Marketing Research

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  1. Marketing research
    the systematic and objective identification, gollencion an danalysis dissmenination, and use of information that is undertaken to improve decision making related to indentifying and solving problems in marketing
  2. problem-identification
    research underatken to help identify problems that are not necessarily apparent or that are likely to arise in the future
  3. problem-solving research
    research undertaken to help solve specific marketing problems
  4. marketing research process
    a set of six steps that defines the tasks to be accomlished in conducsting a marketing research study: problem definiation developing an approach to the problem, research design formulation, fieldwork, data preperation and presentation
  5. competitive intelligence
    the process of enhancing marketplace competitiveness through the greater understanding of firms competitors and the competitice environment
  6. marketing research industry
    The marketing research industry consits of suppliers who provide marketing research services
  7. Internal supplier
    Marketing research departments located within a firm
  8. limited service suppliers
    companies that specialize in one or a few steps of the marketing research process
  9. Field services
    Companies whos primary service offering is their expertise in collecting data for research projects
  10. Focus groups and qualitative services
    services realted to facilities recruitment and other services for focus groups and other forms of qualitative research such as one on one depth interviews
  11. technical and analytical services
    servies related to design issues and computer analysis of quantitative data such as those obtained in large surveys
  12. External suppliers
    Outside marketing research companies hired to conduct complete marketing research project or a component of it
  13. Full service suppliers
    Companies that offer the full range of marketing research activities
  14. Sydicated servies
    Companies that collect and sell commone pools of data designed to server the informations needs of multiple clients
  15. Customized services
    companies that tailor research procedures to best meet the needs of each client
  16. internet services
    companies that speicalize in condusting research on the internet
  17. Decision support system
    an information system that enables decision makers to interact directly with both databases and analysis models. The important components of DS include hardware and a communication network, database, model base, software base and DSS user (money maker)
  18. Marketing information system
    a formalized set of procedures for generation, analyzing, storing and distributing pertinent information to marketing decision makers on an ongoing basis
  19. Problem Audit
    a comprehensive examination of a marketing problem to understand its origina and nature
  20. Problem Definition process
    The process of defining the management-decision problem and the marketing research problem
  21. Experience survey
    intervies with people knowledgeable about the general topic being investigated
  22. Key informant technique
    intervies with people knowledgeable about the gether topic being investigated
  23. Lead-user survey
    Serveys that involve obtaining inforamtion from the lead users of the technology
  24. secondary data
    data colected for some purpose other than the problem at hand
  25. Primary data
    data originated by the researcher to address the research problem
  26. Qualitative research
    an unstructeured exploratory research methodlogy based on the smalll samples intened to provide insight and understanding of the problem setting
  27. pilot surveys
    Surveys that tend to be less structured than large scale surveys in that they generally contain more open ended quetions and ht sample size is muc smaller
  28. Case studies
    involve in intensive examination of a few selected cases of the phenomenon of interes. Cases could be customers, stores, or other units
  29. Environmental context of the problem
    Factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decisino maker , buyer behavior, legal environment, economic, and marketing and tecnological skills of the firm
  30. objectives
    gaols of the organization and of the decision maker that must be constrained in order to conduct successful marketing research
  31. Buyer Behavior
    A body of knowledge that tries to understand and predict consumers reactions based on an inviduals specific charactersics
  32. Legal environment
    regulatory policies and norms within which organizations must operate
  33. economic environment
    The economic environment is composed of purchaseing power, gross income, disposable incom, discretionary income, prices, savings, credit availability and general economic conditions
  34. management decision problem
    the problem confronting the decision maker. It asks what the decision maker needs to do
  35. Marketing research problem
    The marketing research problem asks what information is needed how it can best be obtained
  36. Conceptual map
    A way to ling the broad statement of marketing research problem wit the managment decions problem
  37. Broad statement of the problem
    The initial statement of the marketing research problem that provides an appropriate perspective of the problem
  38. Specific components of the problem
    The second part of the marketing research problem definition. The specific components focus on the key aspests of the problem and provide clear guidelines on how to proceed
  39. Objective evidence
    Unbiased evidence that is supported by empirical findings
  40. Theory
    The conceptual scheme based on foundational statements, which are assumed to be true
  41. Analytical model
    An explicit specification of a set of variables and there interrealationships designed to represent some real system or process in whole or in part
  42. Verbal models
    Analytical models that provide a written representation of the relationships between variables
  43. Graphical models
    Analyical models that provide a visual picture of the relationships between variables
  44. Mathematical models
    Analytical models that explicitly describe the relationship between variables, ussually in equation form
  45. Reasearch questions
    refined statememts of the specific components of the problem
  46. Hypothesis
    An unproven statement or proposition about a factor or phenomenon that isof interest to the reseracher
  47. Reserach design
    A framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and or solve the marketing research problem
  48. exploratory research
    A type of research design that has as its primary objective the provision of insights into the comprehension of the problem situation confronting the researcher
  49. Conclusive research
    Research designed to assist the decision maker in determining evaluationg and selecting the best course of action for a given situation
  50. descriptive research
    A type of conclusive research that hs its major objective the description of something --usually market characteristics or fuctions
  51. survey
    an interview with a large number of respondents using a redesigned questionnaire
  52. longitudinal design
    A type of reserach design involving a fixed sample of population elements that is measure repeatedly. The sample remains the same over time. providing a series of picture that when viewed together, portray both the situation and the changes that are taking place
  53. panel
    A panel consits of a samle of responents generally households that have agreed to provide information at specified intervals over an extended period
  54. Causal research
    A type of conclusive research whose major objective is to obtain evidence regarding cause and effect relationships
  55. Causal Design
    A design in which the causal or independent variables are manipulated in a relatively controlled environment
  56. random sampling error
    the error due to the particular sample selected being an imperfect representation of the populatin of interest
  57. Nonsampling errors
    errors that can be attributed to sources other than sampling; they can be random or nonrandom
  58. budgeting and scheduling
    managemnt tools needed to help ensure that the marketing research project is completed within the available resources
  59. marketing research proposal
    Contains the essence of he project and serves as a contrac between the researcher and managment
  60. Secondary data
    data collected for some purpose other than the problem at hand
  61. internal data
    data avaliable witin the organization for which the research is being conducted
  62. External data
    data that originate external to the organization
  63. psycholographics
    Quantified psychological profiles of individuals
  64. data warehouses
    a centralized database that consolidates company-wide data from a variety of operational systems
  65. data mining
    techinques involving the use of powerful computers and advanced statistical and other softwar to analyze large datbases in order to discover hidden patterns in the data
  66. Customer relationship management
    a decision support system that is used for managing the interactions between an organization and its customers
  67. Database marketing
    the practice of using the CRM databases to develop relationships and highly targeted marketing efforts with individuals and customer groups
  68. geo visuals databases
    databases created by combining internal customers databases with geographic data as from the US census bureau and making use of appropriate computer mapping softwar
  69. geo-demographic coding
    involves merging internal customer data with external geographic demographic and lifestyle data on the same customers
  70. Syndicated servies
    information servies offered by marketing research organizations that provide informationfrom the common database to firms that suscribe to their services
  71. Computer mapping
    Maps that solve marketing problems called thematic maps. They combing geography with demographic infromation and a companys sales data or other proprietary informatioin and are generated by a computer
  72. sydicatied sources
    companies that collect and sell common pools of data designed to serve information needs shared by a number of clients including competing firms in the same industry
  73. periodic surveys
    Surveys that collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents
  74. Panal Surveys
    Surveys that measure the same group of respondents over time, but not necessarily on the same variables
  75. Psychographics
    quantified psychological profiles of individuals
  76. Lifestyle
    A distinctive patter of living that is described by the activies people engage in, the interests they have and the opinions they hold of themselves and the world aroud them (AIOs)
  77. purchase panels
    A data gathering techniquie in which respondents record their purchases in a diary
  78. Media panels
    A data gathering technique that involves samples of respondents whose television viewing behavior is automatically recorded by electronic devices, suppliementing the purchase information recorded in a diary
  79. scanner data
    Data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages
  80. Volume-tracking data
    Scanner tht provide information on purchases by brand, size, and flavor or formulation
  81. Scanner panels
    scanner data collect from the panel member who are issued an ID card that enables their purchases to be linked to their identities
  82. Scanner panels with cable TV
    The combination of a scanner panel with manipuation of the adertising that is being broadcast by cable TV companies
  83. audit
    a data collection process derived from physical records or inventory analysis. Data are collected personally by the reserachers or by respresentatives of the research and the data are baes upon counts ususally of physical objects
  84. industrial firms/organizations
    Secondary data derived from industrial firms and organizational sources and intended for industrial or institutional use
  85. Single source data
    An effort to combine data from different sources by gathering integrated information on household marketing variables applicable to the same et of respondents
  86. Qualitative research
    An unstructed, exploratory research methodology based on small samples that provides insights and understanding of the problem setting
  87. quantitative research
    A research methodology that seeks to quantify the data and typically applies some form of statistical analysis
  88. Direct approach
    A type of qualitative research in which the purpose of the project are discoled to the respondent or are obvious given the nature of the interview
  89. Indirect approach
    A type of qualitative research in which the purposes of the project are disguised from the respondents
  90. focus groups
  91. An interview condusted by a trained moderator amoung a small group of respondents in an unstructured and natural manner
  92. depth interview
    an unstructured direct personal interview in which a single respondent is probed by a highly skilled interviewer to uncover undrlying motivations beliefs attitudes, and feeling on a topic
  93. Grounded Theory
    An inductive and more stutured approach in which each subsequent depth interview is adjusted based on the cumulative findings from previous depth interview sithe the purpose of developing general concepts or theories
  94. projective techniques
    an unstructured and indirect form of questioning thtat encourages respondents to project their underlying motivations beliefs attitueds or feelings regarding the issues of concern
  95. Association techniques
    A type of projective techique in which the respondent is presneted with a stimulus and asked to respond with the first that comes to mind
  96. Word association
    a projective technique in which respondents are presented with alist of words one at a time. After each word is presented, respondents are asked to give the first word that comes to mind
  97. Completion technique
    A projective technique that requires the respondent to complete an incomplete stimulus situation
  98. Sentence completion
    A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them
  99. story completion
    a projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words
  100. Construction technique
    A projective technique in which the respondent is required to constuct a response in the form of a story dialogue or description
  101. Picture response technique
    A projective technique in which the respondent is shown a picture and asked to tell a story describing it.
  102. Cartoon tests
    Cartoon characters are shown in a specific situation related to problem. The respondents are asked to indicate the dialogue that on cartoon chatacter might make in response to the comont of another charcater
  103. Expressive techniques
    Projective techniques in which the respondent is presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation
  104. Role playing
    Respondents are asked to play a role or assume the behavior of someone else
  105. Third person technique
    a projective technique in which the respondent is present with a verbal or visual situation and asked to relate the beliegs and attitudes of a third person to the situation
Card Set
Marketing Research
Test 1 chapters 1-6
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