Chapter 9 Marketing Research Key Terms

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Marketing Information
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everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
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Decision Support System
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an interactive, flexible, and computerized information system that enables managers to obtain and manipulate information as they are making decisions
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Database Marketing
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the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns
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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 effectively and efficiently
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Marketing Research Objective
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the specific information needed to solve a marketing research problem; the objectives 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 other purpose than the one at hand
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marketing research aggregator
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a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
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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 correspondents’ data straight 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 screen and directly keys in his/her answers to the computer
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central location telephone facility
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a specially designed phone room used to conduct telephone interviewing
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Executive interview
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a type of survey that involves interviewing businesspeople 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 phrases in the correspondent’s own words
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Closed-ended question
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an interview question that asks the respondent to make a selection from a limited set 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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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
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a form of observation marketing research that combines a consumer’s online activity with a psychographic and demographic profiles compiled in databases
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Ethnographic Research
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the study of human behavior in its natural context; involves observation of behavior in 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 the 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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Non probability 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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Consumer Generated Media
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media that consumers generate and share among themselves
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Scanner based 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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BehaviorScan
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a scanner based research program that racks the 3000 households through store scanners in each research market
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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
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an intelligence system that helps managers asses their competition and vendors in order to become more efficient and effective competitors

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