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the process of planning, collecting, and analyzing data relevant to a marketing decision
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| determining what information is needed and how that information can be obtained efficiently and effectively. |
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| Management Decision Problem |
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a broad-based problem that uses marketing research in order for managers to take proper actions
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data previously collected from any purpose other than the one at hand
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specifies which research questions must ne answered, how and when the data will be gathered and how the data will be analyzed
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- the most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, options 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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a type of survey that involves interviewing business people at their offices concerning industrial products or services
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- seven to ten people who participate in group discussion led by a moderator
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- an interview question that encourages an answer phrased in respondent’s own words
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and interview question that asks the respondent to make a selection from a limited list of responses |
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a close-ended question designed to measure the intensity of a respondent’s answers
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| a research method that relies on four types of observation: people watching people, people watching and activity, machines watching people and machines watching an activity |
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researchers posing as customers who gather observational data about a store
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- the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data
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the study of human behavior in its natural context; involves observation of behavior and physical setting
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a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable
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| a subset from a larger population |
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| the population from which a samples will be drawn |
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| a sample in which every element in the population has known statistically likelihood of being selected |
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| any sample in which little or no attempt is made to get a representative cross selection of the population |
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| an error that occurs when a sample somehow does not represent the target population |
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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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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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(CI) an intelligence system that helps managers assesses their completion and vendors in order to become more efficient and effective competitors
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