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Chapter 9
Marketing Research
10
Business
Undergraduate 3
10/16/2012

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Cards

Term
Data warehouse
Definition
Where data is often stored though it has no analytical significance
Term
Data mining
Definition
o Uses a variety of statistical analysis tools to uncover previously unknown patterns in data
o Often coupled with additional marketing research
Term
Primary data (advantages and disadvantages)
Definition
Can be designed to answer very specific question
Costly
Time-consuming
Term
Secondary data
Definition
Cheap
Easy to access
May be outdated or inaccurate
Term
4 types of Exploratory research
Definition
Social media
In-depth interviews
Observation
Focus group interviews
Term
4 types of Conclusive research
Definition
Survey research
Panel based research
Scanner based research
Experimental research
Term
Errors in International Research (8 types)
Definition
o Selecting a domestic firm to do international research
o Rigidly standardizing methods for multiple countries
o Interviewing in English everywhere
o Implementing inappropriate sampling techniques
o Failing to communicate effectively w/ local research companies
o Lack of consideration for language
• Be sure to back translate
o Misinterpreting data across countries (or concepts)
o Failing to understand preferences of foreign researches regarding effective conduct of qualitative research
Term
Experimental research
Definition
Systematically manipulates one or more variables to determine causal effect
Term
Primary difference between panel and scanner research
Definition
Scanner research typically focuses on weekly consumption of a particular product at a given unit of analysis (e.g., individual store, chain, region), whereas panel research focuses on the total weekly consumption by a particular person or household.
Term
Internal secondary data
Definition
• Cache’s of customer information and purchase history
• Often stored in data warehouses
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