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Flashcards in Chapter 4 Deck (45):
1

market research ethics

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

2

database

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)

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

internal corporate communication network that uses internet tech to link company departments, employees, and databases

5

market intelligence system

method by which marketers get info about what's going on in the world that is relevant to their business

6

reverse engineering

process of physically deconstructing a competitor's product to determine how it's put together

7

market research

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

8

syndicated research

research by firms that collect data on a regular basis and sell the reports to multiple firms

9

custom research

research conducted for a single firm to provide specific info its managers need

10

marketing decision support system (MDSS)

data, analysis software, and interactive software that allow managers to conduct analyses and find the info they need

11

data

raw, unorganized facts that need to be processed

12

information

interpreted data

13

customer insights

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

14

research design

plan that specifies what info marketers will collect and what type of study they will do

15

secondary data

data that have been collected for some purpose other than the problem at hand

16

primary data

data from research conducted to help make a specific decision

17

exploratory research

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

18

focus group

product-oriented discussion among a small group of consumers led by a trained moderator

19

market research online community (MROC)

privately assembled group of people, usually by a market research firm or department, utilized to gain insight into customer sentiments and tendencies

20

case study

comprehensive examination of a particular firm or organization

21

ethnography

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

22

descriptive research

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

23

cross-sectional design

type of descriptive technique that involves the systematic collection of quantitative info

24

longitudinal design

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

25

casual research

technique that attempts to understand cause-and-effect relationships

26

experiements

technique that tests predicted relationships among variables in a controlled environment

27

neuromarketing

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

28

telemarketing

use of telephone to sell directly to consumers and business customers

29

mall intercept

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

30

unobtrusive measures

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

31

mechanical observation

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

32

eye tracking technology

type of mechanical observation tech 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

33

cookies

text files inserted by a website sponsor into a web surfer's hard drive that allows the site to track the surfer's moves

34

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

35

bounce rate

marketing metric for analyzing website traffic; it represents the percentage of visitors who enter the site (typically at the home page) and "bounce" (leave the site) rather than continuing to view additional pages on the site
=(total visitors viewing 1page) / (total entries to the web page)

36

validity

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

37

internal validity

extent to which the results of a research study accurately measure what the study intended to measure by ensuring proper research design, including efforts to ensure that any potentially confounding factors were not included or introduced at any point during the execution of the research study

38

external validity

extent to which the results of a research study can be generalized to the population its sample was intended to present, providing a higher level of confidence that the findings can be applied outside of the setting where the research was conducted

39

reliability

extent to which research measurement techniques are free of errors

40

representativeness

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

41

sampling

process of selecting respondents for a study

42

probability sample

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

43

nonprobability sample

sample in which personal judgement is used to select respondents

44

convenience sample

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

45

back-translation

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