypotheses developed to address specific problem situations (CH 3, Slide 16).

External secondary data

Facts observed and recorded by an entity other than the researcher's organization (e.g., libraries, government, periodicals, vendors, media) (CH 3, Slide 3, 6).

Hypothesis

A testable but unproven statement developed to explain a phenomenon, suggesting relationships between variables (CH 3, Slide 19).

Independent variable

The variable that predicts or explains the outcome variable (CH 3, Slide 15), or the variable directly manipulated in an experiment (CH 5, Slide 22, 23).

Internal secondary data

Data originating inside the organization representing events recorded or generated internally at little or no cost (CH 3, Slide 3, 5).

Literature review

A comprehensive examination of available secondary information related to the research topic, moving from broad background to narrow constructs (CH 3, Slide 11).

Media panels

Commercial syndicated secondary data sources that track media audience exposure and consumption (CH 3, Slide 7).

Negative relationship

An association between two variables where one variable increases while the other decreases (CH 3, Slide 16).

North American Industry Classification System (NAICS)

(Not in slideshows — outside source) A standardized, standardized hierarchical numerical code system used by Federal statistical agencies in the United States, Canada, and Mexico to classify and measure business establishments and industries based on economic activity.

Null hypothesis (H_0)

A hypothesis stating that there is no relationship or effect between variables, referring directly to a population parameter (CH 3, Slide 19).

Parameter

The actual, true value of a variable within an entire population (CH 3, Slide 19; CH 6, Slide 19).

Positive relationship

An association between two variables where both variables increase or decrease together (CH 3, Slide 16).

Predictive hypotheses

Hypotheses specifying theoretical, causal, or non-experimental relationships between variables to predict future outcomes (CH 3, Slide 13, 16; CH 5, Slide 21).

Relationships

Observed or inferred associations between two or more variables (CH 3, Slide 15).

Sample statistic

An estimate of a population parameter derived from a sample (CH 3, Slide 19; CH 6, Slide 19).

Store audits

(Not formally defined in slides — outside source) Formal secondary or syndicated tracking studies where auditors physically inspect retail store shelves to measure retail sales, product inventory, point-of-sale displays, and shelf space allocation. (Note: The slides cite scanner data and retail intelligence under commercial data [CH 3, Slide 7]).

Syndicated (or commercial) data

Secondary data collected, packaged, and sold by commercial research vendors (CH 3, Slide 7).

Variable

An observable item used as a measure on a questionnaire that can take on multiple values (CH 3, Slide 15; CH 5, Slide 23).

Bulletin board

(Not in slideshows — outside source) An asynchronous qualitative online research platform where pre-screened participants log in over several days to respond to moderator questions, upload media, and reply to other respondents' comments on their own schedule.

Case study

A qualitative research method focusing on one or a few cases in depth, rather than studying many cases superficially (CH 4 - MKT 4440 Exploratory and Observational Research Designs, Slide 15).

Content analysis

A systematic review of qualitative transcripts that categorizes individual responses into larger categories and themes (CH 4, Slide 13).

Debriefing analysis

An analysis session giving the researcher, client, and moderator a chance to compare notes immediately following a focus group (CH 4, Slide 13).

Ethnography

Research seeking to understand how social and cultural influences affect behavior by recording actions in natural settings via participant observation (CH 4, Slide 15).

Focus group moderator

The trained individual who questions, stimulates, and controls discussion using a moderator's guide while remaining neutral (CH 4, Slide 12).

Focus group research

Qualitative research bringing small groups together for an interactive discussion of a particular topic (CH 4, Slide 10).

Groupthink

A disadvantage of focus groups where social pressure within a group causes conformity, contaminating results (CH 4, Slide 14).

In-depth interview (IDI)

A qualitative data collection technique using trained interviewers, semi-structured questions, and face-to-face settings with individual respondents (CH 4, Slide 9).

Listening platform/post

A platform that monitors and analyzes media sources to provide insights that support managerial decisions (CH 4, Slide 19).

Moderator's guide

A detailed guide used by focus group moderators to question, stimulate, and control discussion (CH 4, Slide 12).

Netnography

An observational research technique that extends the concepts and methods of ethnography to the internet and online forums (CH 4, Slide 20).

Observation research

Systematic observation and recording of behavioral patterns, physical actions, or market phenomena without relying on questioning (CH 4, Slide 17, 18).

Online community

Public or private internet forums and social media spaces monitored in netnography (CH 4, Slide 20).

Participant observation

An ethnographic approach where behavior is recorded directly in natural settings (CH 4, Slide 15).

Photovoice

(Not in slideshows — outside source) A participatory qualitative research method where research subjects capture photographs documenting their everyday lives and perspectives, accompanied by descriptive narratives. (Note: The slides list photographs and video records under observable phenomena [CH 4, Slide 19]).

Private communities

(Not in slideshows — outside source) Exclusive, invitation-only online customer groups created by a brand or research firm where vetted members provide ongoing qualitative feedback, test ideas, and answer questions over an extended period.

Projective techniques

Qualitative methods using indirect questioning designed to reveal a person's true thoughts and feelings better than direct questions (CH 4, Slide 16).

Purposed communities

(Not in slideshows — outside source) Online branded research communities formed with a specific, clearly established business or study purpose in mind to collaborate with consumers on new product ideas or strategic issues.

Purposive sampling

A nonprobability sampling method that selects sample members based on specific characteristics (CH 4, Slide 11).

Qualitative research

Research using unstructured text, images, or audio from small samples to uncover preliminary insights, perceptions, and trends (CH 4, Slide 4, 5, 6).

Quantitative research

Research using formal questionnaires and numerical measurement from large samples to test hypotheses and produce statistically projectable results (CH 4, Slide 3, 5, 6).

Scanner-based panel

Technology-mediated observation capturing retail purchase patterns electronically through scanner data (CH 4, Slide 18).

Sentence completion test

A projective technique where respondents complete unfinished sentences to reveal hidden thoughts and feelings (CH 4, Slide 16).

Sentiment analysis/opinion mining

A measure of emotion, attitudes, and beliefs from text using natural language processing (NLP), AI, and machine learning (CH 4, Slide 19).

Social media monitoring

Observational research based on analyzing existing conversations and unstructured data in social media (CH 4, Slide 19).

Social mention

(Not in slideshows — outside source) A metric or automated search tool that tracks, measures, and monitors how many times a particular brand, keyword, product, or hashtag is publicly mentioned across social media channels.

Stratified purposive sampling

Selecting sample members across various pre-specified target categories or groups (CH 4, Slide 11).

Technology-mediated observation

Using technologies (cameras, GPS, NFC, RFID, eye tracking, fMRI) to capture human behavior and marketing phenomena (CH 4, Slide 18, 19).

Theoretical sampling

Selecting participants not initially chosen to help develop and support emerging theoretical insights (CH 4, Slide 11).

Unstructured data

Data (text, audio, video) that do not have fixed fields and cannot be processed using conventional statistics until structured (CH 4, Slide 19; CH 7, Slide 3).

Word association test

A projective technique where respondents state the first word coming to mind to map underlying brand meanings (CH 4, Slide 16).

Zaltman Metaphor Elicitation Technique (ZMET)

A projective technique based on the hypothesis that human thought is processed in images and metaphors (CH 4, Slide 16).

Ability to participate

The respondent's physical capability, availability, and time to meet with the interviewer or complete a survey (CH 5 - MKT 4440 Descriptive, Predictive, and Causal Research Designs, Slide 20).

Causal research

Research designs that investigate cause-and-effect relationships (X -> Y) using experiments to manipulate independent variables and measure dependent variables (CH 5, Slide 22).

Computer-Assisted Telephone Interview (CATI)

(Not in slideshows — outside source) A telephone surveying technique where the interviewer follows a script displayed on a computer screen and enters responses directly into the database. (Note: The slides discuss telephone-administered surveys on Slide 12).

Control variables

Variables kept constant and not allowed to change while the independent variable is manipulated in an experiment (CH 5, Slide 23).

Data visualization

Converting quantitative values into graphical formats so data can be presented visually, efficiently, and effectively (CH 5, Slide 5).

Dependent variables (in causal designs)

The outcome variables measured to determine the effect of the manipulated independent variable (CH 5, Slide 22, 23).

Drop-off survey

A survey hand-delivered to select respondents, where completed surveys are either mailed back or picked up (CH 5, Slide 16).

Experiment

A causal research design where the researcher manipulates independent variables and measures their effect on a dependent variable while controlling extraneous variables (CH 5, Slide 22, 23).

External validity

The extent to which experimental results can be generalized to the larger target population and real-world conditions (CH 5, Slide 24).

Extraneous variables

Any unmeasured or uncontrolled variables that may inadvertently affect the dependent variable in an experiment (CH 5, Slide 23).

Field experiments

Experiments where independent variables are manipulated in a natural setting to measure the dependent variable (CH 5, Slide 26).