ch 9
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Created by:
kristengajdica on September 23, 2011
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44 terms
Terms | Definitions |
|---|---|
 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 purpose other than the one at hand |
| marketing research aggregator | a company that acquires, catalogs, reformats, segments, and resells reports already published by 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 -a reseracher interacts with people to obtain facts, 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 questions from a computer screen and enters the respondents data directly into the computer |
| computer-assisted self interviewing | an interviewing method in which a mall interviewer intercepts and directs wiling respondents to nearby computers where each 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 interview | 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 |
| open-ended question | an interview question that encourages an answer phrased in the respondents own words |
| closed-ended question | an interview question that asks the respondent to make a selection from a limited list of responses |
| scaled -response question | a closed-ended question designed to measure the intensity of a respondents 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 | researchers posing as customers who gather observational data about a store |
| behavioral targeting (BT) | a form of observation marketing research that uses data mining coupled with identifying web surfers by their ip addresses |
| ethnographic research | the study of human behavior in its natural context; involves obersvation 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 non probability sample using respondents who are convenient or readily accessible to the researcher- for example, 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 frim | a firm that specializes in interviewing respondents on a subcontracted basis |
| cross-tabulation | a method on analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions |
| consumer generated media (CGM) | media that consumers generate and share among themselves |
| 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 |
| neuromarketing | a field of marketing that studies the body's responses to marketing stimuli |
| 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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