CHAPTER 4

Quota sample

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

Survey Research

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

stratified random

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

Ethnographic Research

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

Sample

a segment of the population selected for marketing research to represent the population as a whole

Online Marketing Research

collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior

Internal Databases

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

Customer Insights

fresh marketing information-based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships

Online Focus Group

gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and 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

Primary Data

information collected for the specific purpose at hand

Secondary Data

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

Customer Relationship Management (CRM)

managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

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

Marketing Information System

people and procedures 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

Marketing Analytics

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

Big Data

the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies

Marketing Research

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

Competitive Marketing Intelligence

the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace

Code of Standards and Ethics for Survey Research

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

It is gathering primary data by observing relevant people, actions, and situations

What is Observational research?

A simple random sample

What is it called when every member of the population has a known and equal chance of selection?

Secondary data

What is the information that already exists somewhere, having been collected for another purpose?

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.

Behavioral Targeting

using online consumer tracking data to target advertisements and marketing offers to specific consumers

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.

Exploratory research

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

Marketing research

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

Competitive marketing intelligence

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

cluster

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

Casual Research

Marketing research to test hypotheses about cause-and-effect relationships

Focus Group Interviewing

Personal interviewing that involves inviting small groups of people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.

Experimental research

__________ is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, 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.

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 basis for creating customer value and relationships.

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.

internal database

A(n) __________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.