Chapter 7 Flashcards
(24 cards)
data warehouse
a place where databases are stored so that they are available when needed
intranet
a system for linking computers within a company
decision support system
a computer program that makes it easy for a marketing manager to obtain and use information
dashboard
displays up to the minute marketing data in an easy to read format-much like a cars dashboard shows the speedometer and fuel gauge
marketing model
a statement of relationshops among marketing variables
scientific method
a decision making approach that focuses on being objective and orderly in testing ideas before accepting them
hypotheses
educated guesses about the relationships between things or about what will happen in the future
marketing research process
- defining the problem
- analyzing the situation
- getting problem specific data
- interpreting the data
- solving the problem
situation analysis
an informal study of what info is already available in the problem area
secondary data
info that has been collected or published already
primary data
info specifically collected to solve a current problem
research proposal
a plan that specifies what info will be obtained and how-to be sure no misunderstanding occur later
qualitative research
seeks depth, open ended responses, not yes or no answers
group interview
involves simultaneously interviewing 6-10 people in an informal group setting
quantitative research
seeks structured responses that can be summarized in numbers
response rate
the percentage of people contacted who complete the questionnaire- often low and respnondents may not be representative
market research online community
an online group of participants who are joined together by a common interest and who participate in ongoing research
consumer panels
a group of consumers who provide info on a continuing basis
experimental method
researchers compare the responses of two or more groups that are similar except on the characteristic being tested
statistical packages
easy to use computer systems that analyze data
population
the total group researchers are interested in
sample
a part of the relevant population
confidence intervals
the range on either side of an estimate that is likely to contain the true value for the whole population
validity
the extent to which data measure what they are intended to measure
