Requested Term: Ability to control distribution and promotion
There are three criteria that are useful for selecting test market cities: representativeness, degree of isolation, and ability to control distribution and promotion.See all terms in Chapter 5
Requested Term: Abstract/executive summary
Therefore, the abstract or executive summary is a "skeleton" of your report.See all terms in Chapter 20
Requested Term: Acceptable error
Acceptable error is, in fact, the very same concept that was introduced to you earlier.See all terms in Chapter 13
Requested Term: ACNielsen Homescan Panel
This panel, started in 1989, recruits panel members who use handheld scanners to scan all barSee all terms in Chapter 7
Requested Term: ACNielsen's Category Business Planner
Variously labeled decision support systems, data mining systems, expert systems, and the like, these systems use analytical tools to attach meaning to data, allowing managers to make decisions in response to quickly changing market conditions. Some examples include IRI's Builder services and ACNielsen's Category Business Planner.See all terms in Chapter 7
Requested Term: ACORN
ESRI's ACORN is a standardized process that is used to profile residential neighborhoods.See all terms in Chapter 7
Requested Term: Actionable difference
An actionable difference means that the marketer can focus various marketing strategies and tactics, such as advertising, on the market segments to make use of the differences between the segments.See all terms in Chapter 17
Requested Term: Active deception
Second, deception by commission (also called active deception) refers to intentionally giving the respondent false information.See all terms in Chapter 3
Requested Term: Additivity
This is sometimes known as additivity because each new independent variable is added on to the regression equation.See all terms in Chapter 19
Requested Term: Adnorms
Adnorms provides readership scores by type of ads.See all terms in Chapter 7
Requested Term: Advance notification
Mail surveys historically represent the worst case, but even with these, there are many strategies employed by marketing researchers to increase response rates. Such strategies include advance notification via postcard or telephone, monetary incentives, and follow-up contacts.See all terms in Chapter 14
Requested Term: Advertising testing
A research approach to measure the effectiveness of specific advertisements or other promotion activities. Effectiveness is often measured in terms recall rates (unaided/aided mention), message comprehension and clarity, persuasion (e.g. attitude change), etc.Typically, advertising testing is performed on a pre- and post-wave basis-attributing any shifts in measurement to underlying advertising activities. Increasingly, advertising testing is being performed on a continuous basis.
Requested Term: After-only design
The after-only design is achieved by changing the independent variable and, after some period of time, measuring the dependent variable. It is diagrammed as follows: X O1 where X represents the change in the independent variable (putting all of the apples in endSee all terms in Chapter 5
Requested Term: All you can afford approach
Sometimes termed the "all you can afford" approach, this method uses cost as a basis for sample size.See all terms in Chapter 13
Requested Term: Alternative hypothesis
The alternative hypothesis takes in all possible cases that are not treated by the stated hypothesis.See all terms in Chapter 16
Requested Term: Analysis of residuals
When you compare how far the predicted values are from the actual or observed values, you are performing analysis of residuals.See all terms in Chapter 19
Requested Term: Anchored scale
An anchored scale is one in which the endpoints are identified by the opposite ends of the measurement continuum and are associated with the beginning and ending numbers of the scale.See all terms in Chapter 10
Requested Term: Anonymity
Anonymity occurs when the respondent is assured that his or her name will not be associated with his or her answers.See all terms in Chapter 11143
Requested Term: ANOVA
Fundamentally, ANOVA (analysis of variance) is an investigation of the differences between the group means to ascertain whether sampling errors or true population differences explain their failure to be equal.See all terms in Chapter 17
Requested Term: Appendices
The end matter comprises the appendices, which contain additional information to which the reader may refer for further reading but that is not essential to reporting the data.See all terms in Chapter 20
Requested Term: Applied research
Research conducted to solve specific problems is called applied research, and this represents the vast majority of marketing research studies.See all terms in Chapter 1
Requested Term: Arbitrary approach
The arbitrary approach may take on the guise of a "percentage rule of thumb" statement regarding sample size: "A sample should be at least 5 percent of the population in order to be accurate."See all terms in Chapter 13
Requested Term: Arbitron
Arbitron provides syndicated data on radio station listening.See all terms in Chapter 7
Requested Term: Archives
Archives are secondary sources such as historical records that can be applied to the present problem.See all terms in Chapter 8
Requested Term: ArcView® Business Analyst
ArcView® Business Analyst is a GIS software product with many users throughout the world.See all terms in Chapter 7
Requested Term: Area sampling
In area sampling, the researcher subdivides the population to be surveyed into geographic areas, such as census tracts, cities, neighborhoods, or any other convenient and identifiable geographic designation.See all terms in Chapter 12
Requested Term: Associative analyses
Associative analyses determine whether stable relationships exist between two variables; they are the central topic of this chapter.See all terms in Chapter 18
Requested Term: Associative analysis
Associative analysis investigates if and how two variables are related.See all terms in Chapter 15
Requested Term: Assumption
As they define the problem, the manager and the researcher make certain assumptions, which are assertions that certain conditions exist or that certain reactions will take place if the considered actions are implemented.See all terms in Chapter 4
Requested Term: Attention loss
A third unintentional respondent error occurs when a respondent's interest in the survey wanes, known as attention loss.See all terms in Chapter 14
Requested Term: Attitude and opinion
A type of research specifically designed to understand consumer attitudes regarding a company or a product. Frequently, marketers examine consumer attitudes to understand changes in consumption levels, purchase intent, or a variety of other important factors-often before visible changes occur in market position.
Requested Term: Audit
Some companies collect data from households by sending auditors into homes.See all terms in Chapter 7
Requested Term: Auditing
An alternative to certification is auditing.See all terms in Chapter 3
Requested Term: Awareness testing
A research technique to determine how many consumers have heard or seen a specific product, advertisement, or promotion.Awareness testing is particularly effective when launching a new product, and is best performed over time using a continuous fielding methodology.
Requested Term: Background
It is during the initial meeting between the marketing researcher and the marketing manager that the researcher is informed regarding the background of the product or service under investigation, including its performance history and any recent marketing strategy changes.See all terms in Chapter 4
Requested Term: Balloon test
With a balloon test, a line drawing with an empty "balloon" above the head of one of the actors is provided to subjects who are instructed to write in the balloon what the actor is saying or thinking.See all terms in Chapter 8
Requested Term: Bar charts
Several types of bar charts can be used. Your selection of the type of bar chart will depend on what you are trying to communicate to your reader.See all terms in Chapter 20
Requested Term: Basic research
Basic research is conducted to expand our knowledge rather than to solve a specific problem.See all terms in Chapter 1
Requested Term: Before-after with control group
The before-after with control group design may be achieved by randomly dividing subjects of the experiment (in this case, supermarkets) into two groups: the control group and the experimental group.See all terms in Chapter 5
Requested Term: BehaviorScan
Several marketing research services, such as Information Resource's BehaviorScan, can supply demographic data on the consumers' purchasing of various products.See all terms in Chapter 7
Requested Term: Bibliographic database
Bibliographic databases contain citations to journal articles, newspapers, and government documents.See all terms in Chapter 6
Requested Term: Bivariate regression analysis
We first define bivariate regression analysis as a predictive analysis technique in which one variable is used to predict the level of another by use of the straight-line formula.See all terms in Chapter 19
Requested Term: Blind draw method
The blind draw method involves blindly choosing participants by their names or some other unique designation.See all terms in Chapter 12
Requested Term: Body
The body is the bulk of the report.See all terms in Chapter 20
Requested Term: Bogus respondent
Coupled with multiple submissions, a bogus respondent has the potential to create havoc with an online survey.See all terms in Chapter 14
Requested Term: Boolean logic
Boolean logic allows the establishment of relationships between words and terms in most databases.See all terms in Chapter 6
Requested Term: Brand-switching study
Studies examining how many consumers switched brands are known as brand-switching studiesSee all terms in Chapter 5
Requested Term: Break-down approach
An opposite method might be called the break-down approach in which the categories are created before the observer goes into the field, and they are provided on an observation record form.See all terms in Chapter 11
Requested Term: Break-offs
Break-off occurs when a respondent reaches a certain point and then decides not to answer any more questions for the survey.See all terms in Chapter 14
Requested Term: Build-up approach
Your work in creating this categorization system might be referred to as the build-up approach in which you must perform the observations first, and then the categories for reporting them are built on these observations.See all terms in Chapter 11
Requested Term: Business-to-business markets BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Buying power index
BPI is an indicator of the relative market potential of a geographic area.See all terms in Chapter 6
Requested Term: Call-back attempt
To reduce the not-at-homes, busy signals, and no answers, several callback attempts should be made.See all terms in Chapter 14
Requested Term: Case analysis
By case analysis, we refer to a review of available information about a former situation(s) that has some similarities to the present research problem.See all terms in Chapter 5
Requested Term: Catalog
A catalog consists of a list of a library's holdings of books.See all terms in Chapter 6
Requested Term: Causal research
The final research design, causal research, allows us to isolate causes and effects.See all terms in Chapter 2
Requested Term: Causality
Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "If x, then y."See all terms in Chapter 5
Requested Term: Cause
Problems do not arise out of the blue there always is an underlying cause, or the factor that underlies and gives rise to the symptom.See all terms in Chapter 4
Requested Term: Cause-and-effect relationship
A cause and effect relationship is a condition of one variable bring about another variable.See all terms in Chapter 18
Requested Term: Census
A complete canvass of a population. In market research, a census is rarely performed as it is often cost and time prohibitive to contact every individual within a population. And through statistical and numerical theories, census-based research is rarely, if ever, required.
Requested Term: Census
Although a sample is a subset of a group, a census is defined as an accounting of the complete population.See all terms in Chapter 12
Requested Term: Census of the Population
The United States Decennial Census, the Census of the Population, is conducted every 10 years and serves as the baseline for much information that is provided in the inSee all terms in Chapter 6
Requested Term: Central limit theorem
There is a theory called the central limit theorem that underlies many statistical concepts, and this theory is the basis of the sixth axiom.See all terms in Chapter 13
Requested Term: Central location telephone interviewing
With central location telephone interviewing, a field data collection company installs several telephone lines at one location, and the interviewers make calls from the central location.See all terms in Chapter 9
Requested Term: Certification
As other professions such as accounting, real estate, and financial analysis have learned, certification programs can raise the overall level of competence within an industry.See all terms in Chapter 3
Requested Term: Chi-square (?2) analysis
Chi-square (?2) analysis is the examination of frequencies for two nominal-scaled variables in a cross-tabulation table to determine whether the variables have a nonmonotonic relationship.See all terms in Chapter 18
Requested Term: Chi-square distribution
The chi-square distribution is skewed to the right and the rejection region is always at the right-hand tail of the distribution.See all terms in Chapter 18
Requested Term: Classification question
Classification questions, sometimes called demographic questions, are used to classify respondents into various groups for purposes of analysis.See all terms in Chapter 11
Requested Term: Closed-ended question
The closed-ended question provides response options on the questionnaire that can be answered quickly and easily.See all terms in Chapter 10
Requested Term: Cluster analysis
A statistically-driven technique that classifies or groups individuals or items together based upon specific or latent relationships.
Requested Term: Cluster sampling
Another form of probability sampling is known as cluster sampling, in which the population is divided into subgroups, called "clusters," each of which represents the entire population.See all terms in Chapter 12
Requested Term: Code of ethical behavior
In business, if there are practices that are not illegal but are nevertheless thought to be wrong, trade associations or professional organizations will often prescribe a code of ethical behavior.See all terms in Chapter 3
Requested Term: Coefficient of determination
Multiple R, also called the coefficient of determination, is a handy measure of the strength of the overall linear relationship.See all terms in Chapter 19
Requested Term: Column percentages table
The column percentages table divides the raw frequencies by its column total raw frequency.See all terms in Chapter 18
Requested Term: Competitive assessment
A procedure whereby a company compares itself or its product(s) to others in the marketplace. The objective is to understand relative strengths and weaknesses that can be leveraged to ultimately gain an advantage in the marketplace.
Requested Term: Completed interview
Because they are not the primary focus of the study, a completed interview may be defined as one in which all the primary questions have been answered.See all terms in Chapter 14
Requested Term: Completely automated telephone survey
In the research industry, this approach is known as completely automated telephone survey (CATS).See all terms in Chapter 9
Requested Term: Completion rate
The percentage of people who complete an interview upon accepting the corresponding invitation. Depending upon the length of the survey, the sensitivity, and the topic, completion rates generally range between 20% and 90%.
Requested Term: Comprehensive database
Comprehensive databases include many types of information.See all terms in Chapter 6
Requested Term: Computer-administered survey
Basically, a computer-administered survey is one in which computer technology plays an essential role in the interview work.See all terms in Chapter 9
Requested Term: Computer-assisted questionnaire design
Computer-assisted questionnaire design software programs allow users to use computer technology to develop and disseminate questionnaires and, in some cases, to retrieve and analyze data gathered by the questionnaire.See all terms in Chapter 11
Requested Term: Computer-assisted telephone interviews
The most advanced companies have computerized the central location telephone interviewing process; such systems are called computer-assisted telephone interviews (CATI).See all terms in Chapter 9
Requested Term: Concept screening
A research technique to quickly and efficiently evaluate new product ideas or concepts. Concept screening is often used to prioritize opportunities by enabling respondents to rate or rank concepts on a relative basis. Concept screening is often conducted using a monadic approach. Concept screening enables marketers to allocate resources towards those with the greatest market potential.
Requested Term: Concept testing
A research technique to estimate the market potential (usually in units or dollars) of a particular idea or concept. Concept testing is often based upon purchase intent scores leveraging a wide array of diagnostic information such as product uniqueness, feasibility, desirability, advantages, and disadvantages.Concept testing usually is preceded by concept screening.
Requested Term: Conclusions
Conclusions are the outcomes and decisions you have reached based on your research results.See all terms in Chapter 20
Requested Term: Confidence interval
A confidence interval is a range whose endpoints define a certain percentage of the responses to a question.See all terms in Chapter 13
Requested Term: Confidence interval approach
The most correct method of determining sample size is the confidence interval approach, which applies the concepts of accuracy (sample error), variability, and confidence interval to create a "correct" sample size.See all terms in Chapter 13
Requested Term: Confidence interval method
This section will describe the formula used to compute sample size via the confidence interval method.See all terms in Chapter 13
Requested Term: Confidence intervals
Confidence intervals are the degree of accuracy desired by the researcher and stipulated as a level of confidence in the form of a percentage.See all terms in Chapter 16
Requested Term: Confidentiality
Confidentiality means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.See all terms in Chapter 11143
Requested Term: Conjoint analysis
A quantitative research technique that reveals preferences for product attributes and values-generally including price and/or brand. Conjoint analysis is generally composed of three components: - Research design
- Fielding
- Simulation
Through the conjoint research design, the total number of combinations between product attributes, say N, (i.e., brand, color, engine size, price) and their corresponding "levels," say M, (i.e., for color: white, red, blue) is significantly reduced below N*M. This approach enables a respondent to be exposed to a limited set of questions (generally 10 to 20) that represent all possible N*M combinations. During the fielding process, respondents either rate or rank each card or potential product (say, a white Saturn car with a 1.6L engine for $12,000). And finally, using the collected data, the researcher can simulate or evaluate all N*M combinations-attempting to create the ideal product.
Requested Term: ConneXions
A household-level segmentation system for targeting video, voice, and data services.See all terms in Chapter 7
Requested Term: Consequence
Research on anticipated consequences, or most likely outcomes, of each action under consideration will help determine whether the solution is correct or not.See all terms in Chapter 4
Requested Term: Construct
A construct is a marketing term or concept that is somehow involved in the marketing management problem that will be researched.See all terms in Chapter 4
Requested Term: Continuous panel
Continuous panels ask panel members the same questions on each panel measurement.See all terms in Chapter 5
Requested Term: Control group
By control group, we mean a group whose subjects have not been exposed to the change in the independent variable.See all terms in Chapter 5
Requested Term: Controlled test market
Controlled test markets are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.See all terms in Chapter 5
Requested Term: Convenience sample
A method to recruit individuals to participate in a research initiative-either quantitative or qualitative-based upon proximity or accident. Examples of convenience samples include:- Mall intercept-being asked to share your opinions while shopping at a mall.
- Street intercept-being approached on the street to share your opinions.
- "Click Here-"clicking on a Web page link or icon to share your opinions.
Generally, convenience samples are capable of only providing directional results, suitable for early-stage research activities.
Requested Term: Convenience sample
Convenience samples are samples drawn at the convenience of the interviewer.See all terms in Chapter 12
Requested Term: Conventional approach
The conventional approach follows some "convention" or number believed somehow to be the right sample size.See all terms in Chapter 13
Requested Term: Correlation coefficient
The correlation coefficient is an index number, constrained to fall between the range of .1.0 and +1.0, that communicates both the strength and the direction of association between two variables.See all terms in Chapter 18
Requested Term: Covariation
Covariation is defined as the amount of change in one variable systematically associated with a change in another variable.See all terms in Chapter 18
Requested Term: Cover letter
If the introduction is written to accompany a mail survey or online survey, it is normally referred to as a cover letter.See all terms in Chapter 11
Requested Term: Cross-sectional study
Cross-sectional studies measure units from a sample of the population at only one point in time.See all terms in Chapter 5
Requested Term: Cross-tabulation cell
The intersection of a row and a column is called a cross-tabulation cell.See all terms in Chapter 18
Requested Term: Cross-tabulation table
Whereas a stacked bar chart provides a way of visualizing nonmonotonic relationships, the most common method of presentation for these situations is through the use of a cross-tabulation table, defined as a table in which data are compared using a row and column format.See all terms in Chapter 18
Requested Term: Crosstab
The ability to display research results in a tabular format whereby each column represents the answers as provided by specific audiences.
Requested Term: Curvilinear relationship
Curvilinear relationships are those in which one variable is associated with another variable, but the relationship is described by a curve rather than a straight line.See all terms in Chapter 18
Requested Term: Customer satisfaction
A process whereby a company measures the level of satisfaction among those using a company's products.
Requested Term: Customized BPI
A customized BPI is an index that uses market factors selected for their relevancy to a particular product or service in terms of how they best represent the buying power for that particular product or service.See all terms in Chapter 6
Requested Term: Customized service
Customized service firms offer a variety of research services that are tailored to meet the client's specific needs.See all terms in Chapter 3
Requested Term: Data analysis
Data analysis involves entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests.See all terms in Chapter 2
Requested Term: Data cleaning
The first step in data analysis is data cleaning, which is the process by which the raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.See all terms in Chapter 2
Requested Term: Data code book
In large-scale projects, and especially in cases in which the data entry is performed by a subcontractor, researchers utilize a data code book, which identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set.See all terms in Chapter 15
Requested Term: Data coding
Data entry requires an operation called data coding, defined as the identification of codes that pertain to the possible responses for each question on the questionnaire.See all terms in Chapter 15
Requested Term: Data entry
Data entry refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis.See all terms in Chapter 15
Requested Term: Data matrix
A data matrix is the coded raw data from a survey.See all terms in Chapter 15
Requested Term: Data mining
Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.See all terms in Chapter 6
Requested Term: Data reduction
The problem confronting the marketing researcher when faced with a data matrix is data reduction, which is defined as the process of describing a data matrix by computing a small number of measures that characterize the data set.See all terms in Chapter 15
Requested Term: Database
A database refers to a collection of data and information describing items of interest.See all terms in Chapter 6
Requested Term: Degree of isolation
There are three criteria that are useful for selecting test market cities: representativeness, degree of isolation, and ability to control distribution and promotion.See all terms in Chapter 5
Requested Term: Demographics
Information about a respondent that describes measurable, non-opinion-based facts. Common demographics include:- Age
- Gender
- Household size
- Geographic location (i.e., city, state, Zip code, etc.)
- Annual household income
Demographics are often used to interpret or analyze data among groups of respondents.
Requested Term: Demographics USA
Published by Bill Communications, the same company that publishes the "Survey of Buying Power," Demographics USA is much more expensive than the SBP. It not only provides much more detailed information but it also overcomes some of the disadvantages of the SBP.See all terms in Chapter 6
Requested Term: Deontology
Deontology is concerned with the rights of the individual.See all terms in Chapter 3
Requested Term: Dependent variable
Dependent variables, on the other hand, are those variables that we have little or no direct control over, yet we have a strong interest in.See all terms in Chapter 5
Requested Term: Dependent variable
The dependent variable is that which is predicted, and it is customarily termed y in the regression straight-line equation.See all terms in Chapter 19
Requested Term: Depth interview
A depth interview is defined as a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way.See all terms in Chapter 8
Requested Term: Description
Description refers to the use of a unique descriptor, or label, to stand for each designation in the scale.See all terms in Chapter 10
Requested Term: Descriptive analysis
Certain measures such as the mean, mode, standard deviation, and range are forms of descriptive analysis used by marketing researchers to describe the sample data matrix in such a way as to portray the "typical" respondent and to reveal the general pattern of responses.See all terms in Chapter 15
Requested Term: Descriptive research
Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how. It also refers to a set of methods and procedures that describes marketing variables.See all terms in Chapter 25
Requested Term: Diary
Several companies offer tracking data collected by household diaries.See all terms in Chapter 7
Requested Term: Dichotomous closed-ended question
A dichotomous closed-ended question has only two response options, such as "yes" or "no."See all terms in Chapter 10
Requested Term: Differences analysis
The researcher uses differences analysis to determine the degree to which real and generalizable differences exist in the population in order to help the manager make an enlightened decision on which advertising theme to use.See all terms in Chapter 15
Requested Term: Direct observation
Observing behavior as it occurs is called direct observation.See all terms in Chapter 8
Requested Term: Directional hypothesis
A directional hypothesis is one that indicates the direction in which you believe the population parameter falls relative to some target mean or percentage.See all terms in Chapter 16
Requested Term: Directory or list database
Directory or list databases list information about certain organizations, individuals, government entities, and so on.See all terms in Chapter 6
Requested Term: Discontinuous panel
Discontinuous panels vary questions from one panel measurement to the next.See all terms in Chapter 5
Requested Term: Discussion guide
A document describing the objectives of the focus group, complete with a list of questions, potential responses from the group, and follow-up probing questions. Discussion guides provide structure to the focus group and are prepared by the moderator in advance of the focus group. Generally, discussion guides are three (3) to four (4) pages in length and are reviewed and approved by the company commissioning the focus group.
Requested Term: Disguised observation
With disguised observation, the subject is unaware that he or she is being observed.See all terms in Chapter 8
Requested Term: Disguised survey
With a disguised survey, the sponsor's name is not divulged to respondents.See all terms in Chapter 11
Requested Term: Disproportionate stratified sampling
But with disproportionate stratified sampling, the weighted formula needs to be used because the strata sizes do not reflect their relative proportions in the population.See all terms in Chapter 12
Requested Term: Distance
A scale has the characteristic of distance when absolute differences between the descriptors are known and may be expressed in units.See all terms in Chapter 10
Requested Term: Distraction
Distractions, such as interruptions, may occur while the questionnaire administration takes place.See all terms in Chapter 14
Requested Term: Double-barreled question
A double-barreled question is really two different questions posed in one question.See all terms in Chapter 11
Requested Term: Drop-down substitution
The drop-down substitution is often used with systematic sampling.See all terms in Chapter 12
Requested Term: Drop-off survey
Another variation of the self-administered survey is the drop-off survey, in which the survey representative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves it with the respondent to fill out on his or her own.See all terms in Chapter 9
Requested Term: Dummy independent variable
A dummy independent variable is defined as one that is scaled with a nominal 0-versus-1 coding scheme.See all terms in Chapter 19
Requested Term: Dun's Market Identifier
Dun's Market Identifiers (DMI), published by Dun & Bradsteet, provides information on over 4 million firms that it updates monthly.See all terms in Chapter 7
Requested Term: Duncan's multiple range test
Duncan's multiple range test provides output that is mostly a "picture" of what pair(s) of means are significantly different, and it is much less statistical than most of the other post hoc tests, so we have chosen to use it here for this reason.See all terms in Chapter 17
Requested Term: Early development era
We refer to the period between the industrial revolution and about 1920 as the early development era.See all terms in Chapter 3
Requested Term: Economy-priced products BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Effective buying income
EBI is defined as disposable personal income.See all terms in Chapter 6
Requested Term: Electronic test market
Electronic test markets are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services.See all terms in Chapter 5
Requested Term: Employee satisfaction
A process whereby a company measures the level of satisfaction of its own employees.
Requested Term: End matter
The end matter comprises the appendices, which contain additional information to which the reader may refer for further reading but that is not essential to reporting the data.See all terms in Chapter 20
Requested Term: Ethical visual
An ethical visual is one that is totally objective in terms of how information is presented in the research report.See all terms in Chapter 20
Requested Term: Ethics
Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by society.See all terms in Chapter 3
Requested Term: Expected frequencies
These observed frequencies are compared to expected frequencies, which are defined as the theoretical frequencies that are derived from this hypothesis of no association between the two variables.See all terms in Chapter 18
Requested Term: Experience survey
Experience surveys refer to gathering information from those thought to be knowledgeable on the issues relevant to the research problem.See all terms in Chapter 5
Requested Term: Experiment
An experiment is defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.See all terms in Chapter 5
Requested Term: Experiment
We call causal research designs experiments.See all terms in Chapter 2
Requested Term: Experimental design
An experimental design is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.See all terms in Chapter 5
Requested Term: Experimental group
The experimental group, on the other hand, is the group that has been exposed to a change in the independent variable.See all terms in Chapter 5
Requested Term: Exploratory research
Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. It is often used when little is known about the problem.See all terms in Chapter 25
Requested Term: External database
External databases are databases supplied by organizations outside the firm.See all terms in Chapter 6
Requested Term: External secondary data
External secondary data are data obtained from outside the firm. We classify external data into three sources: (1) published, (2) syndicated services data, and (3) databases.See all terms in Chapter 6
Requested Term: External supplier
External suppliers are outside firms hired to fulfill a firm's marketing research needs.See all terms in Chapter 3
Requested Term: External validity
External validity refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."See all terms in Chapter 5
Requested Term: Extraneous variable
Extraneous variables are those that may have some effect on a dependent variable but yet are not independent variables.See all terms in Chapter 5
Requested Term: Extrapolation
In extrapolation, you can use past experience as a means of predicting the future.See all terms in Chapter 19
Requested Term: Face validity
When a researcher develops questions for his or her questionnaire, he or she uses an intuitive form of judgment called face validity to evaluate the validity of each question.See all terms in Chapter 10
Requested Term: Factor analysis
A statistical technique to reduce a large number of variables into a smaller set of 'derived' variables which describe the underlying research results.
Requested Term: Falsehoods
Falsehoods occur when respondents fail to tell the truth in surveys.See all terms in Chapter 14
Requested Term: Fatigue-related mistake
The third type of unintentional interviewer error pertains to fatigue-related mistakes, which can occur when an interviewer becomes tired.See all terms in Chapter 14
Requested Term: Field experiment
Field experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.See all terms in Chapter 5
Requested Term: Field searching
Field searching refers to searching records in a database by one or more of its fields.See all terms in Chapter 6
Requested Term: Field service
Field service firms specialize in collecting data.See all terms in Chapter 3
Requested Term: Field-worker error
The first general type is field-worker error, defined as errors committed by the persons who administer the questionnaires.See all terms in Chapter 14
Requested Term: Figures
Figures are graphs, charts, maps, pictures, and so on.See all terms in Chapter 20
Requested Term: Finite multiplier
On the other hand, if it is a small population, the sample size formula needs some adjustment with what is called a finite multiplier, which is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample.See all terms in Chapter 13
Requested Term: Flagging procedure
ANOVA is a flagging procedure, meaning that if at least one pair of means has a statistically significant difference, ANOVA will signal this by indicating significance.See all terms in Chapter 17
Requested Term: Flow diagrams
Flow diagrams introduce a set of topics and illustrate their relationships.See all terms in Chapter 20
Requested Term: Focus group
A group of personal interviews conducted among a small number of individuals at the same time, led by a moderator.Generally, focus groups are typically conducted among 2 (two) to 12 (twelve) individuals. Focus groups are often used for qualitative, early stage market research whereby direct interaction with participants is required. Focus groups provide rich directional information. Today, focus groups are generally held in customized meeting rooms and increasingly online. To prevent the results of a single focus group from having an inordinate impact upon research results (and potentially steering the researcher into an incorrect direction), at least two focus groups should be held for each topic. Additional, to address geographic concerns, focus groups are generally held across multiple cities.
Requested Term: Focus group
An increasingly popular method of conducting exploratory research is through focus groups, which are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.See all terms in Chapter 5
Requested Term: Focus group
A focus group is a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion about some topic.See all terms in Chapter 8
Requested Term: Focus group facility
The ideal setting for a focus group is a focus group facility, which is a set of rooms especially designed for focus groups at a marketing research company specializing in conducting focus groups.See all terms in Chapter 8
Requested Term: Focus group moderator
A focus group moderator is a person who conducts the entire session and guides the flow of group discussion across specific topics desired by the client.See all terms in Chapter 8
Requested Term: Follow-up contact
Mail surveys historically represent the worst case, but even with these, there are many strategies employed by marketing researchers to increase response rates. Such strategies include advance notification via postcard or telephone, monetary incentives, and follow-up contacts.See all terms in Chapter 14
Requested Term: Formula for population parameter estimation
Simply use the appropriate formula for population parameter estimation for a mean on a percentage that appears below this paragraph.See all terms in Chapter 16
Requested Term: Frequencies table
The frequencies table contains the raw numbers determined from the preliminary tabulation.See all terms in Chapter 18
Requested Term: Frequency distribution
A frequency distribution is a tabulation of the number of times that each different value appears in a particular set of values.See all terms in Chapter 15
Requested Term: Front matter
The front matter consists of all pages that precede the first page of the report the title page, letter of authorization (optional), letter/memo of transmittal, table of contents, list of illustrations, and abstract/executive summary.See all terms in Chapter 20
Requested Term: Frugging
Frugging is closely related to sugging and stands for "fund raising under the guise of a survey."See all terms in Chapter 3
Requested Term: Full-Service Supplier
Full-service supplier firms have the ability to conduct the entire marketing research project for the buyer firms.See all terms in Chapter 3
Requested Term: Fully computerized interview
Some companies have developed fully computerized interviews, in which the survey is administered completely by a computer, but not online.See all terms in Chapter 9
Requested Term: Funnel approach
The funnel approach uses a wide-to-narrow or general-to-specific flow of questions that places inquiries at the beginning of a topic on the questionnaire that are general in nature and those requiring more specific and detailed responses later on.See all terms in Chapter 11
Requested Term: Gallup poll
The Gallup poll surveys public opinion, asking questions on domestic issues, private issues, and world affairs, such as "Do you consider the income tax you have to pay this year to be fair?"See all terms in Chapter 7
Requested Term: Galvanometer
The galvanometer is a device that determines excitement levels by measuring the electrical activity in the respondent's skin.See all terms in Chapter 8
Requested Term: Gap analysis
An analytical technique that measures the difference between the stated importance of a particular attribute and the satisfaction level of the same attribute. This difference, a gap, is a powerful tool to highlight and prioritize opportunities based upon consumer or client need.
Requested Term: General conceptual model
A general conceptual model identifies independent and dependent variables and shows their basic relationships to one another.See all terms in Chapter 19
Requested Term: Geodemographic
Geodemographics is the term used to describe the classification of arbitrary, usually small, geographic areas in terms of the characteristics of their inhabitants.See all terms in Chapter 7
Requested Term: GIS
Aided with computer programs called GIS (geodemographic information systems), geodemographers can access huge databases and construct profiles of consumers residing in geographic areas determined by the geodemographer.See all terms in Chapter 7
Requested Term: Globalization online era
We call the time since 1990 the globalization online era since these two major factors have influenced the marketing research industry.See all terms in Chapter 3
Requested Term: Group self-administered survey
Basically, a group self-administered survey entails administering a questionnaire to respondents in groups, rather than individually, for convenience or to gain certain economies.See all terms in Chapter 9
Requested Term: Guessing
A second form of unintentional respondent error is guessing, in which a respondent gives an answer when he or she is uncertain of its accuracy.See all terms in Chapter 14
Requested Term: Halo effect
This flipping procedure is used to avoid the halo effect,12 which is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.See all terms in Chapter 10
Requested Term: Harris poll
The Harris poll measures consumer attitudes and opinions on a wide variety of topics.See all terms in Chapter 7
Requested Term: Headings
Headings indicate the topic of each section.See all terms in Chapter 20
Requested Term: Hi-tech BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for Business-to-Business markets, and BPI for High-Tech markets.See all terms in Chapter 6
Requested Term: High-tech markets BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Human observation
With human observation, the observer is a person hired by the researcher, or, perhaps, the observer is the researcher.See all terms in Chapter 8
Requested Term: Hypotheses
Exploratory research can also be beneficial in the formulation of hypotheses, which are statements describing the speculated relationships among two or more variables.See all terms in Chapter 5
Requested Term: Hypothesis
This statement, called a hypothesis, most commonly takes the form of an exact specification as to what the population parameter value is.See all terms in Chapter 16
Requested Term: Hypothesis testing
Hypothesis testing is a statistical procedure used to "accept" or "reject" the hypothesis based on sample information.See all terms in Chapter 16
Requested Term: Hypothesized population parameter
The hypothesized population parameter value can be determined using either a percentage or a mean.See all terms in Chapter 16
Requested Term: Iceberg phenomenon
This is sometimes referred to as the iceberg phenomenon, a situation in which you must look beneath the surface to see the complete picture.See all terms in Chapter 4
Requested Term: In-home interview
Just as the name implies, an in-home interview is conducted in the home of the respondent.See all terms in Chapter 9
Requested Term: In-office interview
Normally, in-office interviews take place in person while the respondent is in his or her office, or perhaps in a company lounge area.See all terms in Chapter 9
Requested Term: Incentive
Another tactic for reducing falsehoods is the use of incentives, which are cash payments, gifts, or something of value promised to respondents in return for their participation.See all terms in Chapter 1114
Requested Term: Incidence rate
As we noted in an earlier chapter, the percentage of people on a list who qualify as members of the population is referred to as the incidence rate.See all terms in Chapter 12
Requested Term: Independence assumption
The independence assumption stipulates that the independent variables must be statistically independent and uncorrelated with one another.See all terms in Chapter 19
Requested Term: Independent variable
The independent variable is that which is used to predict the dependent variable, and it is the x in the regression formula.See all terms in Chapter 19
Requested Term: Independent variable
Independent variables are those variables over which the researcher has control and wishes to manipulate.See all terms in Chapter 5
Requested Term: Indexes
Indexes are records compiled from periodicals and contain information on the contents of periodicals recorded in fields such as author, title, keywords, date of publication, name of periodical, and so on.See all terms in Chapter 6
Requested Term: Indirect observation
With indirect observation, the researcher observes the effects or results of the behavior rather than the behavior itself.See all terms in Chapter 8
Requested Term: Inference
Inference is a form of logic in which you make a generalization about an entire class based on what you have observed about a small set of members of that class.See all terms in Chapter 16
Requested Term: Inferential analysis
When statistical procedures are used by marketing researchers to generalize the results of the sample to the target population that it represents, the process is referred to as inferential analysis.See all terms in Chapter 15
Requested Term: Information gap
Conceptually, the researcher seeks to identify information gaps, which are discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand.See all terms in Chapter 4
Requested Term: Information state
It is vital, therefore, that the researcher assess the existing information state, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions.See all terms in Chapter 4
Requested Term: InfoScan
Information Resources, Inc. (IRI) syndicated data service, InfoScan, gathers data by scanners in supermarkets, drugstores, and mass merchandisers.See all terms in Chapter 7
Requested Term: InfoScan's Combined Outlet Consumer Panel
Information Resources, Inc. also maintains a panel of consumer households that record purchases at outlets by scanning UPC codes on the products purchased.See all terms in Chapter 7
Requested Term: InsightExpress
InsightExpress is the acknowledged pioneer of rapid turnaround, high-quality, online market research services. With its award-winning and patented technology, market research expertise, and access to more than 100 million online individuals, InsightExpress enables its clients to easily harness market research to make the right business decision in real-time. InsightExpress is affiliated with the Interpublic Group (NYSE:IPG), NFO WorldGroup, and General Atlantic Partners. Visit us on the Web at www.insightexpress.com or call 203-359-4174.
Requested Term: Intentional field-worker error
Intentional field-worker errors occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher.See all terms in Chapter 14
Requested Term: Intentional respondent error
Unfortunately, intentional respondent errors occur when there are respondents who willfully misrepresent themselves in surveys, and this intentional respondent error must be guarded against.See all terms in Chapter 14
Requested Term: Interaction effects
Interaction effects are cases in which the independent factors are operating in concert and simultaneously affecting the means of the groups.See all terms in Chapter 17
Requested Term: Intercept
The intercept, or point where the line cuts the y-axis when x = 0.See all terms in Chapter 19
Requested Term: Internal database
Internal databases are databases consisting of information gathered by a company typically during the normal course of business transactions.See all terms in Chapter 6
Requested Term: Internal reports system
The internal reports system gathers information generated by internal reports, which includes orders, billing, receivables, inventory levels, stockouts, and so on.See all terms in Chapter 1
Requested Term: Internal secondary data
Internal secondary data are data that have been collected within the firm.See all terms in Chapter 6
Requested Term: Internal supplier
An internal supplier means an entity within the firm supplies marketing research. It has been estimated that these firms spend roughly 1 percent of sales on marketing research, whether it is supplied internally or externally.See all terms in Chapter 3
Requested Term: Internal validity
Internal validity is concerned with the extent to which the change in the dependent variable was actually due to the independent variable.See all terms in Chapter 5
Requested Term: Internet-based questionnaire
Online research may take on any of a number of faces, but the Internet-based questionnaire in which the respondent answers questions online is becoming the industry standard for online surveys.See all terms in Chapter 9
Requested Term: Interval scale
Interval scales are those in which the distance between each descriptor is known.See all terms in Chapter 10
Requested Term: Interviewer cheating
Interviewer cheating occurs when the interviewer intentionally misrepresents respondents.See all terms in Chapter 14
Requested Term: Interviewer misunderstanding
Interviewer misunderstanding occurs when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly.See all terms in Chapter 14
Requested Term: Introduction
The introduction to the marketing research report orients the reader to the contents of the report.See all terms in Chapter 20
Requested Term: Intuitive hypothesis testing
Intuitive hypothesis testing (as opposed to statistical hypothesis testing) is when someone uses something he or she has observed to see if it agrees with or refutes his or her belief about that topic.See all terms in Chapter 16
Requested Term: Invitation online sampling
Invitation online sampling is when potential respondents are alerted that they may fill out a questionnaire that is hosted at a specific Web site.See all terms in Chapter 12
Requested Term: IRI's Builder
Variously labeled decision support systems, data mining systems, expert systems, and the like, these systems use analytical tools to attach meaning to data, allowing managers to make decisions in response to quickly changing market conditions. Some examples include IRI's Builder services and ACNielsen's Category Business Planner.See all terms in Chapter 7
Requested Term: Item omission
Item omission is the term sometimes used to identify the percentage of the sample that refused to answer a particular question.See all terms in Chapter 14
Requested Term: Judgment sample
Judgment samples are somewhat different from convenience samples in concept because they require a judgment or an "educated guess" as to who should represent the population.See all terms in Chapter 12
Requested Term: Key driver
A statistical technique that generally leverages regression analysis to determine which elements (usually from a very potentially large set) drive the majority of influence over a dependent variable. Key driver analyses typically employ step-wise regression techniques.
Requested Term: Labeled scaled-response format
The labeled scaled-response format uses a scale in which all of the scale positions are identified with some descriptor.See all terms in Chapter 10
Requested Term: Laboratory experiment
Laboratory experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.See all terms in Chapter 5
Requested Term: Large sample size bias
First, many practitioners have a large sample size bias, which is a false belief that sample size determines a sample's representativeness.See all terms in Chapter 13
Requested Term: Lead country test market
A lead country test market is test marketing conducted in specific foreign countries that seem to be good predictors for an entire continent.See all terms in Chapter 5
Requested Term: Leading question
A leading question is worded in such a way as to give the respondent a clue as to how to answer.See all terms in Chapter 11
Requested Term: Leading the respondent
The second error that we are categorizing as intentional on the part of the interviewer is leading the respondent, and it is defined as occurring when the interviewer influences the respondent's answers through wording, voice inflection, or body language.See all terms in Chapter 14
Requested Term: Least squares criterion
The least squares criterion is a way of guaranteeing that the straight line that runs through the points on the scatter diagram is positioned so as to minimize the vertical distances away from the line of the various points.See all terms in Chapter 19
Requested Term: Letter of authorization
The letter of authorization is the marketing research firm's certification to do the project and is optional.See all terms in Chapter 20
Requested Term: Letter of transmittal
Use a letter of transmittal to release or deliver the document to an organization for which you are not a regular employee.See all terms in Chapter 20
Requested Term: LifeP$YCLE
A household-level segmentation system designed for insurance marketers. Analyzes sales potential for specific insurance products as well as profile and target consumers based on insurance buying habits.See all terms in Chapter 7
Requested Term: Lifestyle inventory
There is a special application of the modified Likert question form called the lifestyle inventory (or psychographics inventory), which takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases.See all terms in Chapter 10
Requested Term: Lifestyle Market Analyst
A unique source of secondary data is the Lifestyle Market Analyst. This printed source of information analyzes several dozen lifestyle categories such as Avid Book Readers; Own a Cat; Take Cruise Ship Vacations; Golf; Own a Camcorder; Have Grandchildren; Shop by Catalog/Mail; Stock/Bond Investments; Improving Health; and Donate to Charitable Causes.See all terms in Chapter 6
Requested Term: Limitations
Typical limitations in research reports often focus on but are not limited to factors such as time, money, size of sample, and personnel.See all terms in Chapter 20
Requested Term: Limited-Service Supplier
Limited-service supplier firms specialize in one or, at most, a few marketing research activities.See all terms in Chapter 3
Requested Term: Limiting
Limiting allows for restricting searches to only those database records that meet specified criteria.See all terms in Chapter 6
Requested Term: Line graphs
Line graphs are easy to interpret if they are designed properly.See all terms in Chapter 20
Requested Term: Linear relationship
A linear relationship is a "straight-line association" between two variables.See all terms in Chapter 18
Requested Term: List of illustrations
If the report contains tables and/or figures, include in the table of contents a list of illustrations with page numbers on which they appear (see Figure 20.4).See all terms in Chapter 20
Requested Term: Loaded question
Identifying this type of bias in a question requires more judgment, because a loaded question has buried in its wording elements that allude to universal beliefs or rules of behavior.See all terms in Chapter 11
Requested Term: Longitudinal study
Longitudinal studies repeatedly measure the same sample units of a population over a period of time.See all terms in Chapter 5
Requested Term: Mail survey
A mail survey is one in which the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail.See all terms in Chapter 9
Requested Term: Mall-intercept interview
Patterned after "man-on-the-street" interviews pioneered by opinion-polling companies and other "high-traffic" surveys conductedSee all terms in Chapter 9
Requested Term: Manager's objectives
This means that the researcher should know the manager's objectives, which are tangible statements of a company's expectations.See all terms in Chapter 4
Requested Term: Manufacturing BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Market research
A science that links consumers and business professionals to marketers to understand the needs, wants, and desires of the marketplace at-large and specific market segments.Generally, market research is conducted by adhering to the following process: - Problem identification
- Hypothesis formulation
- Research design and formulation
- Fielding
- Results interpretation
- Results application
Requested Term: Market segment specialist
Other limited-service firms, called market segment specialists, specialize in collecting data for special market segments such as African Americans, Hispanics, children, seniors, gays, industrial customers, or a specific geographic area within the United States or internationally.See all terms in Chapter 3
Requested Term: Market sizing
A research technique to estimate the overall size of a market. Market sizing generally requires the use of projectable samples randomly drawn from a specific population.
Requested Term: Market tracking study
Market tracking studies are those that measure some variable(s) of interest, that is, market share or unit sales over time.See all terms in Chapter 5
Requested Term: Marketing
The American Marketing Association has defined marketing as the process of all activities necessary for the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.See all terms in Chapter 1
Requested Term: Marketing concept
The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.See all terms in Chapter 1
Requested Term: Marketing decision support system (DSS)
A marketing decision support system (DSS) is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.See all terms in Chapter 1
Requested Term: Marketing information system (MIS)
An MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.See all terms in Chapter 1
Requested Term: Marketing intelligence system
The marketing intelligence system is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.See all terms in Chapter 1
Requested Term: Marketing management problem
A marketing management problem is defined in one of two ways: (1) If the symptoms of failure to achieve a goal are present, the marketing manager must select a course of action to regain the goal, and (2) if the symptoms of the likelihood of achieving a goal are present, the manager must decide on how best to seize the opportunity.See all terms in Chapter 4
Requested Term: Marketing research
Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.See all terms in Chapter 1
Requested Term: Marketing research objective
Once the marketing management problem is fully defined, the marketing researcher must wrestle with the marketing research objective, which is defined as providing relevant, accurate, and unbiased information that managers can use to solve their marketing management problems.See all terms in Chapter 4
Requested Term: Marketing research proposal
A marketing research proposal is a formal document prepared by the researcher, and it serves three important functions: (1) It defines the marketing management problem, (2) it specifies the research objectives, and (3) it details the research method proposed by the researcher to accomplish the research objectives.See all terms in Chapter 4
Requested Term: Marketing research report
The marketing research report is a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the contents of the report.See all terms in Chapter 20
Requested Term: Marketing research system
First, the marketing research system gathers information not gathered by the other MIS component subsystems: Marketing research studies are conducted for a specific situation facing the company.See all terms in Chapter 1
Requested Term: Marketing strategy
A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper "mix" of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.See all terms in Chapter 1
Requested Term: Mean
The mean is the average value characterizing a set of numbers.See all terms in Chapter 15
Requested Term: Meaningful difference
A meaningful difference is one that the marketing manager can potentially use as a basis for marketing decisions.See all terms in Chapter 17
Requested Term: Measurement
It is gathered via measurement, which is defined as determining the amount or intensity of some characteristic of interest to the researcher.See all terms in Chapter 10
Requested Term: Measures of central tendency
The basic data reduction goal involved in all measures of central tendency is to report a single piece of information that describes the most typical response to a question.See all terms in Chapter 15
Requested Term: Measures of variability
All measures of variability are concerned with depicting the "typical" difference between the values in a set of values.See all terms in Chapter 15
Requested Term: Mechanical observation
However, it is often possible, desirable, and economical to replace the human observer with some form of static observing device, as in mechanical observation.See all terms in Chapter 8
Requested Term: Median
An alternative measure of central tendency is the median, which expresses that value whose occurrence lies in the middle of an ordered set of values.See all terms in Chapter 15
Requested Term: Memo of transmittal
Use a memo of transmittal to deliver the document within your own organization.See all terms in Chapter 20
Requested Term: Methodology
The methodology describes, in as much detail as necessary, how you conducted the research, who (or what) your subjects were, and what methods were used to achieve your objectives.See all terms in Chapter 20
Requested Term: MicroVision
A segmentation and consumer targeting system classifying every U.S. household into one of 50 unique market segments. Classifications are based on the demographic, lifestyle, socioeconomic, buying, media, and behavior characteristics of households within every ZIP+4 geography.See all terms in Chapter 7
Requested Term: MicroVision Banking
Classifies every U.S. household into 31 segments based on financial service usage, aggregated consumer demand information, and census demographics.See all terms in Chapter 7
Requested Term: MicroVision Daytime
This segmentation system classifies employees working in a geographic area by MicroVision segment. Helps locate where target segments work and determines an area's potential demand for products and services during the daytime.See all terms in Chapter 7
Requested Term: MicroVision Insurance
Classifies every U.S. household into one of nine strategic groups, comprised of segments having statistically similar insurance usage characteristics.See all terms in Chapter 7
Requested Term: Middle-of-the-road pattern
The middle-of-the-road pattern is seen as a preponderance of "no opinion" responses.See all terms in Chapter 14
Requested Term: Mode
The mode is a descriptive analysis measure defined as that value in a string of numbers that occurs most often.See all terms in Chapter 15
Requested Term: Model
Once you take a set of constructs and order their relationships with some understandable logic, you have created a model.See all terms in Chapter 4
Requested Term: Moderately priced products BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Moderator
A trained facilitator of focus group discussions. A moderator is responsible for ensuring all focus group participants contribute their opinions to the discussion, and for preventing individuals from dominating and affecting the general direction and quality of the discussion.Moderators often summarize the results of the focus group in a written report, highlighting major themes, findings, and opinions of the focus group participants.
Requested Term: Modified Likert scale
A scaled-response form commonly used by marketing researchers is the modified Likert scale, in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements.See all terms in Chapter 10
Requested Term: Monadic
A research design whereby an individual is exposed to a single idea or concept. To evaluate multiple ideas or concepts, individuals are assembled into identical group (as determined by demographics, psychographics, etc.) and are each exposed to a single concept or idea.Given the groups are identical, any difference among ideas or concepts is attributed to the idea or concept itself. This approach is often used to evaluate a concept or idea without introducing any bias from other ideas.
Requested Term: Monetary incentive
Mail surveys historically represent the worst case, but even with these, there are many strategies employed by marketing researchers to increase response rates. Such strategies include advance notification via postcard or telephone, monetary incentives, and follow-up contacts.See all terms in Chapter 14
Requested Term: Monotonic relationships
Monotonic relationships are ones in which the researcher can assign only a general direction to the association between the two variables.See all terms in Chapter 18
Requested Term: Most commonly used level of confidence
By far, the most commonly used level of confidence in marketing research is the 95 percent level, corresponding to 1.96 standard errors.See all terms in Chapter 16
Requested Term: Multicollinearity
The presence of moderate or stronger correlations among the independent variables is termed multicollinearity and will violate the independence assumption of multiple regression analysis results when it occurs.See all terms in Chapter 19
Requested Term: Multiple regression analysis
Multiple regression analysis is an expansion of bivariate regression analysis in that more than one independent variable is used in the regression equation.See all terms in Chapter 19
Requested Term: Multiple submission
Unless there is a control in place, it is possible for a respondent to make multiple submissions of his or her completed questionnaire in a matter of minutes.See all terms in Chapter 14
Requested Term: Multiple-category closed-ended question
If there are more than two options for the response, then the researcher is using a multiple-category closed-ended question.See all terms in Chapter 10
Requested Term: n-way ANOVA
However, it is not unusual to look at two or more grouping factors simultaneously, in which case one would use n-way ANOVA.See all terms in Chapter 17
Requested Term: Nay-saying
The negative counterpart to the yea-saying is nay-saying, identifiable as persistent responses in the negative.See all terms in Chapter 14
Requested Term: Nesting
Nesting is a technique that indicates the order in which a search is to be done.See all terms in Chapter 6
Requested Term: Nielsen Television Index
For many years the Nielsen Television Index (NTI) has been the major provider of TV ratings.See all terms in Chapter 7
Requested Term: Nominal scale
Nominal scales are defined as those that use only labels; that is, they possess only the characteristic of description.See all terms in Chapter 10
Requested Term: Non-response bias
Discrepancies introduced into a research initiative due to an excessively low participation and/or completion rate. Non-response basis can be understood by examining the overall response rate and examining results to questions at the beginning of a survey among those who: i) complete the survey and, ii) those who do not.Excessive non-response bias may cause the results of a research initiative to be of limited or of no value.
Requested Term: Nonmonotonic relationship
A nonmonotonic relationship is one in which the presence (or absence) of one variable is systematically associated with the presence (or absence) of another variable.See all terms in Chapter 18
Requested Term: Nonprobability sample
Nonprobability samples, on the other hand, are instances in which the chances (probability) of selecting members from the population into the sample are unknown.See all terms in Chapter 12
Requested Term: Nonresponse
Nonresponse is defined as a failure on the part of a prospective respondent to take part in the survey or to answer specific questions on the questionnaire.See all terms in Chapter 914
Requested Term: Nonresponse error
Although nonresponse was briefly described earlier in our discussion of mail surveys, we will now describe the nonresponse issue more fully, including various types of nonresponse, how to assess the degree of nonresponse error, and some ways of adjusting or compensating for nonresponse in surveys.See all terms in Chapter 14
Requested Term: Nonsampling error
Many possible errors, called nonsampling errors because they are attributable to factors other than sampling errors, may occur during data collection.See all terms in Chapter 2
Requested Term: Nonsampling error
Nonsampling error pertains to all sources of error other than the sample selection method and sample size, so nonsampling error includes things such as problem specification mistakes, question bias, and incorrect analysis. The counterpart to sampling error is nonsampling error, which is defined as all errors in a survey except those due to the sample plan and the sample size.See all terms in Chapter 213
Requested Term: North American Industry Classification System
The North American Industry Classification System (NAICS) is a coding system that is used to access secondary information.See all terms in Chapter 6
Requested Term: Null hypothesis
To test whether a true difference exists between two group percentages, we test the null hypothesis or the hypothesis that the difference in their population parameters is equal to zero.See all terms in Chapter 17
Requested Term: Numeric or statistical database
Numeric or statistical databases contain statistics or numeric data, such as baseball game attendance records or sales for a given industry over some time period.See all terms in Chapter 6
Requested Term: Objective properties
It is simple as long as we are measuring objective properties, which are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on.See all terms in Chapter 10
Requested Term: Observation form
Observation forms are prepared for researchers to record the behaviors observed by researchers in observations studies.See all terms in Chapter 11
Requested Term: Observation method
Qualitative techniques include the class of observation methods techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information.See all terms in Chapter 8
Requested Term: Observed frequencies
The first cross-tabulation table in Table 18.1 contains observed frequencies, which are the actual cell counts in the cross-tabulation table.See all terms in Chapter 18
Requested Term: Omnibus
A research instrument that contains questions compiled from multiple clients. Omnibus research studies often field on a regular basis and provide a cost-effective vehicle to conduct primary market research.
Requested Term: Omnibus panel
Discontinuous panels, sometimes referred to as omnibus ("including or covering many things or classes'') panels may be used for a variety of purposes, and the information collected by a discontinuous panel varies from one panel measurement to the next.See all terms in Chapter 5
Requested Term: One-group, before-after design
The one-group, before-after design is achieved by first measuring the dependent variable, then changing the independent variable, and, finally, taking a second measurement of the dependent variable.See all terms in Chapter 5
Requested Term: One-step area sample
In the one-step area sample approach, the researcher may believe the various geographic areas to be sufficiently identical to permit him or her to concentrate his or her attention on just one area and then generalize the results to the full population.See all terms in Chapter 12
Requested Term: One-way ANOVA
The Hobbit's Choice Restaurant survey newspaper section reading example illustrates what is normally termed one-way ANOVA because there is only one independent factor used to set up the groups.See all terms in Chapter 17
Requested Term: Online focus group
An online focus group is one in which the respondents and/or the clients communicate and/or observe by use of the Internet.See all terms in Chapter 8
Requested Term: Online information database
Online information databases are sources of secondary data searchable by search engines online.See all terms in Chapter 6
Requested Term: Online panel sampling
Online panel sampling refers to consumer or other respondent panels that are set up by marketing research companies for the explicit purpose of conducting online surveys with representative samples.See all terms in Chapter 12
Requested Term: Online reporting
Online reporting software is available to help researchers disseminate their research reports.See all terms in Chapter 20
Requested Term: Online research
The use of computer networks, including the Internet, to assist in any phase of the marketing research process including development of the problem, research design, data gathering, analysis, and report writing and distribution.See all terms in Chapter 1
Requested Term: Online research services
Online research services firms specialize in providing services online.See all terms in Chapter 3
Requested Term: Online survey research
Online survey research refers to the collection of data using computer networks.See all terms in Chapter 1
Requested Term: Open-ended
Open-ended questions are used to obtain a respondent's reaction to stimuli (i.e., ads, packages, names, colors, products, concepts etc.) in their own words. Open-ended questions provide the respondent with the opportunity to give a more expansive response than is afforded by closed-ended questions.While open-ended questions provide rich qualitative data, they are also tremendously burdensome upon the respondent.
Requested Term: Open-ended question
An open-ended question presents no response options to the respondent.See all terms in Chapter 10
Requested Term: Operational definition
Although managers and researchers share the language of constructs, the researcher translates the construct into an operational definition, which describes how the marketing researcher intends to measure the construct.See all terms in Chapter 410
Requested Term: Opportunity identification
Some researchers refer to the second type as opportunity identification.See all terms in Chapter 4
Requested Term: Opt-in
In terms of telemarketing, for example, the use of an optSee all terms in Chapter 3
Requested Term: Opt-out
One consent standard is the "optSee all terms in Chapter 3
Requested Term: Oral presentation
The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.See all terms in Chapter 20
Requested Term: Order
Order refers to the relative sizes of the descriptors.See all terms in Chapter 10
Requested Term: Order bias
Order bias is the inclination for a respondent to select items that appear at the top of a list (or that are first presented to them) over those that appear near the end of a list (or are presented to them last). Randomization or rotation of questions or answer lists is the typical solution to eliminate order bias. The creation of multiple questionnaire versions is also a typical solution for mail and telephone studies. Order bias is most typically introduced when testing multiple concepts or when respondents must select answers from a long pre-defined list.
Requested Term: Ordinal scale
Ordinal scales permit the researcher to rank-order the respondents or their responses.See all terms in Chapter 10
Requested Term: Organizational acceptance era
Consequently, we call the period from 1960 to 1980 the organizational acceptance era.See all terms in Chapter 3
Requested Term: Orientation session
Orientation sessions are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the field-workers.See all terms in Chapter 14
Requested Term: Origin
A scale is said to have the characteristic of origin if there is a unique beginning or true zero point for the scale.See all terms in Chapter 10
Requested Term: Oversampling
Oversampling is an alternative substitution method, and it takes place as a result of the researcher's knowledge of incidence rates, nonresponse rates, and unusable responses.See all terms in Chapter 12
Requested Term: P$YCLE
A market segmentation system that differentiates households in terms of financial behavior. The 42See all terms in Chapter 7
Requested Term: Package testing
A research technique to measure the aesthetics, appeal, and general usefulness of potential packaging offerings.Often package testing is being conducted online through the use of three-dimensional images.
Requested Term: Paired samples test for the difference between two means
To determine the answer to this question, we must run a paired samples test for the difference between two means, which is a test to determine if two means of two different questions using the same scale format, and answered by the same respondents in the sample, are significantly different.See all terms in Chapter 17
Requested Term: Panel
A pre-recruited group of individuals who have agreed to participate in market research studies on a forward-going basis. Generally, panels maintain key demographic, product usage/ownership, or other attributes on file to offer more efficient and targeted research opportunities.Panels enable longitudinal research opportunities-enabling the same individual to participate in similar or related research initiatives over time, highlighting change.
Requested Term: Panel equity
Panel equity, the value of readily available access to willing respondents, may become more and more important in the future.See all terms in Chapter 3
Requested Term: Panels
Panels represent sample units who have agreed to answer questions at periodic intervals.See all terms in Chapter 5
Requested Term: Parameter estimation
Parameter estimation is the process of using sample information to compute an interval that describes the range of a parameter such as the population mean (µ) or the population percentage (?).See all terms in Chapter 16
Requested Term: Parameters
Values that are computed from information provided by a sample are referred to as the sample's statistics, whereas values that are computed from a complete census, which are considered to be precise and valid measures of the population, are referred to as parameters.See all terms in Chapter 16
Requested Term: Participation rate
The percentage of people who accept an invitation to participate in a research initiative-either qualitative or quantitative. Depending upon the target audience, the contact methodology (i.e., telephone, mail, online, etc.), and the topic of the research initiative, participation rates are generally between 10% and 90%.
Requested Term: Passive deception
Deception can occur in two basic forms. First is by omission (also called passive deception) of information to fully inform a respondent.See all terms in Chapter 3
Requested Term: PC technology era
We call the period from 1980 to about 1990 the PC technology era.See all terms in Chapter 3
Requested Term: Pearson product moment correlation
The Pearson product moment correlation measures the linear relationship between two interval- and/or ratio-scaled variables such as those depicted conceptually by scatter diagrams.See all terms in Chapter 18
Requested Term: People meter
Nielsen changed the method of measuring the size and characteristics of the audiences to the people meter, an electronic instrument that automatically measures when a TV set is on and who is watching which channel.See all terms in Chapter 7
Requested Term: Percentage distribution
The conversion is arrived at very simply through a quick division of the frequency for each value by the total number of observations for all of the values, resulting in a percent, called a percentage distribution.See all terms in Chapter 15
Requested Term: Person-administered survey
A person-administered survey is one in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers.See all terms in Chapter 9
Requested Term: Personal characteristics
Unintentional interviewer error is found in the interviewer's personal characteristics such as accent, sex, or demeanor.See all terms in Chapter 14
Requested Term: Personal portable meter
Although paper-and-pencil diaries are still being used, Arbitron has been testing a personal portable meter (PPM), the size of a pager, which would automatically record stations listened to.See all terms in Chapter 7
Requested Term: Physical traces
Physical traces are tangible evidence of some event.See all terms in Chapter 8
Requested Term: Physiological measurement
Physiological measurement involves monitoring a respondent's involuntary responses to marketing stimuli via the use of electrodes and other equipment.See all terms in Chapter 8
Requested Term: Picture test
With a picture test, a picture is provided to participants who are instructed to describe their reactions by writing a short story about the picture.See all terms in Chapter 8
Requested Term: Pie charts
The pie chart is a circle divided into sections.See all terms in Chapter 20
Requested Term: Plagiarism
Plagiarism is derived from a Latin word for kidnapping a Roman citizen's slave.See all terms in Chapter 20
Requested Term: Pluralistic research
Although there are proponents of both types of research, many marketing researchers have adopted pluralistic research, which is defined as the combination of qualitative and quantitative research methods in order to gain the advantages of both.See all terms in Chapter 8
Requested Term: Plus-one dialing procedure
A popular variation of random digit dialing that reduces this problem is the plus-one dialing procedure in which numbers are selected from a telephone directory and a digit, such as a "1," is added to each number to determine which telephone number is then dialed.See all terms in Chapter 12
Requested Term: Poll
A short research instrument to collect the attitudes and opinions of individuals. Generally, polls consist of one (1) to two (2) questions. Polls, and more specifically, opinions polls, tend to be based upon convenience samples producing very fast results. However, due to the underlying sampling methodology, polls often lack the rigor required to make critical business decisions.Polls are often used by newspapers, Web sites, and other outlets to acquire directional information.
Requested Term: Population
The group of individuals who participate in a market research initiative. Through sampling processes, populations are generally designed to reflect an underlying audience, market, or market segment.
Requested Term: Population
A population is defined as the entire group under study as specified by the objectives of the research project.See all terms in Chapter 12
Requested Term: Population misrepresentation
We alluded to the problem of population misrepresentation in our sample design chapter, but it must be reiterated that all consumers are not equally Internet connected or Web literate.See all terms in Chapter 14
Requested Term: Possible cause
However, it is important that the researcher list all possible causes in as objective a manner as possible, because if a possible cause is overlooked and that cause turns out to be the real cause, all research will have been wasted.See all terms in Chapter 4
Requested Term: Post hoc tests
They are called post hoc tests, which are options that are available to determine where the pair(s) of statistically significant differences between the means exist(s).See all terms in Chapter 17
Requested Term: Posttest
When a measurement of the dependent variable is taken after changing the independent variable, the measurement is sometimes called a posttest.See all terms in Chapter 5
Requested Term: Pre-marketing research era
We could refer to the time period from colonization until the industrial revolution as the pre-marketing research era.See all terms in Chapter 3
Requested Term: Precoding
A final task in questionnaire design is precoding questions, which is the placement of numbers on the questionnaire to facilitate data entry after the survey has been conducted.See all terms in Chapter 11
Requested Term: Prediction
A prediction is a statement of what is believed will happen in the future made on the basis of past experience or prior observation.See all terms in Chapter 19
Requested Term: Predictive analysis
Statistical procedures and models are available to the marketing researcher to help him or her make forecasts about future events, and these fall under the category of predictive analysis.See all terms in Chapter 15
Requested Term: Predictive model
A predictive model relates the conditions expected to be in place and influencing the factor you are predicting.See all terms in Chapter 19
Requested Term: Premium-priced products BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for business-to-business markets, and BPI for high-tech markets.See all terms in Chapter 6
Requested Term: Pretest
When a measurement of the dependent variable is taken prior to changing the independent variable, the measurement is sometimes called a pretest.See all terms in Chapter 5
Requested Term: Price testing
A technique to examine consumers' sensitivity (via their attitudes, perceptions, and purchase intentions) to different price levels. Pricing tests can be extended to price perceptions of warranty packages, competitors' pricing, optional/add-on product features, shipping, handling, and insurance rates, and pricing strategies (for example, what if you were to offer flat-rate pricing or include shipping and taxes in your price).
Requested Term: Primary data
Primary data are information that is developed or gathered by the researcher specifically for the research project at hand.See all terms in Chapter 26
Requested Term: Primary market research
The use of market research commissioned by a company or individual to address a specific marketing objective. Generally primary market research is used when testing new ideas, exploring product-related opportunities, or addressing specific elements of a company's marketing mix.
Requested Term: PRIZM
This service is referred to as PRIZM potential ratings index for Zip+4 markets). The PRIZM system defines every neighborhood in the United States in terms of 62 demographically and behaviorally distinct clusters.See all terms in Chapter 7
Requested Term: Probability sample
Probability samples are ones in which members of the population have a known chance (probability) of being selected into the sample.See all terms in Chapter 12
Requested Term: Probability sampling plan
By probability sampling plan, we mean a plan in which everyone in the county had a chance of being included in the sample.See all terms in Chapter 2
Requested Term: Probable cause
Given this long list, it was necessary to narrow down the possible causes to a small set of probable causes, defined as the most likely factors giving rise to the symptoms.See all terms in Chapter 4
Requested Term: Probed format
Sometimes the researcher wants a comment or statement from the respondent, or perhaps the researcher simply wants the respondent to indicate the name of a brand or a store. In this case, the researcher uses a probed format, which includes a response probe instructing the interviewer to ask for additional information, saying, for instance, "Can you think of anything more?"See all terms in Chapter 10
Requested Term: Product testing
A process whereby consumers or a target audience is provided with the actual product or a product sample. After a specified period of time, those using the product agree to share their attitudes and opinions regarding the product.Due to the expense associated with product distribution, product testing is generally performed among smaller sample sizes.
Requested Term: Professional Certified Marketer (PCM)
The American Marketing Association has recently created a certification for Professional Certified Marketer (PCM).See all terms in Chapter 3
Requested Term: Projective technique
Projective techniques, borrowed from the field of clinical psychology, seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding the situation.See all terms in Chapter 58
Requested Term: Prompter
Finally, long questionnaires often use prompters, such as "We are almost finished," or "That was the most difficult section of questions to answer," or other statements strategically located to encourage the respondent to remain on track.See all terms in Chapter 14
Requested Term: Properties
Properties are the specific features or characteristics of an object that can be used to distinguish it from another object.See all terms in Chapter 10
Requested Term: Proportionate stratified sample
If the strata sample sizes are faithful to their relative sizes in the population, you have what is called a proportionate stratified sample design.See all terms in Chapter 12
Requested Term: Protocol analysis
Protocol analysis involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.See all terms in Chapter 8
Requested Term: Proximity operator
Proximity operators allow the searcher to indicate how close and in which order two or more words are to be positioned within the record.See all terms in Chapter 6
Requested Term: Psychographics
Information about a respondent that describes how people live, what interests them, and what individuals like or prefer.Psychographics are usually obtained through a series of agree/disagree statements and are increasingly used as a basis for interpreting data and segmenting respondents.
Requested Term: Published source
Published sources are those sources of information that are prepared for public distribution and are normally found in libraries or through a variety of other entities such as trade associations, professional organizations, or companies.See all terms in Chapter 6
Requested Term: Pupilometer
The pupilometer is a device that attaches to a person's head and determines interest and attention by measuring the amount of dilation in the pupil of the eye.See all terms in Chapter 8
Requested Term: Purpose of marketing research
Marketing research is the function that links the consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.See all terms in Chapter 1
Requested Term: Qualitative market research
The conduct of market research based upon interviewing a small number (generally between 1 and 30) of people. Qualitative research is often conducted in the early stages of product development to gain an understanding of consumers' attitudes to concepts, ideas, and to acquire general feedback. Generally, qualitative research is conducted using focus groups or using one-on-one interviews.
Requested Term: Qualitative research
Qualitative research, in contrast, involves collecting, analyzing, and interpreting data by observing what people do and say.See all terms in Chapter 8
Requested Term: Quantitative era
The time period from 1940 to 1960 we call the quantitative era.See all terms in Chapter 3
Requested Term: Quantitative market research
The conduct of market research based upon interviewing a large number (generally 300 or more) of people. Quantitative market research is capable of employing mathematics and statistical techniques to identify business opportunities and challenges through an examination of the collected data. Quantitative research is often employed for decisions of great importance when the precision of the results is of paramount crucial-say, a decision to construct a factory, launch a new product line, alter pricing strategies, etc. Generally, quantitative research is conducted using surveys-either fielded via telephone, mail, in-person, or online.
Requested Term: Quantitative research
For our purposes in this chapter, quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved.See all terms in Chapter 8
Requested Term: Quasi-experimental design
Designs that do not properly control for the effects of extraneous variables on our dependent variable are known as quasiSee all terms in Chapter 5
Requested Term: Question bias
Also, the researcher strives to minimize question bias, defined as the ability of a question's wording or format to influence respondents' answers.See all terms in Chapter 11
Requested Term: Questionnaire
A vehicle to collect the attitudes, opinions, and beliefs of individuals. Questionnaires (or surveys) form the basis for the majority of quantitative market research that is conducted via telephone, mail, in-person, and online.Generally, questionnaires consist of between five (5) and 100 questions. While questionnaires consisting of many questions provide a rich set of data for analysis, such research instruments tend to be exceptionally burdensome for individuals who share their opinions. Based upon our years of professional market research experience, we encourage the use of shorter, more frequent surveys over longer, less frequent surveys.
Requested Term: Questionnaire era
We call the third era, the questionnaire era (1920-1940).See all terms in Chapter 3
Requested Term: Quota sample
The quota sample establishes a specific quota for various types of individuals to be interviewed.See all terms in Chapter 12
Requested Term: Random digit dialing
Random digit dialing (RDD) is used in telephone surveys to overcome the problems of unlisted and new telephone numbers.See all terms in Chapter 12
Requested Term: Random online intercept sampling
Random online intercept sampling relies on a random selection of Web site visitors.See all terms in Chapter 12
Requested Term: Random sample
A method to recruit individuals to participate in a research initiative based upon probability. The most common random sample technique involved Random Digit Dialing whereby market researchers use randomly generated telephone numbers to invite individuals to share their opinions in a market research initiative.Random samples are often employed to define the composition of an underlying population. Generally, random samples (of sufficient size) enable detailed, quantitative analysis that can be projectable to a specific population.
Requested Term: Range
The range identifies the distance between lowest value (minimum) and the highest value (maximum) in an ordered set of values.See all terms in Chapter 15
Requested Term: Ratio scale
Ratio scales are ones in which a true zero origin exists such as an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children, or years of college education.See all terms in Chapter 10
Requested Term: Raw percentages table
The second cross-tabulation table, the raw percentages table, contains the percentages of the raw frequency numbers just discussed.See all terms in Chapter 18
Requested Term: RDD
A sampling technique using randomly generated telephone numbers to call and invite individuals to participate in a research initiative.
Requested Term: Recommendations
Recommendations are suggestions for how to proceed based on the conclusions.See all terms in Chapter 20
Requested Term: Referral sample
Referral samples, sometimes called "snowball samples," require respondents to provide the names of additional respondents.See all terms in Chapter 12
Requested Term: Refusals
The reasons for refusals are many and varied.See all terms in Chapter 14
Requested Term: Regression
A statistical technique whereby the impact of one or more independent factors can be determined upon a dependent factor. For example, a regression can be used to determine the level of influence of price, time to resolve an issue, and other attributes upon a company's overall customer satisfaction rating.
Requested Term: Regression plane
A regression plane is the shape of the dependent variable in multiple regression analysis.See all terms in Chapter 19
Requested Term: Relationship
A relationship is a consistent and systematic linkage between the levels or labels for two variables.See all terms in Chapter 418
Requested Term: Reliable measure
A reliable measure is one in which a respondent responds in the same or in a very similar manner to an identical or nearly identical question.See all terms in Chapter 10
Requested Term: Representativeness
There are three criteria that are useful for selecting test market cities: representativeness, degree of isolation, and ability to control distribution and promotion.See all terms in Chapter 5
Requested Term: Resampling
Resampling constitutes a third means of respondent substitution. Resampling is a procedure in which the sample frame is tapped for additional names after the initial sample is drawn.See all terms in Chapter 12
Requested Term: Research design
After thoroughly considering the problem and research objectives, researchers select a research design, which is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.See all terms in Chapter 5
Requested Term: Research integrity
The loss of research integrity may take the form of withholding information, falsifying data, altering research results, or misinterpreting the research findings in a way that makes them more consistent with predetermined points of view.See all terms in Chapter 3
Requested Term: Research method
Finally, the research proposal will detail the proposed research method.See all terms in Chapter 4
Requested Term: Research objective
That is, research objectives are specific bits of knowledge that need to be gathered and that serve to close information gaps.See all terms in Chapter 420
Requested Term: Research question
According to Peterson, a research question is employed in research projects to obtain overt, verbal communication from individual study participants.See all terms in Chapter 11
Requested Term: Research supplier
In the marketing research industry we refer to providers of marketing research information as research suppliers.See all terms in Chapter 3
Requested Term: Respondent
A person who is invited or participates in any form of market research. Respondents can be customers, potential customers, business professionals, or other forms of consumers.
Requested Term: Respondent error
The other general type is respondent error, which refers to errors on the part of the respondent.See all terms in Chapter 14
Requested Term: Respondent fatigue
Fifth, unintentional respondent error can take the form of respondent fatigue, in which the respondent becomes tired of participating in the survey.See all terms in Chapter 14
Requested Term: Respondent misunderstanding
First, respondent misunderstanding is defined as situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.See all terms in Chapter 14
Requested Term: Response probe
In this case, the researcher uses a probed format, which includes a response probe instructing the interviewer to ask for additional information, saying, for instance, "Can you think of anything more?"See all terms in Chapter 10
Requested Term: Response rate
The response rate essentially enumerates the percentage of the total sample with which interviews were completed.See all terms in Chapter 14
Requested Term: Response rate
The percentage of people who complete an interview based upon the number who were initially contacted to participate in a market research initiative. Response rates tend to be impacted by:- Research topic
- Interview length (measured in minutes or by the number of questions)
- Need to acquire personal or sensitive information (i.e., household income, etc.)
- Target audience (e.g., head of household vs. young males)
- Data collection methodology (i.e., mail, telephone, online, etc.)
The response rate can be calculated by multiplying the participation rate by the completion rate. Typical response rates range between 5% and 50%.
Requested Term: Results
The results section is the most important portion of your report.See all terms in Chapter 20
Requested Term: Retail store audit
Retail store audits also are used. In retail store audits, auditors are sent to stores and they record merchandising information needed for tracking studies.See all terms in Chapter 7
Requested Term: Reversals of scale endpoint
A tactic we described when we discussed the semantic differential is reversals of scale endpoints, in which instead of putting all of the negative adjectives on one side and all the positive ones on the other side, a researcher will switch the positions of a few items.See all terms in Chapter 14
Requested Term: Role playing
With role playing, participants are asked to pretend they are a "third person," such as a friend or neighbor, and to describe how they would act in a certain situation or to a specific statement.See all terms in Chapter 8
Requested Term: Role-playing session
Finally, often as a means of becoming familiar with a questionnaire's administration requirements, interviewers will conduct role-playing sessions, which are dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's role.See all terms in Chapter 14
Requested Term: RoperASW's Starch Readership Service
RoperASW's Starch Readership Service is known as the most widely used source for measuring the extent to which magazine ads are seen and read.See all terms in Chapter 7
Requested Term: Row percentages table
The row percentages table presents the data with the row totals as the 100 percent base for each.See all terms in Chapter 18
Requested Term: Sample
The set of individuals selected from a larger population who are invited to participate in a research initiative.Often, samples are created to represent a specific market, audience, or customer base.
Requested Term: Sample
A sample is a subset of the population that should represent that entire group.See all terms in Chapter 12
Requested Term: Sample accuracy
Sample accuracy refers to how close a random sample's statistic (for example, mean of the responses to a particular question) is to the true population's value it represents.See all terms in Chapter 13
Requested Term: Sample design and distribution
Survey Sampling Inc. and Scientific Telephone Samples (STS) are examples of limitedSee all terms in Chapter 3
Requested Term: Sample frame
To select a sample, you will need a sample frame, which is some master list of all the sample units in the population.See all terms in Chapter 12
Requested Term: Sample frame error
A sample frame invariably contains sample frame error, which is the degree to which it fails to account for all of the population.See all terms in Chapter 12
Requested Term: Sample plan
However, they are logically joined together, and there is a definite sequence of steps, called the sample plan, that the researcher goes through in order to draw and ultimately arrive at the final sample.See all terms in Chapter 212
Requested Term: Sample size
Sample size, as the name implies, refers to determining how many elements of the population should be included in the sample.See all terms in Chapter 2
Requested Term: Sample survey
Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population.See all terms in Chapter 5
Requested Term: Sample unit
As you would expect, a sample unit is the basic level of investigation.See all terms in Chapter 12
Requested Term: Sample validation
The essence of sample validation is to assure the client that the sample is, in fact, a representative sample of the population about which the decision maker wishes to make decisions.See all terms in Chapter 12
Requested Term: Sampling distribution concept
The crux of statistical hypothesis testing is the sampling distribution concept.See all terms in Chapter 16
Requested Term: Sampling error
Sampling error is the difference between the sample finding and the true population value due to the fact that a sample was taken.See all terms in Chapter 1213
Requested Term: Scale development
Scale development is designing questions to measure the subjective properties of an object.See all terms in Chapter 10
Requested Term: Scaled-response question
The scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study.See all terms in Chapter 10
Requested Term: Scanning data
ACNielsen's Scantrack Services is based on syndicated retail scanning data and is recognized as an industry standard in terms of providing tracking data gathered from the stores' scanners.See all terms in Chapter 7
Requested Term: Scantrack
ACNielsen's Scantrack Services is based on syndicated retail scanning data and is recognized as an industry standard in terms of providing tracking data gathered from the stores' scanners.See all terms in Chapter 7
Requested Term: Scatter diagram
A scatter diagram plots the points corresponding to each matched pair of x and y variables.See all terms in Chapter 18
Requested Term: Screening device
That is, the marketing researcher may be faced with a large number and variety of prospective independent variables, and he or she may use multiple regression as a screening device or a way of spotting the salient (statistically significant) independent variables for the dependent variable at hand.See all terms in Chapter 19
Requested Term: Screening question
Screening questions are used to screen out respondents who do not meet qualifications necessary to take part in the research study.See all terms in Chapter 11
Requested Term: Secondary data
Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.See all terms in Chapter 26
Requested Term: Secondary data analysis
By secondary data analysis, we refer to the process of searching for and interpreting existing information relevant to the research objectives.See all terms in Chapter 5
Requested Term: Secondary market research
The use of existing market research information applied to address marketing needs.Secondary market research is often used to understand the structure or composition of a particular industry, market, or market segment.
Requested Term: Sections approach
A sections approach organizes questions into sets based on a common objective of the questions in the set.See all terms in Chapter 11
Requested Term: Selection bias
Selection bias generally occurs when two groups are assumed to be similar when, in fact, they are not. Selection bias can be introduced when "pre-testing" is not conducted.Selection bias can be eliminating by first ensuring test and control groups contain similar demographics, technographics, or other critical dimensions before initiating a market research initiative.
Requested Term: Self-administered survey
A self-administered survey is one in which the respondent completes the survey on his or her own.See all terms in Chapter 9
Requested Term: Self-selection bias
The second is self-selection bias, which means that those who do respond are probably different from those who do not fill out the questionnaire and return it and, therefore, the sample gained through this method is nonrepresentative of the general population.See all terms in Chapter 9
Requested Term: Semantic differential scale
A specialized scaled-response question format that has sprung directly from the problem of translating a person's qualitative judgments into quantitative estimates is the semantic differential scale.See all terms in Chapter 10
Requested Term: Sentence completion test
With a sentence completion test, respondents are given incomplete sentences and asked to complete them in their own words.See all terms in Chapter 8
Requested Term: Sequential
A research design whereby an individual is exposed to multiple ideas or concepts, one after the other. To minimize order bias, concepts or ideas are often rotated.Sequential research is often used when a respondent must directly compare two ideas or concepts, identifying the one most preferred.
Requested Term: Significance of difference between two means
The procedure for testing significance of difference between two means from two different groups (samples) is identical to the procedure used in testing two percentages.See all terms in Chapter 17
Requested Term: Significance of differences between two percentages
To perform the test of significance of differences between two percentages, each representing a separate group (sample), the first step requires a "comparison" of the two percentages.See all terms in Chapter 17
Requested Term: Simmons Study of Media and Markets
Simmons Study of Media and Markets provides information on magazines, Sunday magazines, newspapers, television, radio, cable, outdoor, Yellow Pages, and syndicated television.See all terms in Chapter 7
Requested Term: Simple random sampling
With simple random sampling, the probability of being selected into the sample is "known" and equal for all members of the population.See all terms in Chapter 12
Requested Term: Simulated test market
Simulated test markets (STMs) are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.See all terms in Chapter 5
Requested Term: Single source data
Single source data are data that contain information on several variables such as promotional message exposure, demographics, and buyer behavior.See all terms in Chapter 7
Requested Term: Skewed population
A skewed population deviates quite a bit from what is assumed to be the "normal" distribution case in the use of simple random, systematic, or cluster sampling.See all terms in Chapter 12
Requested Term: Skip interval
The researcher decides on a skip interval, which is calculated by dividing the number of names on the list by the sample size.See all terms in Chapter 12
Requested Term: Skip questions
A skip question is one whose answer affects which question will be answered next.See all terms in Chapter 11
Requested Term: Slope
The slope or the change in y for any 1-unit change in xSee all terms in Chapter 19
Requested Term: Small population
As a general rule, a small population situation is one in which the sample exceeds 5 percent of the total population size.See all terms in Chapter 13
Requested Term: Solutions
Essentially, possible solutions include any marketing action that the marketing manager thinks may resolve the problem, such as price changes, product modification or improvement, promotion of any kind, or even adjustments in channels of distribution.See all terms in Chapter 4
Requested Term: Spam
An electronic message has been defined as spam if (1) the recipient's personal identity and context are irrelevant because the message is equally applicable to many other potential recipients; (2) the recipient has not verifiably granted deliberate, explicit, and still revocable permission for it to be sent; and (3) the transmission and reception of the message appear to the recipient to give a disproportionate benefit to the sender.See all terms in Chapter 13
Requested Term: Specialized data analysis
They are limited-service marketing research firms that offer specialized data analysis.See all terms in Chapter 3
Requested Term: Specialized research technique
See all terms in Chapter 3
Requested Term: Stable difference
A stable difference is one that will be in place for the foreseeable future.See all terms in Chapter 17
Requested Term: Standard deviation
The standard deviation indicates the degree of variation or diversity in the values in such a way as to be translatable into a normal or bell-shaped curve distribution.See all terms in Chapter 15
Requested Term: Standard error
The standard error is a measure of the variability in the sampling distribution based on what is theoretically believed to occur were we to take a multitude of independent samples from the same population.See all terms in Chapter 16
Requested Term: Standard error of the estimate
Regression analysis provides for a standard error of the estimate, which is a measure of the accuracy of the predictions of the regression equation.See all terms in Chapter 19
Requested Term: Standard Industrial Classification system
The Standard Industrial Classification (SIC) system is a system that classifies establishments by the types of activities in which they engage..See all terms in Chapter 6
Requested Term: Standard subject heading
Standard subject headings are specific words or phrases that are used to properly categorize the subject matter of records as they are entered into databases.See all terms in Chapter 6
Requested Term: Standard test market
The standard test market is one in which the firm tests the product and/or marketing mix variables through the company's normal distribution channels.See all terms in Chapter 5
Requested Term: Standardized beta coefficient
The most common approach is to standardize the independent variables through a quick operation that involves dividing the difference between each independent variable value and its mean by the standard deviation of that independent variable. This results in what is called the standardized beta coefficient.See all terms in Chapter 19
Requested Term: Standardized information
Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.See all terms in Chapter 7
Requested Term: Standardized service
Standardized services refers to a standardized marketing research process that is used to generate information for a particular user.See all terms in Chapter 7
Requested Term: Standardized service
Standardized service firms provide syndicated marketing research services, as opposed to syndicated data, to clients.See all terms in Chapter 3
Requested Term: Statistical analysis approach
On occasion, a sample's size will be determined using a statistical analysis approach because there is some overriding statistical analysis consideration.See all terms in Chapter 13
Requested Term: Statistical inference
Statistical inference is a set of procedures in which the sample size and sample statistics are used to make estimates of population parameters.See all terms in Chapter 16
Requested Term: Statistical significance of differences
Statistical significance of differences means that the differences found in the sample(s) may be assumed to exist in the population(s) from which the probability samples are drawn.See all terms in Chapter 17
Requested Term: Statistics
Values that are computed from information provided by a sample are referred to as the sample's statistics, whereas values that are computed from a complete census, which are considered to be precise and valid measures of the population, are referred to as parameters.See all terms in Chapter 16
Requested Term: Steps in the marketing research process
The steps are (1) establishing the need for marketing research, (2) defining the problem, (3) establishing research objectives, (4) determining research design, (5) identifying information types and sources, (6) determining methods of accessing data, (7) designing data collection forms, (8) determining the sample plan and size, (9) collecting data, (10) analyzing data, and (11) preparing and presenting the final research report.See all terms in Chapter 2
Requested Term: Stepwise multiple regression
With stepwise multiple regression, the one independent variable that is statistically significant and explains the most variance in the dependent variable is determined, and it is entered into the multiple regression equation.See all terms in Chapter 19
Requested Term: Straight-line formula
In its general form, a straight-line formula is as follows: y = a + bx where y = the dependent variable being estimated or predicted; a = the intercept; b = the slope; x = the independent variable used to predict the dependent variableSee all terms in Chapter 18
Requested Term: Strata
With stratified random sampling, one takes a skewed population and identifies the subgroups or strata contained within it.See all terms in Chapter 12
Requested Term: Strategic alliance
Strategic alliances bring firms together in a way that allows each firm to take advantage of the other firms' expertise and resources.See all terms in Chapter 3
Requested Term: Stratified sample
A method to recruit individuals to participate in a research initiative based upon a specified audience composition. The objective of a stratified sample is to obtain respondents in specific proportions.
Requested Term: Stratified sampling
One solution is stratified sampling, which separates the population into different subgroups and then samples all of these subgroups.See all terms in Chapter 12
Requested Term: Structured observation
When using structured observation techniques, the researcher identifies beforehand which behaviors are to be observed and recorded.See all terms in Chapter 8
Requested Term: Subheadings
All information under a specific heading should relate to that heading, and subheadings should divide that information into segments.See all terms in Chapter 20
Requested Term: Subjective properties
However, marketing researchers often desire to measure subjective properties, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions.See all terms in Chapter 10
Requested Term: Sugging
Sugging refers to "selling under the guise of a survey."See all terms in Chapter 3
Requested Term: Summated scale
If there is a list, and the respondent checks all that apply, the researcher can use a summated scale, meaning that the number of checks will be counted for each respondent, and that number will stand as the measure of the construct.See all terms in Chapter 10
Requested Term: Supervision
Supervision uses administrators to oversee the work of field data collection workers.See all terms in Chapter 14
Requested Term: Surrogate measure
Usually, a surrogate measure, which is some observable or easily determined characteristic of each population member, is used to help partition or separate the population members into their various subgroupings.See all terms in Chapter 12
Requested Term: Survey
A vehicle to collect the attitudes, opinions, and beliefs of respondents. Surveys form the basis for the majority of quantitative market research that is conducted via telephone, mail, in-person, and online.Generally, surveys consist of between five (5) and 100 questions. While surveys consisting of many questions provide a rich set of data for analysis, such research instruments tend to be exceptionally burdensome for individuals who share their opinions. Based upon our years of professional market research experience, we encourage the use of shorter, more frequent surveys over longer, less frequent surveys.
Requested Term: Survey of Buying Power
The "Survey of Buying Power" is an annual survey that is published every August in Sales & Marketing Management magazine. The "Survey of Buying Power" contains data for the United States on population, income, and retail sales for food, eating and drinking places, appliances, and automotives.See all terms in Chapter 6
Requested Term: Survey Pretest
A pretest involves conducting a dry run of the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched.See all terms in Chapter 11
Requested Term: Symptoms
During the problem definition phase, the manager and researcher must distinguish between symptoms, which are changes in the level of some key monitor that measures the achievement of an objective, and their causes.See all terms in Chapter 4
Requested Term: Syndicated data
Syndicated data are data that are collected in a standard format and made available to all subscribers.See all terms in Chapter 7
Requested Term: Syndicated data service
Syndicated data service firms collect information that is made available to multiple subscribers.See all terms in Chapter 3
Requested Term: Syndicated services data
Syndicated services data are provided by firms that collect data in a standard format and make them available to subscribing firms.See all terms in Chapter 6
Requested Term: Systematic check
With a systematic check, the researcher selects questionnaires with a random or systematic sampling procedure.See all terms in Chapter 14
Requested Term: Systematic sampling
At one time, systematic sampling, which is a way to select a random sample from a directory or list that is much more efficient (uses less effort) than with simple random sampling, was the most prevalent type of sampling technique used.See all terms in Chapter 12
Requested Term: t test
The t test is defined as the statistical inference test to be used with small sample sizes (n ? 30).See all terms in Chapter 17
Requested Term: Table of contents
The table of contents helps the reader locate information in the research report.See all terms in Chapter 20
Requested Term: Table of random numbers
A more sophisticated application of simple random sampling is to use a computer-generated number based on the concept of a table of random numbers, which is a listing of numbers whose random order is assured.See all terms in Chapter 12
Requested Term: Tables
Tables are words or numbers that are arranged in rows and columns.See all terms in Chapter 20
Requested Term: Technographics
Information about a respondent that describes measurable technology related characteristics. Common technographics include:- Computer CPU model and make
- Monitor display size and resolution
- Hard drive size
- Modem speed
Technographics are often used to interpret or analyze data among groups of respondents.
Requested Term: Teleology
On the other hand, teleology analyzes a given behavior in terms of its benefits and costs to society.See all terms in Chapter 3
Requested Term: Test marketing
Test marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting.See all terms in Chapter 5
Requested Term: Tests of significant differences
Tests of significant differences are used to compare the sample statistics of two (or more) subgroups in the sample to see whether or not there are statistically significant differences between their corresponding population values.See all terms in Chapter 16
Requested Term: Third-person technique
Sometimes the opportunity arises in which a third-person technique can be used in a question.See all terms in Chapter 14
Requested Term: Title page
The title page contains four major items of information: (1) the title of the document, (2) the organization/person(s) for which the report was prepared, (3) the organization/person(s) who prepared the report, and (4) the date of submission.See all terms in Chapter 20
Requested Term: Total business BPI
Demographics USA offers other market indexes, such as Total Business BPI, High-Tech BPI, Manufacturing BPI, BPI for economy-priced products, BPI for moderately priced products, BPI for premium-priced products, BPI for Business-to-Business markets, and BPI for High-Tech markets.See all terms in Chapter 6
Requested Term: Tracking study
By tracking studies we mean studies that monitor, or track, a variable over time.See all terms in Chapter 7
Requested Term: Traditional telephone interview
Prior to central location and computer-assisted telephone interviewing, these traditional telephone interviews were those that were conducted either from the homes of the telephone interviewing staff or, perhaps, from telephone stalls located in the data collection company's offices.See all terms in Chapter 9
Requested Term: Transition
Transitions are statements made to let the respondent know that changes in question topic or format are forthcoming.See all terms in Chapter 11
Requested Term: True experimental design
A "true" experimental design is one that truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables.See all terms in Chapter 5
Requested Term: Truncation
A feature of database searching is truncation, which allows the root of the word to be submitted, retrieving all words beginning with that root.See all terms in Chapter 6
Requested Term: Two-step area sample
Alternatively, he or she may employ a two-step area sample approach to the sampling process. That is, for the first step, the researcher could select a random sample of areas, and then for the second step, he or she could decide on a probability method to sample individuals within the chosen areas.See all terms in Chapter 12
Requested Term: Unanchored scale
An unanchored scale is one in which the endpoints are not identified as, for example, "Please indicate on a scale of 1 to 5 how satisfied you were with your CDburner software."See all terms in Chapter 10
Requested Term: Undisguised observation
Sometimes it is impossible for the respondent to be unaware of the observation, and this is a case of undisguised observation.See all terms in Chapter 8
Requested Term: Undisguised survey
With an undisguised survey, the sponsoring company is identified.See all terms in Chapter 11
Requested Term: Unintentional interviewer error
An unintentional interviewer error occurs whenever an interviewer commits an error while believing that he or she is performing correctly.See all terms in Chapter 14
Requested Term: Unintentional respondent error
An unintentional respondent error occurs whenever a respondent gives a response that is not valid but that he or she believes is the truth.See all terms in Chapter 14
Requested Term: Unlabeled scaled-response format
With an unlabeled scaled-response format, the scale may be purely numerical or only the endpoints of the scale are identified.See all terms in Chapter 10
Requested Term: Unprobed format
An unprobed format seeks no additional information from the respondent.See all terms in Chapter 10
Requested Term: Unreliable respondent
This signals an inconsistent or unreliable respondent who should be eliminated from the sample.See all terms in Chapter 14
Requested Term: Unstructured observation
Unstructured observation places no restriction on what the observer would note: All behavior in the episode under study is monitored.See all terms in Chapter 8
Requested Term: Unsystematic check
With an unsystematic check, the researcher flips through the stack in an arbitrary fashion.See all terms in Chapter 14
Requested Term: Valid measure
A valid measure is one that is truthful.See all terms in Chapter 10
Requested Term: Validation
Validation verifies that the interviewer did the work.See all terms in Chapter 14
Requested Term: Validation checks
A different approach for reducing falsehoods is the use of validation checks, in which information provided by a respondent is confirmed.See all terms in Chapter 14
Requested Term: VALS
Information on segmenting consumers by lifestyle7 is available through the VALS-2 study, which is Stanford Research Institute's (SRI) survey that places consumers in segments based on their psychological and demographic characteristics.See all terms in Chapter 7
Requested Term: Variability
Variability is defined as the amount of dissimilarity (or similarity) in respondents' answers to a particular question.See all terms in Chapter 13
Requested Term: Variance
By the way, if you did not take the square root at the end, the value would be referred to as the variance. In other words, the variance is the standard deviation squared.See all terms in Chapter 15
Requested Term: Variance inflation factor (VIF)
There are statistics issued to identify this problem. One commonly used statistic is the variance inflation factor (VIF).See all terms in Chapter 19
Requested Term: Visuals
Visuals are tables, figures, charts, diagrams, graphs, and other graphic aids.See all terms in Chapter 20
Requested Term: Warm-up
Warm-up questions are simple and easy-to answer questions that are used to get the respondents' interest and to demonstrate the ease of responding to the research request.See all terms in Chapter 11
Requested Term: Web-Based Research
First, by Web-based research, we mean research that is conducted on Web applications.See all terms in Chapter 1
Requested Term: Weighted mean
Second, there is a procedure that allows the estimation of the overall sample mean by use of a weighted mean, whose formula takes into consideration the sizes of the strata relative to the total population size and applies those proportions to the strata's means.See all terms in Chapter 12
Requested Term: Word association test
A word association test involves reading words to a respondent who then answers with the first word that comes to his or her mind.See all terms in Chapter 8
Requested Term: Work approach
The work approach is employed when the researcher realizes that respondents will need to apply different mental effort to groups of questions.See all terms in Chapter 11
Requested Term: Workhorse scale
You will find these scale formats time and again on questionnaires; hence, we call them workhorse scales because they do the bulk of the measurement work.See all terms in Chapter 10
Requested Term: Worst-case variability
We have shown you that with percentages, the worst case, or most, variability is 50 percent/50 percent.See all terms in Chapter 13
Requested Term: Yankelovich Monitor
The Yankelovich Monitor, started in 1971, measures changing social valuesSee all terms in Chapter 7
Requested Term: Yea-saying
A yea-saying pattern may be evident on one questionnaire in the form of all "yes" or "strongly agree" answers.See all terms in Chapter 14
Requested Term: z test
Any instance when the sample size is 30 or greater requires the use of a z test.See all terms in Chapter 17
© Copyright 2003, 2000, 1998, and 1995 by Pearson Education, Inc., Upper Saddle River, NJ 07458. All rights reserved. The contents are protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or the likewise.
|
