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Marketing Information
everyday information about developments in the marketing enviornment that managers use to prepare and adjust marketing plans
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decision support system (DSS)
an interactive, flexible computerized information system that enables managers to optain and manipulate information as they are making decisions
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marketing research problem
determining what information is needed and how that information can be obtained efficiently and effectively
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marketing research objective
the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
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Management decision problem
a broad-based problem that uses marketing research in order for managers to take proper actions
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marketing research aggregator
a company that acuires, catalogs, reformats, segements, and resells reports already published by marketing research firms
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research design
specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
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mall intercept interview
a survey research method that involves interviewing people in the common areas of shopping malls
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computer-assisted personal interviewing
an interving method in which the interivewer reads the questions from the computer screen and enters the respondent's data directly into the computer
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computer-assisted self-interviewing
an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer
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central-location telephone (CLT) facility
a specially designed phone room used to conduct telephone interviewing
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executive interview
a type of survey that involves interviewing businesspeople at their offices concerning industural products or services
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focus group
seven to ten people who participate in a group discussion led by a moderator
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mystery shoppers
researchers posing as customers who gather observational data about a store
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experiment
a method a researcher uses to gather primary data
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sample
a subset from a larger population
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universe
the population from which a sample will be drawn
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scanner-based research
a system for gathering information froma single group of respondentsby continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
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BehaviorScan
a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market
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infoscan
a scanner based sales-tracking service for the consumer packaged-goods industry
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