Key Terms

Availability Bias

A cognitive bias that causes people to overestimate the likelihood of events that are readily available in their memory, often due to recent or vivid experiences.

Causal Research

A research design aimed at identifying cause-and-effect relationships between variables.

Construct

An unobservable concept that is measured by a group of related variables.

Control Variable

Variables that researchers do not allow to vary freely with the independent variable and must remain constant.

Curbstoning

An unethical practice in marketing research where interviewers falsify data rather than collect it authentically.

Decoy Effect

A phenomenon in pricing where the introduction of a third, less attractive option influences consumers to choose a more expensive target option.

Dependent Variable

The outcome or effect in a research study that is believed to be affected by the independent variable.

Descriptive Hypothesis

A possible answer to a specific research question.

Descriptive Research

A research design aimed at describing market characteristics, demographics, and consumer behaviors.

Exploratory Research

A research design aimed at discovering new ideas, insights, and understanding the nature of a problem.

External Validity

The extent to which the findings of a study can be generalized to other contexts.

Extraneous Variable

Variables that are not measured or controlled in a study but may impact the dependent variable.

Focus Group

A qualitative research method that involves a small group discussion led by a moderator to gather insights and feedback.

Frugging

An unethical practice of disguising a sales attempt as a marketing research activity.

Hypothesis

A testable, yet unproven statement developed to explain phenomena.

Independent Variable

The variable that a researcher manipulates or changes to observe its effect on the dependent variable.

In-Depth Interview (IDI)

A qualitative research method that involves one-on-one discussions with participants to gain detailed insights and opinions.

Internal Validity

The extent to which a research study can establish cause-and-effect relationships without being affected by other possible explanations.

Literature Review

A comprehensive examination of existing published information related to a specific research topic.

Marketing Research

The process of obtaining quality information for making informed marketing decisions.

Null Hypothesis

A statistical hypothesis that is tested for possible rejection and assumes there is no effect or relationship.

Primary Data

Data collected specifically for the current research problem or opportunity.

Qualitative Research

Exploratory research that uses non-numeric data to gain a deeper understanding of opinions and motivations.

Quantitative Research

Research that uses numerical data and statistical analysis to quantify and test relationships between variables.

Secondary Data

Data previously collected for some other problem or issue, used for current research.

Sugging

An unethical practice of disguising a sales attempt as a marketing research activity.

Variable

An observable item or characteristic that can vary and be measured in a study.