H7 & H8

2. A research tool that estimates how subjects set priorities or make trade-offs among different attributes of a product or service
4. Research that collects numeric data, generally through sample surveys that can be used for measurement and statistical analysis
7. Research that manipulates the environment and then measures the effect
8. An approach that analyzes a consumer’s evaluation of an object as a function of the beliefs that he or she has toward the object on various attributes and their importance
11. Dividing the market into unique demand spaces that exist at the intersection of different usage occasions and consumers' emotional and functional needs
14. A product delivery approach utilizing flexible, computer-aided manufacturing systems where customers can customize the product to his or her individual preferences
16. A concept test that assesses a sample of consumers’ reactions to a concept with a key measure being their expressed purchase intention
18. A marketing planning process that involves dividing a broad target market into subsets or groups of consumers who have common needs or characteristics
19. A complete canvas, count, or survey of an entire population that is being studied
20. Defining a value proposition for the target segments; differentiating a product or service from others in the perception of consumers

1. Research that generates information that is not amenable to numerical measurement or statistical analysis
3. Research that aims to answer questions about market size, customer preference, and trade-off behavior without introducing any manipulation of an environment
5. Qualitative research that makes use of observation, particularly observations of people using a product or struggling with routine activities at home or at work
6. A field experiment in which, for example, researchers place a new product in one or more stores, promote purchasing, and then observe customer responses
9. Selecting the potential customer segments to whom a company wishes to sell products or services, after an analysis of each segment’s attractiveness
10. A research method whose output is an image representing customer perceptions of one company’s offerings relative to those of competitors
12. A statistical method for identifying unmeasured class membership subjects using categorical and/or continuous observed variables
13. A marketing approach based on CRM, emphasizing personalized relationships with individual customers
15. The manipulated variable in experimental research
17. Experimental research conducted outside a laboratory setting