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Marketing Chapter 5

TermDefinition
Marketing research The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
Conclusive Research Research designed to verify insights through objective procedures and to help marketers in making decisions
Descriptive Research Research conducted to clarify the characteristics of certain phenomena to solve a particular problem
experimental research research that allows marketers to make causal inferences about relationships
reliability a condition that exists when a research technique produces almost identical results in repeated trials
validity a condition that exists when a research method measures what it is supposed to measure
primary data data observed and recorded or collected directly from respondents
secondary data data compiled both inside and outside the organization for some purpose other than the current investigation
sampling The process of selecting representative units from a total population
probability sampling a type of sampling in which every element in the population being studied has a known chance of being selected for study
random sampling a form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place
stratified sampling a type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group
Telephone Survey A research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone
online survey a research method in which respondents answer a questionnaire via e-mail or on a website
crowdsourcing Combines the words crowd and outsourcing and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call
personal interview survey a research method in which participants respond to survey questions face-to-face
in-home (door-to-door) interview a personal interview that takes place in the respondent's home
focus-group interview an interview that is often conducted informally, without a structured questionnaire, in small groups of 8 to 12 people, to observe interaction when members are exposed to an idea or a concept
customer advisory boards Small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of its marketing strategy
telephone depth interview an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys
Created by: lilready44
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