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41 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 Systems (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 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 that 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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Central-Location Telephone Facility (CLT)
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A specially designed phone room used to conduct telephone interviewing.
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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 respondents 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 observation 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 its physical setting.
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Experiment
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A method a researcher uses to gather primary data.
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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 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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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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Nonprobablilty Sample
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Any sample in which little or no attempt is made to get a represenatative cross section of the population.
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Convenience Sample
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A form of nonprobablity 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 research 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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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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Unrestricted Internet Sample
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A survey in which anyone with a computer and Internet access can fill out the questionnaire.
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Screened Internet Sample.
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An internet sample with quotas based on desired sample characteristics.
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Recruited Internet Sample
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A sample in which respondents are prerecruited and must qualify to participate.They are then emailed a questionnaire or directed to a secure Web site.
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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 (CT)
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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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Field Service Firm
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A firm that specializes in interviewing respondents on a subcontracted basis.
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