chapter 4
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
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
Casual Research
Marketing research to test hypotheses about cause-and-effect relationships
ethnographic research
a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
internal database
electronic collections of consumer and market information obtained from data sources within the company network
simple random sample
every member of the population has a known and equal chance of selection
Code of Standards and Ethics for Survey Research
outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
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
quota sample
refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
Samples
segments of the population selected for marketing research to represent the population as a whole
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
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
secondary data
information that already exists somewhere, having been collected for another purpose
customer insights
fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
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