Marketing Chapter 4

mechanical observation

A method of primary data collection that relies on machines to capture human behavior in a form that allows for future analysis and interpretation.

nonprobability sample

A sample in which personal judgment is used to select respondents.

eye tracking technology

A type of mechanical observation technology that uses sensors and sophisticated software to track the position and movement of an individual's eyes to gain context-specific insights into how individuals interact with and respond to different visual elements and stimuli.

marketing decision support system (MDSS)

An MDSS includes analysis and interactive software that allows marketing managers, even those who are not computer experts, to access MIS data and conduct their own analyses, often within the context of the company intranet.

market research online community (MROC)

An MROC is a privately assembled group of people, usually by a market research firm or department, used to gain insight into customer sentiments and tendencies.

secondary data

Information that has been collected for some purpose other than the problem at hand

unobtrusive measures

Measuring traces of physical evidence that remain after some action has been taken.

defining the research problem.

Specify the research objectives: What questions will the research attempt to answer? Identify the consumer population of interest: What are the characteristics of the consumer group(s) of interest? Place the problem in an environmental context: What factors in the firm's internal and external business environment might influence the situation?

marketing information system (MIS)

The MIS is a process that first determines what information marketing managers need. Then it gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to users.

sampling

The process of selecting respondents for a study.

back-translation

The process of translating material to a foreign language and then back to the original language.

cross-sectional design

This approach usually involves the systematic collection of responses to a consumer survey instrument, such as a questionnaire, from one or more samples of respondents at one point in time. They may collect the data on more than one occasion but usually not from the same pool of respondents.

intranet

This is an internal corporate communications network that uses Internet technology to link company departments, employees, and databases. Intranets are secured so that only authorized employees have access. This is an internal corporate communications network that uses Internet technology to link company departments, employees, and databases. Intranets are secured so that only authorized employees have access.

descriptive research

This kind of research probes systematically into the marketing problem and bases its conclusions on a large sample of participants. Results typically are expressed in quantitative terms—averages, percentages, or other statistics that result from a large set of measurements

observation

This term refers to situations where the researcher simply records the consumer's behaviors.

market intelligence system

a method by which marketers get information about what's going on in the world that is relevant to their business.salespeople are the ones "in the trenches" every day, talking with customers, distributors, and prospective customers, they are a key to sourcing this valuable information.

neuromarketing

approach uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do,

Mail questionnaires

are easy to administer and offer a high degree of anonymity to respondents.

Data

are raw, unorganized facts that need to be processed.

Cookies

are text files that a website sponsor inserts into a user's hard drive when the user connects with the site.

completely structured questionnaire,

asking every respondent the exact same questions, and each participant responds to the same set of fixed choices.

Causal research

attempts to identify cause-and-effect relationships. Marketers use causal research techniques when they want to know if a change in something (e.g., placing cases of beer next to a diaper display) is responsible for a change in something else (e.g., a big increase in diaper sales).

reverse engineering

competitors' products, which means physically deconstructing the product to determine how it's put together.

research objective

determines the consumer population the company will study. the company chose to focus on why consumers didn't buy the competing brands.

probability sample

each member of the population has some known chance of being included.

simple random sample (not key to studying)

every member of a population has a known and equal chance of being included in the study.

stratified sample (not key to studying)

in which a researcher divides the population into segments that relate to the study's topic.

telemarketing

in which businesses sell directly to consumers over the phone, has eroded consumers' willingness to participate in phone surveys

primary data

information they gather directly from respondents to specifically address the question at hand.

case study

is a comprehensive examination of a particular firm or organization.

Bounce rate

is a marketing metric for analyzing website traffic.

convenience sample

is a nonprobability sample composed of individuals who just happen to be available when and where the data are being collected.

Syndicated research

is general information specialized firms collect on a regular basis and then sell to other firms.

Representativeness

is the extent to which consumers in the study are similar to a larger group in which the organization has an interest

Validity

is the extent to which the research actually measures what it was intended to measure.

Reliability

is the extent to which the research measurement techniques are free of errors.

focus group

is the technique that market researchers employ most often for exploratory research. Focus groups typically consist of five to nine consumers who have been recruited because they share certain characteristics (they all play golf at least twice a month, are women in their twenties, etc.). These people sit together to discuss a product, ad, or some other marketing topic a discussion leader introduces.

ethnography

qualitative approach which uses a technique that marketers borrow from anthropologists who go to "live with the natives" for months or even years.

database

real intent is to develop a database of potential customers for direct marketing.

Market research ethics

refers to taking an ethical and aboveboard approach to conducting market research that does no harm to the participant in the process of conducting the research.

customer insights

refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain its customers

Market research

refers to the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.the better a firm is at obtaining valid market information, the more successful it will be.

External validity

relates to the extent that research results are practically applicable to the relevant target market (and not just the specific study participants who were intended to represent that target market)

Internal validity

relates to the extent that the research design was set up in such a manner that what was intended to be measured was accurately measured and not obscured (for instance, by the accidental inclusion of any factors not intended to be included in the study).

mall intercept

study in which researchers recruit shoppers in malls or other public areas.

unstructured questionnaire

the researcher loosely determines the items in advance.

most exploratory research as qualitative;

the results of the research project tend to be nonnumeric and instead might be detailed verbal or visual information about consumers' attitudes, feelings, and buying behaviors in the form of words rather than in numbers.

personal observation

they simply watch consumers in action to understand how they react to marketing activities

exploratory research

to come up with ideas for new strategies and opportunities or perhaps just to get a better handle on a problem they are currently experiencing with a product....Exploratory studies often involve in-depth probing of a few consumers who fit the profile of the "typical" customer. Researchers may interview consumers, salespeople, or other employees about products, services, ads, or stores.

custom research

to provide answers to specific questions. This kind of research is especially helpful for firms when they need to know more about why certain trends have surfaced.

systematic sampling procedure (not key to studying)

to select members of a population; they select the nth member of a population after a random start.

longitudinal design

tracks the responses of the same sample of respondents over time.

internal company data system

uses information from within the organization to produce reports on the results of sales and marketing activities. Internal company data include a firm's sales records

Telephone interviews

usually consist of a brief phone conversation in which an interviewer reads a short list of questions to the respondent.

information

which is interpreted data.

research design

which specifies exactly what information marketers will collect and what type of study they will do.

predictive technology

which uses shopping patterns of large numbers of people to determine which products are likely to be purchased if others are—except in this case what you're "shopping" for is movies to watch.