| A | B |
|---|
| Marketing Information | everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans |
| Decision Support System (DSS) | an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions (from their desk) |
| (DSS) Interactive | (DSS)Managers give simple instructions and see immediate results. The process is under their direct control; no programmer needed and mgmt does not have to wait for reports |
| (DSS) Flexible | (DSS) DSS will shift gears as the user changes topics, matching information with the problem at hand |
| (DSS) Discovery-oriented | (DSS) Mgmt. can probe for trends, isolate problems, and perform "what if" analyses |
| (DSS) Accesible | (DSS) Managers who are unskilled at computers can easily learn DSS. |
| Database Marketing | The creation of a large ccomputerized file of customers' and potential customers' profiles and purchase patterns (key for successful one-to-one marketing |
| Marketing Research | the process of planning, collecting, and analyzing data relevant to a marketing decision (Focus on a Specific Problem) |
| MKTG Research Role: Descriptive | (Research Role) Gathering and presenting factual statements |
| MKTG Research Role: Diagnostic | (Research Role) explaining data |
| MKTG Research Role: Predictive | (Research Role) addresses "what if" questions (how can we predict future using our descriptive and diagnostic information) |
| Marketing Research Process (Hereafter MRPS) | Scientific approach to decision making that maximizes the chance of getting accurate and meaningful results |
| MRPS 1. Identify Problem | (MRPS Step) ID a key marketing decision usually involving a Target Market or the 4 P's |
| MRPS 2. Plan Research Design | (MRPS Step) Decide on data needed (primary or secondary). If primary, must also determine the method of data collection |
| MRPS 3. Specify Sampling Procedures | (MRPS Step) Answers: Who is the population? What is the Sampling Frame? What type of sample will be used? |
| MRPS 4. Collect Data | (MRPS Step) Self explanatory, gather the data according to your methods layed out in previous steps (collection is often outsourced) |
| MRPS 5. Analyze Data | (MRPS Step) Also self explanatory, determine what your data means (1 way frequency counts, cross tabulations, and more sophisticated statistical analysis) |
| MRPS 6. Report | (MRPS Step) Prepare a concise statement of your research objectives and design and provide a summary of major findings |
| MRPS 7. Follow-Up | (MRPS Step) were your recommendations implemented and did they work? |
| Marketing Research Problem | determining what research is needed and how that information can be obtained efficiently (information oriented) |
| Marketing Research Objective | provide insightful decision-making information |
| Management Research Problem | a broad-based problem that uses MKTG research in order for managers to take proper actions (action oriented) |
| Secondary Data | data previously collected for any purpose other than the task at hand (saves money but maybe not exactly what you need) |
| Marketing Research Aggregator | a company that aquires, catalogs, reformats, segments, and resells reports already published by MKTG research firms |
| Primary Data | Data you go out and get (Expensive, but you know the source, it is accurate, and it is current) |
| PiggyBack Studies | Cost saving method of primary research: you gather data on 2 different projects using one questionnaire |
| Survey Research | Researcher interacts w/ people to obtain facts, opinions, and attitudes (most popular way to gather primary data) |
| In-Home Interviews | Very good information but extremely expensive (deminishing popularity in U.S.A. and Europe but still popular elsewhere) |
| Mall Intercept Interviews | Conducted in a common area of shopping malls; good for specific questions but will not be representative of the population |
| Computer Assisted Personal Interviewing | Type of Mall intercept: researcher is in-person with subjects and asks questions from and keys answers into a computer |
| Computer Assited Self Interviewing | Mall intercept: Survey administrator directs willing mall patrons to a computer to directly take a survey |
| Telephone Interviews | cheaper than in-person interviews but costs are rapidly increasing due to unwillingness to participate in the survey |
| Central-Location Telephone Facility (CLT) | specifically designed room for phone interviews |
| Mail Surveys | low cost, no interviewers or field supervisors, centralized control, anonymity of respondents. (low response rates) |
| Executive Interviews | interviewing businessmen at their offices concerning industrial products or services $$$$ (requires the best interviewers) |
| Focus Groups | 7 - 10 people in a group discussion lead by a moderator (usually incentivized) |
| Open-ended Question | encourages answers in respondent's own words |
| Closed-Ended Question | respondent selects from a limited list of responses (dichotomous or multiple choice) |
| Scaled-Response Question | closed ended question that measures intensity of a respondent's reaction |
| Questions to Avoid | Leading, Loaded, Double Barreled, Jargon |
| Likert Scale | Tests Agreement to a statement |
| Semantic Differential | scaled completion of a sentence (ex. Wendy's bathrooms were...clean/dirty |
| Projective Technique | Get at the underlying feelings and emotions of a consumer (ex. what would the Wall Street Journal say to the New York Times?) |
| Sugging | Selling under the guise of research (unethical) |
| Observation Research | (as opposed to Survey Research) The process of recording the behavioral patterns of people, objects, and occurences without questioning them. Relies on 4 types of observation: people watching, people watching an activity, machines watching an activity, and machines watching people |
| Mystery Shoppers | Researchers posing as customers who gather data about the store |
| Ethnographic Research | the study of human behavior in its natural context |
| Experiment | Alter a variable (price, pkg. design, advertising theme, etc.) and observe consumer responses; either field or lab |
| Universe | the population from which the sample will be drawn |
| Probability Sample | a sample in which every element in the population has a known statistical liklihood of being selected |
| Random Sample | Each element in population has an equal chance of selection to participate in sample (type of probability sample) |
| Nonprobability Sample | any sample in which no attempt to get a representative cross section of the population is made |
| Convenience Sample | sample using just readily accessable respondents (type of Nonprobability sample) |
| Judgment Sample | Look @ a population and choose who is representative based on your knowledge and experience |
| Sampling Error | (Error) sample is not representative of the target population |
| Frame Error | (Error) occurs when the sample drawn from a population differs from the target population |
| Field Service Firm | firm that specializes in interviewing respondents (subcontracted) |
| Cross-Tabulation | lets analyst loof @ responses to a question in relation to another |
| Advantages of Internet Surveys | Rapid development/real-time reporting, reduced cost, personalized questions and data, improved respondent participation, contact with the hard-to-reach |
| Unrestricted Internet Sample | anyone who desires can complete the questionnaire |
| Screened Internet Sample | adjust for the unrestricted problems by putting quotas based on some desired sample characteristic |
| Recruited Internet Sample | respondents are prerecruited and must qualify to participate |
| Online Focus Group | Moderator types questions of respondents in a chat room style environment (rea-time & Time-extended) |
| Scanner Based Research | gathering information about a single group by monitoring the pricing, promotion, and advertising they are exposed to and the things they buy (Kroger Card) |
| BehaviorScan | IRI research program that tracks the purchases of 3,000 households through store scanners in each research market |
| InfoScan | A scanner based sales tracking system for the consumer packaged goods industry (IRI's most successful product) |
| Competitive Intelligence | a system that helps MGMT assess competition and vendors to become more effective and efficient competitors |
| Issues With Surveys | Interviewer Bias and Consumer unwillingness to participate |
