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42 Cards in this Set
- Front
- Back
The Marketing Research Process
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1) Define Problem
2) Plan Design/Gather Data 3) Specify Sampling Procedure 4) Collect Data 5) Analyze Data 6) Prepare/Present Report 7) Follow Up |
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Marketing information
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Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
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Decision support system (DSS)
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An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions
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Database marketing
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The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
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Marketing research
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The process of planning, collecting, and analyzing data relevant to a marketing decision
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Marketing research problem
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Determining what information is needed and how that information can be obtained efficiently and effectively
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Marketing research objective
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The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
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Management decision problem
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A broad-based problem that uses marketing research in order for managers to take proper actions
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Secondary data
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Data previously collected for any purpose other than the one at hand
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Marketing research aggregator
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A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
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Research design
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Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
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Primary data
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Information that is collected for the first time; used for solving the particular problem under investigation
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Survey research
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The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
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Mall intercept interview
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A survey research method that involves interviewing people in the common areas of shopping malls
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Computer-assisted personal interviewing
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An interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer
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Computer-assisted self-interviewing
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An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer
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Central-location telephone facility (CLT)
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A specially designed phone room used to conduct telephone interviewing
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Executive interview
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A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services
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Focus group
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Seven to ten people who participate in a group discussion led by a moderator
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Open-ended question
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An interview question that encourages an answer phrased in the respondent's own words
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Closed-ended question
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An interview question that asks the respondent to make a selection from a limited list of responses
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Scaled-response question
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A closed-ended question designed to measure the intensity of a respondent's answer
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Observation research
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A research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
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Mystery shoppers
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Researchers posing as customers who gather observational data about a store
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Ethnographic research
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The study of human behavior in its natural context; involves observation of behavior and physical setting
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Experiment
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A method a researcher uses to gather primary data
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Sample
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A subset from a larger population
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Universe
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The population from which a sample will be drawn
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Probability sample
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A simple in which every element in the population has a known statistical likelihood of being selected
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Random sample
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A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample
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Nonprobability sample
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Any sample in which little or no attempt is made to get a representative cross section of the population
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Convenience sample
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A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher--for example, employees, friends, or relatives
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Measurement error
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An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
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Sampling error
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An error that occurs when a sample somehow does not represent the target population
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Frame error
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An error that occurs when a sample drawn from a population differs from the target population
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Random error
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An error that occurs when the selected sample is an imperfect representation of the overall population
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Field service firm
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A firm that specializes in interviewing respondents on a subcontracted basis
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Cross-tabulation
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A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions
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Scanner-based research
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A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
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BehaviorScan
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A scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market
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InfoScan
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A scanner-based sales-tracking service for the consumer packaged-goods industry
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Competitive intelligence (CI)
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An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
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