Chapter 9 Flashcards
marketing information
everyday info about developments in the marketing environment that managers user to prepare and adjust marketing plans
decision support system
an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions
database marketing
the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns
marketing research
the process of planning collecting and analyzing data relevant to a marketing decision
marketing research problem
determining what information is needed and how that info can be obtained efficiently and effectively
marketing research objective
the specific info needed to solve a marketing research problem; the objective should be to provide insightful decision making info
management decision problem
a broad based problem that uses marketing research in order for managers to take proper actions
secondary data
data previously collected for any purpose other than the one at hand
marketing research aggregator
a company that acquires , catalogs, reformats, segments, and resells reports already published by marketing research firms
research design
specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
primary data
info that is collected for the first time; used for solving the particular problem under investigation
survey research
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions and attitudes
mall intercept interview
a survey research method that involves interviewing people in the common areas of shopping malls
computer assisted personal interviewing
an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondents’s data directly into the computer
computer assisted self interviewing
an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer
central location telephone facility
a specially designed phone room used to conduct telephone interviewing
executive interviews
a type of survey that involves interviewing business people at their offices concerning industrial products or services
focus group
seven to ten people who participate in a group discussion led by a moderator
group dynamics
group interaction essential to the success of focus group research
open ended question
an interview question that encourages an answer phrased in the respondent’s own words
closed ended question
an interviewer question that asks the respondent to make a selection from a limited list of responses
scaled response question
a close ended question designed to measure the intensity of a respondent’s answer
observation 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
mystery shoppers
researchers posing as customers who gather observational data about a store
ethnographic research
the study of human behavior in its natural context, involves observation of behavior and physical setting
experiment
a method a researcher uses to gather primary data
sample
a subset form a larger population
universe
the population from which a sample will be drawn
probability sample
a sample in which every element in the population has a known statistical likelihood of being selected
random sample
a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample
nonprobability sample
any sample in which little or no attempt is made to get a representative cross section of the population
convenience sample
a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher for example employees, friends or relatives
sampling error
an error that occurs when a sample somehow does not represent the target population
frame error
an error that occurs when a sample drawn from a population differs from the target population
random error
an error that occurs when the selected sample is an imperfect representation of the overall population
field service firm
a firm that specializes in interviewing respondents on a subcontracted basis
cross tabulation
a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions
web community
a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation
consumer generated media
media which consumers generate and share among themselves
behavioral targeting
a form of observation marketing research that uses data mining coupled with identifying web surfers by their ip addresses
scanner based research
a system for gathering info from a single group of respondents by continuously monitoring the advertising promotion and pricing they are exposed to and the they buy
behavior scan
a scanner based research program that tracks the purchase of 3000 households through store scanners in each research market
info scan
a scanner based sales tracking service for the consumer packaged goods industry
competitive intelligence
an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
