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Marketing Chapter 8

STUDY
PLAY
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