Term
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Definition
| A scanner-based research program that tracks the purchases of 3,000 households through store scanners. p. 225 |
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Term
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Definition
| A form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses.p. 223 |
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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. p. 207 |
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Term
| chain-ratio sales forecasting |
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Definition
| A method of forecasting by which a firm’s sales are estimated by relating them in proportion to larger trends. p. 227 |
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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. p. 209 |
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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. p. 226 |
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Term
| complex trend analysis sales forecasting |
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Definition
| Estimating future sales based on past sales while accounting for cyclical variations, competitor activity, and other impacts. p. 227 |
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Term
| computer-assisted personal interviewing |
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Definition
| An interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent’s data directly into the computer. p. 207 |
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Term
| computer-assisted self-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 the computer. p. 207 |
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Term
| consumer-generated media (CGM) |
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Definition
| Media that consumers generate and share among themselves. p. 223 |
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Term
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Definition
| A form of non-probability sample using respondents who are convenient or readily accessible to the researcher—for example, employees, friends, or relatives. p. 215 |
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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. p. 217 |
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Term
| customer buyer intention survey forecasting |
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Definition
| Surveying buyer intentions to determine how many customers plan to buy the firm’s products in the future. p. 229 |
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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. p. 196 |
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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. p. 196 |
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Term
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Definition
| The study of human behaviour in its natural context; involves observation of behaviour and physical setting. p. 212 |
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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. p. 207 |
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Term
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Definition
| A method for gathering primary data; the researcher alters one or more variables while observing the effects on another variable (usually sales). p. 214 |
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Term
| expert opinion sales forecasting |
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Definition
| A sales forecast based on the opinions of expert people who are knowledgeable about an industry. p. 228 |
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Term
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Definition
| A firm that specializes in interviewing respondents on a subcontracted basis. p. 216 |
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Term
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Definition
| Seven to ten people who participate in a group discussion led by a moderator. p. 208 |
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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. p. 215 |
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Term
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Definition
| Group interaction essential to the success of focus-group research. p. 208 |
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Term
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Definition
| A scanner-based sales-tracking service for the consumer packaged-goods industry. p. 225 |
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Term
| jury of executive opinion sales forecast |
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Definition
| A sales forecast based on the opinion of a combined group of the firm’s executives. p. 228 |
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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. p. 206 |
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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. p. 202 |
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Term
| market aggregation sales forecasting |
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Definition
| A method of forecasting that occurs when a firm looks at its market shares and sales potentials across the various market segments and adds them together to make a total sales estimate. p. 228 |
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Term
| market share sales forecasting |
|
Definition
| A method of forecasting that derives a sales estimate based on a firm’s long term-market share in relation to the total industry sales potential. p. 228 |
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Term
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Definition
| Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans. p. 196 |
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Term
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Definition
| The process of planning, collecting, and analyzing data relevant to a marketing decision. p. 197 |
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Term
| marketing research aggregator |
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Definition
| A company that acquires, catalogues, reformats, segments, and resells reports already published by marketing research firms. p. 203 |
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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. p. 201 |
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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. p. 201 |
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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 information provided by the measurement process. p. 215 |
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Term
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Definition
| Researchers posing as customers who gather observational data about a store. p. 211 |
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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. p. 21 |
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Term
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Definition
| An error that occurs when the sample that responds is different from the sample that was selected. p. 215 |
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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. p. 211 |
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Term
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Definition
| An interview question that encourages an answer phrased in the respondent’s own words. p. 209 |
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Term
| outside expert sales forecast |
|
Definition
| A sales forecast based on the opinions of expert people who follow an industry closely and report on it. p. 228 |
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Term
|
Definition
| Information collected for the first time. Can be used for solving the particular problem under investigation. p. 205 |
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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. p. 214 |
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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. p. 216 |
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Term
|
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. p. 214 |
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Term
|
Definition
| Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. p. 205 |
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Term
| research-based sales forecasting methods |
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Definition
| Research methods that use primary data as the basis of their sales forecasting information. p. 229 |
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Term
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Definition
| A sales forecast based on the combined estimates of sales provided by a firm’s sales force. p. 228 |
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Term
|
Definition
| An estimate of a firm’s sales for a specific product or service to a specific market over a specific period of time. p. 227 |
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Term
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Definition
| A subset from a large population. p. 214 |
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Term
|
Definition
| An error that occurs when a sample somehow does not represent the target population. p. 215 |
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Term
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Definition
| A closed-ended question designed to measure the intensity of a respondent’s answer. p. 209 |
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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. p. 225 |
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Term
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Definition
| Data previously collected for any purpose other than the one at hand. p. 202 |
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Term
| simulation sales forecasting |
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Definition
| Building and using a computer simulation model of a company and its industry to estimate future sales. p. 229 |
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Term
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Definition
| The most popular technique for gathering primary data; a researcher interacts with people to obtain facts, opinions, and attitudes. p. 206 |
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Term
| test market sales forecasting |
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Definition
| Occurs when a firm introduces some new aspect of its marketing strategy into a limited market to gauge the behavioural response of customers. p. 229 |
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Term
| time series analysis forecasting |
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Definition
| Estimating future sales while accounting for changes in key economic variables over time. p. 227 |
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Term
| trend analysis forecasting |
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Definition
| Estimating future sales based on past sales. p. 227 |
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Term
|
Definition
| The population from which a sample will be drawn. p. 214 |
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Term
|
Definition
| A carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation. p. 222 |
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