Chapter 9

Question 1

marketing information

Answer 1

everyday info about developments in the marketing environment that managers user to prepare and adjust marketing plans

Question 2

decision support system

Answer 2

an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions

Question 3

database marketing

Answer 3

the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns

Question 4

marketing research

Answer 4

the process of planning collecting and analyzing data relevant to a marketing decision

Question 5

marketing research problem

Answer 5

determining what information is needed and how that info can be obtained efficiently and effectively

Question 6

marketing research objective

Answer 6

the specific info needed to solve a marketing research problem; the objective should be to provide insightful decision making info

Question 7

management decision problem

Answer 7

a broad based problem that uses marketing research in order for managers to take proper actions

Question 8

secondary data

Answer 8

data previously collected for any purpose other than the one at hand

Question 9

marketing research aggregator

Answer 9

a company that acquires , catalogs, reformats, segments, and resells reports already published by marketing research firms

Question 10

research design

Answer 10

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

Question 11

primary data

Answer 11

info that is collected for the first time; used for solving the particular problem under investigation

Question 12

survey research

Answer 12

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions and attitudes

Question 13

mall intercept interview

Answer 13

a survey research method that involves interviewing people in the common areas of shopping malls

Question 14

computer assisted personal interviewing

Answer 14

an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondents’s data directly into the computer

Question 15

computer assisted self interviewing

Answer 15

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

Question 16

central location telephone facility

Answer 16

a specially designed phone room used to conduct telephone interviewing

Question 17

executive interviews

Answer 17

a type of survey that involves interviewing business people at their offices concerning industrial products or services

Question 18

focus group

Answer 18

seven to ten people who participate in a group discussion led by a moderator

Question 19

group dynamics

Answer 19

group interaction essential to the success of focus group research

Question 20

open ended question

Answer 20

an interview question that encourages an answer phrased in the respondent’s own words

Question 21

closed ended question

Answer 21

an interviewer question that asks the respondent to make a selection from a limited list of responses

Question 22

scaled response question

Answer 22

a close ended question designed to measure the intensity of a respondent’s answer

Question 23

observation research

Answer 23

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

Question 24

mystery shoppers

Answer 24

researchers posing as customers who gather observational data about a store

Question 25

ethnographic research

Answer 25

the study of human behavior in its natural context, involves observation of behavior and physical setting

Question 26

experiment

Answer 26

a method a researcher uses to gather primary data

Question 27

sample

Answer 27

a subset form a larger population

Question 28

universe

Answer 28

the population from which a sample will be drawn

Question 29

probability sample

Answer 29

a sample in which every element in the population has a known statistical likelihood of being selected

Question 30

random sample

Answer 30

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

Question 31

nonprobability sample

Answer 31

any sample in which little or no attempt is made to get a representative cross section of the population

Question 32

convenience sample

Answer 32

a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher for example employees, friends or relatives

Question 33

sampling error

Answer 33

an error that occurs when a sample somehow does not represent the target population

Question 34

frame error

Answer 34

an error that occurs when a sample drawn from a population differs from the target population

Question 35

random error

Answer 35

an error that occurs when the selected sample is an imperfect representation of the overall population

Question 36

field service firm

Answer 36

a firm that specializes in interviewing respondents on a subcontracted basis

Question 37

cross tabulation

Answer 37

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

Question 38

web community

Answer 38

a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation

Question 39

consumer generated media

Answer 39

media which consumers generate and share among themselves

Question 40

behavioral targeting

Answer 40

a form of observation marketing research that uses data mining coupled with identifying web surfers by their ip addresses

Question 41

scanner based research

Answer 41

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

Question 42

behavior scan

Answer 42

a scanner based research program that tracks the purchase of 3000 households through store scanners in each research market

Question 43

info scan

Answer 43

a scanner based sales tracking service for the consumer packaged goods industry

Question 44

competitive intelligence

Answer 44

an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors