Marketing Research Chapter 4

  1. Primary Data
    Data originated by the research for the specific purpose of addressing the research problem.
  2. Internal Data
    Internal Data are data available within the organization for which the research is being conducted.
  3. External Data
    Data that originate external to the organization.
  4. Database Marketing
    Database marketing involves the use of computers to capture and track customer profiles and purchase detail.
  5. Online Database
    Databases, stored in computers, that require telecommunications network to acces.
  6. Internet Database
    Databases, stored in computers, that require a telecommunications network to access.
  7. Internet Databases
    Internet Databases can be accessed, searched, and analyzed on the Internet. It is also possible to download data from the Internet and store it in the computer or an auxiliary storage device.
  8. Offline Database
    Databases available on diskette or CD-Rom.
  9. Special-Purpose Databses
    Databases that contain information of a specific nature (data on a specialized industry).
  10. Syndicated Services (sources)
    Information services offered by marketing research organizations that provide information from a common database to different firms that subscribe to their services.
  11. Surveys
    Interviews with a large number of respondents using a predesigned questionnaire.
  12. Bibliographic Databases
    Databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. They often provide summaries or abstracts of the material cited.
  13. Numeric Databases
    Numeric databases contain numerical and statisitical information that may be important sources of secondary data.
  14. Full-text databases
    Databases containing the complete text of secondary source documents comprising the database.
  15. Directory Databases
    Directory Databases provide information on individuals, organizations, and services.
  16. Syndicated Panel Surveys
    Syndicated panel surveys measure the same group of respondents over time but not necessarily on the same variables.
  17. Psychographics
    Quantified psychological profiles of individuals.
  18. Lifestyles
    A lifestyle may be defined as distinctive pattern of living that is described by the activities people engage in, the interests they have, and the opinions they hold of themselves and the world around them.
  19. Purchase Panels
    A data-gathering technique in which respondents record their purchases online or in a diary.
  20. Media Panels
    A data-gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary.
  21. Scanner Data
    Data obtained by passing merchandise over a laser scanner that reads the UPC code from the package.
  22. Volume tracking data
    Scanner Data that provides information on purchases by brand, size, price, and flavor or formulation.
  23. Scanner Panels
    Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect t the individual shopper.
  24. Scanner Panels with Cable TV
    The combination of a scanner panel with manipulations of the advertising that is being broadcast by cable television companies.
  25. Audit
    A data collection process derived from physical records or by performing inventory analysis. Data are collected personally by the researcher or by representatives of the research, and the data are based on counts, usually of physical objects other than people.
  26. Computer Mapping
    Maps that solve marketing problems are called thematic maps. They combine geography with demographic information and a company's sales data or other proprietary information and are generated by a computer.
  27. Single-Source Data
    An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.
  28. Industry Services
    Industry services provided syndicated data about industrial firms, businesses, and other institutions.
Card Set
Marketing Research Chapter 4
Chapter 4 Vocab