Market Research Core Concepts and Science

Vocabulary flashcards covering fundamental definitions in market research, qualitative and quantitative methodologies, scientific research principles, and research ethics.

Market Research

The process of gathering, analyzing, and interpreting information about a target audience, market, or competitors to understand what people need, want, think, do, and why.

Primary Market Research

Research that you collect firsthand to answer a specific question.

Secondary Market Research

Research that uses existing data collected by someone else.

Qualitative Research

Research focused on depth and understanding, especially motivations, perceptions, feelings, experiences, language, and unmet needs.

Quantitative Research

Research focused on measurement and scale, using structured questions and larger samples to produce statistically reliable results.

Mixed-Methods Research

Research that combines qualitative and quantitative methods to use the strengths of both.

In-Depth Interview (IDI)

A one-on-one conversation used to explore attitudes, behaviors, motivations, and decision-making in detail.

Focus Groups

Moderated group discussions that reveal shared perceptions, differences in opinion, and group dynamics.

Observational Research

Watching customers actually use a product, service, or process.

Purposeful Sampling

Intentionally selecting people with experiences relevant to the research question.

Iterative Analysis

A process where researchers collect data, interpret, return to the field, collect more data, and interpret again.

Theme

A unifying concept or statement that emerges from qualitative data.

A&U Research

Attitudes & Usage research that examines who customers are, how they behave, and how they perceive a brand or category.

Concept Testing

Evaluating a new product, feature, or service idea before launch.

MaxDiff

A technique used to identify which features matter most by forcing tradeoffs.

Conjoint Analysis

A method for understanding how customers value different combinations of features and attributes.

Key Driver Analysis

Analysis that identifies the factors that have the greatest impact on outcomes such as satisfaction, loyalty, or intent.

Brand Tracking

Monitoring brand health, awareness, and perception over time.

Sugging

Selling under the guise of research — pretending to conduct research when the real goal is sales or lead generation.

Frugging

Fundraising under the guise of market research.

Social Science

The systematic, evidence-based study of human behavior, relationships, and institutions in social and cultural contexts.

Strategic Communication

Applied research used to design and evaluate persuasive messages, sources, receivers, and campaigns.

Scientific Method

A systematic process involving observation, hypothesis formation, testing, and refinement/acceptance/rejection based on evidence and peer review.

Replicability

A characteristic of research meaning others can repeat the study.

Precision

A characteristic of research where concepts are clearly defined and measurable.

Falsifiability

A characteristic of research where claims can potentially be shown false.

Parsimony

Preferring simpler explanations when they adequately explain the evidence.

Inductive Reasoning

Reasoning that moves from Observation to Generalization to Theory.

Deductive Reasoning

Reasoning that moves from Theory to Prediction to Experiment/Evidence.

Exploratory Research

Research investigating a new or poorly understood problem.

Descriptive Research

Research describing what is happening — who, what, where, and when.

Explanatory Research

Research asking why/how something happens and examining relationships or causes.

Research Ethics

The application of fundamental ethical principles to research design, implementation, treatment of participants, and use of resources.

Belmont Report

A framework establishing fundamental ethical principles for research involving human subjects: Respect for Persons, Beneficence, and Justice.

Respect for Persons

A Belmont principle stating that people should have choice and informed consent, and researchers must protect people with limited autonomy.

Beneficence

A Belmont principle stating that researchers must maximize benefits and minimize risks/harm.

Justice

A Belmont principle stating that researchers must fairly distribute the burdens and benefits of research.

Informed Consent

A process in which participants receive enough information about research to make an informed, voluntary decision about participation.

Basic Science

Science that develops fundamental knowledge and explanations.

Applied Science

Science that uses knowledge to solve practical problems.

Unit of Analysis

The person, group, organization, country, object, etc. being studied.

Concept

An abstract idea or characteristic, such as happiness, intelligence, or innovation.

Construct

A carefully defined concept used for scientific research.

Operational Definition

A definition explaining exactly how a construct will be measured.

Variable

A measurable representation of a construct.

Independent Variable

The variable presumed to cause or influence another variable.

Dependent Variable

The outcome being explained or predicted.

Moderating Variable

A variable that changes the strength or direction of a relationship.

Mediating Variable

A variable that helps explain how or why one variable affects another.

Nomological Network

A network showing how multiple constructs are theoretically related.

Proposition

A proposed relationship between constructs that should be clearly stated and empirically testable.

Hypothesis

A specific, testable prediction derived from theory or prior evidence.

Theory

A systematic set of related constructs and propositions that explains a phenomenon.

Model

A simplified representation of relationships or systems.

Structured Interview

An interview method that uses a standardized set of questions asked consistently across participants.

Semi-Structured Interview

An interview method that uses a planned interview guide while allowing flexibility to ask follow-up questions.

Unstructured Interview

A flexible conversational interview with few predetermined questions, allowing topics to emerge naturally.