an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions |
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decision support system (DSS) |
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the process of planning, collecting, and analyzing data relevant to a marketing decision |
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marketing research |
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determining what information is needed and how that information can be obtained efficiently and effectively |
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marketing research problem |
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the specific information needed to solve a marketing research problem; the objective should be to provide insight decision-making information |
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management decision problem |
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data previously collected for any purpose other than the one at hand |
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secondary data |
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the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes |
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survey research |
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seven to ten people who participate in a group discussion led by a moderator |
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focus group |
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an interview question that encourages an answer phrased in the respondent's own words |
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open-ended question |
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an interview question that asks the respondent to make a selection from a limited list of responses |
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close-ended question |
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a closed-ended question designed to measure the intensity of a respondent's answer |
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scaled-response question |
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researchers posing as customers who gather observational data about a store |
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mystery shopper |
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a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP address |
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behavioral targeting (BT) |
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the study of human behavior in its natural context; involves observation of behavior and physical settings |
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ethnographic research |
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a method a researcher uses to gather primary data |
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experiment |
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a subset of a large population |
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sample |
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an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process |
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measurement error |
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media that consumers generate and share among themselves |
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consumer-generated media (CGM) |
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a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy |
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scanner-based rdesearch |
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