Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
| Confidence intervals | The range on either side of an estimate from a sample that is likely to contain the true value for the whole population.
(See Refer to page(s) 124)
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| Consumer panel | A group of consumers who provide information on a continuing basis.
(See Refer to page(s) 120)
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| Decision support system (DSS) | A computer program that makes it easy for marketing managers to get and use information as they are making decisions.
(See Refer to page(s) 98)
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| Experimental method | A research approach in which researchers compare the responses of two or more groups that are similar except on the characteristic being tested.
(See Refer to page(s) 120)
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| Focus group interview | An interview of six to ten people in an informal group setting.
(See Refer to page(s) 114)
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| Hypotheses | Educated guesses about the relationships between things or about what will happen in the future.
(See Refer to page(s) 103)
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| Intranet | A system for linking computers within a company.
(See Refer to page(s) 98)
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| Marketing information system (MIS) | An organized way of continually gathering, accessing, and analyzing information that marketing managers need in order to make decisions.
(See Refer to page(s) 97)
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| Marketing model | A statement of relationships among marketing variables.
(See Refer to page(s) 99)
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| Marketing research | Procedures to develop and analyze new information to help marketing managers make decisions.
(See Refer to page(s) 100)
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| Marketing research process | A five-step application of the scientific method that includes (1) defining the problem, (2) analyzing the situation, (3) getting problem-specific data, (4) interpreting the data, and (5) solving the problem.
(See Refer to page(s) 105)
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| Population | In marketing research, the total group you are interested in.
(See Refer to page(s) 122)
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| Primary data | Information specifically collected to solve a current problem.
(See Refer to page(s) 108)
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| Qualitative research | Seeks in-depth, open-ended responses, not yes or no answers.
(See Refer to page(s) 114)
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| Quantitative research | Seeks structured responses that can be summarized in numbers (e.g., percentages, averages, or other statistics).
(See Refer to page(s) 117)
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| Random sampling | Each member of the research population has the same chance of being included in the sample.
(See Refer to page(s) 122)
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| Research proposal | A plan that specifies what marketing research information will be obtained and how.
(See Refer to page(s) 114)
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| Response rate | The percentage of people contacted in a research sample who complete the questionnaire.
(See Refer to page(s) 117)
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| Sample | A part of the relevant population.
(See Refer to page(s) 122)
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| Scientific method | A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
(See Refer to page(s) 103)
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| Search engine | A computer program that helps a marketing manager find information that is needed.
(See Refer to page(s) 98)
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| Secondary data | Information that has been collected or published already.
(See Refer to page(s) 108)
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| Situation analysis | An informal study of what information is already available in the problem area.
(See Refer to page(s) 107)
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| Statistical packages | Easy-to-use computer programs that analyze data.
(See Refer to page(s) 121)
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| Syndicated data | Data collected by specialist firms and then sold on a shared-cost basis to companies with the same type of data needs.
(See Refer to page(s) 110)
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| Validity | The extent to which data measures what it is intended to measure.
(See Refer to page(s) 124)
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2002 McGraw-Hill Higher Education