Chapter 7 Vocab

Front 1

exploratory research

Back 1

qualitative not quantitative words not numbers, feelings and ideas

Front 2

descriptive research

Back 2

described in numbers

Front 3

explanatory research

Back 3

causal research, cause/effect and experiments

Front 4

consumer market insight

Back 4

in-depth understanding of customer behavior that is more qualitative that quantitative

Front 5

insight

Back 5

the act or result of apprehending the inner nature of things or of seeing intuitively

Front 6

marketing research

Back 6

the acquisition and analysis of information used to identify and define marketing opportunities the connect consumers to marketers

Front 7

applied research

Back 7

attempts to answers related to practical problems

Front 8

census

Back 8

a survey that collects responses for each member of the population

Front 9

closed-ended questions

Back 9

question that has specific survey answer choices available to respondents

Front 10

coding

Back 10

the numbering of the answer choices for each survey question

Front 11

ethnographic research

Back 11

a type of observational research where trained researches immerse themselves in specific consumer environment

Front 12

focus groups

Back 12

collections of a small number of individuals recruited by specific criteria with the purpose to discuss predetermined topics with qualified moderators

Front 13

internet research panel

Back 13

a collection of individuals who agree for some predetermine incentive to participate in questionnaires on a variety of topics as determined by the owner and manager of the panel

Front 14

measurement

Back 14

the process of quantifying how much of a variable's set of features or characteristics are possessed in another variable

Front 15

nonprobability sample

Back 15

a procedure where each member of a population does not have an equal chance or in some cases, any chance of being selected to a sample

Front 16

nonsampling error

Back 16

any bias that emerges in the study for any reason other that sampling error

Front 17

open ended question

Back 17

a question that allows for unrestritced survey

Front 18

population

Back 18

defined as the total group of individuals who meet the criteria that is being studied

Front 19

primary data

Back 19

information that is collected to address a current research question

Front 20

probability sample

Back 20

a procedure where each member of a population has a known and nonzero chance of possibly being selected to a sample

Front 21

pure research

Back 21

attempts to expand understanding of the unknown

Front 22

questionnaire

Back 22

an organized set of questions that researcher desires that respondents answer

Front 23

reliability

Back 23

level of consistency of a measurement

Front 24

research

Back 24

the studious inquiry or examination; especially: investigation or experimentation aimed at the discovery and and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws

Front 25

research design

Back 25

framework or plan for a study that guides the collection and analysis of the data

Front 26

research question

Back 26

the question the research is designed to answer

Front 27

sample

Back 27

defined as a specific part of the population that is selected to represent the population

Front 28

sample error

Back 28

refers to any differences between the sample results and the actual results that would emerge from a census of the population

Front 29

sample plan

Back 29

identifies who will be sample, how many people will be sampled, and the procedure that will be used for sampling

Front 30

sampling procedure

Back 30

involves selecting a probability sample or a nonprobability sample as a part of your sample plan

Front 31

secondary data

Back 31

information that has been previously collected for another purpose

Front 32

structured interviews

Back 32

serious of discussions held between a trained interviewer and individuals, on a one on one basis, recruited by specific criteria with the purpose to discuss predetermined topics

Front 33

syndicated research

Back 33

information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry

Front 34

validity

Back 34

strength of a conclusion

Front 35

marketing information system (MIS)

Back 35

series of steps that include collection, analysis and presentation of information for use in making marketing decisions

Front 36

cookies

Back 36

small files containing certain personal information that are sent from web servers to a consumers computer to be accessed the next time a consumer visits a particular web site

Front 37

competitive intelligence

Back 37

involves the systematic tracking of competitive actions and plans and is a significant activity within a business

Front 38

marketing decision support system

Back 38

the software and associated infrastructure that connects the marketing activity to company databases

Front 39

marketing intelligence system

Back 39

system that gathers, processes, assesses and makes available marketing information in a format that allows the marketing activity to function more effectively

Front 40

marketing research system

Back 40

collection of the results or marketing research conducted by a company