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Chapter 8 MTKG

Terms in this set (44)

Consumer Insight
is perceived meanings of data collected from the study of consumer behavior.
Marketing Research
is the acquisition and analysis of information used to identify and define marketing opportunities that connect consumers to marketers.
Research
the studious inquiry or examination.
Applied research
attempts to answer questions related to practical problems.
Pure research
attempts to expand understanding of the unknown.
Research question
the question the research is designed to answer.
Primary data
are information collected to address a current research question.
Secondary data
are information previously collected for another purpose.
Data mining
is the statistical analysis of large databases seeking to discover hidden pieces of information.
Syndicated research
is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.
Research design
is a framework or plan for a study that guides the collection and analysis of the data.
Exploratory research
is a marketing research design used to generate ideas in a new area of inquiry.
Descriptive research
is a marketing research design that is used to describe marketing variables by answering who, what, when, where and how questions.
Explanatory research
is a marketing research design used to understand the relationship between independent and dependent variables
Qualitative research
is a collection of techniques designed to identify and interpret information obtained through the observation of people.
Quantitative research
a process to collect a large number of responses using a standardized questionnaire where the results can be summarized into numbers for statistical analysis.
Focus groups
are collections of small number of individuals who were recruited using specific criteria with the purpose to discuss predetermined topics with qualified moderators.
Structured interviews
are a series of discussions held between a trained interviewers and individuals, on a one-on-one basis.
Ethnographic research
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.
Measurement
is the process of quantifying how much one variable's set of features of characteristics are possessed in another variable.
Nominal scale
is a measurement is which numbers are assigned to characteristics of object or groups of objects solely for identifying the objects.
Ordinal scale
is a measurement in which numbers are assigned to characteristics of objects or groups of objects to reflect the order of the objects.
Ratio scale
is a measurement in which the numbers assigned to the characteristics of the objects have an identifiable absolute zero.
Questionnaire
is an organized set of questions that a researcher desires respondents to answer.
Closed-ended question
has specific survey answer choices available to respondents.
Open-ended question
allows for unrestricted survey responses.
Sample
is a specific part of the population that is selected to represent the population.
Population
is the total group of individuals who meet the criteria being studied.
Census
is a survey that collects responses for each member of the population
Sample plan
identifies who will be sampled, how many people will be sampled, and the procedure that will be used for sampling.
Sample error
refer to any differences between the sample results and the actual results that would emerge from a census of the population.
Sampling procedure
involves selecting either a probability sample or a non-probability sample as part of your sample plan.
Probability sample
is a procedure whereby each member of a population has a known and nonzero chance of possibly being selected to a sample.
Non-Probability 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.
Non-sampling error
is any bias that emerges in the study for any reason other than sampling error.
Validity
is the strength of the conclusion.
Reliability
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.
Competitive intelligence
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.
Cookies
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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