Chapter 4

Secondary Data

are information that already exits somewhere, having been collected for another purpose.

Ethnographic research

is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"

Survey research

is gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior.

experimental research

is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related facts and checking for differences in group responses.

Descriptive research

is marketing research to better describe marketing problems, situations or markets such as the market potential for a product or the demographics and attitudes of consumers.

Exploratory research

is marketing research to gather preliminary info that will help define problems and suggest hypotheses

Causal Research

is marketing research to test hypotheses about cause-and-effect relationships.

Customer insight

is the fresh understanding of customers and the marketplace derived from marketing information that becomes the bases for creating customer value and relationships.

Code of standards and ethics for survey research

the ______ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.

Primary data

are information collected for the specific purpose at hand.

observational research is

gathering primary data by observing relevant people; actions and situations.

competitive Marketing intelligence

is the systematic collection and analysis of publicly available information about consumer, competitors, and developments int he marketing environment.

stratified random

In a ____ Sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

Simple Random

In a _____ sample, every member of the population has a known and equal chance of selection.

Cluster

In a _____ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the group to interview.

samples

are segments of the population selected for marketing research to represent the population as a whole.

internal database

referes to electronic collections of customers and marketing info obtained from data sources within the company network.

Quota sample

refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.

Marketing info system

is people and processes dedicated to assessing info needs, developing the needed information, and helping decision makers to use the info to generate and validate actionable customer and market insights

Marketing research

is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization