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MKT 473: TEST 1
Marketing Concept
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Product, Price, Place, Promotion
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Descriptive Marketing Research
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Gathering and Presentation of statements of facts
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Diagnostic Marketing Research
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Explanation of data or actions
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Predictive Marketing Research
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Specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision
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Systems Orientation
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Creation of systems to monitor the external environment and deliver the desired marketing mix to the target market.
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Return on Quality
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Management objective based on the principles that the quality being delivered is at a level desired by the target market and the level of quality must have a positive impact on profitability.
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Applied Research
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research aimed at solving a specific, pragmatic problem
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Customer Orientation
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identification of and focus on the people or firms most likely to buy a product and the production of a good or service that will meet their needs most effectively
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Goal Orientation
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focus on the accomplishment of corporate goals
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Marketing Mix
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unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market
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Applied Research
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research aimed at solving a specific, pragmatic problem- better understanding of the marketplace, determination of why a strategy or tactic failed
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Selective Research
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Research used to test decision alternatives
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Evaluative Research
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Research done to assess program performance
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Basic Research
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Research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem.
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When should you not Conduct Research
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-When resources are lacking
-when research results would not be useful
-when the opportunity has passed
-when the decision already has been made
when managers cannot agree on what they need to know to make a decision
-when decision-making information already exists
-when the costs of conducting research outweighs the benefits
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Consumer and Industrial goods and services producers
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Firms such as Kraft, Procter & Gamble, Ford Motor, and Caterpillar
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Media Companies
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Advertising agencies such as J. Walter Thompson
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Syndicated Service Firms
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Marketing research data gathering and reporting firms such as the Nielsen Company
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Online Tracking Firms
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Companies like Nielsen and TNS Cymfony on social media sites such as twitter and Facebook.
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Custom Research Firms
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Marketing research consulting firms such as Ipsos and Burke, Inc.
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Field Service
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Firms that collect data only for corporate marketing research departments
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Specialized Service Firms
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Firms that provide specialized support services to the marketing research industry
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Strategic Partnership
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An alliance formed by two or more firms with unique skills and resources to offer a new service for clients
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Deontology
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people should adhere to their obligations and duties when analyzing an ethical dilemma
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Act Utilitarianism
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people act to benefit the most people, regardless of personal feelings or the societal constraints such as laws
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Rule Utilitarianism
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benefit the most people but through the fairest and most just means available
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Casuist |
compares the current ethical dilemma with examples of similar ethical dilemmas and their outcomes.
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Problem Definition Process
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1. Recognize the problem
2. Find out why the information is being sought
3. Understand the decision-making environment
4. Use the symptoms to help clarify the problem
5. translate the management problem into a marketing research problem
6. determine whether the information already exists
7. determine whether the question really can be answered
8. state the research objectives
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Exploratory Research
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conducted to obtain greater understanding of a concept or to help crystallize the definition of a problem
-It is also used to identify important variables to be studied
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Situation Analysis
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the decision making environment within which the marketing research will take place
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Pilot Studies
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Surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies
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Experience Survey Analysis
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talking with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem
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Secondary Data Analysis
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data that has been gathered for some purpose other than the one at hand
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Case Analysis
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to review information from a few other situations that are similar to the present research problem
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Focus Groups
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in-depth discussions, with 8 to 12, led by a moderator and are generally limited to one particular concept
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Research Design
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the plan to be followed to answer the marketing research objectives
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Descriptive Studies
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conducted to answer who, what, when, where and how questions
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Causal Studies
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researcher investigates whether the value of one variable causes or determines the value of another variable
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Spurious Association
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a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables
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Probability Sample
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a sample for which every element in the population has a known nonzero probability of being selected
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NonprobabilitySample
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subset of a population in which the chances of selection for the various elements in the population are unknown.
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Research Proposal
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research objectives, research design, time line, and cost of a project.
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Hermeneutics
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focuses on interpretation through research
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Delphi Method
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used in new product development when firms are looking for creative new ideas to incorporate in products or services
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Projective Tests
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technique for taping respondents' deepest feelings by having them project those feelings into an unstructured situation.
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Word Association Tests
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projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind
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Chance Variation
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difference between the sample value and the true value of the population mean
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Systematic Error
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results from mistakes or problems in the research design or from flaws in the execution of the sample design
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Sample Design Error
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systematic error that results from a problem in the sample design or sampling procedures |
Frame Error
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Error resulting from an inaccurate or incomplete sampling frame
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Population Specification Error
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Error that results from incorrectly defining the population or universe form which a sample is chosen
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Selection Error
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Error that results from incomplete or improper sample selection procedures or not following appropriate procedures
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Surrogate Information Error
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Error from a discrepancy between the information needed to solve a problem and that sought by the researcher
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Interviewer Error
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Error from a discrepancy between the information needed to solve a problem and that sought by the researcher
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Measurement Instrument Bias
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Error resulting from the design of the questionnaire or measurement instrument
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Processing Error
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error due to mistakes that occur when information from survey documents is entered into the computer
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