Term
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Definition
| everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans |
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Term
| decision support system (DSS) |
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Definition
| an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions. |
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Term
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Definition
| the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns |
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Term
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Definition
| the process of planning, collecting, and analyzing data relevant to a marketing decision. |
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Term
| marketing research problem |
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Definition
| determining what information is needed and how that information can be obtained efficiently and effectively. |
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Term
| marketing research objective |
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Definition
| the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information |
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Term
| management decision problem |
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Definition
| a broad-based problem that uses marketing research in order for managers to take proper actions. |
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Term
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Definition
| data previously collected for any purpose other than the one at hand. |
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Term
| marketing research aggregator |
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Definition
| a company that acquires, catalogs, re formats, segments, and resells reports already published by marketing research firms |
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Term
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Definition
| 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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Term
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Definition
| information that is collected for the first time; are used for solving the particular problem under investigation. |
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Term
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Definition
| 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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Term
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Definition
| a survey research method that involves interviewing people in the common areas of shopping malls. |
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Term
| computer-assisted personal interviewing |
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Definition
| an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer |
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Term
| computer-assisted self-interviewing |
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Definition
| an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer |
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Term
| central-location telephone facility |
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Definition
| a specially designed phone room used to conduct telephone interviewing |
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Term
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Definition
| a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. |
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Term
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Definition
| seven to ten people who participate in a group discussion led by a moderator |
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Term
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Definition
| an interview question that encourages an answer phrased in the respondent's own words |
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Term
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Definition
| an interview question that asks the respondent to make a selection from a limited list of responses. |
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Term
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Definition
| a close-ended question designed to measure the intensity of a respondent's anser |
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Term
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Definition
| 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 |
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Term
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Definition
| researchers posing as customers who gather observational data about a store |
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Term
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Definition
| the study of human behavior in its natural context; involves observation of behavior and physical setting. |
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Term
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Definition
| a method a researcher uses to gather primary data |
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Term
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Definition
| a subset from a larger population |
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Term
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Definition
| the population from which a sample will be drawn |
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Term
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Definition
| a sample in which every element in the population has a known statistical likelihood of being selected |
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Term
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Definition
| 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. |
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Term
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Definition
| any sample in which little or no attempt is made to get a representative cross section of the population. |
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Term
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Definition
| 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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Term
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Definition
| an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process |
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Term
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Definition
| an error that occurs when a sample somehow does not represent the target population |
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Term
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Definition
| an error that occurs when a sample drawn from a population differs from the target population |
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Term
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Definition
| an error that occurs when the selected sample is an imperfect representation of the overall population |
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Term
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Definition
| a firm that specializes in interviewing respondents on a subcontracted basis |
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Term
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Definition
| 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 |
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Term
| unrestricted internet sample |
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Definition
| a survey in which anyone with a computer and internet access can fill out the questionnaire |
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Term
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Definition
| an internet sample with quotas based on desired sample characteristics |
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Term
| recruited internet sample |
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Definition
| a sample in which respondents are prerecruited and must qualify to participate. they are then e-mailed a questionnaire or directed to a secure website |
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Term
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Definition
| 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 |
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Term
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Definition
| a scanner-based research program that tracks the purchases of 3000 households through store scanners in each research market |
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Term
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Definition
| a scanner-based sales-tracking service for the consumer packaged-goods industry |
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Term
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Definition
| an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors |
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