+

Marketing Chapter 9


Marketing
  
Changes are done, please view the flashcard.

Preview Flashcards

FrontBack
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

Upgrade and get a lot more done!
Upgrade