Chp 3 Marketing Intelligence Flashcards
Marketing research
A function that links customers to the marketer through information
Reliability
Similar results from another research study under similar circumstances
Validity
Ability to actually measure what was intended to be measured
Exploratory research
A preliminary form of research that clarifies the nature of the problem
Funnelling
Dividing a subject into manageable variables
Secondary data
Data that has been compiled and published for purposes other than that of solving the problem
Primary data
Data collected for the first time to solve a specific problem
Sample
A representative portion of an entire population used to get information about the population
Sampling frame
A listing that can be used for reaching a population
Probability sample
A sample in which respondents have an equal chance of being selected
Non-probability sample
The respondents have an unknown chance of being selected usually based on convenience of the researcher
Qualitative data
Small samples collected in a controlled environment
Focus group
A small group of people with common characteristics brought together to discuss an issue
Quantitative data
Collected using a structured procedure and a large sample
Tabulation
Counting the various responses for each question and arriving at a frequency distribution
Frequency distribution
The number of times each answer was chosen for each question
Cross tabulation
Comparison of the answers of subgroups and total response group
Data mining
The analysis of information so that relationships are established between pieces of information and more effective marketing strategies can be identified and implemented
