Chapter 9 Terms MKTG 300

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  1. marketing research
    the process of planning, collecting, and analyzing data relevant to a marketing decision
  2. marketing research problem
    determining what information is needed and how that information can be obtained efficiently and effectively
  3. marketing research objective
    the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
  4. management decision problem
    a broad-based problem that uses marketing research in order for managers to take proper actions
  5. secondary data
    data previously collected for any purpose other than the one at hand
  6. research design
    specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
  7. big data
    the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data
  8. primary data
    information that is collected for the first time; used for solving the particular problem under investigation
  9. survey research
    the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
  10. mall intercept interview
    a survey research method that involves interviewing people in the common areas of shopping malls
  11. computer-assisted personal interviewing
    an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer
  12. computer-assisted self interviewing
    an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer
  13. central-location telephone (CLT) facility
    a specially designed phone room used to conduct telephone interviewing
  14. executive interview
    a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services
  15. focus group
    seven to ten people who participate in a group discussion led by a moderator
  16. open-ended question
    an interview question that encourages an answer phrased in the respondent's own words
  17. closed-ended question
    an interview question that asks the respondent to make a selection from a limited list of responses
  18. scaled-response question
    a closed- ended question designed to measure the intensity of a respondent's answer
  19. observation research
    a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
  20. mystery shoppers
    researchers posing as customers who gather observational data about a store
  21. behavioral targeting (BT)
    a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases
  22. social media monitoring
    the use of automated tools to monitor online buzz, chatter, and conversations
  23. ethnographic research
    the study of human behavior in its natural context; involves observation of behavior and physical setting
  24. experiment
    a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable
  25. sample
    a subset from a larger population
  26. universe
    the population from which a sample will be drawn
  27. probability sample
    a sample in which every element in the population has a known statistical likelihood of being selected
  28. random sample
    a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample
  29. nonprobability sample
    any sample in which little or no attempt is made to get a representative cross section of the population
  30. convenience sample
    a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher— for example, employees, friends, or relatives
  31. measurement error
    an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
  32. sampling error
    an error that occurs when a sample somehow does not represent the target population
  33. frame error
    an error that occurs when a sample drawn from a population differs from the target population
  34. random error
    an error that occurs when the selected sample is an imperfect representation of the overall population
  35. field service firm
    a firm that specializes in interviewing respondents on a subcontracted basis
  36. cross-tabulation
    a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions
  37. scanner-based research
    a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
  38. BehaviorScan
    a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market
  39. InfoScan
    a scanner-based sales-tracking service for the consumer packaged- goods industry
  40. neuromarketing
    a field of marketing that studies the body's responses to marketing stimuli
  41. competitive intelligence (Cl)
    an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
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Chapter 9 Terms MKTG 300
2016-02-08 04:06:11
Exam 1
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