Details Title: Chapter 7 Description: Decision Support Systems and Marketing Research Total Flash Cards: 43 Created: 09/10/2008 22:17:09		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 information Definition Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans. Term decision support system (DSS) Definition An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Term database marketing Definition The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns. Term marketing research Definition The process of planning, collecting, and analyzing data relevant to a marketing decision. Term marketing research problem Definition Determining what information is needed and how that information can be obtained efficiently and effectively. Term marketing research objective Definition The specific information needed to solve a marketing research problem: the objective should be to provide insightful decision-making information. Term management decision problem Definition A broad-based problem that requires marketing research in order for managers to take proper actions. Term secondary data Definition Data previously collected for any purpose other than the one at hand. Term newsgroups Definition Function like bulletin boards on the Internet. They are established to focus on a particular topic. Term research design Definition Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. Term primary data Definition Information collected for the first time. Can be used for solving the particular problem under investigation. Term survey research Definition The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. Term mall intercept interview Definition A survey research method that involves interviewing people in the common areas of shopping malls. Term computer-assisted personal interviewing Definition An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer. Term central-location telephone (CLT) facility Definition A specially designed phone room used to conduct telephone interviewing. Term executive interviews Definition A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. Term focus group Definition Seven to ten people who participate in a group discussion led by a moderator. Term group dynamics Definition Group interaction essential to the success of focus-group research. Term open-ended question Definition An interview question that encourages an answer phrased in the respondent's own words. Term closed-ended question Definition An interview question that asks the respondent to make a selection from a limited list of responses. Term scaled-response question Definition A closed-ended question designed to measure the intensity of a respondent's answer. Term observation research Definition A research method that relies on three types of observation: people watching people, people watching an activity, and machines watching people. Term mystery shoppers Definition Researchers posing as customers who gather observational data about a store. Term experiment Definition A method a researcher uses to gather primary data. Term sample Definition A subset from a large population. Term universe Definition The population from which a sample will be drawn. Term probability sample Definition A sample in which every element in the population has a known statistical likelihood of being selected. Term random sample Definition 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. Term nonprobability sample Definition Any sample in which little or no attempt is made to get a representative cross section of the population. Term convenience sample Definition A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example, employees, friends, or relatives. Term measurement error Definition An error that occurs when there is a difference between the information desired by the researcher and the informaton provided by the measurement process. Term sampling error Definition An error that occurs when a sample somehow does not represent the target population. Term frame error Definition An error that occurs when a sample drawn from a population differs from the target population. Term random error Definition An error that occurs when the selected sample is an imperfect representation of the overall population. Term field service firm Definition A firm that specializes in interviewing respondents on a subcontracted basis. Term cross-tabulation Definition 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. Term unrestricted Internet sample Definition A survey in which anyone with a computer and modem can fill out the questionaire. Term screened Internet sample Definition An Internet sample with quotas based on desired sample characteristics. Term recruited Internet sample Definition A sample in which respondents are prerecruited and must qualify to participate. They are then e-mailed a questionaire or directed to a secure Web site. Term scanner-based research Definition 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. Term BehaviorScan Definition A scanner-based research program that tracks the purchases of three thousand households through store scanners. Term InfoScan Definition A scanner-based sales-tracking service for the consumer packaged goods industry. Term competitive intelligence (CI) Definition An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.