Chapter 4 Vocabulary
Marketing Research: The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization. |
Exploratory Research: Marketing research to gather preliminary information that will help define problems and suggest hypotheses. |
Descriptive Research: Marketing research to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers. |
Casual Research: Marketing research to test hypotheses about cause and effect relationships. |
Secondary Data: Information that already exists somewhere, having been collected for another purpose. |
Primary Data: Information collected for the specific purpose at hand. |
Commercial Online Databases: Computerized collections of information available from online commercial sources or via the internet. |
Observational Research: Gather primary data by observing relevant people, actions and situations. |
Ethnographic Research: a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat" |
Survey Research: Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. |
Experimental Research: Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. |
Focus Group Interviewing: Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer "focuses" the group discussion on important issues. |
Online Marketing Research: Collecting primary data online through Internet surveys, online focus groups, Web-based experiments or tracking consumers online behavior. |
Online Focus Group: gathering a small group of people online with a trained moderator to chat about a product, service or organization and gain qualitative insights about consumer attitudes and behavior. |
Customer Relationship Management: managing detailed information about individual customers and carefully managing customers "touch points" in order to maximize customer loyalty. |