Term
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Definition
| Where data is often stored though it has no analytical significance |
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Term
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Definition
o Uses a variety of statistical analysis tools to uncover previously unknown patterns in data
o Often coupled with additional marketing research |
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Term
| Primary data (advantages and disadvantages) |
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Definition
Can be designed to answer very specific question
Costly
Time-consuming |
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Term
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Definition
Cheap
Easy to access
May be outdated or inaccurate |
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Term
| 4 types of Exploratory research |
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Definition
Social media
In-depth interviews
Observation
Focus group interviews |
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Term
| 4 types of Conclusive research |
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Definition
Survey research
Panel based research
Scanner based research
Experimental research |
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Term
| Errors in International Research (8 types) |
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Definition
o Selecting a domestic firm to do international research
o Rigidly standardizing methods for multiple countries
o Interviewing in English everywhere
o Implementing inappropriate sampling techniques
o Failing to communicate effectively w/ local research companies
o Lack of consideration for language
• Be sure to back translate
o Misinterpreting data across countries (or concepts)
o Failing to understand preferences of foreign researches regarding effective conduct of qualitative research |
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Term
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Definition
| Systematically manipulates one or more variables to determine causal effect |
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Term
| Primary difference between panel and scanner research |
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Definition
| Scanner research typically focuses on weekly consumption of a particular product at a given unit of analysis (e.g., individual store, chain, region), whereas panel research focuses on the total weekly consumption by a particular person or household. |
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Term
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Definition
• Cache’s of customer information and purchase history
• Often stored in data warehouses |
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