Introduction to Marketing Chapter 4

Marketing Research
systematic design, collection, interpretation to help marketers solve specific problems or take advantage of the opportunities
Research Design
plan for obtaining information needed for the problem of issue
Hypothesis
A testable prediction, often implied by a theory
Exploratory Research
to gather more information about a problem to make the thesis more specific
Conclusive Research
verify incites through objective procedures to help marketers in decisions
Descriptive Research
to clarify the certain characteristics of a phenomenon or solve a specific problem
Experimental Research
allows marketers to make inferences about the relationships
Reliability
when research techniques produce almost identical results in repeated trials
Validity
when research methods measure what’s suppose to be measured
Primary Data
data observed and recorded or collected form respondents
Secondary Data
compiled both inside and outside the organization for another purpose other than investigation
Sample
limited number of units chosen to represent the characteristics of the population
Sampling
selecting representatives from the total population
Probability Sampling
when every element in the population is being studied has a known chance of being studied
Random Sampling
sample all units and they have an equal chance of appearing in a sample, various events can occur and have an equal chance of taking place
Stratified Sampling
divided into groups with a common attribute and a random sample is chosen within each group
Nonprobability Sample
no way to calculate the outcome without a population being studied
Quota Sampling
when researchers divide the population into groups and chose random participants from each group
Mail Survey
answering questions through the mail
Telephone Survey
a research method in which respondents’ answers to a questionnaire are recorded by an interviewer on the phone
Online Survey
A research method in which respondents answer a questionnaire via e-mail or on a website
Crowdsourcing
how digital media can be used to outsource tasks to a large group of people
Personal Interview Survey
a research method in which participants respond to survey questions face-to-face
In-home Interview
(door to door) a personal interview that takes place in respondent’s home
Focus Group Interview
involves interviewing 6-10 people in an informal group setting
Customer Advisory Boards
panels of consumers who make suggestions about products and businesses
Telephone Depth Interview
An interview that combines the traditional focus group’s ability to probe with the confidentiality provided by telephone surveys
Shopping Mall Intercept Interview
interviewing a percentage of people in malls
On-site Computer Interview
respondents complete a self-administered questionnaire displayed on a computer monitor. Similar to mall intercept interview.
Statistical Interpretation
Analysis of what is typical and what deviates from the average
Marketing Information System (MIS)
a system for managing marketing information that is gathered continually from internal and external sources
Database
A collection of organized data that allows access, retrieval, and use of data
Single-source Data
Information provided by a single marketing research firm
Marketing Decision Support System (MDSS)
Customized computer software that aids marketing managers in decision making