Marketing ch 10

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Marketing ch 10
2012-09-09 17:41:31
10 Gathering Using Information Marketing Research Market Intelligence

key terms
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  1. analytics software
    Software that utilizes a firm’s data, regression models, linear programming, and other statistical methods to help managers who are not computer experts make decisions.
  2. back translation
    A process whereby a native speaker translates a research instrument such as a survey into a foreign language and then back again to the original language to determine if there are gaps in meaning.
  3. case study
    A study that looks at how another company, or companies, solved a problem being researched.
  4. causal research design
    A type of research design that examines cause-and-effect relationships to allow researchers to answer “what if” types of questions.
  5. clickstream data
    Data collected from Web sites showing the Web pages visitors clicked on and the order of their clicks.
  6. closed-ended questions
    Questions that limit a respondent’s answers. Multiple-choice and yes-and-no questions are examples of closed-ended questions.
  7. convenience sample
    Type of nonprobability sample that’s drawn because it’s readily available and convenient to do so.
  8. data cleaning
    The process of removing research data that have accidentally been duplicated (entered twice into the computer) or correcting data that have obviously been recorded wrong.
  9. data mining
    The process of extracting information from large databases so as to uncover patterns and trends.
  10. depth interview
    An exploratory research technique of engaging in detailed, one-on-one, question-and-answer sessions with potential buyers.
  11. descriptive research design
    A study that involves gathering hard numbers, often via surveys, to describe or measure a phenomenon so as to answer the questions of who, what, where, when, and how.
  12. double-barreled question
    A survey question that is potentially confusing because it asks two questions in the same question.
  13. ethnography
    A type of study whereby marketing researchers interview, observe, and often videotape people while they work, live, shop, and play.
  14. exploratory research design
    A less-structured type of research design used to initially investigate a marketing research project that hasn’t yet been defined well enough for an in-depth study to be conducted.
  15. field experiment
    A marketing research experiment conducted in a natural setting such as a store versus a simulated setting in a laboratory or on a computer.
  16. focus group
    A group of potential buyers brought together to discuss a marketing research topic with one another.
  17. industrial espionage
    The process of gathering corporate information illegally or unethically.
  18. intranet
    A private, internal Web site accessible only to a firm’s employees.
  19. margin of error
    A measure of the possible inaccuracy of the data reported in a survey.
  20. market intelligence
    Information gathered on a regular, ongoing basis to enable a firm’s decision makers to stay in touch with what’s happening in the marketplace.
  21. market research
    The process of researching a specific market to determine its size and trends.
  22. marketing information system (MIS)
    A system, either paper or electronic, used to manage information a firm’s marketing professionals and managers need to make good decisions.
  23. marketing research
    The process of collecting, analyzing, and reporting marketing information that can be used to improve a company’s bottom line.
  24. marketing research aggregator
    A marketing research company that doesn’t conduct its own research but instead buys it from other marketing research companies and then sells the reports in their entirety or in pieces to other firms.
  25. mystery shopper
    A person who is paid to shop at a firm’s establishment or one of its competitors’ to observe the level of service, cleanliness of the facility, and so forth, and report his or her findings to the firm.
  26. nonprobability sample
    A research sample that’s not drawn in a systematic way.
  27. open-ended questions
    Questions that ask respondents to elaborate upon, or explain, their answers.
  28. physiological measurements
    Measurements that record people’s involuntary physical responses to marketing stimuli, such as an advertisement.
  29. population
    The entire target market being studied.
  30. primary data
    Data collected using hands-on tools such as interviews or surveys to answer a question for a specific research project.
  31. probability sample
    A research sample in which each would-be participant has a known and equal chance of being selected.
  32. projective technique
    An exploratory research technique used to reveal information research respondents might not reveal by being asked directly.
  33. reliable (study)
    A study that, when repeated, produces the same or nearly the same result.
  34. research design
    An outline that specifies the research data to be gathered, from whom, how, and when the data will be analyzed once it has been obtained.
  35. research objective
    The goal(s) marketing research is supposed to accomplish.
  36. sample
    A small amount of a product given to consumers to try for free.
  37. sampling error
    Any type of marketing research mistake that results because a sample was utilized.
  38. sampling frame
    The list from which a research sample is drawn. The sampling frame won’t perfectly match the population.
  39. scanner-based research
    Information collected by scanners at checkout stands in stores.
  40. secondary data
    Data already collected by your firm or another organization for purposes other than the marketing research project at hand.
  41. syndicated research
    Primary data marketing research firms collect on a regular basis and sell to other companies.
  42. test market
    The place an experiment is conducted or the demographic group of people an experiment is administered to.
  43. valid (study)
    A study that actually tests what it was designed to test and not something else.