| A | B |
|---|
| Marketing research | The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities |
| Research Design | An overall plan for obtaining the information needed to address a research problem or issue |
| Hypothesis | an educated or informed guess |
| Exploratory research | Research conducted to gather more information about a problem or to make a tentative hypothesis more specific (Why are sales dropping?) |
| Descriptive research | Research conducted to clarify the characteristics of certain phenomena to solve a particular problem (How often do children determine cereal purchased?) |
| Reliability | identical results produced in repeated trials of the same research technique |
| Validity | research method measuring what it is supposed to measure |
| Primary Data | are observed, recorded or collected directly from respondents are collected to address a specific problem that cannot be answered by secondary data alone. |
| Secondary Data | are compiled both inside and outside the organization. are for some purpose other than the current investigation |
| Population | Elements, units, or individuals of interest to researchers for a specific study |
| Sample | A limited number of units chosen to represent the total population |
| Sampling | Selecting representative units from a total population |
| Probability | every element in the population has a known chance of being selected for study |
| Random Probability | all units in a population have an equal chance of appearing in the sample |
| Stratified Probability | Stratified- population is divided into common attributes and random sample chosen within each group |
| Nonprobability | more subjective than probability because no way to calculate likelihood specific element will be chosen |
| Quota | researchers divide population into groups then arbitrarily choose from each group |
| Survey Methods | Mail, Telephone, Online, personal interview surveys |
| Research Report | Is usually a formal written document Includes varying levels of detail and supporting data Considers audience for the report prior to writing of report. Must have bias removed from the report before presentation |
