Marketing Chapter 9

18 cards

marketing


 
  
Created Oct 19, 2011
by
gbernardo89

 

 
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1
an interactive, flexible, computerized information system that enables managers to obtain and manipulate information...
 
decision support system (DSS)
2
the process of planning, collecting, and analyzing data relevant to a marketing decision
 
marketing research
3
determining what information is needed and how that information can be obtained efficiently...
 
marketing research problem
4
the specific information needed to solve a marketing research problem; the objective should...
 
management decision problem
5
data previously collected for any purpose other than the one at hand
 
secondary data
6
the most popular technique for gathering primary data, in which a researcher interacts with...
 
survey research
7
seven to ten people who participate in a group discussion led by a moderator
 
focus group
8
an interview question that encourages an answer phrased in the respondent's own words
 
open-ended question
9
an interview question that asks the respondent to make a selection from a limited list of responses
 
close-ended question
10
a closed-ended question designed to measure the intensity of a respondent's answer
 
scaled-response question
11
researchers posing as customers who gather observational data about a store
 
mystery shopper
12
a form of observation marketing research that uses data mining coupled with identifying Web...
 
behavioral targeting (BT)
13
the study of human behavior in its natural context; involves observation of behavior and physical...
 
ethnographic research
14
a method a researcher uses to gather primary data
 
experiment
15
a subset of a large population
 
sample
16
an error that occurs when there is a difference between the information desired by the researcher...
 
measurement error
17
media that consumers generate and share among themselves
 
consumer-generated media (CGM)
18
a system for gathering information from a single group of respondents by continuously monitoring...
 
scanner-based rdesearch


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