objective
marketing marketing
research information
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Chapter 8
management
decision problem
decision support system (DSS)
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Chapter 8
database marketing
Chapter 8
secondary data
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marketing
research aggregator
marketing research
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marketing
research problem
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research design
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The specific information needed to solve a
marketing research problem; the objective
should be to provide insightful decision-making
information.
Everyday information about developments in the
marketing environment that managers use to
prepare and adjust marketing plans.
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Chapter 8
A broad-based problem that uses marketing
research in order for managers to take proper
actions.
An interactive, flexible computerized
information system that enables managers to
obtain and manipulate information as they are
making decisions.
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Data previously collected for any purpose other
than the one at hand.
The creation of a large computerized file of
customers and potential customers profiles
and purchase patterns.
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A company that acquires, catalogs, reformats,
segments, and resells reports already published
by marketing research firms.
The process of planning, collecting, and
analyzing data relevant to a marketing decision.
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Specifies which research questions must be
answered, how and when the data will be
gathered, and how the data will be analyzed.
Determining what information is needed and
how that information can be obtained
efficiently and effectively.
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central-location
telephone (CLT) facility
primary data
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survey research
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executive interview
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mall intercept interview
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focus group
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computer-assisted
personal interviewing
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open-ended question
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computer-assisted
self-interviewing
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closed-ended question
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A specially designed phone room used to
conduct telephone interviewing.
Information that is collected for the first time; is
used for solving the particular problem under
investigation.
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A type of survey that involves interviewing
businesspeople at their offices concerning
industrial products or services.
The most popular technique for gathering
primary data, in which a researcher interacts
with people to obtain facts, opinions, and
attitudes.
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Seven to ten people who participate in a group
discussion led by a moderator.
A survey research method that involves
interviewing people in the common areas of
shopping malls.
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An interview question that encourages an
answer phrased in the respondents own words.
An interviewing method in which the
interviewer reads the questions from a
computer screen and enters the respondents
data directly into the computer.
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An interview question that asks the respondent
to make a selection from a limited list of
responses.
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.
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scaled-response question
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sample
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observation research
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universe
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mystery shoppers
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probability 8
ethnographic sample
Chapter research
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random sample
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experiment
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nonprobability sample
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A subset from a larger population.
A closed-ended question designed to measure
the intensity of a respondents answer.
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The population from which a sample will
be drawn.
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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A sample in which every element in the
population has a known statistical likelihood of
being selected.
Researchers posing as customers who gather
observational data about a store.
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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.
The study of human behavior in its natural
context; involves observation of behavior and
physical setting.
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Any sample in which little or no attempt is
made to get a representative cross section of the
population.
A method a researcher uses to gather primary
data.
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convenience sample
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field service firm
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measurement error
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cross-tabulation
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sampling error
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unrestricted Internet sample
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frame error
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screened Internet sample
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random error
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recruited Internet sample
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A firm that specializes in interviewing
respondents on a subcontracted basis.
A form of nonprobability sample using
respondents who are convenient or readily
accessible to the researcherfor example,
employees, friends, or relatives.
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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.
An error 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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A survey in which anyone with a computer and
Internet access can fill out the questionnaire.
An error that occurs when a sample somehow
does not represent the target population.
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An Internet sample with quotas based on
desired sample characteristics.
An error that occurs when a sample drawn from
a population differs from the target population.
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Chapter 8
A sample in which respondents are prerecruited
and must qualify to participate. They are then
e-mailed a questionnaire or directed to a secure
Web site.
An error that occurs when the selected sample
is an imperfect representation of the overall
population.
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scanner-based research
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BehaviorScan
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InfoScan
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competitive intelligence (CI)
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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.
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A scanner-based research program that tracks
the purchases of 3,000 households through store
scanners in each research market.
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A scanner-based sales-tracking service for the
consumer packaged-goods industry.
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An intelligence system that helps managers
assess their competition and vendors in order to
become more efficient and effective competitors.
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