MARK 3000 Grantham UGA test 2
Study online at https://quizlet.com/_66bzce
1. Marketing Re- set of techniques and principles for systematically collecting, recording, analyzing,
search and interpreting data that can aid decision makers involved in marketing goods,
services, and ideas
2. Marketing re- 1. Defining the problem and research objectives
search process 2. Developing the research plan for collecting information
3. Implementing the research plan - collecting and analyzing the data
4. Interpreting and reporting the findings
3. Secondary data pieces of information that have already been collected from other sources and
usually are readily available
4. primary data data collected to address specific research needs
5. sample a group of customers who represent the customers of interest in a research study
6. data raw numbers or facts
7. information organized, analyzed, interpreted data that offer value to marketers
8. Syndicated data Data available for a fee from commercial research firms such as Information
Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
9. Scanner data a type of syndicated external secondary data used in quantitative research that is
obtained from scanner readings of UPC codes at check-out counters
10. Panel data information collected from a group of consumers
11. Datawarehouse large computer files that store millions or even billions of pieces of individual data
12. data mining the use of a variety of statistical analysis tools to uncover previously unknown
patterns in the data stored in databases or relationships among variables
13. churn the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service
1/9
, MARK 3000 Grantham UGA test 2
Study online at https://quizlet.com/_66bzce
14. big data data sets that are too large and complex to analyze with conventional data man-
agement and data mining software
15. qualitative re- informational research methods, including observation, following social media
search sites, in depth interviews, focus groups, and projective techniques
16. quantitative re- structured responses that can be statistically tested to confirm insights and hy-
search potheses generated via qualitative research or secondary data
17. observation an exploratory research method that entails examining purchase and consumption
behaviors through personal or video camera scrutiny
18. virtual communi- online networks of people who communicate about specific topics
ty
19. sentiment min- data gathered by evaluating customer comments posted through social media
ing sites such as Facebook and Twitter
20. in depth inter- an exploratory research technique in which trained researchers ask questions,
view listen to and record the answers, and then pose additional questions to clarify or
expand on a particular issue
21. focus group in- A research technique in which a small group of persons (usually 8 to 12) comes
terview together for an intensive discussion about a particular topic, with the conversation
guided by a trained moderator using an unstructured method of inquiry.
22. survey a systematic means of collecting information from people that generally uses a
questionnaire
23. questionnaire A form that features a set of questions designed to gather information from
respondents and thereby accomplish the researchers' objectives; questions can
be either unstructured or structured.
2/9
Study online at https://quizlet.com/_66bzce
1. Marketing Re- set of techniques and principles for systematically collecting, recording, analyzing,
search and interpreting data that can aid decision makers involved in marketing goods,
services, and ideas
2. Marketing re- 1. Defining the problem and research objectives
search process 2. Developing the research plan for collecting information
3. Implementing the research plan - collecting and analyzing the data
4. Interpreting and reporting the findings
3. Secondary data pieces of information that have already been collected from other sources and
usually are readily available
4. primary data data collected to address specific research needs
5. sample a group of customers who represent the customers of interest in a research study
6. data raw numbers or facts
7. information organized, analyzed, interpreted data that offer value to marketers
8. Syndicated data Data available for a fee from commercial research firms such as Information
Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
9. Scanner data a type of syndicated external secondary data used in quantitative research that is
obtained from scanner readings of UPC codes at check-out counters
10. Panel data information collected from a group of consumers
11. Datawarehouse large computer files that store millions or even billions of pieces of individual data
12. data mining the use of a variety of statistical analysis tools to uncover previously unknown
patterns in the data stored in databases or relationships among variables
13. churn the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service
1/9
, MARK 3000 Grantham UGA test 2
Study online at https://quizlet.com/_66bzce
14. big data data sets that are too large and complex to analyze with conventional data man-
agement and data mining software
15. qualitative re- informational research methods, including observation, following social media
search sites, in depth interviews, focus groups, and projective techniques
16. quantitative re- structured responses that can be statistically tested to confirm insights and hy-
search potheses generated via qualitative research or secondary data
17. observation an exploratory research method that entails examining purchase and consumption
behaviors through personal or video camera scrutiny
18. virtual communi- online networks of people who communicate about specific topics
ty
19. sentiment min- data gathered by evaluating customer comments posted through social media
ing sites such as Facebook and Twitter
20. in depth inter- an exploratory research technique in which trained researchers ask questions,
view listen to and record the answers, and then pose additional questions to clarify or
expand on a particular issue
21. focus group in- A research technique in which a small group of persons (usually 8 to 12) comes
terview together for an intensive discussion about a particular topic, with the conversation
guided by a trained moderator using an unstructured method of inquiry.
22. survey a systematic means of collecting information from people that generally uses a
questionnaire
23. questionnaire A form that features a set of questions designed to gather information from
respondents and thereby accomplish the researchers' objectives; questions can
be either unstructured or structured.
2/9
