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Definition
| Application of the scientific method in searching for the truth about marketing phenomena. |
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| Applied Marketing Research |
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Definition
| Research conducted to address a specific marketing decision for a specific firm or organization |
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| Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. |
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| The way researchers go about using knowledge and evidence to reach objective conclusions about the real world. |
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| Describes a firm that prioritized decision making in a way that emphasizes technical superiority in the product. |
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| Describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions |
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| A central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process |
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| Corporate culture existing for firms adopting the marketing concept. It emphasizes customer orientation, long term profits, and a cross functional perspective |
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Definition
| Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer |
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| Communicates the idea that a major goal of marketing is to build long term relationships with the customers contributing to the firm's success |
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| Business Philosophy that has much in common with the marketing concept |
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Definition
| Refers to information describing the demographic profile of consumers in a particular geographic region. |
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| Involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints |
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Definition
| Network of interdependent institutions that perform the logistics necessary for consumption to occur |
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| Channel of distribution, link between suppliers and consumers |
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Definition
| Communication function of the firm responsible for informing and persuading buyers |
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Definition
| Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions |
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| Integrated Marketing Communication |
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Definition
| All promotional efforts should be coordinated to communicate a consistent image |
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Definition
| Effects of various combination of marketing mix elements on import outcomes |
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Definition
| The management and monitoring the entire process by which consumers receive benefits from a company |
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| Performance -monitoring research |
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Definition
| Refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity |
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Definition
| Quantitative ways of monitoring and measuring marketing performance |
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| Culturally Cross-Validate |
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Definition
| To verify that the empirical findings from one culture also exist and behave similarly in another culture |
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Definition
| Facts or recorded measures of certain phenomena (things) |
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Definition
| Data formatted to support decision making or define the relationship between two facts |
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Definition
| The subset of data and information that actually has some explanatory power enabling effective decisions to be made |
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Definition
| The characteristics of data reflecting how pertinent these particular facts are to the situation at hand |
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Definition
| Having the right amount of information |
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Term
| Global Information System |
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Definition
| An organized collected of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activity |
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Term
| Decision Support System (DSS) |
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Definition
| A computer-based system that helps decision makers confront problems through direct interaction with databases and analytical software programs |
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| Customer Relationship Management (CRM) |
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Definition
| Part of the DSS that addresses exchanges between the firm and its customers |
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Definition
| A collection of raw data arranged logically and organized in a a form that can be stores and processed by a computer |
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Definition
| The process allowing important day to day operational data to be stored and organized for simplified access |
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| Proprietary Marketing Research |
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Definition
| The gathering of new data to investigate specific problems |
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Definition
| The accumulated records resulting from point of sale data recording |
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Definition
| Companies that put together consortia of data sources into packages that are offered to municipal, corporate and universal libraries for a fee |
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Definition
| Parties that furnish information on the world wide web |
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| Uniform Resource Locator (URL) |
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Definition
| A web site address that Web browsers recognize |
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Definition
| A computerized directory that allows anyone to search the world wide web for information using a keyword search |
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Definition
| Takes place as the search engine searches through millions of web pages for documents containing the keywords |
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Definition
| Entails all information gathering designed to detect changes in the external operating environment of the firm |
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Definition
| Consumers request information from a web page and the browser then determines a response, the consumer is essentially asking for the data |
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Definition
| Sends data to a user's computer without a request being made software is used to guess what information might be interesting to consumers based on the pattern of previous responses |
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Definition
| Software capable of learning an internet user's preferences, and automatically searching out information in selected web sites and then distributing it |
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Definition
| Small data files that a content provider can save onto the computer of someone who visits its web sites |
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Definition
| A company's private data network that uses Internet standards and technology |
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Definition
| COnducted to clarify ambiguous situations of discover ideas that may be the potential business opportunities |
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Definition
| Observable cues that serve as a signal of a problem because they caused by that problem |
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Definition
| Describes characteristics of objects, people, groups, organization, or environments, tries to "paint a picture" of a given situation |
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Definition
| Seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products |
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Definition
| Allows casual inferences to be made, seeks to identify cause and effect relationships |
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Definition
| A Conclusion that when one thing happens, another specific thing will follow |
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Definition
| One of three criteria for causality, deals with the time order of events - the cause must occur before the effect |
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Definition
| One of three criteria for causality occurs when two events "covary," meaning they vary systematically |
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Definition
| One of three criteria for causality; means any covariation between a cause and an effect is true and not simply due to some other variable |
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Definition
| Carefully Controlled Study in which the researchers manipulates a proposed cause and observes any corresponding change in the proposed effect |
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| Represents the proposed cause which the researcher controls by manipulating its value |
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| Means that the researcher alters the level of the variable in specific increments |
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| The goals to be achieved by conducting research |
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| Term used often in consulting to describe research objectives to a research client |
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Definition
| A directed search of publishes works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand |
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Definition
| A small-scale research project that collects data from respondents similar to those to be used in the full study |
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| A small scale study in which the results are only preliminary and intended only to assist in design of a subsequent study |
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Definition
| A small group discussion about some research topic led by a moderator who guides discussion among the participants |
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| A formal, Logical explanation of some events that includes predictions of how things relate to one another |
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| A formal statement explaining some outcome |
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| Means that something has been examined against reality using data |
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Definition
| A master plan that specifies the methods and procedures for collecting and analyzing the needed information |
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Definition
| A research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way |
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Definition
| Involves any procedure that draws conclusions based on measurements of a portion of the population |
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| Methods in which research respondents do not have to be disturbed for data to be gathered |
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| The application of reasoning to understand the data that have been gathered |
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Definition
| A single study that addresses one or a small number of research objectives |
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Definition
| Numerous related studies that come together to address multiple related research objectives |
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Definition
| An independent research firm contracted by the company that actually will benefit from the research |
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Definition
| Research performed by employees of the the company that will benefit from the research |
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Term
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Definition
| Commercial providers of marketing research services |
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Term
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Definition
| A marketing research supplier that provides standardized information for many clients in return for a fee |
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Term
| Standardized Research Service |
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Definition
| Companies that develop a unique methodology for investigating a business specialty area. |
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Definition
| Research projects that are tailored specifically to a client's unique needs |
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Definition
| The application of morals to behavior related to the exchange behavior |
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Definition
| Principles that reflect beliefs about what is ethical and what is unethical |
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Definition
| Refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications |
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| A term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action. This way of thinking rejects absolute principles in favor of situation-based evaluations |
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Definition
| A term that reflects the degree to which one bases one's morality on moral standards |
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Term
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Definition
| When an individual understands what the researcher wants him or her to do and consents to the research study |
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Term
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Definition
| The information involved in a research will not be shared with others |
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Definition
| A false experimental effect used to create the perception that some effect has been administered |
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Term
| Human Subjects Review Committee |
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Definition
| Carefully reviews proposed research design to try to make sure that no harm can come to any research participant. Other wise known as an Institutional Review Board or IRB |
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| Institutional Review Board |
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Definition
| Another name for a human subjects review committee |
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Term
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Definition
| Research undertaken to support a specific claim in a legal action or represent some advocacy group |
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Definition
| Conducted not to gather information for marketing decisions but to bolster a point of view and satisfy other needs |
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Definition
| Telemarketing under guise of research |
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Definition
| Occurs when one researcher works for two competing companies |
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Term
| Qualitative Marketing Research |
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Definition
| Research that addresses marketing through tecniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement, its focus is on discovering true inner meanings and new insights |
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Definition
| Research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience |
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| Quantitative Marketing Research |
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Definition
| Marketing research that addresses research objectives through empirical assessments that involve numerical measurement and analysis |
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Definition
| Results are researcher dependent, meaning different researchers may reach different conclusions based on the same interview |
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Definition
| Data that are not characterized by numbers, and instead are textual, visual, or oral |
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Definition
| Represent phenomena by assigning numbers in an ordered and meaningful way |
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Definition
| Frequently performed type of exploratory research representing many similar research procedures all having the same purpose: to screen new, revised or repositioned ideas |
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Definition
| Philosophical Approach to studying human experiences based on the ideas that human experience itself is inherently subjective and determined by the context in which people live |
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Definition
| Philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live |
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Definition
| Refers to a text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher |
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Definition
| Represents ways of studying cultures through methods that involve becoming highly active within that culture |
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Definition
| Ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations |
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Definition
| Inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records |
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Definition
| Documented historuy of a particular person, group, organization, or event |
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Definition
| Identified by the frequency with which the same term arises in the narrative description |
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Definition
| An unstructured, free-flowing interview with a small grouop if around 6-10 people / Focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents |
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Definition
| A procedure in whiuch one respondent stimulates thought among the others; as this process continues, increasingly creative insights are possible |
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Definition
| A person who leads a focus group inteview and ensures that everyone gets a chance to speak and contribute to the discussion |
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Definition
| A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic |
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Definition
| A particular approach to probing asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, the benefit level, and the value or motivation levl. Laddering is based on the classical repertory grid approach. |
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Definition
| An interview technique that tries to draw deeper and more elbaorate explananations from the discussion |
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| Free-association techniques |
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Definition
| Record respondents' first cognitive reactions to some stimulus |
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Definition
| The researcher's descriptions of what actually happens in the field |
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Term
| Thematic Apperception Test (TAT) |
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Definition
| A test that presents subjects with an ambiguous picture in which consumers and products are the center of attention |
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Definition
| A version of the TAT using a cartoon drawing in which the respondent suggests a dialogue in which the characters might engage |
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Definition
| An indirect means of questioning enabling respondents to project belifs and feelings onto a third party, an inanimate object or a task situation |
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Definition
| Focus groups outline that includes written introductory comments informing the group about the focus group purpose and the rules and then outlines topics or questions to be addressed in the group section |
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Definition
| Consist of multimedia content such as audio or video that is made available in real time over the Internet or a corporate intranet |
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Definition
| A qualitative research effort in which a group of individuals provides unstructured comments by entering their remarks into an electronic Internet display board of some type |
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Definition
| A type of informal focus group established as an internet blog for the purpose of collecting qualitative data from particpant comments |
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Definition
| Something is intersubjectivly certifiable meaning the same conclusion would be reached based on another researcher's interpretatuib of the research or by independently duplicating the research procedures |
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Definition
| Data that have been previously collected for some purpose other than the one at hand |
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Definition
| The process of changing the original form of the data to a format suitable to achieve the research objective, also called data transformation |
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Definition
| The comparison of data from one source with data from another source to determine the similarity of independent projects |
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Definition
| Observation and analysis of trends in industry volume and brand share over time |
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Definition
| The use of secondary data to help specify relationships between two or more variables can involve the development of descriptive or predictive equations |
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Definition
| Techniques that use secondary data to select the best location for retail or wholesale operations |
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| Index of retail saturation |
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Definition
| A calculation that desribes the relationship between retail demand and supply |
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Definition
| Use of powerful computers to dig through volumes of data to discover patterns about an organization's customers and products; applies to many different forms of analysis |
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Definition
| A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information |
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Definition
| A form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information |
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Definition
| Involves Mining data to look for patterns identifying who is likely to be a valuable customers |
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| Internal and Proprietary Data |
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Definition
| Secondary data that originate inside the organization |
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Definition
| Data created, recorded, or generated by an entity other than the researcher's organization |
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Definition
| Diverse types of data offered by a single company, usually integrated on the basis of a common variable such as a geographic area or store |
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Definition
| A more formal term for a survey |
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Definition
| Statistical fluctuation that occurs because of chance variation in the elemejts selected for a sample |
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Definition
| Error resulting from some perfect aspect for the research design that causes respondent error or from a mistake in the execution of the research |
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Definition
| Persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter |
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Definition
| A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias |
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Definition
| A tendency for respondents to agree with all or most questions asked of them in a survey |
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Definition
| A category of response bias that results because some individuals tend to use extremes when responding to questions |
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Definition
| A responses bias that occurs because the presence of the interviewer influences respondent's answers |
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Definition
| Bias in responses causes by respondent's desire, either conscious or unconscious, to gain prestige or appear in a different role |
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Definition
| An adminastrative error causes by improper sample design or sampling procedure execution |
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| Interactive Survey Approaches |
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Definition
| Communication that allows spontaneous two-way interaction between the interviewer and the respondent |
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| Noninteractive survey approaches |
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Definition
| Two way communication by which respondents give answers to static questions |
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Definition
| Failure of a respondent to provide an answer to a survey question |
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Definition
| Attempts to recontact individuals selected for a sample who were not available initially |
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| Central Location Interviewing |
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Definition
| Telephone Interviews conducted from a central location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively |
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Definition
| The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey. |
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Definition
| A small box character (box or button) that can be inserted into a word processing or Javascript document that allows a respondent to indicate a choice with a check mark or X |
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