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Exam 3 Terms - Flashcards

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Class:MKT 431 - MARKETING RESEARCH
Subject:MARKETING
University:Clemson University
Term:Spring 2012
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Database Marketing Making marketing decisions based on company databases.
Data Mining Digging through information to find important data and find relationships. Use regression.
Truncation A method of searching databases that searches on a root word.
Nesting In searching databases, it is the search order.
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Limiting In searching databases, it is the process of meeting specified data
Buying Power Index (BPI) The percentage of US buying power in a market.
Market Tracking An application of standardized information sources; the process of monitoring a variable over time.
Rating A metric used by Nielson, which tracks the percentage of all households watching a television during a show time.
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Share A metric used by Nielson, which tracks the percentage of households with TV turned on watching a show.
Single Source Data An attempt to put together information on multiple variables.
Direct An observation technique; monitoring behavior in real time.
Indirect An observation technique; monitoring the results of behavior through archives and physical traces.
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Disguised An observation technique in which the subject is unaware he is being watched.
Undisguised An observation technique in which the subject is aware he is being observed.
Structured An observation technique where researcher uses a formal checklist in evaluation.
Unstructured An observation technique in which all behavior is measured without a formal list.
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Human An observation technique where an actual person observes behavior.
Mechanical An observation technique that uses a static observing device.
Population A group under study; defined specifically based on objectives.
Sample A subset of the population.
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Sample Unit The basic level of investigation. 
Census An accounting of an entire population.
Sampling Error This occurs because a sample is used to make inferences about a population.
Sample Frame A list of the entire population.
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Sample Frame Error When the sample frame does not include the entire population.
Probability Sample Where there is a known chance of selection in the sample.
Non-probability Samples Where there is an unknown chance of selection in the sample.
Simple Random Sampling Where there is a known, equal chance for inclusion. Could use blind draw or random numbers. Need the complete list of a population and unique IDs for every member.
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Systematic Sampling More efficient than SRS. Could use skip interval.
Cluster sampling A method of sampling in which the population is divided into representative groups.
Specification Error In cluster sampling, this occurs when the clusters don't represent the population.
Stratified Sampling Use this type of sampling if answers to research question are likely to vary by subgroups.
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Convenience Sampling A type of non probability sampling which uses the nearest members.
Judgment Sample A type of non probability sampling that is an educated guess as to whom represents a population.
Referral (Snowball) Sample A type of non probability sampling in which respondents name other respondents.
Quota Sample A type of non probability sampling which requires a specific number of certain types of people.
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Pluralistic Research The combination of quantitative and qualitative research.
Boolean Logic When searching databases, using "Term A (and/or/not) Term B
Field Searching When searching databases, searching by author, title, or subject.
Proximity Operators When searching databases, using "adjacent, near, same"
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Yankelovich Monitor An application of standardized information that measures changing social values.
Harris Poll An application of standardized information that measures consumer attitudes and opinions on a wide variety of topics.
Gallup Poll Application of standardized information that surveys public opinion, asking questions on domestic issues, private issues, and world affairs.
Dun's Market Identifiers An application of standardized research that provides information on over 4 million firms for B2B purposes.
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PRIZM (Nielson) An application of standardized research that defines every neighborhood in the united states in terms of 66 demographically distinct clusters
Community Tapestry (ESRI) An application of standardized research that defines every neighborhood in the united states in terms of 65 demographically distinct clusters
Laddering An interview technique that seeks to define what values dictate the consumption of a product. Attributes --> consequences --> Value
Protocol Analysis When a respondent verbalizes his decision making process for buying a product.
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Projective Techniques Simulated activities to get answers not revealed under direct questioning.
Ethnographic Research The descriptive study of a specific human group where researchers observe, interview, and record behavior--but should not interfere.
Physiological Measurements Monitoring involuntary responses to stimuli.
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 Database MarketingMaking marketing decisions based on company databases.
 Data MiningDigging through information to find important data and find relationships. Use regression.
 TruncationA method of searching databases that searches on a root word.
 NestingIn searching databases, it is the search order.
 LimitingIn searching databases, it is the process of meeting specified data
 Buying Power Index (BPI)The percentage of US buying power in a market.
 Market TrackingAn application of standardized information sources; the process of monitoring a variable over time.
 RatingA metric used by Nielson, which tracks the percentage of all households watching a television during a show time.
 ShareA metric used by Nielson, which tracks the percentage of households with TV turned on watching a show.
 Single Source DataAn attempt to put together information on multiple variables.
 DirectAn observation technique; monitoring behavior in real time.
 IndirectAn observation technique; monitoring the results of behavior through archives and physical traces.
 DisguisedAn observation technique in which the subject is unaware he is being watched.
 UndisguisedAn observation technique in which the subject is aware he is being observed.
 StructuredAn observation technique where researcher uses a formal checklist in evaluation.
 UnstructuredAn observation technique in which all behavior is measured without a formal list.
 HumanAn observation technique where an actual person observes behavior.
 MechanicalAn observation technique that uses a static observing device.
 PopulationA group under study; defined specifically based on objectives.
 SampleA subset of the population.
 Sample UnitThe basic level of investigation. 
 CensusAn accounting of an entire population.
 Sampling ErrorThis occurs because a sample is used to make inferences about a population.
 Sample FrameA list of the entire population.
 Sample Frame ErrorWhen the sample frame does not include the entire population.
 Probability SampleWhere there is a known chance of selection in the sample.
 Non-probability SamplesWhere there is an unknown chance of selection in the sample.
 Simple Random SamplingWhere there is a known, equal chance for inclusion. Could use blind draw or random numbers. Need the complete list of a population and unique IDs for every member.
 Systematic SamplingMore efficient than SRS. Could use skip interval.
 Cluster samplingA method of sampling in which the population is divided into representative groups.
 Specification ErrorIn cluster sampling, this occurs when the clusters don't represent the population.
 Stratified SamplingUse this type of sampling if answers to research question are likely to vary by subgroups.
 Convenience SamplingA type of non probability sampling which uses the nearest members.
 Judgment SampleA type of non probability sampling that is an educated guess as to whom represents a population.
 Referral (Snowball) SampleA type of non probability sampling in which respondents name other respondents.
 Quota SampleA type of non probability sampling which requires a specific number of certain types of people.
 Pluralistic ResearchThe combination of quantitative and qualitative research.
 Boolean LogicWhen searching databases, using "Term A (and/or/not) Term B
 Field SearchingWhen searching databases, searching by author, title, or subject.
 Proximity OperatorsWhen searching databases, using "adjacent, near, same"
 Yankelovich MonitorAn application of standardized information that measures changing social values.
 Harris PollAn application of standardized information that measures consumer attitudes and opinions on a wide variety of topics.
 Gallup PollApplication of standardized information that surveys public opinion, asking questions on domestic issues, private issues, and world affairs.
 Dun's Market IdentifiersAn application of standardized research that provides information on over 4 million firms for B2B purposes.
 PRIZM (Nielson)An application of standardized research that defines every neighborhood in the united states in terms of 66 demographically distinct clusters
 Community Tapestry (ESRI)An application of standardized research that defines every neighborhood in the united states in terms of 65 demographically distinct clusters
 LadderingAn interview technique that seeks to define what values dictate the consumption of a product. Attributes --> consequences --> Value
 Protocol AnalysisWhen a respondent verbalizes his decision making process for buying a product.
 Projective TechniquesSimulated activities to get answers not revealed under direct questioning.
 Ethnographic ResearchThe descriptive study of a specific human group where researchers observe, interview, and record behavior--but should not interfere.
 Physiological MeasurementsMonitoring involuntary responses to stimuli.
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