Term
|
Definition
| Process of collecting and using information for marketing decision making |
|
|
Term
|
Definition
| Organization that provides standardized data on a periodic basis to its subscribers |
|
|
Term
| full-service research supplier |
|
Definition
| Marketing research organization that offers all aspects of the marketing research process |
|
|
Term
| limited-service research supplier |
|
Definition
| Marketing research firm that specializes in a limited number of research activities, such as conducting field interviews or performing data processing |
|
|
Term
|
Definition
| Process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources |
|
|
Term
|
Definition
| In-depth evaluation of a firm's sales |
|
|
Term
|
Definition
| Tentative explanation for a specific event |
|
|
Term
|
Definition
| Master plan for conducting market research |
|
|
Term
|
Definition
| Previously published information |
|
|
Term
|
Definition
| Information collected for a specific investigation |
|
|
Term
|
Definition
| Process of selecting survey repondents or research participants |
|
|
Term
|
Definition
| Total group that researchers want to study |
|
|
Term
|
Definition
| Sample that gives every member of the population a chance of being selected |
|
|
Term
|
Definition
| Basic type of probability sample in which every individual in the relevant universe has an equal opportunity of being selected |
|
|
Term
|
Definition
| Probability sample constructed to represent randomly selected subsamples of different groups within the total sample; each subgroup is relatively homogeneous for a certain characteristic |
|
|
Term
|
Definition
| Probability sample in which researches select a sample of subgroups (or clusters) from which they draw respondents; each cluster reflects the diversity of the whole population sampled |
|
|
Term
|
Definition
| Sample that involves personal judgement somewhere in the selection process |
|
|
Term
|
Definition
| Nonprobability sample selected from among readily available respondents |
|
|
Term
|
Definition
| Nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole |
|
|
Term
|
Definition
| Observational research method developed by social anthropologists in which customers are observed in their natural setting and their behavior is interpreted based on an understanding of social and cultural characteristics; also known as ethnography, or "going native" |
|
|
Term
|
Definition
| A small group of individuals brought together to discuss a specific topic |
|
|
Term
|
Definition
| Scientific investigation in which a researcher manipulates a test group (or groups) and compares the results with those of a control group that did not receive the experimental controls or manipulations |
|
|
Term
|
Definition
| Marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success |
|
|
Term
| marketing information system (MIS) |
|
Definition
| Planned, computer-based system designed to provide managers with a continuous flow of information relevant to their specific decisions and areas of responsibility |
|
|
Term
| marketing decision support system (MDSS) |
|
Definition
| Marketing information system component that links a decision maker with relevant databases and analysis tools |
|
|
Term
|
Definition
| Processs of searching through customer databases to detect patterns that guide marketing decision making |
|
|
Term
|
Definition
| Estimate of a firm's revenue for a specified future period |
|
|
Term
|
Definition
| Use of subjective techniques to forecast sales, such as the jury of executive opinion, Delphi technique, sales force composite, and surveys of buyer intentions |
|
|
Term
|
Definition
| Use of statistical forecasting techniques such as trend analysis and exponential smoothing |
|
|
Term
| jury of executive opinion |
|
Definition
| Qualitative sales forecasting method that assesses the sales expectations of various executives |
|
|
Term
|
Definition
| Qualitative sales forcasting method that gathers and redistributes several rounds of anonymous forcasts until the participants reach a consensus |
|
|
Term
|
Definition
| Qualitative sales forecasting method based on the combined sales estimates of the firm's salespeople |
|
|
Term
| survey of buyer intentions |
|
Definition
| Qualitative sales forecasting method that samples opinions among groups of present and potential customers concerning their purchasing plans |
|
|
Term
|
Definition
| Quantitative sales forecasting method that estimates future sales through statistical analyses of historical sales patterns |
|
|
Term
|
Definition
| Quantitative forecasting technique that assigns weights to historical sales data, giving the greatest weight to the most recent data |
|
|
