marketing marketing information research objective management decision problem decision support system (DSS) secondary data database marketing

Transcription

1 marketing information marketing research objective decision support system (DSS) management decision problem database marketing secondary data marketing research marketing research aggregator marketing research problem research design

2 The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information. Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans. A broad-based problem that uses marketing research in order for managers to take proper actions. An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Data previously collected for any purpose other than the one at hand. The creation of a large computerized file of customers and potential customers profiles and purchase patterns. A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. The process of planning, collecting, and analyzing data relevant to a marketing decision. Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. Determining what information is needed and how that information can be obtained efficiently and effectively.

3 primary data central-location telephone (CLT) facility survey research executive interview mall intercept interview focus group computer-assisted personal interviewing open-ended question computer-assisted self-interviewing closed-ended question

4 A specially designed phone room used to conduct telephone interviewing. Information that is collected for the first time; is used for solving the particular problem under investigation. A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes. Seven to ten people who participate in a group discussion led by a moderator. A survey research method that involves interviewing people in the common areas of shopping malls. An interview question that encourages an answer phrased in the respondent s own words. An interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent s data directly into the computer. An interview question that asks the respondent to make a selection from a limited list of responses. 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.

5 scaled-response question sample observation research universe mystery shoppers probability sample ethnographic research random sample experiment nonprobability sample

6 A subset from a larger population. A closed-ended question designed to measure the intensity of a respondent s answer. The population from which a sample will be drawn. A research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity. A sample in which every element in the population has a known statistical likelihood of being selected. Researchers posing as customers who gather observational data about a store. A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample. The study of human behavior in its natural context; involves observation of behavior and physical setting. Any sample in which little or no attempt is made to get a representative cross section of the population. A method a researcher uses to gather primary data.

7 convenience sample field service firm measurement error cross-tabulation sampling error unrestricted Internet sample frame error screened Internet sample random error recruited Internet sample

8 A firm that specializes in interviewing respondents on a subcontracted basis. A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher for example, employees, friends, or relatives. A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions. An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process. A survey in which anyone with a computer and Internet access can fill out the questionnaire. An error that occurs when a sample somehow does not represent the target population. An Internet sample with quotas based on desired sample characteristics. An error that occurs when a sample drawn from a population differs from the target population. A sample in which respondents are prerecruited and must qualify to participate. They are then ed a questionnaire or directed to a secure Web site. An error that occurs when the selected sample is an imperfect representation of the overall population.

9 scanner-based research BehaviorScan InfoScan competitive intelligence (CI)

10 A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. A scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market. A scanner-based sales-tracking service for the consumer packaged-goods industry. An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.