Marketing Research Findings Communication

These flashcards cover key vocabulary and concepts pertaining to the communication and interpretation of marketing research findings.

Sampling

The process of selecting a subset of individuals from a population to estimate characteristics of the whole population.

Sampling Frame

A list or database from which a sample is drawn.

Sampling Error

The error that occurs due to the difference between the sample results and the actual population values.

Non-Sampling Error

Errors that are not related to the sampling process, affecting the accuracy of data.

Probability Sampling

Sampling methods where every member of the population has a known chance of being selected.

Non-Probability Sampling

Sampling methods where not all members have a known or equal chance of being selected.

Convenience Sampling

A non-probability sampling method where members are selected based on their easy availability.

Judgment Sampling

A non-probability sampling method where the researcher uses their judgment to select subjects.

Quota Sampling

A non-probability sampling method where the researcher ensures equal representation of various sub-groups.

Research Objectives

The goals or purposes that the research seeks to achieve.

Executive Summary

A brief overview of the research report that summarizes the main findings and recommendations.

Research Methodology

The detailed process of how a research study was conducted.

Findings

The results and data collected during the research study.

Limitations

Factors that restrict the scope of the research or affect the results.

Appendices

Sections of the report that contain supplementary information not included in the main text.

KISS Rule

An acronym for 'Keep It Simple, Stupid,' emphasizing the need for simplicity in communication.

Credibility

The quality of being trusted and believed in, especially regarding research methods and findings.

Interpretation

The explanation or analysis of the meaning of data or findings.

Conclusions

Descriptive statements that summarize the results of the research.

Recommendations

Suggestions for future actions based on the research findings.

Visual Presentation

The use of visual aids in delivering research results to enhance understanding.