Decision Support Systems and Marketing Research Flashcards
______ and ______ information is the lifeblood of marketing decision making
accurate and timely
everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
marketing information
an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions
decision support system (DDS)
Characteristics of a true DDS (decision support system) (4)
`interactive
flexible
discovery oriented
accessible
the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns
database marketing
the process of planning, collecting, and analyzing date relevant to a marketing decision
marketing research
Three roles of marketing research
descriptive, diagnostic, predictive
determining what information is needed and how that information can be obtained efficiently and effectively
marketing research problem
the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
marketing research objective
a broad-based problem that uses marketing research in order for managers to take proper action
management decision problem
data previously collected for any purpose other than the one at hand
secondary data
a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
marketing research aggregator
specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
research design
information that is collected for the first time; used for solving the particular problem under investigation
primary data
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
survey research
a survey research method that involves interviewing people in the common areas of shopping malls
mall intercept interview
an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer
computer-assisted personal interviewing
a specially designed phone room used to conduct telephone interviewing
central-location telephone (CLT) facility
a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services
executive interview
seven to ten people who participate in a group discussion led by a moderator
focus group
an interview question that encourages an answer phrased in the respondent’s own words
open-ended question
an interview question that asks the respondent to make a selection from a limited list of responses
closed-ended question
a closed ended question designed to measure the intensity of a respondent’s answer
scaled-response question
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
observation research
researchers posing as customers who gather observational data about a store
mystery shoppers
a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses
behavioral targeting (BT)
the study of human behavior in its natural context; involves observation of behavior and physical setting
ethnographic research
a method a researcher uses to gather primary data
experiment
a subset from a larger population
sample
the population from which a sample will be drawn
universe
a sample in which every element in the population has a known statistical likelihood of being selected
probability 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
random sample
any sample in which little or no attempt is made to get a representative cross section of the population
nonprobability sample
a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher - for example, employees, friends, or relatives
convenience sample
measurement error
an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
sampling error
an error that occurs when a sample somehow does not represent the target population
an error that occurs when a sample drawn from a population differs from the target population
frame error
every member of the population has a known and equal chance of selection
simple random sample
the population is divided into mutually exclusive groups (such as gender or age), then random samples are drawn from each group
stratified sample
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
cluster sample
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.
Systematic Sample
the researcher selects the easiest population members from which to obtain information
convenience sample
the researcher’s selection criteria are based on personal judgement that the elements (persons) chosen will likely give accurate information
judgment sample
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
quota sample
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”
snowball sample
an error that occurs when the selected sample is an imperfect representation of the overall population
random error
a firm that specializes in interviewing respondents on a subcontracted basis
field service firm
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
cross-tabulation
media that consumers generate and share among themselves
cconsumer-generated media (CGM)
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
scanner-based research
a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market
BehaviorScan
a scanner-based sales-tracking service for the consumer packaged-goods industry
InfoScan
a field of marketing that studies the body’s responses to marketing stimuli
neuromarketing
an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
competitive intelligence (CI)
