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MAR4613 Midterm (DETAILED ANSWERS) Semester 2 2024 - DISTINCTION GUARANTEED_.pdf
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MAR4613 Midterm (DETAILED ANSWERS) Semester 2 2024 - DISTINCTION GUARANTEED_.pdf
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8/12/24, 3:34 AMMAR4613 Midterm
Jeremiah
Terms in this set (124)
1. Logical, objective, systematic, reliable, What must research procedures be according to the scientific method?
valid
2. Problem definition, research design, steps of the market research process
gathering, analysis, report
used to help define the problem or improve understanding of consumer motivations,
3. Exploratory research
attitudes, or behaviors that are not easy to access using other research methods
4. Focus groups, observations, interviews exploratory research examples
collects numerical data to answer research questions such as who, what, when, where,
5. Descriptive research
and how
6. Cross tabs, regression descriptive research examples
the process of designing, gathering, analyzing, and reporting information that may be
7. Market research
used to solve a marketing problem
8. Positioning, retailing, market what are the types of market research?
segmentation, satisfaction
9. Experiments causal research example
collects data that enables decision makers to determine cause and effect relationships
10. Casual research
between two or more variables
11. Report preparation the goal of the research process
are empirically testable, but currently unproven, theoretical statements about
12. Hypotheses
relationships between variables
13. Exploratory helps develop hypotheses
14. Causal helps further validate hypotheses
15. WHY what exploratory research finds
16. Who, what, when, where, how what descriptive research finds
17. Descriptive big data is involved
18. Null hypothesis tested for possible rejection stating that there is no relationship between two variables
19. Alternative hypothesis contrary to the null stating that there is a relationship between two variables
20. Variable a property of something that is different between people, places, objects or companies
21. Constructs variables that are impossible to objectively measure; an unobservable phenomenon
22. Independent variable predicts or explains the outcome variable of interest
23. Dependent variable what researchers are seeking to explain
24. Needs segment on
25. Demographic identify by
26. Customer heterogeneity variation among customers in terms of their needs, desires, and subsequent behaviors
research designed to help firms identify groups of consumers in their market that are
27. Market segmentation like each other but differ from other groups in order to develop unique marketing
strategies for each group
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