Global Marketing research

4 Ps of Market Research

Purpose (objectives), Population (target audience), Procedure (data capture/analysis), and Publication (communicating results). 

4 Ps of Marketing

Product, Price, Place, Promotion

Causal Research

Conclusive research that gathers evidence on cause-and-effect relationships through experimentation by manipulating variables

Cluster Sampling

A probability sampling method where the population is divided into mutually exclusive and collectively exhaustive groups

Collectively Exhaustive

A requirement ensuring the options provided include all possible categories of a variable to define strata or responses

Completely Unstructured Question

A survey question that allows respondents to provide a free-response in their own words to explain their thoughts or issues

Conceptual Definition

Defines a construct with other constructs

Conceptual Equivalence

A level of construct equivalence dealing with how researchers and subjects see, understand, and code a particular phenomenon  and making sure they align across cultures

Concomitant Variation

A condition for establishing causality which requires a correlation between the cause and the effect

Conclusive Research

Research designed to verify insights and help choose between courses of action

Constant Sum Scale

A scaling format where respondents allocate a fixed number of points (e.g.

Construct

An abstract idea on something inferred from an observable phenomenon (not directly observable) 

Construct Equivalence

Deals with how both the researcher and the subjects see differences in cross cultural contexts to try and give the same meaning to give valid comparisons in research

Social Constructionism

An epistemology starting from the assumptions that verifiable observations are potentially subject to very different interpretations

Continuous Variable

A variable that can take on an infinite number of possible values for which an underlying continuum exists

Control Group

The group in an experiment that does not receive the treatment or drug

Convenience Sampling

A non-probability sampling method based on cases that are easier to obtain

Correlation

An indication of whether two or more variables are related to each other

Cross-Sectional Survey

A descriptive survey design that provides a snapshot of the variables of interest at a single point in time

Deductive Reasoning

An approach to learning that involves formulating an expectation about what we ought to observe in light of a particular theory

Demarcation Criterion

The standard that separates science from non-science because scientific statements must be falsifiable

Dependent Variable

A variable that represents the outputs or effects and can take different values only in response to an independent variable

Descriptive Research

Conclusive survey research aimed at characterizing phenomena and identifying associations among selected variables without testing for cause-and-effect relationships

Dichotomous/Binary Scale

A scaling format that offers exactly two response options

Direct Observable

Some kind of physical phenomenon or feature that can be observed directly

Discrete Variable

A variable with a well-defined finite set of possible values that can be counted

Double-Barreled Question

A flawed survey question that asks two separate questions in one

Epistemology

The philosophical study of the nature of knowledge and ways of enquiring into the physical and social worlds

Experimentation

The manipulation of the values of one or more independent variables and observation of the corresponding change in dependent variables under controlled conditions to test a hypothesis

Exploratory Research

Research used to facilitate problem recognition and definition

External Secondary Data

Secondary data generated by sources outside the organization

Field Experiment

A research study conducted in a naturally-occurring environment (realistic situation) in which the experimenter manipulates one or more independent variables under conditions controlled as carefully as the situation will permit

Focus Group

A qualitative method involving a small group of individuals (8-12 people) discussing a topic of interest directed by a moderator

Guanxi

A Chinese concept meaning relationships or connections

Independent Variable

A variable that acts as an input or cause

Indirect Observable

An indirect representation of a characteristic or object

Inductive Reasoning

An approach to learning that starts with a set of observations and then tries to ascertain a pattern to generate an explanation or theory

Internal Secondary Data

Secondary data generated within the organization itself

Interval Scale

A level of measurement containing ordinal properties plus equal distances between the numerals that are proportional to amounts of the characteristic

Laboratory Experiment

An experiment conducted under controlled conditions to determine a causal effect or intervention without external disturbances altering the relationship

Likert Scale

A rating scale format (e.g. "strongly agree" to "strongly disagree")

Longitudinal Survey (Panel)

A descriptive survey design that measures a relatively constant sample repeatedly over time to provide a continuous movie of the situation and occurring changes

Market Research

Research that looks at specific market places to describe users in those markets and how much product they may use

Marketing

identifying, anticipating, and satisfying customers’ requirements profitably

Marketing Research

The systematic and objective process of gathering information on consumer needs to facilitate better production decisions 

Measurement

The assignment of numbers to objects

Measurement Error

Error introduced when people interpret survey questions in different ways

Measurement Equivalence

Deals with the variation in reliability of research instruments across cultures and deals with the methods and procedures used by the researcher to collect or categorize essentials at and information 

Measurement Error

The difference between the observed score and the true score

Mixed Methods

Research designs that draw from both positivist and constructionist epistemologies

Multiple-Response Question

A close-ended question that requires a choice from an explicit list of options

Mutually Exclusive

A requirement ensuring that membership in one category or stratum precludes membership in any other

Nominal Scale

The lowest level of measurement where numbers serve only as labels of identification and indicate if objects are identical or different

Non-probability Sampling

Sampling methods where selection is based in some part on subjective human judgment

Non-response Error (Bias)

Bias resulting from the failure to obtain information from some elements of the population because they could not be contacted

Ontology

The philosophical study of the nature of reality and existence

Open-Ended Question

A free-response survey question where respondents answer in their own words

Operational Definition (Operationalization)

The process of translating abstract and subjective constructs into concrete measures by specifying how a construct is to be measured

Ordinal Scale

A level of measurement that categorizes and rank-orders variables in a meaningful way

Paired Comparison Scale

A scaling format where respondents are asked to compare two items against each other on a specific attribute using a rating scale

Performance-Monitoring Research

Research designed to provide feedback on an implemented and chosen course of action

Philotimo

A Greek noun translating to "friend of honour" that describes a complex array of virtues

Position Bias

A tendency for respondents to favor the central position of a number range or the first idea on a list

Positivism

An epistemology asserting that the social world exists externally and that its properties can be measured through objective methods rather than being inferred subjectively through sensation, reflection or intuition 

Pragmatic Approach

A research philosophy that does not take a particular position on what makes good research

Primary Data

Information that is collected specifically for the problem or purpose at hand

Probability Sampling

Sampling methods where each element in the population has a known chance of selection, objective

Qualitative Research

Research focusing on gaining in-depth insights into motivations

Quantitative Research

Research focused on capturing numerical data to make broad generalizations and projections using statistical analysis

Questionnaire

A formalized method or instrument for collecting data and measuring variables from respondents (past purchase and usage behavior, attitudes and opinions, intentions, awareness and knowledge, ownership & variety of respondent characteristics)

Quota Sampling

A non-probability sampling method where the population is divided into cells based on control characteristics

Random Error

Measurement error that does not manifest itself consistently every time a measurement is taken

Rank Order Scale

A scaling format where respondents rank items in order of preference or performance

Ratio Scale

The highest level of measurement containing all properties of interval data

Reliability

The extent to which a measurement is free from random error

Research Design

A plan that delineates what data to collect and how to collect them

Sample

A subset of elements taken from a given population

Sampling Bias

Bias that arises when a researcher interviews or selects certain parts of a population

Sampling Equivalence

Involves the choice of respondents, representatives and comparability samples 
Preventiveness of sample & problem of sampling frames-sources  

Sampling Error

Unavoidable inaccuracy stemming from using samples to estimate quantities in the population

Sampling Frame

A list of all sampling units available for selection

Schadenfreude

A German word combining harm and joy

Science

A tool developed and employed by humans to understand the world by providing explanations of how and why natural phenomena occur

Secondary Data (Desk Research)

Information that has been previously gathered by persons or agencies for purposes other than solving the problem at hand

Semantic Differential Scale

A rating scale format using 5- or 7-point scales anchored by opposing adjectives (e.g., "fast-slow," "effective-ineffective") to capture the intensity and direction of feelings

Simple Random Sampling

The purest form of probability sampling where every element in the population has an equal chance of being included in the sample

Snowball Sampling

A non-probability sampling method where the researcher starts with a key person who introduces the next one to become a chain

Social Desirability Bias

Bias occurring when respondents give answers that sound better or align with what they think the interviewer wants to hear

Stratified Sampling

A probability sampling method where the population is divided into mutually exclusive and collectively exhaustive subgroups (strata)

Survey Research

Studies designed to collect observations about social phenomena in a systematic manner through questionnaires administered to samples

Systematic Error (Response Bias)

Measurement error that occurs in a consistent manner every time a measurement is taken

Systematic Sampling

A probability sampling method where the researcher selects every kth element in the frame

Tautology

A statement that is true by definition

Temporal Precedence

A condition for establishing causality which requires that the time order of occurrence of variables shows the cause preceding the effect

Treatment Group

The group in an experiment that receives the manipulation

Validity

The extent to which a measurement is free from both random and systematic error

Variable

A set of attributes which can be observed and measured