Marketing Ch 4

ethnographic research

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

secondary data

information that already exists somewhere, having been collected for another purpose

descriptive research

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

marketing research to gather preliminary information that will help define problems and suggest hypotheses.

causal research

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

customer insight

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

Competitive marketing intelligence

the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

marketing research

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

stratified random

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

marketing information system

A(n) __________ is people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

primary data

are information collected for the specific purpose at hand.

Samples

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

simple random sample

every member of the population has a known and equal chance of selection

survey research

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

Observational research

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

experimental research

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

Code of Standards and Ethics for Survey Research

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

quota sample

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

internal database

refers to electronic collections of customer and marketing information obtained from data sources within the company network.

Cluster

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups