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| 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 conducted to clarify the characteristics of certain phenomena and thus solve a particular problem |
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| Research in which it is assumed that a particular variable X causes a variable Y |
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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 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>>>Should be looked for first because it is much easier to obtain since someone has already done the work needed |
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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 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 populaion being studied has a known chance of being selected for study |
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| A type of probability sampling in which all unites 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 commom 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 arbirarily choose participants from each group |
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| A research method in which respondents answer a questionaire sent through the mail |
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| A research method in which respondents' answers to a questionaire are recorded by interviewers on the phone |
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| A research method in which respondents answer a questionaire via email or 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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| In-home Interview (door to door) |
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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 interation when members are exposed to an idea or concept |
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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 survey |
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| Shopping Mall Intercept Interview |
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| A research method that involves interviewing a percentage of persons passing by "intercept" points in a mall |
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| A research method that attempts to maintain vertain variables while measuring the effects of experimental variables |
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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 (MIS) |
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Definition
| A framework for the management and structuring of inofrmation gathered regularly from sources inside and outside an organization |
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| Information provided by a single marketing research firm |
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| Marketing Decision Support System (MDSS) |
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| Customized computer software that aids marketing managers in decision making |
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| Purchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make profits |
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| Individuals or gourps that purchase a specific kind of product for resale, direct use in producing other products, or use in general daily operations |
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| Undifferentiated Targeting Strategy |
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| A strategy in which an organization defines an entire market for a particular product as its target market, designs a single marketing mix, and directs it at that market |
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| Homogeneous Market (thats you bd) |
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| A market in which a large proportion of customers have similar needs for a product |
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| Markets made up of individuals or organizations with diverse needs for products in a specific product class |
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| The process of dividing a total market into groups with relatively similar product needs to design a marketing mix that matches those needs |
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| Individuals, groups, or organizations with one or more similar characteristics that cause them to have similar product needs |
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| Concentrated Targeting Strategy |
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| A strategy in which an organization targets a single market segment using one marketing mix |
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| Differentiated Targeting Strategy |
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| A strategy in which an organization targets two or more segments by developing a marketing mix for each |
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| characteristics of individuals, groups, or organizations used to dividea market into segments |
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| the number of potential customers within a unit of land area |
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| Geodemographic Segmentation |
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| Marketing segmentation that clusters people in zip code areas and smaller neigborhood units based on lifestyle and demographic information |
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| An approach to market segmentation in which organizations focus precise marketing efforts on very small geographic markets |
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| The division of a market according to benefits that customers want from the product |
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| The total amount of a product that customers will purchase within a specified period at a specific level of industrywide marketing activity |
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| The maximum percentage of market potential that an individual firm can expect to obatin for a specific product |
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| Measuring company sales potential based on a general economic forecast for a specific period and the market potential derived from it |
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Definition
| Measuring company sales potential by estimating how much of a product a portential buyer in a specific geographic area will purchase in a given period, multiplying the estimate by the number of potential buyers, and adding the totals of all the geographic areas condsidered |
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| The amount of a product a company expects to sell during a specific period at a specified level of marketing activities |
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| Sales forecasting based on the intuition of one or more executives |
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| Customer Forecasting Survey |
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| A survey of customers regarding the types and quantities of products they intend to buy during a specific period |
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| Sales Force Forecasting Survey |
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| A survey of a firm's sales force regarding anticipated sales in their territories for a specified period |
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| Expert Forecasting Survey |
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| Sales forevasts prepard by experts such as economists, management consultants, advertising executives, college professors, or other persons outside the firm |
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| A procedure in which experts create initial forecasts, submit them to the company for averaging, and then refine the forecasts |
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| A forecasting method that uses historical sales data to discover patterns in the firm's sales over time and generally involves trend, cycle, seasonal, and random factor analyses |
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| An analysis that focuses on aggregate sales data over a period of many years to determine general trends in annual sales |
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| An analysis of sales figures for a period of three to five years to asertain whether sales fluctuate in a consistent, periodic mannter |
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| An analysis of daily, weekly, or monthly sales figures to evaluate the degree to which seasonal factors influence sales |
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| An analysis attempting to attribute erratic sales variation to random, nonrecurrent events |
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| A method of predicting sales based on finding a reltionship between past sales and one or more variables, such as population or income |
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| The decision processes and acts of people involved in buying and using products |
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| Buying behavior of people who purchase products from personal or household use and not for business purposes |
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| An individual's intensity of interest in a product and the importance of the product for that person |
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| Routinized Response Behavior |
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| A type of comsumer problem-solving process used when buying frequently purchased, low cost items that require very little search and decision effort |
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| A type of comsumer problem solving process that buyers use when purchasing products occasionally or when they need information about an unfamiliar brand in a familiar product category |
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| A type of comsuer problem solving process employed when purchasing unfamiliar, expensive, or infrequently bought products |
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| An unplanned buying behavior resulting from a powerful urge to buy something immediately |
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| Consumer Buying Decision Process |
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Definition
| A 5 stage purchase decision process that includes problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation |
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| An information search in which buyers search their memories for information about products that might solve their problem |
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| An information search in which buyers seek info from outside sources |
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| A group of brands that a buyer views as alternatives for possible purchase |
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| Objective and subjective characteristics that are important to a buyer |
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| A buyer's doubts shortly after a purchase about whether the decision was the right one |
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| Influences resulting from circumstances, time, and location that affect the consumer buying decision process |
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| Factors that partle determine people's general behavior, thus influencing their behacior as consumers |
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| The process of selecting, organizing, and interpreting information inputs to produce meaning |
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| Sensations recieved through the sense organs |
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| The process of selecing inputs to be exposed to our awareness while ignoring others |
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| An individual's changing or twisting of information when it is inconsistent with personal feelings or beliefs |
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| Remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not |
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| An internal energizing force that directs a person's behavior toward satisfing needs or achieving goals |
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| Maslow's Hierarchy of Needs |
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| The five levels of needs that humans seek to satisfy, from most to least important: physiological, safety, socal, esteem, self-actualization>>>not necessarily need to achieve in order |
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| Motives that influence where a person purchases products on a regular basis |
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| Changes in an individuals thought processes and behavior caused by information and experience |
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| An individual's enduring evaluation of, feelings about, and behavioral tendencies toward an object or idea |
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| Means of measuring consumer attitudes by gauging the intensity of individuals' reactions to adjectives, phrases, or sentences about an object |
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| A set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior |
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| Perception or view of oneself |
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| An individual's pattern of living expressed through activities, interests, and opinions |
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| The forces other people exert on one's buying behavior |
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| Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding people |
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| The process through which a person acquires the knowledge and skills to function as a consumer |
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| Any group that positively or negatively affects a person's values, attitudes, or behavior |
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| A reference group member who provides information about a specific sphere that interests reference group participants |
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| An open group of individuals with similar social rank |
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| The values, knowledge, beliefs, customs, objects, and concepts of a society |
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| A group of individuals whose characterisic values and behavior patterns are similar and differ from those of the surrounding culture |
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| Individuals or gourps that purchase a specific kind of product for resale, direct use in producing other products, or use in genereal daily operations |
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| Individuals and business organizations that purchase products to make profits by using them to produce other products or using them in their operations |
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| Intermediaries who buy finished goods and resell them for profit |
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| Federal, state, country, and local governments that buy goods and services to support their internal operations and provide products to their consituencies |
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| Organizations with charitable, educational, community, or other nonbusiness goals |
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| An arrangement unique to business marketing in which two organizations agree to buy from each other |
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| An initial purchase by an organization of an item to be used to perform a new job or solve a new problem |
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| A routine purchase of the same products by a business buyer |
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| A new-task purchase that is changed on subsequent orders or when the requirements of a straight rebuy purchase are modified |
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| Demand for industrial products that stems from demand for consumer products |
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| demand that is nor significantly altered by a price increase or decrease |
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| Demand involving the use of two or more items in combination to produce a product |
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| Business (Organizational) buying behavior |
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Definition
| The purchase behavior or producers, government units, institutions and resellers |
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| The people within an organization, including users, influencers, buyers, deciders, and gatekeepers, who make business decisions |
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| An evaluation of each component of a potential purchase |
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| A formal, systematic evaluation of current and protential vendors |
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| An organization decision to use several suppliers |
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| An organizations decision to use only one supplier |
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| Standard Industrial Classification (SIC) System |
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| The federal government system for classifying selected economic characteristics of industrial, commercial, financial, and service organizations |
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| North American Undustry Classification System (NAICS) |
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Definition
| An industry classification system that will generate comparable statistics among the United States, Canada, and Mexico |
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