Ch 9 Flashcards
Process of planning, collection, and analyzing data relevant to a marketing
Marketing Research
Determining what information is needed and how that information can be obtained efficiently and effectively
Marketing Research Problem
The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
Marketing Research Objective
A broad-based problems that uses marketing research in order for managers to take proper actions
Management Decision Problem
Data previously collected for any purpose other than the one at hand
Secondary Data
The exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data
Big Data
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
Research Design
Information that is collected for the first time; used for solving the particular problem under investigation
Primary Data
The most popular technique for gathering primary data, in which a researcher interacts with people to gain facts, opinions, and attitudes
Survey Research
A survey research method that involves interviewing people in common areas of shopping malls
Mall intercept interview
An interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer
Computer-Assisted Personal Interviewing
An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computer where each respondent reads questions of a computer screen and directly answers them
Computer - Assisted self interviewing
A specially designed phone room used to conduct telephone interviewing
central location telephone facility
A closed ended question that designed to measure the intensity of a respondent’s answer
Scaled-response question
