Chapter 7 Flashcards
What is marketing research
Procedures to develop and analyze new information to help marketing managers make decisions
What is a marketing information system
An organized way of continually gathering accessing and analyzing information
What is big data
Data sets too large and complex to work with typical database management tools
What is a data warehouse
The place were databases or stores that they’re available where needed
A system for linking computers within a company
Intranet
What is the decision support system
Computer program that makes it easy for marketing managers to get and use information is they’re making decisions
The computer display of up-to-the-minute marketing data and an easy-to-read format
Marketing dashboard
Statement of relationships among marketing variables
Marketing model
What are the five steps of the marketing research process
1) defining the problem
2) analyzing the situation
3) getting problem specific data
4) interpreting the data
5) solving the problem
An in formal study of what information is already available
Situation analysis
What is secondary data
Information that has been collected or published already
What is primary data
Information specifically collected to solve a current problem
A plan that specifies what marketing research information will be obtained and how
Research proposal
What is qualitative research
Seeks in-depth, Open ended responses, not yes or no answers
What is a focus group interview
An interview of 6 to 10 people in an informal group setting
What is quantitative research
Seeks structured responses that can be summarized in numbers
The percent of people contacted in a research sample who complete the questionnaire
Response rate
An online group of participants who are joined together by a common interest
Market research online community
A group of consumers will provide information on a continuing basis
Consumer panels
What is the experimental method
A research approach in which researchers compare the responses of two or more groups that are similar except on the characteristic being tested
Easy to use computer programs that analyze data
Statistical packages
What is population
In marketing research, the total group you are interested in
What is sample
A part of the relevant population
Confidence interval
A specified range of values that may contain the true value for the population
What is validity
The extent to which data measures what it is intended to measure
What is exploratory research
Research designed to explore concepts generate ideas etc.
What is descriptive research
Research that describes specific characteristics of a population
What is causal research
Research that seeks to establish cause and effect relationship
Types of research tools
Mail surveys, telephone interviews, internet surveys, focus groups
A technique used to assure validity by ensuring each member of population has a known chance of being represented in sample
Random sample
Does the research measure a concept Consistently?
Reliability
Reliability
Does the research measure a concept consistently
