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Marketing Research
The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
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Exploratory Research
Research conducted to gather more information about a problem or to make a tentative hypothesis more specific
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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
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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
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Conclusive Research
Research designed to verify insights through objective procedures and to help marketers in making decisions
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Descriptive Research
Research conducted to clarify the characteristics of certain phenomena to solve a particular problem
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Experimental Research
Research that allows marketers to make causal inferences about relationships
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Research Design
An overall plan for obtaining the information needed to address a research problem or issue
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Hypothesis
An informed guess or assumption about a certain •problem or set of circumstances
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Reliability
A condition that exists when a research technique produces almost identical results in repeated trials
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Validity
A condition that exists when a research method measures what it is supposed to measure
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Primary Data
Data observed and recorded or collected directly from respondents
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Secondary Data
Data compiled both inside and outside the organization for some purpose other than the current investigation
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Population
All the elements, units, or individuals of interest to researchers for a specific study
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Sample
A limited number of units chosen to represent the characteristics of a total population
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Sampling
The process of selecting representative units from a total population
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Probability Sampling
A type of sampling in which every element in the population being studied has a known chance of being selected for study
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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
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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
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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
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Quota Sampling
A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group
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Mail Survey
A research method in which respondents answer a questionnaire sent through the mail
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Telephone Survey
A research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone
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Telephone Depth Interview
An interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys
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Personal Interview Survey
A research method in which participants respond to survey questions face-to-face
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In-Home (Door-to-Door) Interview
A personal interview that takes place in the respondent's home
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Shopping Mall Intercept Interview
A research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall
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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
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Online Survey
A research method in which respondents answer a questionnaire via e-mail or on a website
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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
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Statistical Interpretation
Analysis of what is typical and what deviates from the average
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Marketing Information System (MIS)
A framework for managing and structuring information gathered regularly from sources inside and outside the organization
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Database
A collection of information arranged for easy access and retrieval
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Single-Source Data
Information provided by a single marketing research firm
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Marketing Decision Support System (MDSS)
Customized computer software that aids marketing managers in decision making
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