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Definition
| the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities |
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| an overall plan for obtaining the information needed to address a research problem or issue |
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| an informed guess or assumption about a certain problem or set of circumstances |
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| research conducted to gather more information about a problem or to make a tentative hypothesis more specific |
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| research designed to verify insights through objective procedures and to help marketers in making decisions |
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| research conducted to clarify the characteristics of certain phenomena to solve a particular problem |
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| research that allows marketers to make causal inferences about relationships |
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| a condition that exists when a research technique produces almost identical results in repeated trials |
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| a condition that exists when a research method measures what it is supposed to measure |
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| data observed and recorded or collected directly from respondents |
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| data compiled both inside and outside the organization for some purpose other than the current investigation |
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| all the elements, units, or individuals of interest to researchers for a specific study |
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| a limited number of units chosen to represent the characteristics of a total population |
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| the process of selecting representative units from a total population |
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| a type of sampling in which every element in the population being studied has a known chance of being selected for study |
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| a form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place |
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| a type of probability sampling in which the population is divided into groups what a common attribute and a random sample is chosen within each group |
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| a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen |
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| a nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group |
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| a research method in which respondents answer a questionnaire sent through the mail |
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| a research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone |
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| a research method in which respondents answer a questionnaire via e-mail or on a website |
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| combines the words crowd and outsourcing and calls for tasking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call |
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| Personal Interview Survey |
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Definition
| a research method in which participants respond to survey questions face-to-face |
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| In-home (door-to-door) Interview |
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Definition
| a personal interview that takes place in the respondent's home |
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| an interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interaction when members are exposed to an idea or concept |
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| small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of its marketing strategy |
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| Telephone Depth Interview |
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Definition
| an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys |
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| Shopping Mall Intercept Interview |
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| a research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall |
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| On-Site Computer Interview |
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Definition
| a variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor |
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| Statistical Interpretation |
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Definition
| analysis of what is typical and what deviates from the average |
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| Marketing Information System (MIS) |
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Definition
| a framework for managing and structuring information gathered regularly from sources inside and outside the organization |
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| a collection of information arranged for easy access and retrieval |
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Definition
| information provided by a single marketing research firm |
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| Marketing Decision Support System (MDSS) |
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Definition
| customized computer software that aids marketing managers in decision making |
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