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