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marketing information

everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

decision support system (DSS)

an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions

database marketing

the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns

marketing research

the process of planning, collecting, and analyzing data relevant to a marketing decision

marketing research problem

determining what information is needed and how that information can be obtained efficiently and effectively

marketing research objective

the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information

management decision problem

a broad-based problem that uses marketing research in order for managers to take proper actions

secondary data

data previously collected for any purple other than the one at hand

marketing research aggregator

a company that acquires catalogs, reformats, segments, and resells reports already published my marketing research firms

research design

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

primary data

information that is collected for the first time;used for solving the particular problem under investigation

survey research

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain fats, opinions, and attitudes

mall intercept interview

a survey research method that involves interviewing people in the common areas of shopping malls

computer-assisted personal interviewing

an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer

computer-assisted self-interviewing

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

central-location telephone (CLT) facility

a specially designed phone room used to conduct telephone interviewing

executive interviews

a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services

focus group

seven to ten people who participate in a group discussion led by a moderator

group dynamics

group interaction essential to the success of focus-group research

open-ended question

an interview question that encourages an answer phrased in the respondent's own words

closed-ended question

an interview question that asks the respondent to make a selection from a limited set of responses

scaled-response question

a closed-ended question designed to measure the intensity of a respondent's answer

observation research

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

mystery shoppers

researches posing as customers who gather observational data about a store

ethnographic research

the study of human behavior in its natural context; involves observation of behavior and physical setting

experiment

a method a researcher uses to gather primary data

sample

a subset from a larger population

universe

the population from which a sample will be drawn

probability sample

a sample in which every element in the population has a known statistical likelihood of being selected

random sample

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

nonprobability sample

any sample in which little or no attempt is made to get a representative cross section of the population

convenience sample

a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher -- for examples, employees, friends, or relatives

measurement error

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

sampling error

an error that occurs when a sample somehow does not represent the target population

frame error

an error that occurs when a sample drawn from a population differs from the target population

random error

an error that occurs when the selected sample is an imperfect representation of the overall population

field service firm

a firm that specializes in interviewing respondents on a subcontracted basis

cross-tabulation

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

unrestricted internet sample

a survey in which anyone with a computer and internet access fan fill out the questionnaire

screened internet sample

an internet sample with quotas based on desired sample characteristics

recruited internet sample

a sample in which respondents are prerecruited and must qualify to participate. hey are then e-mailed a questionnaire or directed to a secure website

scanner-based research

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

BehaviorScan

a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market

InfoScan

a scanner-based sales-tracking service for the consumer packaged-goods industry

competitive intelligence (CI)

an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors

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