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CH4 Marketing 116
| Question | Answer |
|---|---|
| marketing information | everyday information about developments in the marketing environment that mangers use to prepare an adjust marketing plans |
| Decision Support System DSS | an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions. |
| DAta base Marketing | the creation of large computerized file of customer and potential customer profiles and purchase patterns |
| Dashboard | display of computer-generated visual output easily accessed by employees for the purpose of maximizing customer relationship marketing interactions |
| Marketing Research | the process of planning, collecting and analyzing data relevant to a marketing decisoin |
| Marketing Research issue | a statement that defines the focus for the information that is to be collected to aid any marketing decision making |
| Marketing research objective | the specific information needed to solve a marketing reseach issue |
| Management decision problem | broad based problem that uses marketing research in order for mangers to take proper actions |
| SEcondary Data | Data collected for any purpose other than the one at hand. |
| Marketing Research Aggregator | a company that acquires, catalogues, reforms, segments and resells reports already published by marketing research firms |
| Research Design | specifies which research questions must be answered how and when the data will be gathered and how the data will be analyzed |
| Primary Data | information that is collected for the first time and is used for the solving the particular problem under investigation |
| Survey Research | most popular technique for gathering primary data where ther researcher interacts with people to obtain facts, opinions and attitudes |
| Mall Intercept interview | interviewing people in the common area of shopping malls |
| computer assisted personal interviewing | the interviewer reads the question from a computer screen and enters ther respondents data directly in to the computer |
| computer assisted Self interviewing | read off computer and enter own answers into screen |
| Central location telephone facility | a specially designed phone room used to conduct telephone interviewing |
| Executive Interview | a type of suvey that involves interviewing business people at their offices about industrial products or services |
| Focus Group | seven to ten people who participate in a group discussion led by moderator |
| Scaled Response Question | a closed ended question designed to measure the intensisty of a respondents answer |
| Observations Research | a research method that relies on four type s of observation, people watching, people watching an activity, machines watching people and machines watch an activity |
| Ethnographic Research | the study of human behaviour in its natural context, involves observation behaviour and physical setting |
| Experiment | A method a researcher uses to gather primary data to determine cause and effect |
| Sample | a subset from a larger population |
| Universe | the population from which a sample will be drawn |
| Probability Sample | a sample in which every element in the population has a known statistical likelihood of being selected |
| Random Sample | arranged in such a way that every elecment of thepopulation has an euqal change of being seleceted as part of the sample |
| Nonprobability Sample | little or no attempt is made to have a representative cross seciton of the population |
| Convenience Sample | repondants whoa re convenient or readily accessible to the researcher ( friends family relatives) are used in non probability sample |
| measurment error | Info from research is different than the research provided by the meaurment process |
| Sampling Error | when the sample doesnt represent the target population |
| Frame Error | sample error- sample drawn from a population differs from the TARGET population |
| Random Error | selected sample is an imperfect representation of the overall population |
| Field Service Firm | a firm that specializes in interviewing respondents on a subcontracted basis |
| Cross Tabulation | A method of analyzing data that shows the analyst the responses to one question in relation to the responses to one or more other questions |
| REcrutied Internet sample- unrestricted internet sample and screened internet sample | 3 different types of internet samples |
| Scanner Based Researche | system fo gather information from a single group of respondents by continuously monitoring the advertising, promotion and pricing they are exposed to and the products they buy |
| Behavioiur Scan | scanner based resarch program that tracks the purchase of 3000 households through store scanners in each research market |
| InfoScan | a scanner based salestracking service for the consumer packaged goods industry |
| Competitive Intelligence | an intelligence system that helps mangers asses their competition and vendors in order to become more efficient and effective competitors |
Created by:
rebeccafengler
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