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Flashcards in Chapter 4 Deck (40):
1

Market research ethics

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

2

Database

An organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more.

3

Marketing information system (MIS)

A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.

4

Intranet

An internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

5

Market intelligence system

A method by which marketers get information about everyday happenings in the marketing environment.

6

Reverse engineering

The process of physically deconstructing a competitors product to determine how it's put together.

7

Market research

The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.

8

Syndicated research

Research by firms that collect data on regular basis and sell the reports to multiple firms.

9

Marketing decision support system(MDSS)

The data, analysis software, and interactive software that allows managers to conduct analyses and find the information they need.

10

Data

Raw, unorganized facts that need to be processed.

11

Information

Interpreted data.

12

Customer insights

The collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain their customers.

13

Research design

A plan that specifies what information marketers will collect and what type of study they will do.

14

Secondary data

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

15

Primary data

Data from research conducted to help make a specific decision.

16

Exploratory research

A technique that marketers use to generate insights for future, more rigorous studies.

17

Focus group

A product-oriented discussion among a small group of customers led by a trained moderator.

18

Case study

A comprehensive examination of a particular firm or organization

19

Ethnography

An approach to research based on observations of people in their own homes or communities.

20

Descriptive research

A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.

21

Cross-sectional design

A type of descriptive technique that involves the systematic collection of quantitative information.

22

Longitudinal design

A technique that tracks the responses of the same sample of respondents over time.

23

Causal research

A technique that attempts to understand cause-and-effect relationships.

24

Experiments

A technique that tests predicted relationships among variables in a controlled environment.

25

Neuromarketing

A type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do.

26

Telemarketing

The use of the telephone to sell directly to consumers and business customers.

27

Mall intercept

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

28

Unobtrusive measure

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

29

Cookies

Text files inserted by website sponsor into a Web surfer's hard drive that allows the site to track the surfer's moves.

30

Predictive technology

Analysis techniques that use shopping patterns of large numbers of people to determine which products are likely to be purchased if others are.

31

Bounce rate

A marketing metric for analyzing website traffic. It represents the percentage of visitors who enter the site and "bounce" rather than continuing viewing other pages within the same overall site.

32

Bounce rate formula

total number of visitors viewing one page only divided by total entries to the web page

33

Validity

The extent to which research actually measures what it was intended to measure

34

Representativeness

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

35

Reliability

The extent to which research measurement techniques are free of errors

36

Sampling

The process of selecting respondents for a study.

37

Probability sample

A sample in which each member of the population has some known chance of being included.

38

Non-probability sample

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

39

Convenience sample

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

40

Back-translation

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