Real People Real Choices 4

Front 1

Marketing information system

Back 1

A process that determines what information marketing managers need and then gathers, sorts, analyzes, stores,and distributes relevant and timely marketing information to system users

Front 2

Intranet

Back 2

An internal corporate communication network that uses internet technologies to link company departments, employees, and databases

Front 3

Marketing Intelligence system

Back 3

A method by which marketers get information about everyday happeings in the marketing environment

Front 4

Scenario

Back 4

Possible future situation that futurists use to assess the likely impact of alternative marketing strategies

Front 5

Marketing Research

Back 5

The process of collecting, analyzing, and interpreting date about customers, competitors, and the business environment in order to improve marketing effectiveness

Front 6

Syndicated reseatch

Back 6

Research by firms that collect date on a regular basis and dell the reports to multiple firms

Front 7

Custom Research

Back 7

Research conducted for a single firm to provide specific information its managers need

Front 8

Marketing decision support system

Back 8

The date, analysis software, and interactive software that allow managers to conduct analyses and find the information they need

Front 9

Data Mining

Back 9

Sophisticared analysis techniques to take advantage of the massive amount of transaction information now available

Front 10

Research Design

Back 10

A plan the specifies what information marketers will collect and what type of study they will do

Front 11

Secondary Data

Back 11

Data that have been collected for some purpose other than the problem at hand

Front 12

Primary Data

Back 12

Data from research conducted to help in making a specific decision

Front 13

Exploratory research

Back 13

A technique that marketers use to generate insight for future, more rigorous studies

Front 14

Consumer Interview

Back 14

One on One discussion between a consumer and a researcher

Front 15

Focus Group

Back 15

A product oriented discussion amount a small group of consumers led by a trained moderator

Front 16

Prohective technique

Back 16

A test that marketers use to explore people underlying feelings about a product especially appropriate when consumers are unable or unwilling to express their true reaction

Front 17

Case study

Back 17

A comprehensive examination of a particular firm or organization

Front 18

Ethnographic study

Back 18

A detailed report of people in their own homes or communities

Front 19

Descriptive research

Back 19

A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations

Front 20

Cross sectional design

Back 20

A type of descriptive technique that involves the systematic collection of quantitative information

Front 21

Longitudinal design

Back 21

A design that tracks the responses of the same sample of respondents over time

Front 22

Casual Research

Back 22

A teachnique that attempts to understand cause and effect relationships

Front 23

Experiment

Back 23

A technique that test prespecified relationships among variables in a controlled environment

Front 24

Telemarketing

Back 24

The use of the telephone to sell directly to consumers and business customers

Front 25

Mall Intercept

Back 25

A study in which researchers recruit shoppers in malls or other public areas

Front 26

Unobtrusive measure

Back 26

measuring traces of physical evidence that remain after some action has been taken

Front 27

Validity

Back 27

THe extent to which research actually measures what it intended to measure

Front 28

Reliability

Back 28

The extent to which consumers in a study are similar to a larger group in which the organization has an intrest

Front 29

Sampling

Back 29

The process of selecting respondents for a study

Front 30

Cookie

Back 30

Text file inserted by a web site sponsor into a web surfer hard drive that allows the site to track the surfers moves

Front 31

Probability sample

Back 31

A sample in which each member of the population has some known chance of being included

Front 32

Nonprobability sample

Back 32

A sample in which personal judgement is used in selecting respondents

Front 33

Convenience sample

Back 33

A nonprobability sample composed of individuals who just happen to be available when and where the date are being collected

Front 34

Back Translation

Back 34

The process of translating material to a foreign language and then back to the original language