Chapter 9 Flashcards
What is the Marketing Research Problem?
Determining what information is needed and how that information can be obtained efficiently and effectively
What is the Marketing Research Objective?
The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
What is a Management Decision Problem?
A broad-based problem that uses marketing research in order for managers to take proper actions
What is a sample?
A subset from a larger population
What is a universe?
The population from which a sample will be drawn
What is probability sampling?
A sample in which every element in the population has a known statistical likelihood of being selected
What is random sampling?
A sample in which every element of the population has an equal chance of being selected
What is big data?
The exponential growth in the volume, variety, and velocity of information
What are surveys?
The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
What is primary data?
Information that is collected for the first time
What is secondary data?
Data previously collected for any purpose other than the one at hand
What are mall intercepts?
A survey research method that involves interviewing people in the common areas of shopping malls
What are executive surveys?
A type of survey that usually involves interviewing businesspeople at their offices concerning industrial products or services
What are focus groups?
7-10 people who participate in a group discussion led by a moderator
What are open-ended questions?
Questions that encourage an answer phrased in the respondent’s own words
What are closed-ended questions?
Questions that ask respondent to make a selection from a limited list of responses
What is a scaled response?
A closed-ended question designed to measure intensity
What is observational research?
A research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
What are mystery shoppers?
Researchers posing as customers to gather observational data bout a store
What is behavioral targeting?
A form of observation marketing research that combines a consumer’s online activity with psychographic and demographic profiles compiled in databases
What is ethnographic research?
The study of human behavior in its natural context; involves observation of behavior and physical setting
What are experiments?
A method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable
What are the advantages of Internet research?
Increased response rates
Increased convenience
Broader reach
Richer content
Broader demographic reach
Immediate feedback
Cost savings
Additional options
What is neuromarketing?
A field of marketing that studies the body’s responses to marketing stimuli
What are the 6 steps of the marketing research process?
- Define the problem/opportunity
- Plan the research
- Conduct secondary research
- Conduct primary research
- Analyze the research
- Presenting findings
