Marketing Research, 11th Edition

Glossary

after-only with control group design

True experimental design that involves random assignment of subjects or test units to experimental and control groups, but no premeasurement of the dependent variable.

ad hoc mail surveys

Questionnaires sent to selected names and addresses without prior contact by the researcher; sometimes called one-shot mail surveys.

allowable sampling error

Amount of sampling error the researcher is willing to accept.

analogy

Drawing a comparison between two items in terms of their similarities.

analysis of variance (ANOVA)

Test for the differences among the means of two or more independent samples.

applied research

Research aimed at solving a specific, pragmatic problem—better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making.

attitude

Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.

balanced scales

Measurement scales that have the same number of positive and negative categories.

basic, or pure, research

Research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem.

before and after with control group design

True experimental design that involves random assignment of subjects or test units to experimental and control groups and pre- and postmeasurements of both groups.

behavioral targeting

The use of online and offline data to understand ...