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| the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives |
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| a business philosophy based on consumer orientation, goal orientation, and systems orientation |
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| the identification of and focus on the people or firms most likely to buy a product and the production of a good or service that will meet their needs most effectively |
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| a focus on the accomplishment of corporate goals; a limit set on consumer orientation |
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| the creation of systems to monitor the external environment and deliver the desired marketing mix to the target market |
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| the unique blend of product/service pricing, promotion, and distribution strategies designed to meet the needs of a specific target market |
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| the planning, collection, and analysis of data relevant to marketing decision making and the communication of results of this analysis to management |
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| the gathering and presentation of statements of fact |
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| the explanation of data or actions |
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| specification of how to use descriptive and diagnostic research to predict their results of a planned marketing decision |
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| management objective based on the principles that 1. the quality being delivered is that a level desired by the target market and 2. that level of quality must have a positive impact on profitability |
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| a plan to guide the longterm use of a firm's resources based on its existing and projected internal capabilities and on projected changes in the external environment |
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| research aimed at solving a specific, pragmatic problem-- better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making |
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| research aimed at the expanding the frontiers of knowledge rather than solving a specific, pragmatic problem |
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| research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies |
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| research done to asses program performance |
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| research used to test decision alternatives |
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| opportunity identification |
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| using marketing research to find and evaluate new opportunities |
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| studying the decision making environment within which the marketing research will take place |
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| preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied |
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| surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies |
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| discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem |
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| reviewing information from situations that are similar to the current one |
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| marketing research problem |
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| a statement specifying the type of information needed b y the decision maker to help solve the management decision problem and how that information can be obtained effectively and efficiently |
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| marketing research objective |
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| a goal statement, defining the specific information needed to solve the marketing research problem |
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| management decision problem |
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| a statement specifying the type of managerial action required to solve the problem |
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| a conjectural statement about a relationship between two or more variables that can be tested with empirical data |
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| the plan to be followed to answer the marketing research objectives |
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| research studies that answer the questions who, what, when, where, and how |
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| a symbol or concept that can assume any one of a set of values |
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| research studies that examine whether the value of one variable causes or determines the value of another variable |
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| a symbol or concept expected to be explained or influenced by the independent variable |
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| a symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable |
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| an appropriate casual order of events |
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| the the degree to which a presumed cause and a presumed effect occur or vary together |
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| a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables |
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| research in which an interviewer (expect in mail and internet surveys) interacts with respondents to obtain facts, opinions, and attitudes |
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| typically, descriptive research that monitors respondents' actions without direct interaction |
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| research to measure casuality, in which the researcher changers one or more independent variables and observes the effect of the changers on the dependent variable |
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| a subset of a population where every element in the population has a known nonzero chance of being selected |
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| a subset of a population in which the chances of selection for the various elements in the population are unknown |
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| an internal document used by large organizations that describes a potential research project, its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin |
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| request for proposal (RFP) |
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| a solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid |
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| a document developed, usually in response to an RFP, that presents the research objectives, research design, time line, and cost |
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| data that have been previously gathered |
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| new data gathered to help solve the problem under investigation |
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| a collection of related information developed from data within the organization |
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| marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix |
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| a text file placed on a user's computer in order to identify the user when she or he revisits the website |
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| a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data |
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| the use of statistical and other advances software to discover non-obvious patterns in a hidden database |
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| an internet site where people can read and post messages devoted to a specific topic |
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| marketing research aggregator |
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| a company that acquires, catalogues, reformats, segments, and resells reports already published by large and small marketing research firms |
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| geographic information system (GIS) |
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| computer-based system that uses secondary and/or primary data to generate maps that visually display various types of data geographically |
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| decision support system (DSS) |
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| an interactive, personalized information management system, designed to be initiated and controlled by individual decision makers |
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| research whose findings are not subject to quantification or quantitative analysis |
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| research that uses mathematical analysis |
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| group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept |
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| interaction among people in a group |
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| research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual feed |
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| person hired by the client to lead the focus group; this person should have a background in psychology or sociology o, at least, marketing |
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| written outline of topics to be covered during a focus group discussion |
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| moderator debriefing, offering a forum for brainstorming by the moderator and client observers |
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| focus groups conducted via the internet |
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| individual depth interviews |
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| one-on-one interviews that probe and elicit detailed answers to questions, often using nondirecctive techniques to uncover hidden motivations |
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| research that focuses on interpretation through conversations |
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| technique for tapping respondents' deepest feelings by having them project those feelings into an unstructured situation |
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| projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind |
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| sentence and story completion tests |
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| projective tests in which respondents complete sentences or stories in their own words |
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| projective test in which the respondent fills in the dialogue of one of two characters in a cartoon |
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| projective technique in which the respondent sorts photos of different types of people, identifying those people she or he feels would use the specified project or service |
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| projective technique in which respondents draw what they are feeling or how they perceive an object |
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| projective technique in which respondents are required to tell stories about their experiences--for examples, with a company or product; also known as the metaphor technique |
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| a projective technique in which the interviewer learns about respondents' feelings by asking them to answer for a third party, such as "your neighbor" or "most people" |
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