MKTG 321 CH 5 Flash Cards.txt

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MKTG 321 CH 5 Flash Cards.txt
2013-09-29 16:48:43

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  1. Marketing Research
    The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
  2. Exploratory Research
    Research conducted to gather more information about a problem or to make a tentative hypothesis more specific
  3. Customer Advisory Boards
    Small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm 's products and other elements of its marketing strategy
  4. Focus-Group Interview
    An interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interaction when members are exposed to an idea or a concept
  5. Conclusive Research
    Research designed to verify insights through objective procedures and to help marketers in making decisions
  6. Descriptive Research
    Research conducted to clarify the characteristics of certain phenomena to solve a particular problem
  7. Experimental Research
    Research that allows marketers to make causal inferences about relationships
  8. Research Design
    An overall plan for obtaining the information needed to address a research problem or issue
  9. Hypothesis
    An informed guess or assumption about a certain •problem or set of circumstances
  10. Reliability
    A condition that exists when a research technique produces almost identical results in repeated trials
  11. Validity
    A condition that exists when a research method measures what it is supposed to measure
  12. Primary Data
    Data observed and recorded or collected directly from respondents
  13. Secondary Data
    Data compiled both inside and outside the organization for some purpose other than the current investigation
  14. Population
    All the elements, units, or individuals of interest to researchers for a specific study
  15. Sample
    A limited number of units chosen to represent the characteristics of a total population
  16. Sampling
    The process of selecting representative units from a total population
  17. Probability Sampling
    A type of sampling in which every element in the population being studied has a known chance of being selected for study
  18. Random Sampling
    A form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place
  19. Stratified Sampling
    A type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group
  20. Nonprobability Sampling
    A sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen
  21. Quota Sampling
    A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group
  22. Mail Survey
    A research method in which respondents answer a questionnaire sent through the mail
  23. Telephone Survey
    A research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone
  24. Telephone Depth Interview
    An interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys
  25. Personal Interview Survey
    A research method in which participants respond to survey questions face-to-face
  26. In-Home (Door-to-Door) Interview
    A personal interview that takes place in the respondent's home
  27. Shopping Mall Intercept Interview
    A research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall
  28. On-Site Computer Interview
    A variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor
  29. Online Survey
    A research method in which respondents answer a questionnaire via e-mail or on a website
  30. Crowdsourcing
    Combines the words crowd and outsourcing and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call
  31. Statistical Interpretation
    Analysis of what is typical and what deviates from the average
  32. Marketing Information System (MIS)
    A framework for managing and structuring information gathered regularly from sources inside and outside the organization
  33. Database
    A collection of information arranged for easy access and retrieval
  34. Single-Source Data
    Information provided by a single marketing research firm
  35. Marketing Decision Support System (MDSS)
    Customized computer software that aids marketing managers in decision making