Marketing Chapter 8

Front 1

DATA MINING

Back 1

The extraction of hidden predictive information from large databases.

Front 2

DEPTH INTERVIEWS

Back 2

Detailed individual interviews with people relevant to a research project.

Front 3

ETHNOGRAPHIC RESEARCH

Back 3

Observational approach to discover subtle emotional reactions as consumers encounter products in their “natural use environments”.

Front 4

EXPERIMENT

Back 4

Obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

Front 5

FOCUS GROUPS

Back 5

Informal session of six to ten customers in which a discussion leader, or moderator, asks their opinions about the firm’s and its competitors’ products.

Front 6

INFORMATION TECHNOLOGY

Back 6

A computer and communication system to satisfy an organization's needs for data storage, processing, and access

Front 7

MARKETING RESEARCH

Back 7

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization’s marketing activities

Front 8

NONPROBABILITY RESEARCH

Back 8

Using arbitrary judgments to select the sample so that the chance of selecting a particular element may be unknown or zero.

Front 9

OBSERVATION

Back 9

Watching, either mechanically or in person, how people actually behave.

Front 10

PRIMARY DATA

Back 10

Facts and figures that are newly collected for the project.

Front 11

PROBABILITY SAMPLING

Back 11

Using precise rules to select the sample such that each element of the population has a specific known chance of being selected.

Front 12

SAMPLING

Back 12

Process of gathering data from a subset of a total population.

Front 13

SECONDARY DATA

Back 13

Facts and figures that have been recorded before the project at hand.

Front 14

SURVEY

Back 14

A research technique used to generate data by asking people questions and recording their responses to a questionnaire.