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RIT POM CH 9
| Term | Definition |
|---|---|
| Marketing Research | planning, collecting, and analyzing data relevant to a marketing decision |
| Marketing Research: Descriptive | gathering and presenting factual statements |
| Marketing Research: Diagnostic | explaining data, such as impact in sales due to change in design of product |
| Marketing Research: Predictive | Addresses the "what if" questions. |
| Marketing Research Process (Steps) | •Identify Problem<br>•Plan research and gather data<br>•Specify sampling procedures<br>•collect primary data<br>•Analyze data<br>•Prepare and present the report<br>•Follow up<br> |
| Database Marketing | Large computerized file to store customers and potential customers profiles and purchasing patterns |
| Primary Data | first info collected. used for solving particular problem |
| Secondary Data | Data previously collected for any purpose other then the one at hand |
| Secondary Data(Advantages and Disadvantages) | •Advantages<br>Saves time and money<br>Aid in formulating the problem statement and suggest research methods •Disadvantages<br> stem mainly from mismatch between the researchers unique problem<br> Not detailed |
| Primary Data(Advantages and Disadvantages) | •Advantages<br> Answer a specific question<br> Data is Current<br> Researcher know the Source •Disadvantages<br> Expensive<br> |
| Market Researching Aggregators | company that acquires, catalogs, reformats, segments, and resells reports already published by marking research firms. |
| Sampling | selecting a subset from a larger population |
| Probability Sample | sample in which every element has a known statistical likelihood of being selected. |
| Nonprobability Sample | sample in which little or no attempt is made to get a representative cross-section of the population. |
| Convenience Sample | form of nonprobability sample using respondents who are convenient or readily accessible to the researcher.(ex. employees, friends, or relatives) |
| Random Samples | A sample arranged so that every element of the population has an equal chance of being selected. |
| Universe | population from which a sample will be drawn |
| Ethnographic Research | Study of human behavior in its natural context; involves observation of behavior and physical setting |
| Observation Research | Research that relies on 4 things:<br> •People Watching People<br> •People Watching an Activity<br> •Machines Watching People<br> •Machines Watching an Activity |
| Closed End | Question that asks the respondent to make selection from limited list of responses |
| Open Ended | Question that encourages an answer in the respondents own words |
| Scaled-Response Questions | A closed-ended question designed to measure the intensity of a respondent's answer |
| Focus Groups | 7 - 10 people who participate in a group discussion led by a moderator |
| Mall intercepts | survey research method that involved interviewing people in the common areas of shopping mall |
| Telephone interviews | costs less then personal interviews, conducted on the phone |
| Executive Interviews | type of survey that involves interviewing business people at their offices concerning industrial products or services. |
Created by:
thecrew
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