Marketing Chapter 4

Sample

Is a segment of the population selected to represent the population as a whole

neuromarketing

measuring brain activity to learn how consumers feel and respond.

judgment sample

the researcher uses his or her judgment to select population members who are good prospects for accurate information

Quota sample

The researcher finds and interviews a prescribed number of people in each of several categories

Internal Databases

Are collections of consumer and market information obtained from data sources within the company network

Simple random sample

Every member of the population has known and equal chance of selection

Stratified random sample

The population is divided into mutually exclusive groups and random samples are drawn from each group

Cluster sample

The population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview

Open-ended questions

allow respondents to answer in their own words.

Closed-ended questions

include all the possible answers, and subject make choices

Convenience sample

the researcher selects the easiest population members from which to obtain information

Marketing analytics

Consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance

Ethnographic research

Sending trained observers to watch and interact with consumers in their natural environments

Mechanical instruments

are used to monitor consumers behavior