BUAD 302 Textbook Notes

Geofencing

A virtual fence that is placed around a geographic location in the real world.

Standardized Research Firms

Research firms that provide general results following a standard format for comparability.

Syndicated Business Services

Services from standardized research firms that include common data pool services.

Subject Debriefing

Fully explaining to respondents any deception used during research.

Sugging/Frugging

Claiming a survey is for research while soliciting a sale or donation.

Behavioral Targeting

Displaying ads based on the user's previous surfing behavior.

Benefit and Lifestyle Studies

Studies examining consumer needs to identify market segments.

Branded 'Black-box' Methodologies

Research methodologies that are branded but lack transparency.

Curbstoning

Filling out surveys for fake respondents by data collection personnel.

Customized Research Firms

Firms providing tailored research services to clients.

Deanonymizing Data

Unethically combining publicly available information to identify consumers.

Marketing Research

The function linking an organization to its market through information gathering.

Perceptual Mapping

A technique to represent the relative positioning of products based on consumer decisions.

Retailing Research

Research focusing on trade area analysis, store image, and in-store traffic.

Shopper Marketing

Marketing based on research of the consumer purchasing process.

Causal Research

Research that enables determination of cause-and-effect relationships.

Census

Questioning or observing all members of a defined target population.

Descriptive Research

Collects quantitative data to answer key research questions.

Exploratory Research

Generates insights to better understand consumer motivations and behaviors.

Gatekeeper Technologies

Technologies preventing intrusive marketing by telemarketers.

Information Research Process

A systematic approach to transforming data into useful information.

Knowledge

Information interpreted with meaning by researchers or decision makers.

Primary Data

Information collected for current research purposes.

Research Proposal

An overview document detailing proposed research and methodology.

Sample

A small number of members from the target population for data collection.

Scientific Method

Research procedures that are logical, objective, and reliable.

Secondary Data

Information collected for a prior research issue.

Situation Analysis

Gathers background information to understand the overall complexity of a problem.

Target Population

The group of individuals the researcher wants to collect data from.

Unit of Analysis

Specifies what data should be collected about individuals, groups, or areas.

Bad Questions

Questions that distort communication between researcher and respondent.

Call Records

Documentation summarizing an interviewer's performance efficiency.

Common Methods Variance (CMV)

Biased variance resulting from the questionnaire measurement method.

Cover Letter

A communication to enhance a respondent’s willingness to participate.

Interviewer Instructions

Guidelines for training interviewers on conducting interviews.

Introductory Section

Overview provided to respondents about the research.

Questionnaire

A document consisting of questions designed to gather primary data.

Quotas

A system that ensures all specified subgroups are represented in the sample.

Research Questions Section

Part of the questionnaire focused on specific research questions.

Response Order Bias

Influence on answers due to the order of questions asked.

Screening Questions

Questions used to identify qualified respondents for the study.

Sensitive Questions

Questions regarding personal information respondents might answer inaccurately.

Skip Questions

Questions responded to only by those meeting a prior condition.

Structured Questions

Closed-ended questions requiring predetermined responses from respondent.

Supervisor Instruction Form

A blueprint for interviewer training on standardized processes.

Unstructured Questions

Open-ended questions allowing respondent's own wording in responses.

Descriptive Research Designs

Use questionnaires to transform data into knowledge.

Predictive Survey Questionnaires

Collect data for predicting changes in behaviors and testing hypotheses.

Pilot Study

A small-scale preliminary study to test research methodologies.

Pretest

A small descriptive study focusing on a specific segment of the main study.

Unanswerable Questions

Questions respondents cannot answer due to lack of information or relevance.

Leading Questions

Questions that direct respondents towards a specific response.

Double-barreled Questions

Questions addressing multiple issues simultaneously.

Behavioral Intention Scale

A scale predicting the likelihood of future purchasing behavior.

Comparative Rating Scale

A scale requiring judgment comparing one object against another.

Constant-sum Scale

A scale requiring allocation of points among listed attributes.

Construct

A hypothetical variable represented by related responses or behaviors.

Construct Development

The process of determining specific data for solving the research problem.

Discriminatory Power

A scale's ability to differentiate between response categories.

Graphic Rating Scales

Scales using graphic continua for respondent responses.

Interval Scale

Scale demonstrating absolute differences between individual points.

Likert Scale

An ordinal scale requesting agreement/disagreement with statements.

Measurement

The process of assigning intensity to constructs or concepts.

Multiple-item Scale

A scale format collecting data on several attributes simultaneously.

Nominal Scale

A scale requiring descriptive responses without numeric values.

Noncomparative Rating Scale

A scale format requiring judgment without comparative reference.

Ordinal Scale

A scale enabling expression of relative magnitude among responses.

Rank-order Scales

Scales allowing respondents to indicate preferences in order.

Ratio Scale

A scale identifying absolute differences and allowing comparisons.

Scale Measurement

The process of assigning descriptors to represent response ranges.

Scale Points

Degrees of intensity assigned to responses in questioning methods.

Semantic Differential Scale

A bipolar ordinal scale capturing attitudes about objects.

Single Item Scale

A scale format collecting data on just one attribute of a construct.

Alternative Hypothesis

The hypothesis suggesting a relationship between two variables.

Causal Hypothesis

Statements about relationships between variables.

Conceptualization

Development of a model showing variables and their relationships.

Dependent Variable

The variable researchers aim to explain in a study.

Descriptive Hypothesis

Possible answers to a specific applied research issue.

Hypothesis

An empirically testable statement designed to explain phenomena.

Independent Variable

The variable predicting or explaining the outcome of interest.

Internal Secondary Data

Data collected by a company for its activities.

Negative Relationship

An association where one variable increases while the other decreases.

Null Hypothesis

A hypothesis tested for possible rejection under assumed truth.

Parameter

The true value of a variable.

Positive Relationship

An association where two variables increase or decrease together.

Relationships

Associations between two or more variables.

Sample Statistic

The value estimated from a sample representing a variable.

Secondary Data

Data collected for a purpose other than the current study.

Syndicated (or Commercial) Data

Data compiled according to standardized procedures for businesses.

Variable

An observable item measured on a questionnaire.