Ch. 5 Marketing Research and Information Systems

marketing research
systematic design, collection, interpretation and reporting of information to help marketers: solve specific marketing problems and take advantage of marketing opportunities
marketing information systems
framework for day to day managing and structuring of information gathered regularly from sources inside and outside the organization
locating issues or problems
first step in the marketing research process; comes from when there is a deviation of normal function or a failure to attain objectives
design research project
second step in the marketing research process; when you develop a hypothesis, and research
exploratory
a type of research in which one does not have a hypothesis
descriptive
a type of research that is demographic research; don’t know who the customers are
experimental
a type of research that is causal and looks to see if one variable effects another
reliability
research study is producing almost identical results when repeated
validity
research study is measuring what it is supposed to measure
collecting data
third step in the marketing research process; when either secondary or primary data is collected
secondary data
data that is collected inside or outside of the organization for a purpose other than the current problem; is the most used in marketing research; Ex. databases, government trade journals, etc.
primary data
data that is observed and recorded directly from respondents specifically for the current problem
dichotomous question
a survey question type in which there are only 2 options (Y/N)
multiple choice question
a survey question type in which there are 3 or more choices
open ended question
a survey question type in which the respondent can provide as much or little info as possible
sampling
selecting representative units from a total population
population
all units of interest to researchers
sample
limited number of units to represent a population
interpreting research questions
fourth step in the marketing research process where you compare your results to someone else’s
report your research findings
fifth step in the marketing research process