Marketing Research Terms and Definitions, Quizzes of Principles of Marketing

Download Marketing Research Terms and Definitions and more Quizzes Principles of Marketing in PDF only on Docsity! TERM 1 marketing research DEFINITION 1 the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities TERM 2 research design DEFINITION 2 an overall plan for obtaining the information needed to address a research problem or issue TERM 3 hypothesis DEFINITION 3 an informed guess or assumption about a certain problem or set of circumstances TERM 4 exploratory research DEFINITION 4 research conducted to gather more information about a problem or to make a tentative hypothesis more specific TERM 5 conclusive research DEFINITION 5 research designed to verify insights through objective procedures and to help marketers in making marketing decisions TERM 6 descriptive research DEFINITION 6 research conducted to clarify the characteristics of certain phenomena to solve a particular problem TERM 7 experimental research DEFINITION 7 research that allows marketers to make causal inferences about relationships TERM 8 reliability DEFINITION 8 a condition that exists when a research technique produces almost identical results in repeated trials TERM 9 validity DEFINITION 9 a condition that exists when a research method measures what it is supposed to measure TERM 10 primary data DEFINITION 10 data observed & recorded or collected directly from respondents TERM 21 telephone survey DEFINITION 21 a research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone TERM 22 online survey DEFINITION 22 a research method in which respondents answer a questionnaire via e-mail or on a website TERM 23 crowdsourcing DEFINITION 23 combines the words "crowd" and "outsourcing" and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call TERM 24 personal interview survey DEFINITION 24 a research method in which participants respond to survey questions face-to-face TERM 25 in-home (door-to-door) interview DEFINITION 25 a personal interview that takes place in the respondent's home TERM 26 focus-group interview DEFINITION 26 an interview that is often conducted informally, without a structured questionnaire, in small groups of 8-12 people, to observe interaction when members are exposed to an idea or concept TERM 27 customer advisory boards DEFINITION 27 small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of its marketing strategy TERM 28 telephone depth interview DEFINITION 28 an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys TERM 29 shopping mall intercept interview DEFINITION 29 a research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall TERM 30 on-site computer interview DEFINITION 30 a variation of the shopping mal intercept interview in which respondents complete a self-administered questionnaire displayed on a computer monitor TERM 31 statistical interpretation DEFINITION 31 analysis of what is typical and whatdeviates from the average TERM 32 marketing information system (MIS) DEFINITION 32 a framework for managing & structuring information gathered regularly from sources inside and outside the organization TERM 33 database DEFINITION 33 a collection of information arranged for easy access and retrieval TERM 34 single-source data DEFINITION 34 information provided by a single marketing research firm TERM 35 MDSS DEFINITION 35 marketing decision support system: customized computer software that aids marketing managers in decision making