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.