Information function that links
the marketer and the marketplace.
Process of discussing a
marketing problem with informed sources within the firm as well as with outside
sources such as wholesalers, retailers, and customers and examining secondary
sources of information.
In&-depth evaluation a
firm's sales.
Level of expected sales for a
territory, product customer, or salesperson against which actual results are
compared.
Theory suggesting that collected
data in summary form often obscures important evaluative information.
Evaluation of such items as
selling costs, billing, and advertising to determine the profitability of
particular customers, territories, or product lines.
Tentative explanation about some
specific event; statement about the relationship among variables, including
clear implications for testing it.
Series of advanced decisions
that when taken together, comprise a master plan or a model for conducting
marketing research.
Information or statistics
collected for the first time during a marketing research study.
Previously published data.
Collection of data that are
retrievable through a computer.
Information&-gathering
procedure in marketing research that typically brings eight to twelve
individuals together in one location to discuss a given subject.
Scientific investigation in
which a researcher controls or manipulates a test group(s) and compares these
results with those of a group(s) that did not receive the controls or
manipulations.
Total group that the researcher
wants to study.
Collection of data from all
possible sources in a population or universe.
Probability Sample: Sample in
which every member of the population has a known chance of being selected.
Basic type of probability sample
in which every item in the relevant universe has an equal opportunity to be
selected.
Probability sample that is
constructured so that randomly selected subsamples of different groups are
represented in the total sample.
Probability sample in which
geographic areas or clusters are selected and all of or a sample within them
become respondents.
Arbitrary sample in which most
standard statistical tests cannot be applied to the collected data.
Nonprobability sample based on
the selection of readily available respondents.
Nonprobability sample that is
divided so that different segments or groups are represented in the total
sample.
Statistics, opinions, facts, or
predictions categorized on some basis for storage and retrieval.
Data relevant to marketing
decision making.
Planned, computer&-based
system designed to provide managers with a continuous flow of information
relevant to their specific decision areas.
Marketing decision support system
that links a decision maker with relevant databases.
