Marketing Chapter 8 : Decision Support Systems And Marketing Research

Front 1

Marketing Information

Back 1

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.

Front 2

Decision Support Systems (DSS)

Back 2

An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

Front 3

Database Marketing

Back 3

The creation of large computerized file of customers' and potential customers' profiles and purchase patterns.

Front 4

Marketing Research

Back 4

The process of planning, collecting, and analyzing data relevant to a marketing decision.

Front 5

Marketing Research Problem

Back 5

Determining what information is needed and how that information can be obtained efficiently and effectively.

Front 6

Marketing Research Objective

Back 6

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.

Front 7

Management Decision Problem

Back 7

A broad-based problem that uses marketing research in order for managers to take proper actions.

Front 8

Secondary Data

Back 8

Data previously collected for any purpose other that the one at hand.

Front 9

Marketing Research Aggregator

Back 9

A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

Front 10

Research Design

Back 10

Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.

Front 11

Primary Data

Back 11

Information that is collected for the first time; used for solving the particular problem under investigation.

Front 12

Survey Research

Back 12

The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes.

Front 13

Mall Intercept Interview

Back 13

A survey research method that involves interviewing people in the common areas of shopping malls.

Front 14

Computer-Assisted Personal Interviewing

Back 14

An interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer.

Front 15

Central-Location Telephone Facility (CLT)

Back 15

A specially designed phone room used to conduct telephone interviewing.

Front 16

Focus Group

Back 16

Seven to ten people who participate in a group discussion led by a moderator.

Front 17

Open-ended Question

Back 17

An interview question that encourages an answer phrased in the respondent's own words.

Front 18

Closed-Ended Question

Back 18

An interview question that asks the respondent to make a selection from a limited list of responses.

Front 19

Scaled-Response Question

Back 19

A closed-ended question designed to measure the intensity of a respondents answer.

Front 20

Observation Research

Back 20

A research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity.

Front 21

Mystery Shoppers

Back 21

Researchers posing as customers who gather observation data about a store.

Front 22

Ethnographic Research

Back 22

The study of human behavior in its natural context; involves observation of behavior and its physical setting.

Front 23

Experiment

Back 23

A method a researcher uses to gather primary data.

Front 24

Universe

Back 24

The population from which a sample will be drawn.

Front 25

Probability Sample

Back 25

A sample in which every element in the population has a known statistical likelihood of being selected.

Front 26

Random Sample

Back 26

A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.

Front 27

Nonprobablilty Sample

Back 27

Any sample in which little or no attempt is made to get a represenatative cross section of the population.

Front 28

Convenience Sample

Back 28

A form of nonprobablity sample using respondents who are convenient or readily accessible to the researcher - for example, employees, friends, or relatives.

Front 29

Measurement Error

Back 29

An error that occurs when there is a difference between the information desired by the research and the information provided by the measurement process.

Front 30

Sampling Error

Back 30

An error that occurs when a sample somehow does not represent the target population.

Front 31

Frame Error

Back 31

An error that occurs when a sample drawn from a population differs from the target population.

Front 32

Random Error

Back 32

An error that occurs when the selected sample is an imperfect representation of the overall population.

Front 33

Cross-Tabulation

Back 33

A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

Front 34

Unrestricted Internet Sample

Back 34

A survey in which anyone with a computer and Internet access can fill out the questionnaire.

Front 35

Screened Internet Sample.

Back 35

An internet sample with quotas based on desired sample characteristics.

Front 36

Recruited Internet Sample

Back 36

A sample in which respondents are prerecruited and must qualify to participate.They are then emailed a questionnaire or directed to a secure Web site.

Front 37

Scanner-Based Research

Back 37

A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

Front 38

BehaviorScan

Back 38

A scanner-based research program that tracks the purchases of 3.000 households through store scanners in each research market.

Front 39

InfoScan

Back 39

A scanner-based sales-tracking service for the consumer packaged-goods industry.

Front 40

Competitive Intelligence (CT)

Back 40

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.

Front 41

Field Service Firm

Back 41

A firm that specializes in interviewing respondents on a subcontracted basis.