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Marketing Chapter 9
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Side A ------ Side B an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions ------ decision support system (DSS) the process of planning, collecting, and analyzing data relevant to a marketing decision ------ marketing research determining what information is needed and how that information can be obtained efficiently and effectively ------ marketing research problem the specific information needed to solve a marketing research problem; the objective should be to provide insight decision-making information ------ management decision problem data previously collected for any purpose other than the one at hand ------ secondary data the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes ------ survey research seven to ten people who participate in a group discussion led by a moderator ------ focus group an interview question that encourages an answer phrased in the respondent's own words ------ open-ended question an interview question that asks the respondent to make a selection from a limited list of responses ------ close-ended question a closed-ended question designed to measure the intensity of a respondent's answer ------ scaled-response question researchers posing as customers who gather observational data about a store ------ mystery shopper a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP address ------ behavioral targeting (BT) the study of human behavior in its natural context; involves observation of behavior and physical settings ------ ethnographic research a method a researcher uses to gather primary data ------ experiment a subset of a large population ------ sample an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process ------ measurement error media that consumers generate and share among themselves ------ consumer-generated media (CGM) 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 ------ scanner-based rdesearch
Side A ------ Side B an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions ------ decision support system (DSS) the process of planning, collecting, and analyzing data relevant to a marketing decision ------ marketing research determining what information is needed and how that information can be obtained efficiently and effectively ------ marketing research problem the specific information needed to solve a marketing research problem; the objective should be to provide insight decision-making information ------ management decision problem data previously collected for any purpose other than the one at hand ------ secondary data the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes ------ survey research seven to ten people who participate in a group discussion led by a moderator ------ focus group an interview question that encourages an answer phrased in the respondent's own words ------ open-ended question an interview question that asks the respondent to make a selection from a limited list of responses ------ close-ended question a closed-ended question designed to measure the intensity of a respondent's answer ------ scaled-response question researchers posing as customers who gather observational data about a store ------ mystery shopper a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP address ------ behavioral targeting (BT) the study of human behavior in its natural context; involves observation of behavior and physical settings ------ ethnographic research a method a researcher uses to gather primary data ------ experiment a subset of a large population ------ sample an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process ------ measurement error media that consumers generate and share among themselves ------ consumer-generated media (CGM) 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 ------ scanner-based rdesearch
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