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Exam1
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| Question | Answer |
|---|---|
| marketing strategy | a plan to guide the long-term use of a firm's resources based on its existing and projected internal capabilities and on projected changes in the external environment |
| marketing | an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders |
| marketing concept | a business philosophy based on consumer orientation, goal orientation, and systems orientation |
| consumer orientation | the identification of and focus on the people or firms most likely to buy a product and the production of a good or service that will meet their needs most effectively |
| goal orientation | a focus on the accomplishment of corporate goals; a limit set on consumer orientation |
| systems orientation | the creation of systems to monitor the external environment and deliver the desired marketing mix to the target market |
| marketing mix | the unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market |
| marketing research | the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management |
| descriptive function | the gathering and presentation of statements of fact |
| diagnostic function | the explanation of data or actions |
| predictive function | specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision |
| return on quality | management objective based on the principles that (1) the quality being delivered is at a level desired by the target market and (2) that level of quality must have a positive impact on profitability |
| applied research | research aimed at solving a specific pragmatic problem = better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making |
| basic, or pure, research | research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem |
| programmatic research | research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies |
| selective research | research used to test decision alternatives |
| evaluative research | research done to assess program performance |
| opportunity identification | using marketing research to find and evaluate new opportunities |
| situation analysis | studying the decision-making environment within which the marketing research will take place |
| exploratory research | preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied |
| pilot studies | surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies |
| experience surveys | discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem |
| case analysis | reviewing information from situations that are similar to the current one |
| marketing research problem | a statement specifying the type of information needed by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively |
| marketing research objective | a goal statement, defining the specific information needed to solve the marketing research problem |
| management decision problem | a statement specifying the type of managerial action required to solve the problem |
| hypothesis | a conjectural statement about a relationship between two or more variables that can be tested with empirical data |
| research design | the plan to be followed to answer the marketing research objectives |
| descriptive studies | research studies that answer the questions who, what, when, where, and how |
| variable | a symbol or concept that can assume any one of a set of values |
| causal studies | research studies that examine whether the value of one variable causes or determines the value of another variable |
| dependent variable | a symbol or concept expected to be explained or influenced by the independent variable |
| independent variable | a symbol or concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable |
| temporal sequence | an appropriate causal order of events |
| concomitant variation | the degree to which a presumed cause and a presumed effect occur or vary together |
| spurious association | a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables |
| survey research | research in which an interviewer (except in mail and internet surveys) interacts with respondents to obtain facts, opinions, and attitudes |
| observation research | typically, descriptive research that monitors respondents' actions without direct interaction |
| experiments | research to measure causality, in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent variable |
| probability sample | a subset of a population where every element in the population has a known nonzero chance of being selected |
| nonprobability sample | a subset of a population in which the chances of selection for the various elements in the population are unknown |
| research request | an internal document used by large organizations that describes a potential research project, its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin |
| request for proposal(RFP) | a solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid |
| research proposal | a document developed, usually in response to an RFP, that states the research objectives, research design, time line, and cost |
| secondary data | data that have been previously gathered |
| primary data | new data gathered to help solve the problem under investigation |
| internal database | a collection of related information developed from data within the organization |
| database marketing | marketing that relies on the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns to create a targeted marketing mix |
| neural network | a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data |
| data mining | the use of statistical and other advanced software to discover nonobvious patterns hidden in a database |
| marketing research aggregator | a company that acquires, catalogs, reformats, segments, and resells reports already published by large and small marketing research firms |
| geographic information system(GIS) | provides both a means of maintaining geographic databases and a tool capable of complex spatial analysis to provide information for a decision support system |
| decision support system(DSS) | an interactive, personalized information management system, designed to be initiated and controlled by individual decision makers |
| qualitative research | research findings that are not subject to quantification or quantitative analysis |
| quantitative research | research that uses mathematical analysis |
| focus group | group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept |
| group dynamics | interaction among people in a group |
| focus group facility | research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audio-visual feed |
| focus group moderator | person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing |
| discussion guide | written outline of topics to be covered during a focus group discussion |
| instant analysis | moderator debriefing, offering a forum for brainstorming by the moderator and client observers |
| individual depth interviews(IDI) | one-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations |
| hermeneutic research | research that focuses on interpretation through conversations |
| Delphi Method | rounds of individual data collection from knowledgeable people. Results are summarized and returned to the participants for further refinement |
| projective test | technique for tapping respondents' deepest feelings by having them project those feelings into an unstructured situation |
| word association test | projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind |
| analogies | comparison of two items based on similarities |
| personification | drawing a comparison between a product and a person |
| sentence and story completion tests | projective tests in which respondents complete sentences or stories in their own words |
| cartoon test | projective test in which the respondent fills in the dialogue of one of two characters in a cartoon |
| photo sort | projective technique in which a respondent sorts photos of different types of people, indentifying those people who she or he feels would use the specified product or service |
| consumer drawings | projective technique in which respondents draw what they are feeling or how they perceive an object |
| storytelling | projective technique in which respondents are required to tell stories about their experiences, with a company or product, for example; also known as the metaphor technique |
| third-person technique | a projective technique in which the interviewer learns about respondents' feelings by asking them to answer for a third party, such as "your neighbor" or "most people" |
| random error, random sampling error | error that results from chance variation |
| chance variation | difference between the sample value and the true value of the population mean |
| systematic error, bias | error that results from problems or flaws in the execution of the research design; sometimes called nonsampling error |
| sample design error | systematic error that results from an error in the sample design or sampling procedures |
| sampling frame | list of population elements or members from which units to be sampled are selected |
| frame error | error resulting from an inaccurate or incomplete sampling frame |
| population specification error | error that results from incorrectly defining the population or universe from which a sample is chosen |
| selection error | error that results from incomplete or improper sample selection procedures or not following appropriate procedures |
| measurement error | systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process |
| surrogate information error | error that results from a discrepancy between the information needed to solve a problem and that sought by the researcher |
| interviewer error, interviewer bias | error that results from the interviewer's influencing-- consciously or unconsciously-- the respondent |
| measurement instrument bias | error that results from the design of the questionnaire or measurement instrument; also known as questionnaire bias |
| processing error | error that results from the incorrect transfer of information from a survey document to a computer |
| nonresponse bias | error that results from a systematic difference between those who do and those who do not respond to a measurement instrument |
| refusal rate | percentage of persons contacted who refused to participate in a survey |
| response bias | error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation |
| door-to-door interviews | interviews conducted face-to-face with consumers in their homes |
| executive interviews | industrial equivalent of door-to-door interviews |
| mall-intercept interviews | interviews conducted by intercepting mall shoppers (or shoppers in other high-traffic locations) and interviewing them face-to-face |
| central-location telephone interviews | interviews conducted by calling respondents from a centrally located marketing research facility |
| computer-assisted telephone interviews (CATI) | central-location telephone interviews in which interviewers enter respondents' answers directly into a computer |
| self-administered questionnaires | questionnaires filled out by respondents with no interviewer present |
| ad hoc mail surveys | questionnaires sent to selected names and addresses without prior contact by the researcher; sometimes called one-shot mail surveys |
| mail panels | precontacted and prescreened participants who are periodically sent questionnaires |
| longitudinal study | study in which the same respondents are resampled over time |
| newsgroup | an internet site where people can read and post messages devoted to a specific topic |
| cookie | a text file placed on a user's computer in order to indentify the user when she or he revisits the website |
| online focus groups | focus groups conducted via the internet |
| web community | carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation |
| unrestricted internet sample | self-selected sample group consisting of anyone who wishes to complete an internet survey |
| commercial online panel | group of individuals who have agreed to receive invitations to do online surveys from a particular panel company. Company charges organizations doing surveys for access to the panel. |
| open online panel recruitment | any person with internet access can self-select to be in a research panel |
| closed online panel recruitment | inviting only pre-validated individuals or those with shared known characteristics to enroll in a research panel |
| Interactive Marketing Research Organization (IMRO) | organization dedicated to the development, dissemination, and implementation of interactive marketing research concepts, practice, and information |
| observation research | systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved |
| open observation | process of monitoring people who know they are being watched |
| disguised observation | process of monitoring people who do not know they are being watched |
| garbologists | researchers who sort through people's garbage to analyze household consumption patterns |
| ethnographic research | study of human behavior in its natural context, involving observation of behavior and physical setting |
| mystery shoppers | people who pose as consumers and shop at a company's own stores or those of its competitors to collect data about customer-employee interactions and to gather observational data; they may also compare prices, displays, and the like |
| one-way mirror observation | practice of watching behaviors or activities from behind a one-way mirror |
| audit | examination and verification of the sales of a product |
| traffic counters | machines used to measure vehicular flow over a particular stretch of roadway |
| electroencephalograph (EEG) | machine that measures electrical pulses on the scalp and generates a record of electrical activity in the brain |
| galvanic skin response (GSR) | change in the electric resistance of the skin associated with activation responses; also called electrodermal response |
| People Reader | machine that simultaneously records the respondent's reading material and eye reactions |
| portable people meter | device worn by people that measures the radio and TV programming to which the participant was exposed during the day |
| BehaviorScan | scanner-based research system that can manipulate the marketing mix for household panels in geographically dispersed markets and then electronically track consumer purchases |
| InfoScan Custom Store Tracking | scanner-based data system that collects information on consumer packaged goods |
| predictive customer intelligence | modeling surfing patterns along with demographic and psychographic data to predict consumer behavior |
Created by:
srgrant
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