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Marketing > Decision Support Systems and Marketing Research > Flashcards

Decision Support Systems and Marketing Research Flashcards

1
Q

______ and ______ information is the lifeblood of marketing decision making

A

accurate and timely

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2
Q

everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

A

marketing information

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3
Q

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

A

decision support system (DDS)

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4
Q

Characteristics of a true DDS (decision support system) (4)

A

`interactive
flexible
discovery oriented
accessible

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5
Q

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

A

database marketing

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6
Q

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

A

marketing research

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7
Q

Three roles of marketing research

A

descriptive, diagnostic, predictive

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8
Q

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

A

marketing research problem

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9
Q

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

A

marketing research objective

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10
Q

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

A

management decision problem

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11
Q

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

A

secondary data

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12
Q

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

A

marketing research aggregator

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13
Q

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

A

research design

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14
Q

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

A

primary data

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15
Q

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

A

survey research

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16
Q

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

A

mall intercept interview

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17
Q

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

A

computer-assisted personal interviewing

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18
Q

a specially designed phone room used to conduct telephone interviewing

A

central-location telephone (CLT) facility

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19
Q

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

A

executive interview

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20
Q

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

A

focus group

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21
Q

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

A

open-ended question

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22
Q

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

A

closed-ended question

23
Q

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

A

scaled-response question

24
Q

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

A

observation research

25
Q

researchers posing as customers who gather observational data about a store

A

mystery shoppers

26
Q

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

A

behavioral targeting (BT)

27
Q

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

A

ethnographic research

28
Q

a method a researcher uses to gather primary data

A

experiment

29
Q

a subset from a larger population

A

sample

30
Q

the population from which a sample will be drawn

A

universe

31
Q

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

A

probability sample

32
Q

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

A

random sample

33
Q

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

A

nonprobability sample

34
Q

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

A

convenience sample

35
Q

measurement error

A

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

36
Q

sampling error

A

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

37
Q

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

A

frame error

38
Q

every member of the population has a known and equal chance of selection

A

simple random sample

39
Q

the population is divided into mutually exclusive groups (such as gender or age), then random samples are drawn from each group

A

stratified sample

40
Q

the population is divided into mutually exclusive groups (such as geographic areas)), then a random sample of clusters is selected. The researcher then collects data from all the elements in the selected clusters or from a probability sample of elements within each selected cluster

A

cluster sample

41
Q

a list of the population is obtained - e.g., all persons with a checking account at XYZ bank - and a skip interval is obtained by dividing the sample size by population size.

A

Systematic Sample

42
Q

the researcher selects the easiest population members from which to obtain information

A

convenience sample

43
Q

the researcher’s selection criteria are based on personal judgement that the elements (persons) chosen will likely give accurate information

A

judgment sample

44
Q

the researcher finds a prescribed number of people in several categories - e.g., owners of large dogs versus owners of small dogs. Respondents are not selected on probability sampling criteria

A

quota sample

45
Q

additional respondents are selected on the basis of referrals from the initial respondents.
-used when a desired type of respondent is hard to find
employs the old adage “Birds of a feather flock together”

A

snowball sample

46
Q

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

A

random error

47
Q

a firm that specializes in interviewing respondents on a subcontracted basis

A

field service firm

48
Q

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

A

cross-tabulation

49
Q

media that consumers generate and share among themselves

A

cconsumer-generated media (CGM)

50
Q

a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

A

scanner-based research

51
Q

a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market

A

BehaviorScan

52
Q

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

A

InfoScan

53
Q

a field of marketing that studies the body’s responses to marketing stimuli

A

neuromarketing

54
Q

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

A

competitive intelligence (CI)

Marketing (13 decks)

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