Shared Flashcard Set

Details

Chapter 7
Decision Support Systems and Marketing Research
43
Marketing
Undergraduate 1
09/10/2008

Additional Marketing Flashcards

 


 

Cards

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.
Supporting users have an ad free experience!