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58 terms

Market research 1de

STUDY
PLAY
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