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17 Cards in this Set

  • Front
  • Back

marketing research

a set techniques and principles for systematically collecting, recording , analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas.

secondary data

pieces of information that have already been collected form other sources and are readily available

primary data

collected to address specific research needs

sample

a group of customers who represent the customers of interest in research study

syndicated data

data available for a fee from commercial research firms such as Information Resources Inc ( IRI), National Purchase Dairy Panel, ACNielsen


data warehouse

large computer files that stores millions and even billions of pieces of individual data



data mining

the use of variety of statistical analysis tools to uncover previously unknown patterns in the data stored in databases or relationships among variables

churn

the number of consumers who stop using a product or service, divided by the average number of consumers of that product or service


qualitative research

informal research methods, including observation, following social media sites, in-depth interviews, focus groups, and projective techniques

quantitative research

structured responses that can be statistically tested to confirm insights and hypotheses generated via qualitative generated


observation

an exploratory research method that entails examining purchases and consumption behavior through personal or video camera scrutiny


sentiment mining

data gathered by evaluating customer comments posted through social media sites such as FB or twitter

in-depth interview

exploratory research technique in which trained researchers ask questions, listen to and record the answers, and the pose additional questions to clarify or expand on particular issue


unstructured questions

open-ended questions that allow respondents to answer in their own words

structured questions

closed ended questions for which a discrete set of response alt. or specific ans are provided for respondents to evaluate


experimental research

conclusive & quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable



biometric data

digital scanning of physiological or behavioral characteristics of individuals as a mean of identification