Details Title: Chapter 6 Description: Marketing Research and Information Systems Total Flash Cards: 32 Created: 08/11/2008 07:02:20		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term marketing research Definition The systematic design, collection, interpretation, and reporting of information, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Term research design Definition An overall plan for obtaining the information needed to address a research problem or issue Term hypothesis Definition An informed guess or assumption about a certain problem or set of circumstances Term exploratory research Definition Reasearch conducted to gather more information about a problem or to make a tenative hypothesis more specific Term conclusive research Definition Research designed to verify insights through obejetive procedures and to help marketers in making decisions Term descriptive research Definition Research conducted to clarify the characteristics of certain phenomena and thus solve a particular problem Term experimental research Definition Research that allows marketers to make causal inferences about relationships Term reliability Definition A condition existing when a research technique produces almost identical results in repeated trials Term validity Definition A condition existing when a research method measures what it is supposed to measure Term primary data Definition Data observed and recorded directly from respondents Term secondary data Definition Data compiled both inside and outside the organization for some purpose other than the current investigation Term population Definition Al the elements, units, or individuals of interest to researchers for a specific study Term sample Definition A limited number of units chosen to represent the characteristics of the population Term sampling Definition The process of selecting representative units from a total population Term probability sampliing Definition A sampling technique in which every element in the population being studied has a known chance of being selected for study Term random sampling Definition A type of probability sampling in which all units in a population have an equal chance of appearing in a sample Term stratified sampling Definition A type of probability sampling in which the population is divided into groups according to a common attribute, and a random sample is then chosen within each group Term nonprobability sampling Definition 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 Term quota sampling Definition A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group Term mail survey Definition A research method in which respondents answer a questionnaire sent through the mail Term telephone survey Definition A research method in which respondents' answers to a questionnaire are recorded by interviewers on the phone Term online survey Definition A research method in which respondents answer a questionnaire via e-mail or on a website Term personal-interview survey Definition A research method in which participants respond to survey questions face to face Term in-home interview Definition A personal interview that takes place in the respondent's home Term focus-group interview Definition A research method involving observation of group interaction when members are exposed to an idea or concept Term customer advisory boards Definition 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 marketing strategy Term telephone depth interview Definition An interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys Term shopping-mall intercept interviews Definition A research method taht involves interviewing a percentage of persons passing by "intercept" points in a mall Term statistical interpretation Definition Analysis of what is typical or what deviates from the average Term marketing information system Definition A framework for the management and structuring of information gathered regularly from sources inside and outside the organization Term single-source data Definition Information provided by a single marketing research firm Term marketing decison support system Definition Customized computer software that aids marketing managers in decision making