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BUAD 302 Textbook Notes
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1
Geofencing
A virtual fence that is placed around a geographic location in the real world.
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2
Standardized Research Firms
Research firms that provide general results following a standard format for comparability.
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3
Syndicated Business Services
Services from standardized research firms that include common data pool services.
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4
Subject Debriefing
Fully explaining to respondents any deception used during research.
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5
Sugging/Frugging
Claiming a survey is for research while soliciting a sale or donation.
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6
Behavioral Targeting
Displaying ads based on the user's previous surfing behavior.
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7
Benefit and Lifestyle Studies
Studies examining consumer needs to identify market segments.
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8
Branded 'Black-box' Methodologies
Research methodologies that are branded but lack transparency.
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9
Curbstoning
Filling out surveys for fake respondents by data collection personnel.
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10
Customized Research Firms
Firms providing tailored research services to clients.
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11
Deanonymizing Data
Unethically combining publicly available information to identify consumers.
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12
Marketing Research
The function linking an organization to its market through information gathering.
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13
Perceptual Mapping
A technique to represent the relative positioning of products based on consumer decisions.
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14
Retailing Research
Research focusing on trade area analysis, store image, and in-store traffic.
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15
Shopper Marketing
Marketing based on research of the consumer purchasing process.
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16
Causal Research
Research that enables determination of cause-and-effect relationships.
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17
Census
Questioning or observing all members of a defined target population.
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18
Descriptive Research
Collects quantitative data to answer key research questions.
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19
Exploratory Research
Generates insights to better understand consumer motivations and behaviors.
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20
Gatekeeper Technologies
Technologies preventing intrusive marketing by telemarketers.
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21
Information Research Process
A systematic approach to transforming data into useful information.
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22
Knowledge
Information interpreted with meaning by researchers or decision makers.
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23
Primary Data
Information collected for current research purposes.
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24
Research Proposal
An overview document detailing proposed research and methodology.
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25
Sample
A small number of members from the target population for data collection.
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26
Scientific Method
Research procedures that are logical, objective, and reliable.
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27
Secondary Data
Information collected for a prior research issue.
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28
Situation Analysis
Gathers background information to understand the overall complexity of a problem.
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29
Target Population
The group of individuals the researcher wants to collect data from.
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30
Unit of Analysis
Specifies what data should be collected about individuals, groups, or areas.
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31
Bad Questions
Questions that distort communication between researcher and respondent.
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32
Call Records
Documentation summarizing an interviewer's performance efficiency.
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33
Common Methods Variance (CMV)
Biased variance resulting from the questionnaire measurement method.
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34
Cover Letter
A communication to enhance a respondent’s willingness to participate.
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35
Interviewer Instructions
Guidelines for training interviewers on conducting interviews.
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36
Introductory Section
Overview provided to respondents about the research.
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37
Questionnaire
A document consisting of questions designed to gather primary data.
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38
Quotas
A system that ensures all specified subgroups are represented in the sample.
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39
Research Questions Section
Part of the questionnaire focused on specific research questions.
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40
Response Order Bias
Influence on answers due to the order of questions asked.
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41
Screening Questions
Questions used to identify qualified respondents for the study.
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42
Sensitive Questions
Questions regarding personal information respondents might answer inaccurately.
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43
Skip Questions
Questions responded to only by those meeting a prior condition.
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44
Structured Questions
Closed-ended questions requiring predetermined responses from respondent.
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45
Supervisor Instruction Form
A blueprint for interviewer training on standardized processes.
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46
Unstructured Questions
Open-ended questions allowing respondent's own wording in responses.
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47
Descriptive Research Designs
Use questionnaires to transform data into knowledge.
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48
Predictive Survey Questionnaires
Collect data for predicting changes in behaviors and testing hypotheses.
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49
Pilot Study
A small-scale preliminary study to test research methodologies.
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50
Pretest
A small descriptive study focusing on a specific segment of the main study.
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51
Unanswerable Questions
Questions respondents cannot answer due to lack of information or relevance.
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52
Leading Questions
Questions that direct respondents towards a specific response.
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53
Double-barreled Questions
Questions addressing multiple issues simultaneously.
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54
Behavioral Intention Scale
A scale predicting the likelihood of future purchasing behavior.
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55
Comparative Rating Scale
A scale requiring judgment comparing one object against another.
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56
Constant-sum Scale
A scale requiring allocation of points among listed attributes.
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57
Construct
A hypothetical variable represented by related responses or behaviors.
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58
Construct Development
The process of determining specific data for solving the research problem.
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59
Discriminatory Power
A scale's ability to differentiate between response categories.
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60
Graphic Rating Scales
Scales using graphic continua for respondent responses.
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61
Interval Scale
Scale demonstrating absolute differences between individual points.
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62
Likert Scale
An ordinal scale requesting agreement/disagreement with statements.
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63
Measurement
The process of assigning intensity to constructs or concepts.
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64
Multiple-item Scale
A scale format collecting data on several attributes simultaneously.
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65
Nominal Scale
A scale requiring descriptive responses without numeric values.
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66
Noncomparative Rating Scale
A scale format requiring judgment without comparative reference.
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67
Ordinal Scale
A scale enabling expression of relative magnitude among responses.
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68
Rank-order Scales
Scales allowing respondents to indicate preferences in order.
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69
Ratio Scale
A scale identifying absolute differences and allowing comparisons.
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70
Scale Measurement
The process of assigning descriptors to represent response ranges.
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71
Scale Points
Degrees of intensity assigned to responses in questioning methods.
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72
Semantic Differential Scale
A bipolar ordinal scale capturing attitudes about objects.
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73
Single Item Scale
A scale format collecting data on just one attribute of a construct.
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74
Alternative Hypothesis
The hypothesis suggesting a relationship between two variables.
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Causal Hypothesis
Statements about relationships between variables.
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Conceptualization
Development of a model showing variables and their relationships.
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77
Dependent Variable
The variable researchers aim to explain in a study.
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Descriptive Hypothesis
Possible answers to a specific applied research issue.
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79
Hypothesis
An empirically testable statement designed to explain phenomena.
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80
Independent Variable
The variable predicting or explaining the outcome of interest.
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81
Internal Secondary Data
Data collected by a company for its activities.
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82
Negative Relationship
An association where one variable increases while the other decreases.
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83
Null Hypothesis
A hypothesis tested for possible rejection under assumed truth.
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84
Parameter
The true value of a variable.
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85
Positive Relationship
An association where two variables increase or decrease together.
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86
Relationships
Associations between two or more variables.
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87
Sample Statistic
The value estimated from a sample representing a variable.
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88
Secondary Data
Data collected for a purpose other than the current study.
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Syndicated (or Commercial) Data
Data compiled according to standardized procedures for businesses.
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90
Variable
An observable item measured on a questionnaire.
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