MyMarketingLab 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.

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.

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.

Customer insights

the fresh understandings of customers and the marketplace derived from marketing information that become the basis from creating customer value and relationships

Competitive Marketing Intelleigence

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

Simple random sample

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

Ethnographic research

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

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

Secondary data

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

Primary Data

information collected for the specific purpose at hand.

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.

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

stratified random

cluster

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

Marketing Research

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

Codes of Standards and Ethics for survey research

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

Marketing Info. System

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.

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.

Stratified random

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

sample

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