Number of flashcards in this category: 17.
1.	internal vs. external validity		In experimental studies, we control the factors and conditions. There is internal validity in that we can be sure there is a cause & effect relationship. However, because it is controlled, it may not mimic real life situations and we lose external validity. Unrealisitic results.
2.	blue ocean strategy		Blue ocean is an area with no competitors. - might be an opportunity, OR an area with no consumers.
3.	process (5)		1. define the problem 2. analyze the situation 3. gather problem-specific data 4. interpret data 5. create a solution
4.	ethnography		form of research involving fieldwork. Actually become the customer, or work in a field where can observe and work with subjects directly.
5.	distribution studies		studies where product is available, where it is being purchased
6.	forecasts		forecasts market, segment growth and value
7.	competitor intelligence		studies where your product is in comparison to competitors (where on perceptual map, how they are doing financially)
8.	Fixing a well-created product		1) availability good? (right distribution, enough units) 2) awareness high? (relative advertising) 3) perceptions good? (might be good on main important attributes, but not on the ones that matter)* 4) history? (past history of company) 5) is competition outdoing us? (market is always *relative*)
9.	research criteria (4)		1) needs to be current data (segments move, preferences change) 2) needs to have validity (something can be reliable in that the same result keeps on coming up, but it's not valid b/c might be measuring wrong thing in the first place!) 3) reliable (consistent) 4) representative of the market
10.	correlational vs. experimental studies		Correlational: looks for association between variables. Experimental: tries to determine cause and effect, more controlled.
11.	correlational studies		Correlation expressed as value between -1 and 1. -1: negative correlation. (the higher the age, the less technology they use) 0: no correlation (height & music downloads) 1: positive correlation (the higher the income, the higher the spending on apparel) ** Does not imply causation**
12.	2 uses of mktg research		1) Diagnostic - evaluate current offerings 2) opportunity analysis - forward looking
13.	ex: Airlines		Safety is number 1 important attribute. However, it's not a differentiator because perceive all airlines as safe. So secondary factors like schedule/price are greatly important.
14.	direct vs. indirect elicitation		direct: ask them directly, Q&A indirect: infer their desires from past behavior * Direct elicitation are not always useful. Customers may not know what they want, or what they want (coupled together) is not feasible.
15.	consumer studies		Figures out intent, awareness, etc.
16.	conjoint analysis		- Analyzes relative importance of an attribute by forcing tradeoffs. Would you rather have this or that? Possibilites of one attribute on x, preference on y.
17.	qualitative research		- depth interviews - focus groups - ask about brands and metaphoric meanings (ZMET) ex: Cheerios and family