Term
| An interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions |
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Definition
| Decision Support System (DSS) |
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| The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns |
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| the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information |
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Definition
| Marketing research objective |
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| a broad-based problem that uses marketing research in order for managers to take proper actions, broad and action oriented |
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Definition
| Management Decision Problem |
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| data previously collected for any purpose other than the one at hand |
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| a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms |
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Definition
| Marketing Research Aggregator |
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Term
| 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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| information that is collected for the first time; used for solving the particular problem under investigation |
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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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| a survey research method that involves interviewing people in the common areas of shopping malls |
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Definition
| Mall intercept interviews |
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Term
| an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer |
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Definition
| Computer assisted personal interviewing |
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Term
| aninterviewing 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 keys his or her answers into a computer |
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Definition
| Computer asssisted self interviewing |
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Term
| an interview question that encourages an answer phrased in the respondent’s own words |
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| an interview question that asks the respondent to make a selection from a limited list of responses |
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| a closed-ended question designed to measure the intensity of a respondent’s answer |
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| researchers posing as customers who gather observational data about a store |
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| a form of observation marketing research that uses dataminingcoupledwithidentifying Web surfers by their IP addresse |
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| the study of human behavior in its natural context; involves observation of behavior and physical setting |
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| anysample in which little or no attempt is made to get a representative cross section of the population |
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| a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher—for example, employees, friends, or relatives |
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| an error that occurs when a sample drawn from a population differs from the target population |
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| a scanner-based sales-tracking service for the consumer packaged- goods industry |
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