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| The systematic design, collection, interpretation, and reporting of information, 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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| Reasearch conducted to gather more information about a problem or to make a tenative hypothesis more specific |
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| Research designed to verify insights through obejetive procedures and to help marketers in making decisions |
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| Research conducted to clarify the characteristics of certain phenomena and thus solve a particular problem |
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| Research that allows marketers to make causal inferences about relationships |
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| A condition existing when a research technique produces almost identical results in repeated trials |
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| A condition existing when a research method measures what it is supposed to measure |
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| Data observed and recorded 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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| Al 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 the population |
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| The process of selecting representative units from a total population |
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| A sampling technique in which every element in the population being studied has a known chance of being selected for study |
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| A type of probability sampling in which all units in a population have an equal chance of appearing in a sample |
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| A type of probability sampling in which the population is divided into groups according to a common attribute, and a random sample is then 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 interviewers 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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| personal-interview survey |
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| A research method in which participants respond to survey questions face to face |
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| A personal interview that takes place in the respondent's home |
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| A research method involving observation of group 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 marketing strategy |
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| telephone depth interview |
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| 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 interviews |
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| A research method taht involves interviewing a percentage of persons passing by "intercept" points in a mall |
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| statistical interpretation |
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| Analysis of what is typical or what deviates from the average |
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| marketing information system |
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| A framework for the management and structuring of information gathered regularly from sources inside and outside the organization |
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| Information provided by a single marketing research firm |
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| marketing decison support system |
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| Customized computer software that aids marketing managers in decision making |
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