Glencoe Secondary Marketing Essentials DECA Connection Glossary

Marketing Research

Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

actionable Describes research that can show management specific action to take to solve a problem.

all-inclusive All options are provided.

appendix The section of a research report that includes all related information and examples that might disrupt the flow of information in the report.

bar chart A graphic representation of quantitative information by means of a drawing made up of parallel bars with lengths that are proportional to the data being compared.

before-and-after with control group design A type of experimental design in which subjects or settings are randomly assigned to each of two groups (experimental and control).

bias A prejudice or preference favoring some outcomes over others that causes research data to be inaccurate.

census A study that includes data about or from every member of the target population.

client A business or organization that could benefit from your marketing research design.

closed-ended question A question that requires respondents to choose their answers from prescribed options.

coding Organizing questionnaire responses into categories and assigning a unique code to each response prior to data entry.

computerized data entry The act of putting data into a computer application.

conclusions The interpretation of market research data in light of the research objectives.

concomitant variation A correlation involving a statistical and predictable relationship between two variables.

constant sum scale A scale that asks respondents to use a set sum, such as 100 points, to assign among attributes of a product or service in order to determine the intensity or comparative importance of each attribute under study.

continuum scale A scale that uses numbers that respondents use to identify their rating, such as 1 to 5 with 1 being poor and 5 being excellent.

convenience sample A type of non-probability sample in which the respondents have been selected because they are convenient for the researcher.

cross tabulation The simultaneous tabulation of two or more variables.

data analysis Separating the data into its individual parts and examining those parts in order to discover the underlying principles.

demographics A method of segmenting people based on objective and quantifiable characteristics of a population such as age, gender, income, ethnicity, occupation, education level, parental status, or marital status.

dependent variable A variable that is influenced to some extent by one or more other (independent) variables (also known as an effect variable).

dichotomous question A type of closed-ended question that asks respondents to choose between only two options.

direct observation A research technique in which a researcher observes and records behavior or an event as it occurs.

discussion guide A detailed written outline of topics the moderator will cover during a focus group discussion.

disguised observation A research technique in which the research subjects do not know they are being observed.

drop off survey A survey that is delivered to the respondents and then mailed back, faxed back, or picked up by the researcher.

editing Checking for mistakes made by the interviewer or the respondent by evaluating questionnaire responses for inconsistencies and skipped questions.

elimination of extraneous causes Eradicating any other factors that could cause the change in the dependent variable in order to show that the one variable caused an observable change in another variable.

e-mail survey A survey in which respondents are contacted by e-mail and they respond to the survey via e-mail.

executive interview A special type of in-office interview that is generally focused on industrial goods and services.

executive summary The portion of a research report that summarizes all of the sections of the report.

experimentation method A research technique in which the researcher has control over one or more independent variables and manipulates them to see the observable effect.

external secondary data Published information from outside the organization.

external validity The ability to replicate findings in the outside world with real people and real settings.

extraneous factors Factors that are not manipulated as part of an experiment, but may exert some influence on the dependent variable under study.

fax survey A survey in which respondents are faxed the questionnaire, accompanied by a cover letter, and asked to respond by fax.

feedback The receiver's response to the message.

field experiments Tests conducted outside the laboratory in an actual market environment.

filter question A survey question that is used to identify respondents who have the information required to answer the next question.

focus group A qualitative market research technique in which a group of participants (usually eight to twelve people) are led through a discussion of a given topic by a trained moderator.

geographics A method of segmenting people based on geographic location.

homogeneous Having common demographics, attitudes, purchase patterns, and needs.

house organs In-house publications that communicate happenings in the company and among the company's employees.

human observation A research technique in which people monitor and record the action under study.

incentive The payment to participants for coming to a focus group.

independent variable A variable that is controlled or manipulated by the researcher and exerts some influence on another (dependent) variable (also known as a causal variable).

indirect observation A research technique that makes use of pre-recorded behavior from secondary sources, such as telephone records or sales records.

industry and trade journals Specialized magazines that cater to a specific type of business or business sector.

in-person survey A survey that involves a face-to-face encounter with the respondent.

instrument error An error that occurs when a questionnaire used for a survey is not constructed properly.

internal secondary data Data that comes from within the organization itself; a company's own records.

internal validity The ability to show that the independent variable was responsible for the change in the dependent variable because the researcher was able to control all the variables.

Internet sample A type of non-probability sample in which respondents are identified through their use of the Internet.

Internet survey A survey that is conducted via the Internet.

interviewer error Inaccurate information produced because of errors by the person administering the survey.

introduction The section of a research report that includes all relevant background information, such as the research problem, the objectives of the study, and appropriate published research that applies to the study.

itemized rating scale A scale that uses words instead of numbers for respondents to identify their rating, such as "definitely will buy" or "definitely will not buy".

judgment sample A type of non-probability sample that is made up of respondents who are selected on the basis of someone's judgment that their attitudes or behavior will be representative of the target population.

laboratory experiments Experiments conducted in a controlled setting.

leading question A question that suggests an answer by the way in which the question is worded (also called a loaded question).

Likert scale A scale in which respondents indicate their level of agreement with statements that express a favorable or unfavorable attitude toward a concept being measured.

limitations The section of a research report that explains any flaws in the research design.

line chart A graphic representation of quantitative information by means of a chart in which a series of data points are connected by a continuous line.

mail survey A survey in which respondents are sent the questionnaire, accompanied by a cover letter, and asked to respond by mail.

mall-intercept interview An interview in which shoppers are intercepted in malls and interviewed face-to-face.

marketing research The systematic gathering, recording, and analyzing of market information for management decision-making purposes.

mechanical observation A research technique in which some form of mechanical device records the behavior of interest.

methodology The approach, strategy, and methods used in market research.

moderator The leader of a focus group who facilitates discussion and ensures the agenda is covered in the allotted time period.

multiple-choice question A question that provides more than two options for respondents to choose from.

mutually exclusive Each option is distinct from all other options.

non-probability sample A research sample in which the selection of members is based on factors other than random chance; also called a non-random sample.

non-random sample A sample in which a complete list of respondents is not available, so the respondents are selected based on other characteristics; also called a convenience sample.

objective Independent of the mind and based on observable phenomenon.

observation method A research technique in which the behavior of research subjects is watched and recorded without any direct contact or interaction.

observation room The room from which client personnel observe and listen to focus group proceedings through a one-way mirror.

one-group case study design A type of experimental design that does not use a control group and pre-measurement but does use post-measurement.

one-group with pre-measurement and post-measurement design A type of experimental design that uses pre- and post- measurements but no control group.

one-way mirror A special mirror that permits observers to watch the proceedings in the focus group without the participants being able to see the observers.

online focus group A focus group in which respondents in separate locations use their computers to participate in a virtual group discussion in a private Internet chat room.

open-ended questions A form of question that requires the participant to answer in his or her own words; also known as subjective questions.

optical scanner A device that converts printed images and text into digital information that can be stored as a computer file and processed by computer software.

parameters Fixed measurable factors that establish and limit how something must be done.

Pareto 80/20 rule A rule that states that 80 percent of a company's business is generated by 20 percent of its customers.

percentage An amount, number, or rate stated as a proportion of a whole.

pie chart A graphic representation of quantitative information by means of a circle divided into sectors, in which the relative sizes of the areas of the sectors correspond to the relative sizes or proportion of the quantities.

primary research Original research conducted to collect new data to answer a research problem or solve a marketing information need.

probability sample A research sample in which all members of the target population have an equal and independent chance of being selected for the study; also called a random sample.

processing error An error that occurs when information is incorrectly transferred from the measurement instrument to the computer.

purchase intent scale A scale used to measure a respondent's intention to buy a particular product or service.

purchase intercept Interview initiated immediately after a customer buys something.

qualitative research A free-form research technique that is used to gain insight into the underlying issues surrounding a research problem by gathering non-statistical feedback and opinions rooted in people's feelings, attitudes, motivations, values, and perceptions, often from small samples; also called soft data.

quantitative research A research technique in which scientific, concrete, and projectable numerical data that can be statistically analyzed is gathered, often from large samples; also called hard data.

questionnaire A prepared set of questions designed to generate data necessary for accomplishing the objectives of the research project.

quota sample A type of non-probability sample that includes specified numbers of respondents based on percentages of specific characteristics that have been predetermined as representative of the target population.

random sample A sample in which all members of the target population have an equal and independent chance of being selected for the study; also known as a probability sample.

rank order scale A scale that asks respondents to put a list of attitudes or characteristics into a sequence that best represents their relationship to one another.

recommendations Suggestions for the next actions a client could take based on the conclusions of market research.

recruited Internet sample An Internet survey method in which respondents are recruited through non-Internet sources and given a password to access the questionnaire on the Internet.

reliability All the respondents will interpret the questionnaire items the same way.

representative Similar to or typical of the population as a whole.

research confidence level A percentage that reflects the probability that the data generated from a sample will be representative of the entire target population.

research findings A summary, but not an interpretation of, facts from market research on which the interpretation will be based.

research methodology The way in which the data are collected for the research project.

research problem A question your client wants answered.

research report The document that the researcher develops at the conclusion of the research project.

respondent error An error that results from survey participants deliberately falsifying their responses or unconsciously providing inaccurate answers.

sample A subset of the population of interest chosen for a research study.

sample bias Skewed data caused by the selection of a sample that is not representative of the target population.

sample population The population of interest from which the sample is obtained; also known as the target population.

sampling The method of selecting a subgroup of consumers to participate in a study.

sampling error The estimated inaccuracy of the results of a study when a population sample is used to explain the behavior of the total population.

scaled-response question A question that provides respondents with a rule or continuum for providing an answer.

screened Internet sample A screening method that involves setting up an Internet survey with certain quotas for various demographic characteristics, such as age, gender, income range, geographic location, or some product-related characteristic, such as a past purchase or use of the product.

screener A question that is used to identify qualified respondents.

secondary research Published or recorded data that have already been collected for some purpose other than the current study.

self-administered survey A survey in which respondents answer questions directly on a questionnaire without an interviewer's interaction.

semantic differential scale A scale that presents extreme opposite (dichotomous) pairs of words or phrases for respondents to rate a product or image of a company on a seven-point scale.

single-minded Each option has only one thought or message.

snowball or referral sample A type of non-probability sample in which initial respondents refer additional respondents who share the same characteristic(s).

Solomon four-group design A type of experimental design in which there are two control groups and two experimental groups in order to control for pre-testing and experimental effects.

stapel scale A variation of the semantic differential scale that ranges from +5 to -5 and requires the respondent to rate how close and in what direction a descriptor fits the attribute being measured.

strata Groups of people with similar characteristics.

stratified sample A type of probability sample that is made more representative of the target population by dividing the target population into groups called strata and taking simple random samples from each of the strata.

structured observations A research technique in which the characteristics that will be observed are determined prior to the market research.

subjective Produced by the mind and determined by the thoughts or temperament of the subject.

survey The means by which quantitative research is conducted.

survey method A research technique in which information is gathered from people through the use of surveys or questionnaires.

systematic sample A type of probability sample that starts at a random position on a list and selects every Nth unit (skip interval) of a population until the desired sample size is reached.

table of contents The page of a report that lists the major sections or headings in your report and the page on which each section begins.

target population The group of people a researcher wants to study; also called the universe.

telephone focus group A focus group that is conducted via a conference call.

telephone sample A group of individuals that is surveyed by telephone.

telephone survey A personal interview conducted via the phone.

test marketing The initial launching of a new product into one or more selected geographic areas for a trial period to test its marketing-mix (price, place, product, or promotion) prior to a full-scale launch.

time order sequence A sequence in which the cause must precede the effect.

title page A page of a report that bears the full title of the research study, name of the client, the researcher's name and organization, and the date.

undisguised observation A research technique in which the research subjects know they are being observed.

unstructured observation A research technique in which the characteristics that will be observed are not predetermined.

validation Making sure all surveys were actually conducted and that they were completed properly.

validity The survey actually measured what it was supposed to measure.

weighted average A number that is derived by multiplying the number of responses for each rating times the value of that rating, totaling those figures, and then dividing by the total number of respondents answering that question.

write-down period The time for participants to write their views on a topic during a focus group.