Market research 1de
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58 terms
Terms | Definitions |
|---|---|
 Marketing Research | a systematic inquiry that provide information to guide marketing decisions |
| Marketing | an organizational function and a set of processes for creating communicating and delivering value to customers and for managin customer relationships in ways that benefit the organization and its stake holders |
| Return on marketing investment | the caluclation of the financial return for all marketing expenditures |
| Management dilemma | the problem or opportunity that requires a marketing decisions |
| Data warehouse | electronic storehouse where vast arrays of collected integrated data are ready for mining |
| Data mining | applying mathematical models to extract meaningful knowledge from volumes of data contained within internal databases |
| Decision support system | numerous elemts of data organized for retrieval and use in marketing decision making |
| intranet | a private network that is contained within an enterprise |
| extranet | a private network that uses the internet protocols and the public telecommunication system to share an orgnaizations information data or operations with external suppliers vendors or customers |
| marketing intelligence system | a system of ongoing information collection about events and trends in the technological economic political and legal demographic cultrual social and competitive arenas |
| marketing concept | the primary strategy for achieving an organizations marketing goals is to satisfy its customers and establish lifetime customer orgnaization relationships. |
| decisions support systems | numerous elements of data orgnaized for retrieval and use in marketing decisions makeing (already collected). stored and retrieved via intranets and extranets |
| marketing intelligence systems | ongoing information collection. focused on events trends in micro and macro environments |
| Marketing tactics | specific times activites that exeute a marketing strategy |
| reporting study | provides an account or summation of data including descriptice statistics on a particular topic |
| reporting study | provides an account or summation of some marketing phenomenon |
| descriptive study | discovers and reports the who what when where or how related to a specific market decisions |
| research variable | an event act or characteristic measured by reasearch |
| explanatory study | attempts to expalin the resons for a marketing phenomenon, an event act or characteristic measured by research |
| predictive study | attempts to forecast a marketing phenomenon, when and in what situations an event act or characteristic will occur |
| control | the ability to replicate a scenario and dictate a particular outcome |
| applied research | research that addresses existing problems or opportunities |
| pure research (basic) | designed to solve problems of a theoretical nature with little direct impact on strategic or tactical decisions |
| scientific research | systematic empricically based procedures for generating replicable research |
| full service marketing researcher | a firm with both quantitative and qualitative methodology expertise that consuds all phases of research from planning to insight development |
| custom researcher | crafts a research design unique to the marketing decision makers dilemma |
| proprietary methodology | a research program or technique that is owned by a single firm |
| specialty marketing researcher | establishes expertise in one or a few research methodologies |
| syndicated data provider | tracks the change of one or more measures over time, usually in a given industry |
| obnibus researcher | fields research studies often by survey at regular predetermined intervals |
| omnibus study | combines one or a few questions from several marketing decisions makers who need information from the same population |
| sound reasoning | the basis of sound research based on finding correct premises testing connections between facts and assumptions and making claims based on adequate evidence |
| empiricism | observation and propositions based on sensory experience and or derived by inductive logic |
| exposition | statement that describes without attempting to explain |
| argument | statement that explains interprets defends challenges or explores meaning |
| deduction | a form of reasoning in which the conclusion must necessarilty follow from the premises given |
| induction | a form of reasoning that draws a conclusion from one or more particular facts or pieces of evidence |
| concepts | a bundle of meanings or characteristics associated with certain concrete unambiguous events objects conditions situations or behaviors |
| construct | an image or idea specifically invented to represent an abstract phenomenon for a given research project |
| hypothetical construct | constructs inferred only from data; its presumption must be tested |
| conceptual scheme | the interrelationships between concepts and constructs |
| operational definition | defines a variable in terms of specific measurement and testing criteria |
| variables | an event act characteristic trait or attribute that can be measured and to which we assign categorical values |
| independent variables (predictor) | the varible manipulated by the reasearcher thereby causing an effect on the dependent variable |
| dependent variable ( criterion) | a measured predicte or otherwise monitored variable expected to be affected by manipulations of an independent variable |
| moderating variable | a second independent variable believed to have a significant contributory or contingent effect on the originally stated independent/dependent relationship |
| extraneous variable | a variable to assume or exclude from a research study |
| control variable | a variable introduced to help interpret the relationship between variables |
| intervening variables | factor that affects the observed phenomenon but cannot be mesured or manipulated |
| proposition | a statement about observable phenomena that may be judged as true or false |
| hypothesis | a proposition formulated for empirical testing |
| case | the entity or thing the hypothesis talks about |
| descriptive hypothesis | a statement about the existence size form or distribution of a variable |
| relational hypothesis | a statement about the relationship between two variables with respect to some case |
| correlational hyptohesis | a statement indicating that variables occur together in some specified manner without implying that one casues the other |
| explanatory (causal) hypothesis | a statement that describes a relationship between two variables in which one variable leads to a specified effect on the other variable |
| theory | a set of systematically interrelated concepts definitions and propositions that are advanced to explain or predict phenomena |
| model | a representation of a system constructed to study some aspects of that system or the system as a whole |
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