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Marketing Research

Specifies information, designs the method for collecting information, manages the data collection process, and analyzes and communicates the results.

Exploratory Research

Research conducted to clarify a problem, screen alternatives, and discover ideas, typically using unstructured methods.

Descriptive Research

Research methodology aimed at quantifying data and providing a snapshot of the market using structured methodologies like surveys.

Causal Research

Research that seeks to establish a cause-and-effect relationship, typically using experiments or test markets.

Implicit Assumptions

Unstated beliefs in questions that do not specify consequences, e.g., assuming an answer implies a negative outcome.

Focus Groups

A semi-structured interview method involving a small group of people discussing a topic to gather insights through interaction.

Quantitative Research

Research methodology that seeks to quantify data and apply statistical analyses to generalize findings to a larger population.

Qualitative Research

An unstructured exploratory research methodology aimed at providing insights and understanding through small sample sizes.

Sampling Procedure

The method used to select a sample from a target population, which can affect the quality and relevance of results.

Response Bias

The tendency of respondents to answer truthfully, influenced by factors such as desire to please the interviewer.

Questionnaire Design

The process of developing a structured set of questions that aligns with research objectives and data collection methods.

Secondary Research

Data gathered for a different purpose that can be repurposed for the current research project, usually at a lower cost.

Primary Research

Data collected specifically for the current research objectives, tailored to meet the specific information needs.

Cross-Sectional Study

A research method used to gather data at a single point in time to create a snapshot of the situation.

Longitudinal Study

A research method that measures data repeatedly over time, allowing for tracking changes and trends.

Deliberate Falsification

When respondents consciously lie in their survey answers, which can skew research results.

Acquiescence Bias

A tendency for respondents to agree with statements in a survey, often to please the interviewer.

Testing Market

A method used in causal research where a product or service is tested in a limited market before a wider rollout.

Response Categories

Predefined options provided to respondents in a survey to facilitate answering sensitive questions.

Projective Techniques

An exploratory research method that uses indirect questioning to uncover underlying motivations, beliefs, and feelings.

Methodology Review

An examination of the research methods used, including the effectiveness and appropriateness for each research objective.

Interview Bias

When the interviewer influences the response of the participant through their tone, body language, or demeanor.

Sampling Plan

A strategy designed to ensure all people in the targeted sample participate, minimizing non-response bias.

Budget in Research Proposal

The total breakdown of costs associated with executing the research project, ensuring financial feasibility.

Research Report Structure

The organization of the report into sections such as background, problem definition, methodology, results, and conclusions.