Principles of Marketing Chapter 9 Terms – Flashcards
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marketing research
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the process of planning collecting, and analyzing data relevant to a marketing decision
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marketing research problem
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determining what information is needed and how that information can be obtained efficiently and effectively
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marketing research objective
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the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information
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management decision problem
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a broad-based problem that uses marketing research in order for managers to take proper actions
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secondary data
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data previously collected for any purpose other than the one at hand
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big data
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the exponential growth in the volume, variety and velocity of information and the development of complex, new tools to analyze and create meaning from such data
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research design
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specifies which research questions must be answered how and when the data will be gathered and how the data will be analyzed
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primary data
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information that is collected for the first time; used for solving the particular problem under investigation
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survey research
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the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts opinions and attitudes
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mall intercept interview
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a survey research method that involves interviewing people in the common areas of shopping malls
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computer-assisted personal interviewing
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an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer
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computer-assisted self-interviewing
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an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly buys his or her answers into the computer.
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executive interview
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a type of survey that usually involves interviewing business people at their offices concerning industrial products or services
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focus group
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seven to ten people who participate in a group discussion led by a moderator
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open-ended question
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an interview question that encourages an answer phrased in the respondent's own words
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closed-ended question
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anm interview question that asks the respondent to make a selection from a limited list of responses
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scaled-response question
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a closed-ended question designed to measure the intensity of a respondent's answer
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observation research
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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
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mystery shoppers
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researchers posing as customers who gather observational data about a store
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behavioral targeting (BT)
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a form of observation marketing research that combines a consumer's online activity with psychographics and demographic profiles compiled in databases
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social media monitoring
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the use of automated tools to monitor online buzz, chatter, and conversation
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ethnographic research
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the study of human behavior in its natural context; involves observation of behavior and physical setting
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experiment
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a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable
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sample
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a subset from a larger population
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universe
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the population from which a sample will be drawn
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probability sample
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a sample in which every element in the population has a known statistical likelihood of being selected
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random sample
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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
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nonprobability sample
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any sample in which little or no attempt is made to get a representative cross section of the population
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convenience sample
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a form of non probability sample using respondents who are convenient or readily accessible to the researcher - for example, employees, friends, or relatives
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measurement error
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an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
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sampling error
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an error that occurs when a sample somehow does not represent the target population
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frame error
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an error that occurs when a sample drawn from a population differs from the target population
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random error
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an error that occurs when the selected sample is an imperfect representation of the overall population
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field service firm
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a firm that specializes in interviewing respondents on a subcontracted basis
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cross-tabulation
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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
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scanner-baseed research
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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
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InfoScan
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a scanner-based sales-tracking service for the consumer packaged-goods industry
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neuromarketing
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a field of marketing that studies the body's responses to marketing stimuli
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competitive intelligence (CI)
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an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
