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| Answer the questions who, what, when, where, and how. |
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| Examine wheter the value of one variable causes or determines the value of another variable |
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| symbol or concept expected to be explained or influenced by the independent variable |
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| Symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable. |
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Definition
| A sample for which every element in the population has a known nonzero probability of being selected. |
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| those in which the chances of selection for the various elements in the population are unknown. |
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Definition
| studying the decision making environment within which the marketing research will take place. |
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Definition
| preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved. or to identify important variables. |
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Definition
| 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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Definition
| Discussions with knowledgeable individuals, both inside and outside the org. |
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Definition
| reviewing info from situations that are similar to the current one. |
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Term
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Definition
Descriptive-gathering + presenting statements of fact.
Diagnostic function-wherein data and/or actions are explained. Ex: what was the impact on sales when packaging was changed.
Predictive- don't have to know |
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Definition
| Research aimed at solving a specific problem. look at why a strategy or tactic failed. reduction of uncertainty in management decisions. |
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| attempts to expand the frontiers of knowledge. |
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Definition
Custom Research Firms- Kwik trip
Syndicated firms-collect and sell marketing research to many firms
Limited-specialize one or a few areas like the health industry or just mystery shopping. |
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| External Users of Marketing Research |
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Definition
Vendors-manufactures give data to vendors
franchises *strategic partnerships |
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Term
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Definition
Marketing Manager
top management
other internal users. |
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