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Chapter 8 MTKG
Terms in this set (44)
is perceived meanings of data collected from the study of consumer behavior.
is the acquisition and analysis of information used to identify and define marketing opportunities that connect consumers to marketers.
the studious inquiry or examination.
attempts to answer questions related to practical problems.
attempts to expand understanding of the unknown.
the question the research is designed to answer.
are information collected to address a current research question.
are information previously collected for another purpose.
is the statistical analysis of large databases seeking to discover hidden pieces of information.
is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.
is a framework or plan for a study that guides the collection and analysis of the data.
is a marketing research design used to generate ideas in a new area of inquiry.
is a marketing research design that is used to describe marketing variables by answering who, what, when, where and how questions.
is a marketing research design used to understand the relationship between independent and dependent variables
is a collection of techniques designed to identify and interpret information obtained through the observation of people.
a process to collect a large number of responses using a standardized questionnaire where the results can be summarized into numbers for statistical analysis.
are collections of small number of individuals who were recruited using specific criteria with the purpose to discuss predetermined topics with qualified moderators.
are a series of discussions held between a trained interviewers and individuals, on a one-on-one basis.
is a type of observational research where trained researchers immerse themselves in a specific consumer environment.
Internet research panel
is a collection of individuals who agree, for some predetermined incentive, to participate in questionnaires on a variety of topics as determined by the owner and manager of the panel.
is the process of quantifying how much one variable's set of features of characteristics are possessed in another variable.
is a measurement is which numbers are assigned to characteristics of object or groups of objects solely for identifying the objects.
is a measurement in which numbers are assigned to characteristics of objects or groups of objects to reflect the order of the objects.
is a measurement in which the numbers assigned to the characteristics of the objects have an identifiable absolute zero.
is an organized set of questions that a researcher desires respondents to answer.
has specific survey answer choices available to respondents.
allows for unrestricted survey responses.
is a specific part of the population that is selected to represent the population.
is the total group of individuals who meet the criteria being studied.
is a survey that collects responses for each member of the population
identifies who will be sampled, how many people will be sampled, and the procedure that will be used for sampling.
refer to any differences between the sample results and the actual results that would emerge from a census of the population.
involves selecting either a probability sample or a non-probability sample as part of your sample plan.
is a procedure whereby each member of a population has a known and nonzero chance of possibly being selected to a sample.
is a procedure whereby each member of a population does not have an equal chance, or, in some cases, any chance, of being selected to a sample.
is any bias that emerges in the study for any reason other than sampling error.
is the strength of the conclusion.
is the level of consistency of the measurement.
Marketing information system (MIS)
is a series of steps that include collection, analysis, and presentation of information for use in making marketing decisions.
Marketing intelligence system
is a system that gathers processes, assesses, and makes available marketing information in a format that allows the marketing activity to function more effectively.
involves the systematic tracking of competitive actions and plans and is a significant activity within a business.
Marketing decision support system (MDSS)
is the software and associated infrastructure that connect the marketing activity to company databases.
Marketing research system
is a collection of the results of marketing research studies conducted by a company.
are small files containing certain personal information and are sent from web servers to a consumer's computer to be accessed the next time a consumer visits a particular web site.
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