Marketing Research Final Study Guide PDF

Credibility- The quality that comes about by developing a final report that is accurate, believable, and professionally organized. Believability- The quality of a report that is based on clear and logical thinking, precise expression, and accurate presentation. Executive Summary- The part of a mar...

Credibility- The quality that comes about by developing a final report that is accurate, believable, and professionally organized. Believability- The quality of a report that is based on clear and logical thinking, precise expression, and accurate presentation. Executive Summary- The part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the document but in summary form. Introduction- Contains background information necessary for a complete understanding of the report. Methods and Procedures Sections- Communicates how the research was conducted. Limitations- Weaknesses in research methodology that might affect confidence in research conclusions. Appendix- A section following the main body of the report; used to house complex, detailed, or technical information. Data Validation- The process of determining, to the extent possible, whether a survey's interviews or observations were conducted correctly and are free of fraud or bias. Curbstoning- Data collection personnel filling out surveys for fake respondents. Editing- The process where the raw data are checked for mistakes made by either the interviewer or the respondent. Coding- Grouping and assigning values to various responses from the survey instrument. Data Entry- Those tasks involved with the direct input of the coded data into some specified software package that ultimately allows the research analyst to manipulate and transform the raw data into useful information. Tabulation- The simple process of counting the number of observations (cases) that are classified into certain categories. One-Way Tabulation- Categorization of single variables existing in a study. Cross Tabulation- Simultaneously treating two or more variables in the study; categorizing the number of respondents who have answered two or more questions consecutively. Mean- The arithmetic average of the sample; all values of a distribution of responses are summed and divided by the number of valid responses. Median- The middle value of a rank-ordered distribution; exactly half of the responses are above and half are below the median value. Mode- The most common value in the set of responses to a question; that is, the response most often given to a question. Range- The distance between the smallest and largest values in a set of responses. Standard Deviation- The average distance of the distribution values from the mean. Variance- The average squared deviation about the mean of a distribution of values. Chi-Square- Assesses how closely the observed frequencies fit the pattern of the expected frequencies and is referred to as a "goodness-of-fit" test. Independent Samples- Two or more groups of responses that are tested as though they may come from different populations. Related Samples- Two or more groups of responses that originated from the sample population. Analysis of Variance (ANOVA)- A statistical technique that determines whether three or more means are statistically different from one another. F Test- The test used to statistically evaluate the differences between the group means in ANOVA. Follow Up Tests- A test that flags the means that are statistically different from each other; follow-up tests are performed after an ANOVA determines there are differences between means. N Way ANOVA- This is a type of ANOVA that can analyze several independent variables at the same time. Interaction Effect- Multiple independent variables in an ANOVA can act together to affect dependent variable group means. Perceptual Mapping- A technique used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions. T Test- A hypothesis test that utilizes the *t* distribution; used when the sample size is smaller than 30 and the standard deviation is unknown.