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40 Cards in this Set

  • Front
  • Back
marketing information
everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
decision support system (DSS)
an interactive, flexible, computerized information that enables managers to obtain and manipulate info as they are making decsions
database mktg
the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
marketing research
the process of planning, collecting, and analyzing data relevant to a mktg decision
mktg research problem
determining what info is needed and how that info can be obtained efficiently and effectively
mktg research objective
specific info needed to solve a mktg research problem; the objective should be to provide insightful decision-making info
management decision problem
a broad-based problem that uses mktf research in order for managers to take proper actions
secondary data
data previously collected for any purpose other than the one at hand
mktg research aggregator
a company that acquires, catalogs, reformats, segments, and resells reports already published by mktg research firms
research design
specifies which research questions will be answered, how and when the data will be gathered, and how the data will be analyzed
primary data
information that is collected for the first time used for solving the particular problem under investigation
survey research
the most popular technique for fathering primary data, in whcih a researcher interacts with people to obtain facts, opinions, and attitudes
mall intercept interview
a survey research method that involves interviewing people in the common areas of shopping malls
computer-assisted personal interviewing
method in which the interviewer reads the questions from a computer screen and enters the respondents data directly into the computer
computer-assisted self 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
central-location telephone facility
a specifically designed phone room used to conduct telephone interviewing
executive interview
survey that involves interviewing businesspeople at their offices concerning industrial products or services
focus group
seven to ten people who participate in a group discussion led by a moderator
open-ended question
an interview question that encourages an answer phrased in the respondents own words
close-ended question
an interview question that asks the respondent to make a selection from a limited list of responses
scaled-response question
closed-ended question designed to measure the intensity of a respondents answer
observation research
1) method that relies on four types of observations
a) people watching people
b) people watching an activity
c) machines watching people
d) machines watching an activity
mystery shoppers
researchers posing as customers who gather observational data about a store
ethnographic research
study of human behavior in its natural context; involves observation of behavior and physical setting
experiment
method used to gather primary data
sample
subset from larger population
universe
the population from which a sample will be drawn
probability sample
sample in which every element in the population has a known statistical likelihood of being selected
random sample
arranged so that every element of population has an equal chance of being selected to participate
nonprobability sample
little or no attempt is made to get a representative cross section of the population
convenience sample
form of nonprofitability sample using respondents who are convenient or readily accessible to the researcher-- for example, employees, friends, or relatives
measurement error
occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
sampling error
occurs when the sample somehow does not represent the target population
frame error
occurs when sample drawn from population differs from target population
random error
selected sample is an imperfect representation of the overall population
field service firm
specializes in interviewing respondents on a subcontracted basis
cross-tabulation
method of analyzing data that allows analyst to look at responses to one question and compare that to one or more other questions
scanner-based research
a system for gathering info from a single group of respondents by continually montioring the advertising, promotion and pricing they are exposed to and the thing they buy
BehaviorScan
a scnner-based research program that tracks the purchases of 3,000 households through store scanners in each research mkt
InfoScan
scanner-based sales-tracking service for the consumer packaged-goods industry