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Definition
| Research designed to verify insights through objective procedures and to help marketers in making decisions |
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| Small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm’s products and other elements of its marketing strategy |
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| A collection of information arranged for easy access and retrieval |
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| Research conducted to clarify the characteristics of certain phenomena to solve a particular problem |
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| Research that allows marketers to make causal inferences about relationships |
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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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Definition
| An interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interaction when members are exposed to an idea or a concept |
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Definition
| An informed guess or assumption about a certain problem or set of circumstances |
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| in-home (door-to-door) interview |
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Definition
| A personal interview that takes place in the respondent’s home |
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Definition
| A research method in which respondents answer a questionnaire sent through the mail |
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| marketing decision support system (MDSS) |
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Definition
| Customized computer software that aids marketing managers in decision making |
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| marketing information system (MIS) |
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Definition
| A framework for managing and structuring information gathered regularly from sources inside and outside the organization |
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Definition
| 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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Definition
| 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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| on-site computer interview |
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Definition
| A variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor |
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Definition
| A research method in which respondents answer a questionnaire via e-mail or on a website |
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| personal interview survey |
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Definition
| A research method in which participants respond to survey questions face-to-face |
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Definition
| All the elements, units, or individuals of interest to researchers for a specific study |
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| Data observed and recorded or collected directly from respondents |
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Definition
| A type of sampling in which every element in the population being studied has a known chance of being selected for study |
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Definition
| A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group |
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Definition
| A form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place |
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Definition
| A condition that exists when a research technique produces almost identical results in repeated trials |
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Definition
| An overall plan for obtaining the information needed to address a research problem or issue |
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Definition
| A limited number of units chosen to represent the characteristics of a total population |
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Definition
| The process of selecting representative units from a total population |
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Definition
| Data compiled both inside and outside the organization for some purpose other than the current investigation |
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Term
| shopping mall intercept interview |
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Definition
| A research method that involves interviewing a percentage of individuals passing by “intercept” points in a mall |
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Definition
| Information provided by a single marketing research firm |
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Term
| statistical interpretation |
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Definition
| Analysis of what is typical and what deviates from the average |
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Definition
| A type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group |
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| telephone depth interview |
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Definition
| An interview that combines the traditional focus group’s ability to probe with the confidentiality provided by telephone surveys |
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Definition
| A research method in which respondents’ answers to a questionnaire are recorded by an interviewer on the phone |
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Definition
| A condition that exists when a research method measures what it is supposed to measure |
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