Marketing Chapter 9

Marketing

18 cards   |   Total Attempts: 182
  

Cards In This Set

Front Back
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