Chapter 4

Question 1

market research ethics

Answer 1

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

Question 2

database

Answer 2

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

Question 3

marketing information system (MIS)

Answer 3

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

Question 4

intranet

Answer 4

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

Question 5

market intelligence system

Answer 5

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

Question 6

reverse engineering

Answer 6

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

Question 7

market research

Answer 7

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

Question 8

syndicated research

Answer 8

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

Question 9

custom research

Answer 9

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

Question 10

marketing decision support system (MDSS)

Answer 10

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

Question 11

data

Answer 11

raw, unorganized facts that need to be processed

Question 12

information

Answer 12

interpreted data

Question 13

customer insights

Answer 13

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

Question 14

research design

Answer 14

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

Question 15

secondary data

Answer 15

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

Question 16

primary data

Answer 16

data from research conducted to help make a specific decision

Question 17

exploratory research

Answer 17

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

Question 18

focus group

Answer 18

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

Question 19

market research online community (MROC)

Answer 19

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

Question 20

case study

Answer 20

comprehensive examination of a particular firm or organization

Question 21

ethnography

Answer 21

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

Question 22

descriptive research

Answer 22

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

Question 23

cross-sectional design

Answer 23

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

Question 24

longitudinal design

Answer 24

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

Question 25

casual research

Answer 25

technique that attempts to understand cause-and-effect relationships

Question 26

experiements

Answer 26

technique that tests predicted relationships among variables in a controlled environment

Question 27

neuromarketing

Answer 27

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

Question 28

telemarketing

Answer 28

use of telephone to sell directly to consumers and business customers

Question 29

mall intercept

Answer 29

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

Question 30

unobtrusive measures

Answer 30

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

Question 31

mechanical observation

Answer 31

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

Question 32

eye tracking technology

Answer 32

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

Question 33

cookies

Answer 33

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

Question 34

predictive technology

Answer 34

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

Question 35

bounce rate

Answer 35

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)

Question 36

validity

Answer 36

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

Question 37

internal validity

Answer 37

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

Question 38

external validity

Answer 38

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

Question 39

reliability

Answer 39

extent to which research measurement techniques are free of errors

Question 40

representativeness

Answer 40

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

Question 41

sampling

Answer 41

process of selecting respondents for a study

Question 42

probability sample

Answer 42

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

Question 43

nonprobability sample

Answer 43

sample in which personal judgement is used to select respondents

Question 44

convenience sample

Answer 44

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

Question 45

back-translation

Answer 45

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