Key Marketing Research Terms: Hypotheses, Variables, and Data Types

Alternative hypothesis

The hypothesis, opposite to the null hypothesis, suggests that two variables are related.

Conceptualization

Development of a model that shows proposed relationships between variables.

Construct

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

Dependent variable

The variable researchers are seeking to explain.

Consumer panels

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

Descriptive Hypotheses

Possible answers to a specific applied research problem.

External secondary data

Data collected by outside agencies such as the federal government.

Hypothesis

An educated guess for something that you can test with an experiment.

Independent variable

The variable that predicts the outcome variable of interest.

Internal secondary data

Data collected by the individual company for accounting purposes.

Literature review

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

Media panels

Similar to consumer panels but the information focuses on media usage behavior.

Negative relationship

An association between two variables in which one increases while the other decreases.

North American Industry Classification System (NAICS)

A system that codes numerical industrial listings designed to promote uniformity in data reporting procedures for the U.S. government.

Null hypothesis

There is no connection or effect between variables

Parameter

The true value of a variable.

Positive relationship

An association between two variables in which they increase or decrease together.

Predictive hypotheses

Theoretical statements about relationships between variables.

Relationships

Associations between two or more variables.

Sample statistic

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 (or commercial) data

Data that has been compiled according to some standardized procedure; provides customized 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.