Principles of Marketing Chapter 9 Terms – Flashcards

Unlock all answers in this set

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