Exam 2 MKTG 4091. Definitions:a. Ch 52. marketing research- the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities3. 2 types of marketing researchi. exploratory researchii. conclusive research4. The value of marketing research is measured by?i. improvements in a marketer's ability to make decisions5. exploratory research- research conducted to gather more information about a problem or to make a tentative hypothesis more specific6. Methods for conducting exploratory researchi. customer advisory boards and focus groups7. customer advisory boards- small groups of actual customers who serve as sounding boards for new-product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of its marketing strategy8. focus group- an interview that is often conducted informally,without a structured questionnaire, in small groups of 8-12 people, to observe interaction when members are exposed to an idea or concept9. conclusive research- research designed to verify insights through objective procedures and to help marketers in makingdecisions1. Conclusive research can be?a. descriptive or experimental10. descriptive research- research conducted to clarify the characteristics of certain phenomena to solve a particular problem11. experimental research- research that allows marketers to make casual inferences about relationships12. research design- an overall plan for obtaining the information needed to address a research problem or issue13. hypothesis- an informed guess or assumption about a certain problem or set of circumstances14. reliability- a condition that exists when a research technique produces almost identical results in repeated trials15. validity- a condition that exists when a research method measures what it is supposed to measure16. primary data- data observed and recorded or collected directly from respondents17. secondary data- data compiled both inside and outside the organization for some purpose other than the current investigation18. population- all the elements, units, or individuals of interest to researchers for a specific study19. sample- a limited number of units chosen to represent thecharacteristics of a total population20. sampling- the process of selecting representative units from a total population21. probability sampling- a type of sampling in which every element in the population being studied has a known chance of being selected for study22. random sampling- a form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place23. stratified sampling- a type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group24. non-probability sampling- a sampling technique in which there is no way to calculate the likelihood that a specificelement of the population being studied will be chosen25. quota sampling- a non-probability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group26. mail survey- a research method in which respondents answer a questionnaire sent through the mail27. telephone survey- a research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone28. telephone depth interview- an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys29. personal interview survey- a research method in which participants respond to survey questions face-to-face30. in-home (door-to-door) survey- a personal interview that takes place in the respondent's home31. shopping mall intercept interviews- a research methodthat involves interviewing a percentage of individuals passing by "intercept" points in a mall32. on-site computer interview- a variation of the shopping mall intercept interview in which respondents complete a self administered questionnaire displayed on a computer monitor33. online survey- a research method in which respondents answer a questionnaire via email or on a website34. crowdsourcing- calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd,or potential market, through an open call35. statistical interpretation- analysis of what is typical andwhat deviates from the average36. marketing information system (MIS)- a framework for managing and structuring information gathered regularly fromsources inside and outside the organization37. database- a collection of information arranged for easy access and retrieval38. single-source data- information provided by single marketing research firm39. big data- massive data files that an be obtained from bothstructured and unstructured data bases40. marketing decision support system (MDSS)- customized computer software that aids marketing managers in decision making41. 5 steps to the marketing research process- locating and defining, designing, collecting, interpreting, reportinga. Ch 1142. Good- tangible physical entity43. Service- an intangible result of the application of human and mechanical efforts to people or objects44. idea- a concept , philosophy, image, or issue 45. consumer products- products purchases to satisfy personal and family needs46. business products- products bought to use in a firms operations, to resell, or to make term products47. convenience products- relatively inexpensive frequently purchased items for which buyers exert minimal purchasing effort48. shopping products- items for which buyers are willing to expend considerable effort in planning and making purchases49. specialty products- items with unique characteristics that buyers are willing to expend considerable effort to obtain50. unsought products- products purchases to solve a sudden problem, products of which customers are unaware, and products that people do not necessarily think of buying51. installations- facilities and non-portable major equipment52. accessory equipment- equipment that does not become part of the final fuse product but is used in production or office activities53. raw material- basic natural materials that become part ofthe physical product54. component parts- items that become part of the