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40 Cards in this Set
- Front
- Back
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 that enables managers to obtain and manipulate info as they are making decsions
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database mktg
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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 mktg decision
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mktg research problem
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determining what info is needed and how that info can be obtained efficiently and effectively
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mktg research objective
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specific info needed to solve a mktg research problem; the objective should be to provide insightful decision-making info
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management decision problem
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a broad-based problem that uses mktf 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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mktg research aggregator
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a company that acquires, catalogs, reformats, segments, and resells reports already published by mktg research firms
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research design
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specifies which research questions will 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 fathering primary data, in whcih 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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method in which the interviewer reads the questions from a computer screen and enters the respondents data directly into the computer
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computer-assisted self interviewing
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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
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a specifically designed phone room used to conduct telephone interviewing
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executive interview
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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 respondents own words
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close-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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closed-ended question designed to measure the intensity of a respondents answer
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observation research
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1) method that relies on four types of observations
a) people watching people b) people watching an activity c) machines watching people d) 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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study of human behavior in its natural context; involves observation of behavior and physical setting
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experiment
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method used to gather primary data
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sample
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subset from 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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sample 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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arranged so that every element of population has an equal chance of being selected to participate
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nonprobability sample
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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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form of nonprofitability 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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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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occurs when the sample somehow does not represent the target population
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frame error
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occurs when sample drawn from population differs from target population
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random error
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selected sample is an imperfect representation of the overall population
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field service firm
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specializes in interviewing respondents on a subcontracted basis
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cross-tabulation
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method of analyzing data that allows analyst to look at responses to one question and compare that to one or more other questions
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scanner-based research
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a system for gathering info from a single group of respondents by continually montioring the advertising, promotion and pricing they are exposed to and the thing they buy
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BehaviorScan
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a scnner-based research program that tracks the purchases of 3,000 households through store scanners in each research mkt
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InfoScan
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scanner-based sales-tracking service for the consumer packaged-goods industry
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