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MKT 3013 - Chapter 4
Marketing Research and Information Systems
34
Marketing
Undergraduate 3
10/03/2012

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Term
conclusive research
Definition
Research designed to verify insights through objective procedures and to help marketers in making decisions
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 its marketing strategy
Term
database
Definition
A collection of information arranged for easy access and retrieval
Term
descriptive research
Definition
Research conducted to clarify the characteristics of certain phenomena to solve a particular problem
Term
experimental research
Definition
Research that allows marketers to make causal inferences about relationships
Term
exploratory research
Definition
Research conducted to gather more information about a problem or to make a tentative hypothesis more specific
Term
focus-group interview
Definition
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
Term
hypothesis
Definition
An informed guess or assumption about a certain problem or set of circumstances
Term
in-home (door-to-door) interview
Definition
A personal interview that takes place in the respondent’s home
Term
mail survey
Definition
A research method in which respondents answer a questionnaire sent through the mail
Term
marketing decision support system (MDSS)
Definition
Customized computer software that aids marketing managers in decision making
Term
marketing information system (MIS)
Definition
A framework for managing and structuring information gathered regularly from sources inside and outside the organization
Term
marketing research
Definition
The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
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
on-site computer interview
Definition
A variation of the shopping mall intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor
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
population
Definition
All the elements, units, or individuals of interest to researchers for a specific study
Term
primary data
Definition
Data observed and recorded or collected directly from respondents
Term
probability sampling
Definition
A type of sampling in which every element in the population being studied has a known chance of being selected for study
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
random sampling
Definition
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
Term
reliability
Definition
A condition that exists when a research technique produces almost identical results in repeated trials
Term
research design
Definition
An overall plan for obtaining the information needed to address a research problem or issue
Term
sample
Definition
A limited number of units chosen to represent the characteristics of a total population
Term
sampling
Definition
The process of selecting representative units from a total population
Term
secondary data
Definition
Data compiled both inside and outside the organization for some purpose other than the current investigation
Term
shopping mall intercept interview
Definition
A research method that involves interviewing a percentage of individuals passing by “intercept” points in a mall
Term
single-source data
Definition
Information provided by a single marketing research firm
Term
statistical interpretation
Definition
Analysis of what is typical and what deviates from the average
Term
stratified sampling
Definition
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
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
telephone survey
Definition
A research method in which respondents’ answers to a questionnaire are recorded by an interviewer on the phone
Term
validity
Definition
A condition that exists when a research method measures what it is supposed to measure
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