Marketing Research and Business - Chapter 6 Flashcards
ad-hoc research
research project that focuses on a specific problem, collecting data at one point in time with one sample of respondents
business intelligence
the actionable knowledge produced by the analysis of ‘big data’
consumer panel
household consumers who provide info on their purchases over time
continuous research
repeated interviewing of the same sample of people
data
most basic form of knowledge, result of observations
descriptive research
research undertaken to describe customers beliefs, attitudes and behaviour
digital surveys
various methods of gathering qualitative data using email or web based surveys
ethnogephy
form of qualitative research which involves detailed and prolonged observation of consumers in the situations which inform their buying behaviour
experimental research
research undertaken in order to establish cause and effect
exploratory research
the preliminary exploration of a research area prior to the main data-collection stage
focus group
a group normally of 6 to 12 consumers brought together for a discussion focusing on an aspect of a company’s marketing
in-depth interviews
the interviewing of consumers individually for perhaps one or two hours, with the aim of understanding their attitudes, values and behaviours
information
combinations of data that provide decision-relevant knowledge
marketing info system
system in which marketing info is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular, planned basis
marketing research
the gathering of data and info on the market and consumer reactions to product, pricing, promotional and distributional decisions
