Term
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Definition
| Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans. |
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Term
| decision support system (DSS) |
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Definition
| An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. |
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Term
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Definition
| The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns. |
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Term
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Definition
| The process of planning, collecting, and analyzing data relevant to a marketing decision. |
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Term
| marketing research problem |
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Definition
| Determining what information is needed and how that information can be obtained efficiently and effectively. |
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Term
| marketing research objective |
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Definition
| The specific information needed to solve a marketing research problem: the objective should be to provide insightful decision-making information. |
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Term
| management decision problem |
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Definition
| A broad-based problem that requires marketing research in order for managers to take proper actions. |
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Term
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Definition
| Data previously collected for any purpose other than the one at hand. |
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Term
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Definition
| Function like bulletin boards on the Internet. They are established to focus on a particular topic. |
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Term
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Definition
| Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. |
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Term
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Definition
| Information collected for the first time. Can be used for solving the particular problem under investigation. |
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Term
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Definition
| The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. |
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Term
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Definition
| A survey research method that involves interviewing people in the common areas of shopping malls. |
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Term
| computer-assisted personal interviewing |
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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. |
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Term
| central-location telephone (CLT) facility |
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Definition
| A specially designed phone room used to conduct telephone interviewing. |
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Term
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Definition
| A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. |
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Term
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Definition
| Seven to ten people who participate in a group discussion led by a moderator. |
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Term
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Definition
| Group interaction essential to the success of focus-group research. |
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Term
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Definition
| An interview question that encourages an answer phrased in the respondent's own words. |
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Term
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Definition
| An interview question that asks the respondent to make a selection from a limited list of responses. |
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Term
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Definition
| A closed-ended question designed to measure the intensity of a respondent's answer. |
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Term
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Definition
| A research method that relies on three types of observation: people watching people, people watching an activity, and machines watching people. |
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Term
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Definition
| Researchers posing as customers who gather observational data about a store. |
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Term
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Definition
| A method a researcher uses to gather primary data. |
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Term
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Definition
| A subset from a large population. |
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Term
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Definition
| The population from which a sample will be drawn. |
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Term
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Definition
| A sample in which every element in the population has a known statistical likelihood of being selected. |
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Term
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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. |
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Term
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Definition
| Any sample in which little or no attempt is made to get a representative cross section of the population. |
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Term
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Definition
| A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example, employees, friends, or relatives. |
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Term
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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. |
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Term
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Definition
| An error that occurs when a sample somehow does not represent the target population. |
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Term
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Definition
| An error that occurs when a sample drawn from a population differs from the target population. |
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Term
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Definition
| An error that occurs when the selected sample is an imperfect representation of the overall population. |
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Term
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Definition
| A firm that specializes in interviewing respondents on a subcontracted basis. |
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Term
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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. |
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Term
| unrestricted Internet sample |
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Definition
| A survey in which anyone with a computer and modem can fill out the questionaire. |
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Term
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Definition
| An Internet sample with quotas based on desired sample characteristics. |
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Term
| recruited Internet sample |
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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. |
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Term
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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. |
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Term
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Definition
| A scanner-based research program that tracks the purchases of three thousand households through store scanners. |
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Term
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Definition
| A scanner-based sales-tracking service for the consumer packaged goods industry. |
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Term
| competitive intelligence (CI) |
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Definition
| An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors. |
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