Marketing Chapter 9

Front 1

The Marketing Research Process

Back 1

1) Define Problem
2) Plan Design/Gather Data
3) Specify Sampling Procedure
4) Collect Data
5) Analyze Data
6) Prepare/Present Report
7) Follow Up

Front 2

Marketing information

Back 2

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

Front 3

Decision support system (DSS)

Back 3

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

Front 4

Database marketing

Back 4

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

Front 5

Marketing research

Back 5

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

Front 6

Marketing research problem

Back 6

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

Front 7

Marketing research objective

Back 7

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

Front 8

Management decision problem

Back 8

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

Front 9

Secondary data

Back 9

Data previously collected for any purpose other than the one at hand

Front 10

Marketing research aggregator

Back 10

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

Front 11

Research design

Back 11

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

Front 12

Primary data

Back 12

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

Front 13

Survey research

Back 13

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

Front 14

Mall intercept interview

Back 14

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

Front 15

Computer-assisted personal interviewing

Back 15

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 16

Computer-assisted self-interviewing

Back 16

An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer

Front 17

Central-location telephone facility (CLT)

Back 17

A specially designed phone room used to conduct telephone interviewing

Front 18

Executive interview

Back 18

A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services

Front 19

Focus group

Back 19

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

Front 20

Open-ended question

Back 20

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

Front 21

Closed-ended question

Back 21

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

Front 22

Scaled-response question

Back 22

A closed-ended question designed to measure the intensity of a respondent's answer

Front 23

Observation research

Back 23

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 24

Mystery shoppers

Back 24

Researchers posing as customers who gather observational data about a store

Front 25

Ethnographic research

Back 25

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

Front 26

Experiment

Back 26

A method a researcher uses to gather primary data

Front 27

Sample

Back 27

A subset from a larger population

Front 28

Universe

Back 28

The population from which a sample will be drawn

Front 29

Probability sample

Back 29

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

Front 30

Random sample

Back 30

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 31

Nonprobability sample

Back 31

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

Front 32

Convenience sample

Back 32

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

Front 33

Measurement error

Back 33

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

Front 34

Sampling error

Back 34

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

Front 35

Frame error

Back 35

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

Front 36

Random error

Back 36

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

Front 37

Field service firm

Back 37

A firm that specializes in interviewing respondents on a subcontracted basis

Front 38

Cross-tabulation

Back 38

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 39

Scanner-based research

Back 39

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 40

BehaviorScan

Back 40

A scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market

Front 41

InfoScan

Back 41

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

Front 42

Competitive intelligence (CI)

Back 42

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