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Marketing 3000-Chapter 8
Chapter 8
44
Marketing
Undergraduate 3
02/25/2010

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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 uses 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
marketing research aggregator
Definition
a company that acquires, catalogs, re formats, segments, and resells reports already published by marketing research firms
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 that is collected for the first time; are 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 the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer
Term
computer-assisted self-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 facility
Definition
a specially designed phone room used to conduct telephone interviewing
Term
executive interview
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
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 close-ended question designed to measure the intensity of a respondent's anser
Term
observation research
Definition
a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
Term
mystery shopper
Definition
researchers posing as customers who gather observational data about a store
Term
ethnographic research
Definition
the study of human behavior in its natural context; involves observation of behavior and physical setting.
Term
experiment
Definition
a method a researcher uses to gather primary data
Term
sample
Definition
a subset from a larger 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 information 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 internet access can fill out the questionnaire
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 questionnaire or directed to a secure website
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 3000 households through store scanners in each research market
Term
InfoScan
Definition
a scanner-based sales-tracking service for the consumer packaged-goods industry
Term
competitive intelligence
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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