Download Marketing Research Terms and Definitions and more Quizzes Principles of Marketing in PDF only on Docsity! TERM 1 market research DEFINITION 1 the process of planning, collecting, and analyzing, data relevant to a marketing decision TERM 2 marketing research problem DEFINITION 2 determining what information is needed and how that information can be obtained efficiently and effectively TERM 3 marketing research objective DEFINITION 3 the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making-information TERM 4 management decision problem DEFINITION 4 a broad-based problem that uses marketing research in order to for managers to take proper actions TERM 5 secondary data DEFINITION 5 data previously collected for any purpose other than the one at hand TERM 6 research design DEFINITION 6 specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed TERM 7 primary data DEFINITION 7 information that is collected for the first time, used for solving the particular problem under investigation TERM 8 survey research DEFINITION 8 the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes TERM 9 mall intercept interview DEFINITION 9 a survey research method that involves interviewing people in the common areas of shopping malls TERM 10 computer-assisted personal interviewing DEFINITION 10 an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer TERM 21 social media monitoring DEFINITION 21 the use of authorized tools to monitor online buzz, chatter and conversations TERM 22 ethnographic research DEFINITION 22 the study of human behavior in its natural context; involves observation of behavior and physical setting t TERM 23 experiment DEFINITION 23 a method of gathering primary data in which the researcher alters one or more variable while observing the effects of those alterations on another variable TERM 24 sample DEFINITION 24 a subset from a larger population TERM 25 probability sample DEFINITION 25 a sample in which every element in the population has a known statistical likelihood of being selected TERM 26 random sample DEFINITION 26 a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample TERM 27 non probability sample DEFINITION 27 any sample in which little or no attempt is made to get a representative cross section of the population TERM 28 convenience sample DEFINITION 28 a form of non probability sample using respondents who are convenient or readily accessible to the researcher- for example, employees, friends, or relatives TERM 29 frame error DEFINITION 29 an error that occurs when a sample drawn from a population differs from the target population TERM 30 field service firm DEFINITION 30 a firm that specializes in interviewing respondents on a subcontracted basis TERM 31 cross tabulation DEFINITION 31 a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions TERM 32 scanner-based research DEFINITION 32 a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
