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Related Flashcards
Related Topics
Cards In This Set
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An interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions
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Decision support system (DSS)
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The process of planning, collecting, and analyzing data relevant to a marketing decision
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Marketing research
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Determining what information is needed and how that information can be obtained efficiently and effectively
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Marketing research problem
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The specific information needed to solve a marketing research problem; the objective should be to provide insight decision-making information
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Management decision problem
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Data previously collected for any purpose other than the one at hand
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Secondary data
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The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
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Survey research
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Seven to ten people who participate in a group discussion led by a moderator
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Focus group
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An interview question that encourages an answer phrased in the respondent's own words
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Open-ended question
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An interview question that asks the respondent to make a selection from a limited list of responses
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Close-ended question
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A closed-ended question designed to measure the intensity of a respondent's answer
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Scaled-response question
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Researchers posing as customers who gather observational data about a store
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Mystery shopper
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A form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP address
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Behavioral targeting (BT)
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The study of human behavior in its natural context; involves observation of behavior and physical settings
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Ethnographic research
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A method a researcher uses to gather primary data
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Experiment
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A subset of a large population
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Sample
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