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16 Cards in this Set
- Front
- Back
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Delphi technique
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Qualitative sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until the participants reach a consensus.
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exploratory research
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Process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources.
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exponential smoothing
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Quantitative forecasting technique that assigns weights to historical sales data, giving the greatest weight to the most recent data.
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focus group
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Simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic.
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interpretative research
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Observational research method developed by social anthropologists in which customers are observed in their natural setting and their behavior is interpreted based on an understanding of social and cultural characteristics; also known as ethnography, or “going native.”
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jury of executive opinion
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Qualitative sales forecasting method that assesses the sales expectations of various executives.
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marketing decision support system (MDSS)
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Marketing information system component that links a decision maker with relevant databases and analysis tools.
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marketing research
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Process of collecting and using information for marketing decision making.
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nonprobability sample
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Sample that involves personal judgment somewhere in the selection process.
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primary data
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Information collected specifically for the investigation at hand.
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probability sample
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Sample that gives every member of the population a known chance of being selected.
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sales force composite
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Qualitative sales forecasting method based on the combined sales estimates of the firm’s salespeople.
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sales forecast
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Estimate of company revenue for a specified future period.
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sampling
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Process of selecting survey respondents or research participants.
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secondary data
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Previously published information.
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trend analysis
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Quantitative sales forecasting method that estimates future sales through statistical analyses of historical sales patterns.
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