Term
| What are the steps in the marketing research process? |
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Definition
1 - Establish the need for marketing research
2 - Define the problem
Step 3- Establish Research objectives
Step 4 - Determine the research design
Step 5 - Identify information types and sources
Step 6 - Determine methods of accessing data
Step 7 Design Data collection forms
Step 8 - Determine the sample plan and size
Step 9 - Collect Data
Step 10 - Analyze Data
Step 11 - Prepare and Present the final research report |
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Term
| The most important step in the marketing research process is : |
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Definition
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Term
| What types of companies have marketing research departments? |
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Definition
| Clients, Suppliers, Ad Agencies |
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Term
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Definition
| The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific problem. |
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Term
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Definition
| Repeatedly measure the same sample units of a population over a period of time. Because longtiduinal studies involve multiple measuresments, they are often described as "movies" of the population |
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Definition
| Ask panel members the same questions on each panel measurement |
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| Cross - Sectional Studies: |
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Definition
| Measure units from a sample of the population at on epoint in time. Because cross-sectional studies are one-time measurements, they are often described as "snapshots" of the population. |
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Definition
| Vary questions from one panel measurement to the Next. Discontinous panels are sometimes referred to as omnibus ("including or covering many things or classes") panels |
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Term
| Wht are the advantages of using seconday data? |
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Definition
| Obtained easily, Inexpensive relative to primary data, usually available, enhance primary data, may achieve research objectives |
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| What are the disadvantages of using seconday data? |
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Definition
| Incompatible reporting units, measurement units do not match, classification definitions are not usable, data are outdated |
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Term
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Definition
| Refers to information that is developed or gathered by the researcher specically for the reasearch project at hand |
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Definition
| have previously been gatered by somone other than the researcher or for some purpose other than the research project at hand. |
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Term
| Census of the population: |
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Definition
| Is considered the "grandaddy" of all market information. A census is only conducted once every 10 years and census data serve as a baseline for much marketing information that is provided in the " in-between" years. |
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Term
| Advantages of syndicated data- |
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Definition
| are shared costs, high quality of the data, and speed which the data are collected and made availabe for decsion making |
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| Disadvantages of syndicated data |
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Definition
| are that there is little control over what data are collected, buyers must commit to long-term contracts, and competitors have access to the same information |
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Term
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Definition
| are data that are collected in a standard format and made available to all subscribers |
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Term
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Definition
| refers to a standarized marketing research process that is used to generate information for a particular user |
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| Started in 1971, mesaures charging social values and how these changes affect consumers |
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Definition
| Measures consumer attitudes and opinions on a wide variety of topics. |
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Definition
| Surveys public opinion, asking questions on domestic issues, private issues, and worl affairs, such as "do you consider the income tax you have to pay this year to be fair?" |
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Term
| Dun's Market Identifiers (DMI) |
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Definition
| provides information on over 4 million firms and is update dmonthly. The real benefit of DMI is its 8-digit codes to classify businesses. WIth more digits, the service can break firms down into many more categories than other classifaction systems |
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Term
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Definition
| Is a standarized service that offers a psychographic segmenting system to determine in which of eight VALS segments a consumer belongs based on psychological charecteristics and demographics |
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Term
| ERSI's Tapestry Segmentation |
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Definition
| Is a standized service that uses a prcoess to profile residential neighborhoods. This information is purscahsed by clients deiring to better understand who their customers are, where they are located, how to find them, and how to reach them |
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Term
| PRIZM ( Potential rating index for ZIP markets) |
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Definition
| Defines every neighborhood in the United States based upon 66 demographically and behavriorally distinct segments |
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Term
| Geodemographic Infomration Systems (GIS) |
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Definition
| computer programs that aid geodemographics describe the classification of arbitrary, usually small, geographic areas in terms of the chareteristics |
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Term
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Definition
| Is a global information and media company leading market positions in marketing and consumer information, television and other media measure, online intelligence, mobile measurement, trade shows, and business publications. The privately held company is active in more than 100 countries. |
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Term
| Simmons' National Consumer Study (multimedia) |
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Definition
| Interviews about 25,000 adult consumer annually to gather information on media usage linke dto product usage for over 8000 brands |
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Definition
| Provides sundicated data on radio station listening through representative samples of each local market it surverys/ Those selected for the samples of each local market it surveys. Those selected for the sample record their radio listening in diaries. Arbitron's Portable People Meter automatically records any encoded medium to which a person carrying the meter is exposed. |
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