Definition
Marketing research is the function that links the consumer, customer and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
Marketing Research Terms
A balloon test (or cartoon test) is a projective interviewing technique in which respondents are presented with a cartoon strip in which there is a blank balloon above the heads of one or more of the characters. Respondents are asked to write inside the balloons what they believe the characters are saying.
A comparative rating scale is one that requires subjects to make their ratings as a series of relative judgments or comparisons rather than as independent assessments.
Completely randomized design is an experimental design in which the experimental treatments are assigned to the test units completely at random.
from the dataschool.com/au
Computer-assisted interviewing (CAI) is the conducting of surveys using computers to manage the sequence of questions and in which the answers are recorded electronically through the use of the keyboard or touch screen.
Conjoint analysis is a statistical technique in which respondents’ utilities or valuations of attributes are inferred from the preferences they express for various combinations of these attributes.
Depth interview refers to an unstructured personal interview in which the interviewer attempts to get subjects to talk freely and to express their true feelings.
A driver is causally antecedent to the variable of interest. Drivers can be under the control of the marketers, indirectly influenced by marketing decisions, or due to external factors. For example, advertising might be a driver of brand preference either directly or indirectly. Note: KPI driver refers to a driver of key performance indicators.
Factor analysis is a body of statistical techniques concerned with the study of interrelationships among a set of variables, none of which is given the special status of a criterion variable. This technique allows researchers to investigate concepts that are not easily measured directly by collapsing a large number of variables into a few interpretable underlying factors.
See Also
References
- American Marketing Association, About AMA: Definition of Marketing.
- American Marketing Association, AMA Dictionary.