Chapter 4 Flashcards
market research ethics
taking an ethical and aboveboard approach to conduct market research that does no harm to the participant in the process of conducting the research
database
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)
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
intranet
internal corporate communication network that uses internet tech to link company departments, employees, and databases
market intelligence system
method by which marketers get info about what’s going on in the world that is relevant to their business
reverse engineering
process of physically deconstructing a competitor’s product to determine how it’s put together
market research
process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marking effectiveness
syndicated research
research by firms that collect data on a regular basis and sell the reports to multiple firms
custom research
research conducted for a single firm to provide specific info its managers need
marketing decision support system (MDSS)
data, analysis software, and interactive software that allow managers to conduct analyses and find the info they need
data
raw, unorganized facts that need to be processed
information
interpreted data
customer insights
collection, deployment, and interpretation of info that allows a business to acquire, develop, and retain their customers
research design
plan that specifies what info marketers will collect and what type of study they will do
secondary data
data that have been collected for some purpose other than the problem at hand
primary data
data from research conducted to help make a specific decision
exploratory research
technique that marketers use to generate insights for future, more rigorous studies
focus group
product-oriented discussion among a small group of consumers led by a trained moderator
market research online community (MROC)
privately assembled group of people, usually by a market research firm or department, utilized to gain insight into customer sentiments and tendencies
case study
comprehensive examination of a particular firm or organization
ethnography
approach to research based on observations of people in their own homes or communities
descriptive research
tool that probes more systematically into the problem and bases its conclusion on large numbers of observations
cross-sectional design
type of descriptive technique that involves the systematic collection of quantitative info
longitudinal design
technique that tracks the responses of the same sample of respondents over time
casual research
technique that attempts to understand cause-and-effect relationships
experiements
technique that tests predicted relationships among variables in a controlled environment
neuromarketing
type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do
telemarketing
use of telephone to sell directly to consumers and business customers
mall intercept
study in which researchers recruit shoppers in malls or other public areas
unobtrusive measures
measuring traces of physical evidence that remain after some action has been taken
mechanical observation
method of primary data collection that relies on machines to capture human behavior in a form that allows for future analysis and interpretation
eye tracking technology
type of mechanical observation tech 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
cookies
text files inserted by a website sponsor into a web surfer’s hard drive that allows the site to track the surfer’s moves
predictive technology
analysis techniques that use shopping patterns of large numbers of people to determine which products are likely to be purchased if others are
bounce rate
marketing metric 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 to view additional pages on the site
=(total visitors viewing 1page) / (total entries to the web page)
validity
extent to which research actually measures what it was intended to measure
internal validity
extent to which the results of a research study accurately measure what the study intended to measure by ensuring proper research design, including efforts to ensure that any potentially confounding factors were not included or introduced at any point during the execution of the research study
external validity
extent to which the results of a research study can be generalized to the population its sample was intended to present, providing a higher level of confidence that the findings can be applied outside of the setting where the research was conducted
reliability
extent to which research measurement techniques are free of errors
representativeness
extent to which consumers in a study are similar to a larger group in which the organization has an interest
sampling
process of selecting respondents for a study
probability sample
sample in which each member of the population has some known chance of being included
nonprobability sample
sample in which personal judgement is used to select respondents
convenience sample
nonprobability sample composed of individuals who just happen to be available when and where the data are being collected
back-translation
process of translating material to a foreign language and then back to the original language
