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37 Cards in this Set
- Front
- Back
Marketing Research
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the act of collecting, interpreting, and reporting information concerning a clearly defined marketing problem.
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demand analysis
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A type of research used to estimate how much customer demand there is for a particular product and understand the factors driving that demand.
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Four P's
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product, price, place, promotion
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sales forecasting
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a form of research that estimates how much of a product will sell over a given period of time.
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advertising effectiveness studies
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A type of research that measures how well an advertising campaign meets marketing objectives.
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sales tracking
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a type of research that follows changes in sales during and after promotional programs to see how the marketing efforts affected the company's sales.
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The marketing research process
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1- problem definition
2-plan development 3-data collection 4-data analysis 5-taking action |
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primary data
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Data collected specifically for the research problem at hand.
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secondary data
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data collected for purposes other than answering firms questions.
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exploratory research
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A type of research that seeks new insights that will help the firm better understand that the problem or consumer thoughts, needs, and behavior.
face-to-face interaction , interview |
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descriptive research
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a type of study that seeks to understand consumer behavior by answering who, what, where, when,and how.
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casual research
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a type of research used to understand the cause-and effect relationships among variables.
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sampling
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the process of selecting a subset of the population that is representative of the population as a whole.
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sample
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a representative subset of the larger population.
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probability sampling
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a type of sampling in which every person in the target population has a chance of being selected, and the probability of each person being selected is known.
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simple random sampling
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a type of sampling in which everyone in the target population has an equal chance of being selected.
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nonprobability sampling
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a type of sampling that does not attempt to ensure that every member of the target market has a chance of being selected.
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quota sampling
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a type of sampling in which certain number of participants is picked based on selection criteria such as demographics.
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snowball sampling
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A type of sampling in which a set of participants is selected based on the referral of other participants who know they have some knowledge of the subject in question.
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qualitative data collection
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focus groups,interview, observation
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primary data
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qualitative or quantitative
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quantitative
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surveys, experiments, and mathematical modeling.
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surveys
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data collection tool that poses a sequence of questions to respondents.
answers who, what, where, why, how. |
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experiments
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procedures undertaken to test a hypothesis.
*allow researcher to control the research setting in order to examine casual relationships between variables. |
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field experiments
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experiments performed in natural settings like stores or malls.
*difficult to control |
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neuromarketing
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technique that measures brain activity when a participant is subjected to a particular stimulant to understand how consumers feel about products, packaging and advertisement.
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mathematical modeling
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type of casual research that involves using equations to model the relationships between variables.
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marketing information systems
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MIS
DSS Data mining |
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marketing information system (MIS)
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computer software that helps companies continuously capture information and store it in a way that makes it accessible to researchers and decision makers.
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decision support system (DSS)
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a computer program that enable access and use of the information stored in data warehouse.
( sales data and competitor information) |
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data mining
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a process that involves the computerized search for meaningful trends in a large amount of data.
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competitive intelligence
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involves systematically gathering data about what strategies direct and indirect competitors are pursuing in terms of new product development and the marketing mix.
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sales forecasting
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time series techniques
regression techniques judgemental techniques |
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customized research firms
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research providers that offer services designed specifically for their customers.
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standardized research firms
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research providers that use common research designs that may apply to the research needs of many firms.
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global marketing research challenges
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political
legal sociocultural technological |
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validity
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the extent to which data measures what the researcher intended to measure.
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