Marketing 3305 Chapter 4
Terms in this set (45)
Market Research Ethics
Taking an ethical and aboveboard approach to conducting market research that does no harm to the participant in the process of conducting the research.
An organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more.
Marketing information system (MIS)
A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.
An internal corporate communication network that uses Internet technology to link company departments, employees, and databases.
Market intelligence system
A method by which marketers get information about what's going on in the world that is relevant to their business.
The process of physically deconstructing a competitor's product to determine how it's put together.
The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.
Research by firms that collect data on a regular basis and sell the reports to multiple firms.
Research conducted for a single firm to provide specific information its managers need.
Marketing Decision Support System
The data, analysis software, and interactive software that allows managers to conduct analyses and find the information they need.
Raw, unorganized facts that need to be processed.
The collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain their customers.
A plan that specifies what information marketers will collect and what type of study they will do.
Data that has been collected for some purpose other than the problem at hand.
Data from research conducted to help make a specific decision.
A technique that marketers use to generate insights for future, more rigorous studies.
A product-oriented discussion among a small group of consumers led by a rained moderator.
Market research online community (MROC)
A privately assembled group of people usually by a market research firm or department, utilized to gain insight into customer sentiments and tendencies.
A comprehensive examination of a particular firm or organization.
An approach to research based on observations of people in their own homes or communities.
A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.
A type of descriptive technique that involves the systematic collection of quantitative information.
A technique that tracks the responses of the same sample of respondents over time.
A technique that attempts to understand cause-and-effect relationships.
A technique that tests predicted relationships among variable in a controlled environment.
A type of brain research that uses technologies such as functional magnetic resonance imaging to measure brain activity to better understand why consumers make the decisions they do.
The use of the telephone to sell directly to consumers and business customers.
A study in which researchers recruit shoppers in malls or other public areas.
Measuring traces of physical evidence that remain after some action has been taken.
A method of the primary data collection that relies on machines to capture human behavior in a form that allows for future analysis and interpretation.
Eye tracking technology
A type of mechanical observation technology that uses sensors and sophisticated software to track the position and movement of an individual's eyes to gain context-specific insights into how individuals interact with and respond to different visual elements and stimuli.
Text flies inserted by a website sponsor into a web surfer's hard drive that allows the site to track the surfer's moves.
Analysis techniques that use shopping patterns of large numbers of people to determine which products are likely to be purchased if others are.
A marketing metrics for analyzing website traffic. It represents the percentage of visitors who enter the site (typically at the home page) and "bounce" (leave the site) rather than continuing the view additional pages on the site.
The extent to which research actually measures what it was intended to measure.
The extent to which the results of a research study accurately measure what the study intended to measure by ensuring proper research design, including
The extent to which the results of a research study can be generalized to the population its sample was intended to represent, providing a higher level of confidence that the findings can be applied outside of the setting where the research was conducted.
The extent to which research measurement techniques are free of errors.
The extent to which consumers in a study are similar to a larger group in which the organization has an interest.
The process of selecting respondents of a study.
A sample in which each member of the population has some known chance of being included.
A sample in which personal judgment is used to select respondents.
A nonprobability sample composed of individuals who just happen to be available when and where the data are being collected.
The process of translating material to a foreign language and then back to the original language.
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