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27 Cards in this Set
- Front
- Back
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What is marketing research?
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Links the customer and the public through information used to:
1. identify market opportunities 2. generate&evaluate marketing actions 3. monitor marketing performance 4. improve understanding of marketing process. |
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What is the marketing research process?
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To generate useful, timely, and cost-effective information.
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What are the 3 marketing research designs?
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1. exploratory designs
2. descriptive designs 3. causal designs |
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What are marketing research designs?
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General strategies or plans of action for addressing the research problem and the data collection and analysis problem.
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What is exploratory research carried out for?
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To satisfy the researcher's desire for better understanding.
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What is descriptive research?
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Directed by one or more formal research questions or hypotheses. Typically a survey or questionaire is administered.
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What is an example of causal research?
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Experiments in which researchers manipulate independent variables and then observe or measure the dependent variable.
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What is primary data?
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Data collected specifically for a particular reserch problem, such as survey data or polls.
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What is secondary data?
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Data readily collected for some other purpose and are available from a variety of sources.
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How is scanner data obtained?
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From Universal Postal Codes(UPC) information read in grocery stores. They provide timely information on actual purchase behavior.
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How do they produce single-source data?
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Developed proprietary systems combine information on product purchasing behavior with TV viewing behavior.
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What is a focus group?
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Comprised of 8-12 individuals led by a moderator in a focused, in-depth discussion on a specific topic.
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What is the positive side of telephone surveys?
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They are relatively cost-effective, a large number of them can be conducted over a wide geographical area & can be done quickly.
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What are mail surveys?
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Surveys sent through the mail that can obtain a large geographical market and are less expensive than other methods.
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What are personal interviews?
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One-on-one interactions between a costomer and the researcher.
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What are errors in question design?
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When the questions asked in the survey aren't unambiguous, concise, and unbiased.
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What are the two sample designs?
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1. probability sampling
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What are the two sample designs?
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1. probability sampling
2. nonprobability sampling |
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What is involed in probability sampling?
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Each person or unit in the population has a known, nonzero chance of being selected by some objective procedure.
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What is a nonprobability sampling?
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The selection of a sample is based on the judgement of the researcher or field worker.
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What is the sampling frame?
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the outline or working description of the population used in sample selection.
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What is the sample size based on?
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A combination of facors: the anticipated response rate, the variability of the data, cost and time, and the desired level of percision.
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What must firms operating globally understand?
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That cultural and economic differences between countries adds a layer complexity.
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What is validity?
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The extent to which the measures truly assess the concepts from being studied.
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What reliability?
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The consistancy of responses to the extent which measurements resulats are reproducable.
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What is a marketing decision support system(MDSS)?
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All activities and computerized elements used to process information relevant to marketing decisions.
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What is database collection?
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The collection and use of individual customer-specific information to make marketing more efficient.
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