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17 Cards in this Set
- Front
- Back
marketing research |
a set techniques and principles for systematically collecting, recording , analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. |
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secondary data |
pieces of information that have already been collected form other sources and are readily available |
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primary data |
collected to address specific research needs |
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sample |
a group of customers who represent the customers of interest in research study |
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syndicated data |
data available for a fee from commercial research firms such as Information Resources Inc ( IRI), National Purchase Dairy Panel, ACNielsen
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data warehouse |
large computer files that stores millions and even billions of pieces of individual data
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data mining |
the use of variety of statistical analysis tools to uncover previously unknown patterns in the data stored in databases or relationships among variables |
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churn |
the number of consumers who stop using a product or service, divided by the average number of consumers of that product or service
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qualitative research |
informal research methods, including observation, following social media sites, in-depth interviews, focus groups, and projective techniques |
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quantitative research |
structured responses that can be statistically tested to confirm insights and hypotheses generated via qualitative generated
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observation |
an exploratory research method that entails examining purchases and consumption behavior through personal or video camera scrutiny
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sentiment mining |
data gathered by evaluating customer comments posted through social media sites such as FB or twitter |
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in-depth interview |
exploratory research technique in which trained researchers ask questions, listen to and record the answers, and the pose additional questions to clarify or expand on particular issue
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unstructured questions |
open-ended questions that allow respondents to answer in their own words |
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structured questions |
closed ended questions for which a discrete set of response alt. or specific ans are provided for respondents to evaluate
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experimental research |
conclusive & quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable
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biometric data |
digital scanning of physiological or behavioral characteristics of individuals as a mean of identification
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