MKT231 - 1 Marketing Research Final Exam Review

A set of vocabulary terms and definitions based on the MKT231 Marketing Research final exam policy, study guide, and practice multiple-choice questions.

Marketing Intelligence

A marketing information system component that gathers information about events and happenings "outside" of the firm.

Promotion Research

Research efforts used to determine the most effective communication messages for an advertising campaign.

Full-service supplier firms

Research companies that have the ability to conduct an entire marketing research project.

Interviewer error

An error induced if an interviewer fabricates the responses to a survey.

Qualitative research

Research used for pretesting structured questionnaires, learning consumer vocabulary, educating researchers on unfamiliar environments, or suggesting hypotheses for subsequent research.

Descriptive research

Research conducted to find out specific satisfaction levels of customers on dimensions such as friendliness of employees or convenience of location.

Research objectives

Statements that state specifically what information must be produced to solve the problem.

Construct

An abstract idea inferred from specific instances that are thought to be related.

Focus groups

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion to gain information relevant to the research problem.

Inaccuracy in response

Distortion of answers, refusing to clarify, forgetting specific numbers, or respondents making educated guesses about others' habits.

Omnibus survey

A survey conducted by a market research service that can be purchased by any organization and customized by adding one or more questions of its choice.

Syndicated data

Data characterized by shared costs, high quality, and quick dissemination, though the client does not have absolute control over what is collected.

Dichotomous questions

Questions mainly used to collect demographic and behavioral data when only two answers reasonably exist.

Physical traces

An observation technique where researchers observe tangible evidence of some event, such as measuring the amount of graffiti on buildings.

In-depth interview

A qualitative technique featuring a set of probing questions posed one-on-one to gain an idea of what the subject thinks or why they behave a certain way.

Ratio scale

A scale used when a researcher needs to make comparisons of absolute magnitude.

Objective properties

Physically verifiable characteristics such as age, income, height, and the number of bottles purchased.

Neutral position

A mid-point in a scale question that some researchers exclude to prevent respondents from dodging or hiding their feelings.

Loaded question

A question that uses biased wording, such as referencing the Founding Fathers, to influence a respondent's answer.

Questionnaire organization

The sequence of statements and questions that make up a questionnaire.

Questionnaire

A research tool defined as having three functions, used to measure constructs like brand loyalty and intentions to purchase.

Delay Verification

Written evidence (e.g., from https://delayverification.mta.info) required if a train delay causes a student to be more than 30 minutes late for the exam.