Glossary
Chapter 6: Marketing Research and Information SystemsJump to a chapter's terms: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24
- Area sampling
- A sampling method that involves selecting a probability sample of geographic areas and selecting units or individuals within the selected areas for the sample. p. 183
- Causal studies
- Data collection that assumes that a particular variable X causes a variable Y. p. 176
- Computer assisted telephone interviewing
- A survey method that integrates questionnaire, data collection and tabulations, and provides data to aid decisions-makers in the shortest time possible. p. 188
- Consumer purchase diaries
- A marketing research tool in which consumers record their purchases. p. 188
- Delphi method
- A method for problem definition that consists of a series of interviews with a panel of experts. p. 175
- Dependent variable
- A variable that is contingent on, or restricted to, one value or a set of values assumed by the independent variable. p. 180
- Depth interview
- A lengthy, one-to-one structured interview, examining in detail a consumer's views about a product. p. 189
- Descriptive studies
- Data collection that focuses on providing an accurate description of the variables in a situation. p. 176
- Diary tests
- Experiments in which households log their weekly purchases and consumption patterns. p. 182
- Experimentation
- Data collection that involves maintaining certain variables constant so that the effects of the experimental variables can be measured. p. 179
- Exploratory studies
- Deliberately flexible data gathering used to discover the general nature of a problem and the factors that relate to it. p. 176
- Field settings
- "Real world" environments in which experiments take place. p. 182
- Focus group interview
- A survey method that aims to observe group interaction when members are exposed to an idea or concept. p. 190
- Home placements
- Experiments in which a product is used in a home setting. p. 182
- Hypothesis
- An informed guess or assumption about a certain problem or set of circumstances. p. 176
- Independent variable
- A variable not influenced by or dependent on other variables in experiments. p. 180
- In-home interview
- 45 to 90 minute interview in which the researcher visits the respondent in his or her home. p. 191
- Intuition
- The personal knowledge and past experience upon which marketing managers may base decisions. p. 172
- Laboratory settings
- Central locations at which participants or respondents are invited to react or respond to experimental stimuli. p. 181
- Mail panels
- Groups of consumers selected to represent a market or market segment who agree to be regularly interviewed by mail. p. 188
- Mail surveys
- Questionnaires sent by mail or e-mail to respondents, who are encouraged to complete and return them. p. 187
- Marketing databank
- A file of data collected through both the MIS and marketing research projects. p. 170
- Marketing experimentation
- A set of rules and procedures by which data gathering is organised to expedite analysis and interpretation. p. 180
- Marketing information system (MIS)
- The framework for the day-to-day management and structuring of information gathered from sources both inside and outside an organisation. p. 169
- Marketing intelligence
- The composite of all data and ideas available within an organisation that assists in decision-making. p. 170
- Marketing research
- The process of gathering, interpreting and reporting information to help marketers solve specific marketing problems or take advantage of marketing opportunities. p. 169
- Mechanical observation devices
- Cameras, recorders, counting machines and other equipment that records physiological changes in individuals. p. 192
- Observation methods
- Methods by which researchers record respondents' overt behaviour and take note of physical conditions and events. p. 192
- On-site computer interviewing
- A survey method that requires respondents to complete a self-administered questionnaire displayed on a computer monitor. p. 189
- Personal interview survey
- Face-to-face situation in which the researcher meets the consumer and questions him or her about a specific topic. p. 189
- Population
- All elements, units or individuals that are of interest to researchers for a specific study. p. 182
- Primary data
- Information gathered by observing phenomena or surveying respondents. p. 177
- Problem definition
- The process of uncovering the nature and boundaries of a negative, or positive, situation or question. p. 174
- Quali-depth interviews
- 25 to 30 minute intercept interviews that incorporate some of the in-depth advantages of focus group interviews with the speed and flexibility of shopping mall/ pavement intercept interviews. p. 190
- Qualitative research
- Research that deals with information too difficult or expensive to quantify, such as subjective opinions and value judgements, typically unearthed during interviews or discussion groups. p. 169
- Quantitative research
- Research aimed at producing data that can be statistically analysed and whose results can be expressed numerically. p. 169
- Questionnaire
- Base document for research purposes, providing the questions and structure for an interview or self-completion and providing space for respondents' answers. p. 191
- Quota sampling
- A sampling method in which the final choice of respondents is left to the interviewers, who base their choices on two or three variables (such as age, sex and education). p. 183
- Random sampling
- A sampling method in which all the units in a population have an equal chance of appearing in the sample. p. 183
- Reliability
- The quality of producing almost identical results in successive repeated trials. p. 181
- Sample
- A limited number of units chosen to represent the characteristics of a total population. p. 182
- Sampling
- The selection of representative units from a total population. p. 182
- Scientific decision-making
- An orderly and logical approach to gathering information. p. 172
- Secondary data
- Information compiled inside or outside the organisation for some purpose other than the current investigation. p. 177
- Shopping mall/pavement intercept interviews
- Personal interviewing of a percentage of individuals who pass by certain "intercept" points in a shopping centre or pavement. p. 189
- Statistical interpretation
- An analysis of data that focuses on what is typical or what deviates from the average. p. 194
- Stratified sampling
- A sampling method in which the population of interest is divided according to a common characteristic or attribute and a probability sampling is then conducted within each group. p. 183
- Survey methods
- Interviews by mail or telephone and personal interviews. p. 184
- Syndicated data services
- Organisations that collect general information and sell it to clients. p. 178
- Telephone surveys
- Surveys in which respondents' answers to a questionnaire are recorded by interviewers on the phone. p. 188
- Validity
- A condition that exists when an instrument measures what it is supposed to measure. p. 181