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| A technique that attempts to understand if independent (predictor) variables (e.g price, time of day or gender) affect a dependent (outcome) variable (sales) |
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| One-on-one discussion between a consumer and a researcher |
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| A type of descriptive research technique that involves the systematic collection of quantitative information at one point in time, rather than over time. |
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| Research conducted for a single firm (for a fee) to provide specific information that managers need. Results are not always to be trusted |
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| Discoveries in a mountain of data. The business intelligence DM software can locate patterns (key influences, or clusters) in large amounts of data. |
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| A type of research that probes systematically into a problem (the research question) and bases its conclusions on large numbers of observations |
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| A research technique that tests pre-specified relationships among variables in a controlled environment. For example consumer reactions to different software interface is received best as measured in consumer satisfaction or productivity |
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| A research technique that marketers use to generate insights for future more rigorous studies (often experimental research follows exploratory research) |
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| A detailed report based on observations of people in their own homes or communities, and how they use the product or product category in question. Researchers live with the subjects- ex. attending monster truck shows to observe. |
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| A group of similar consumers in the same target market (based on demographics and or psychographics) is paid to meet and discuss a vendor's product or service. The discussion is centered around the 4P's and consumer opinions and perceptions of a product or service. A trained facilitator leads the discussion. |
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| A research technique that tracks the responses of the same sample of respondents over time (ex. month) For example a researcher can survey a focus group's experience of consuming a product (box of chocolates) overtime. |
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| A data gathering technique where researchers talk to shoppers in shopping or public areas, and ask them to fill out a survey, take a taste test, or ??? |
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| Marketing Decision Support System |
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| The data, analysis software and interactive software that allow managers to conduct analysis and create the information they need from mountains of transaction data (MDSS's use data mining |
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| Marketing Information System |
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| A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather sort, analyze, evaluate, and distribute pertinant, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control" The system is typically computer based |
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| The process of collecting, analyzing, and interpreting information about customers, competitors and the business environment in order to improve marketing effectiveness |
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| Data from research conducted to help in making a specific decision. Data can be either gathered first-hand or you can pay marketing research companies to perform surveys and gather it for you. |
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| A test that marketers use to explore people's underlying feelings about a product; whcih especially appropriate when consumers are unable or unwilling to express their true reactions |
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| The extent to which research measurements are free of errors. Do the survey questions tap the phenomenon in question? |
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| A plan that specifies what information marketers will collect in a research study and what type of study they will do. Good research is well-planned. |
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| The process of selecting respondents for a study |
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| Data that have been collected for some prior purpose other that the current research question |
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| Research by firms that collect data and sell the results in the form of reports eg Gartner Reports, Forrester Research... |
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| Research method that uses traces of evidence to analyze consumer behavior (rather than using a survey form). Some examples are looking at a person's garbage, looking at e-commerce site's web server logs, refrigerator or pantry checks. |
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| The extent to which research (and survey questions) actually measure what it was intended to measure. |
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