Marketing Exam Ii Ch 09

Front 1

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

Back 1

Marketing Information

Front 2

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

Back 2

Decision Support Systems (DSS)

Front 3

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

Back 3

Database Marketing

Front 4

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

Back 4

Marketing Research

Front 5

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

Back 5

Marketing Research Problem

Front 6

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

Back 6

Marketing Research Objective

Front 7

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

Back 7

Management Decision Problem

Front 8

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

Back 8

Secondary Data

Front 9

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

Back 9

Marketing Research Aggregator

Front 10

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

Back 10

Research Design

Front 11

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

Back 11

Primary Data

Front 12

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

Back 12

Survey Research

Front 13

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

Back 13

Mall Intercept Interview

Front 14

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

Back 14

Computer-Assisted Personal Interviewing

Front 15

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

Back 15

Computer-Assisted
Self-Interviewing

Front 16

A specially designed phone room used to conduct telephone interviewing.

Back 16

Central-Location Telephone (CLT) Facility

Front 17

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

Back 17

Executive Interview

Front 18

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

Back 18

Focus Group

Front 19

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

Back 19

Open-Ended Question

Front 20

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

Back 20

Closed-Ended Question

Front 21

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

Back 21

Scaled-Response Question

Front 22

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.

Back 22

Observation Research

Front 23

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

Back 23

Mystery Shoppers

Front 24

A form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses.

Back 24

Behavioral Targeting (BT)

Front 25

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

Back 25

Ethnographic Research

Front 26

A method a researcher uses to gather primary data.

Back 26

Experiment

Front 27

A subset from a larger population.

Back 27

Sample

Front 28

The population from which a sample will be drawn.

Back 28

Universe

Front 29

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

Back 29

Probability Sample

Front 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.

Back 30

Random Sample

Front 31

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

Back 31

Non-probability Sample

Front 32

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

Back 32

Convenience Sample

Front 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.

Back 33

Measurement Error

Front 34

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

Back 34

Sampling Error

Front 35

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

Back 35

Frame Error

Front 36

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

Back 36

Random Error

Front 37

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

Back 37

Field Service Firm

Front 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.

Back 38

Cross-Tabulation

Front 39

Media that consumers generate and share among themselves.

Back 39

Consumer-Generated Media (CGM)

Front 40

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.

Back 40

Scanner-Based Research

Front 41

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

Back 41

BehaviorScan

Front 42

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

Back 42

InfoScan

Front 43

A field of marketing that studies the body's responses to marketing stimuli.

Back 43

Neuromarketing

Front 44

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

Back 44

Competitive Intelligence (CI)