Chap009 glossary

Chap009 glossary - 9-6 arketing research consists of a set...

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9-1 onclusive research provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action.
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9-2 ata are raw numbers or other factual information that, on their own, have limited value to marketers.
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9-3 xperimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable.
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9-4 xploratory research attempts to begin to understand the phenomenon of interest and provides initial information when the problem lacks any clear definition.
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9-5 marketing information system (MkIS) is a set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions.
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Unformatted text preview: 9-6 arketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. 9-7 anel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. 9-8 canner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. 9-9 survey is a systematic means of collecting information from people that generally uses a questionnaire. 9-10 yndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen....
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This note was uploaded on 02/10/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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Chap009 glossary - 9-6 arketing research consists of a set...

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