Chapter 8-Marketing Research Flashcards
Marketing Research
The process of defining a marketing problem and opportunity, systematically collecting and analyzing information and recommending actions to improve an organizations marketing activities
Exploratory research
Preliminary research conducted to clarify the scope and nature of the marketing problem
Descriptive Research
Research designed to describe the basic characterisitcs of a given population or to profile particular marketing situation
Casual Research
Research designed to identify cause and effect relationships among variables
Secondary Data
Facts and figures that have been recorded before the project at hand
Primary Data
Facts and figures that are newly collected for the project
Focus Groups
An informal session of six to ten customers -past, present or prospective-in which a disscusion leader, or moderater asks their opinions about about the firms and it’s competitors products
Depths interview
Detailed, individual interviews with people revenant to a research project
Survey
A research technique used to generate data by asking people questions and recording their responses on a questionnaire
Experiment
Obtaining data by manipulating factors under tightly controlled conditions to test cause and effect
Observation
Watching, either mechanically or in person, how people behave
Ethnographic Research
Observational approach to discover subtle emotional reactions as consumers encounter products in their “natural use environment”
Sampling
The process of gathering data from subsets of total populations
Probability Sampling
Using precise rules to select the sample such that each element of the population has a specific known chance of being selected
Data Mining
The extraction of hidden predictive info from large database
