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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Definition
| The creation of a large computerized file of customers' and potential customers' profules and purchase patterns |
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Definition
| the process of planning, colelcting 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 insighful decision-making information |
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| Management Decision problem |
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Definition
| a broad-based problem that uses 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
| Marketing research aggregator |
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Definition
| a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms |
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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 that is colelcted for the first time; used for solving the particular problem under investigation |
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Term
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Definition
| the most popular techniqe 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 which the interviewer reads the questions from a computer screen and enters the respondents data directly into the computer |
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Term
| Computer assisted self-interviewing |
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Definition
| an interviewing method in which a mall interviewer interceps and directs willing respondents to nearby cmoputers 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 mearsure the intensity of a respondent's answer |
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Term
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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 |
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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
| the study of human behavior in its natural context; involves observation of behavior and physical settling |
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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 larger population |
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Term
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Definition
| a 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 chich 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 arror that occurs when there is a difference between the information desired by the researcher and the information 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
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Definition
| a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation |
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Term
| consumer generated media (CGM) |
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Definition
| media which consumers generate and share among themselves |
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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 |
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Term
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Definition
| a system for gathering informatino 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 3,000 households through store scanners in each research market |
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Term
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Definition
| a scanner-based sales-tracking service for the consumer packaged goods indsutry |
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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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Term
| Customer relationship management (CRM) |
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Definition
| a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups |
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Term
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Definition
| a philosophy under which the company customizes its product and swervice offering based on data generated through interactions between the customer and the company |
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Term
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Definition
| delegation of authority to solve customers' problems quickly- usually by the first person that the customer notifies regarding the problem |
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Term
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Definition
| an informal process of collecting customer data through customer comments and feedback on product or service performance |
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Term
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Definition
| the process by which learned information from customers is centralized and shared in order to enhance the relatinoship between customers and the organization |
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Term
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Definition
| the point at which a customer and a company representative exchange information and develop learning relatinoships |
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Term
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Definition
| all possible areas of a business where customers communicate with that business |
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Term
| point-of-sale interactions |
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Definition
| communications between customers and organizations that occur at the point of sale, normally in a store |
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Term
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Definition
| a central repository for data from various functional areas of the organization that are stored and inventoried on a centralized computer system so that the information can be shared across all functional departments of the business |
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Term
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Definition
| a collection of data, especially one that can be accessed and manipulated by computer software |
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Term
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Definition
| a customer list that includes the names and addresses of individuals who have responded to an offer of some kind such as by email, telephone, direct-response television, product rebates, contests or sweepstakes, or billing inserts |
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Term
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Definition
| a customer list that is developed by gathering names and addresses from telephone directories and membership rosters, usually enhanced with information from public records, such as census data, auto registrations, birth announcements, business start-ups, or bankruptcies |
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Term
| Lifetime value analysis (LTV) |
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Definition
| a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers. |
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Term
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Definition
| a data manipulation technique in which marketers try to determine, based on some past set of occurrences, what the odds are that some other occurrence, such as a response or purchase, will take place in the future |
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Term
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Definition
| developming product or service offerings customized for the appropriate cutomer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships |
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