6.6: Key Terms
- Page ID
- 99248
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|---|---|---|---|---|---|
| (Eg. "Genetic, Hereditary, DNA ...") | (Eg. "Relating to genes or heredity") |  |
The infamous double helix | https://bio.libretexts.org/ | CC-BY-SA; Delmar Larsen |
| Word(s) | Definition | Image | Caption | Link | Source |
|---|---|---|---|---|---|
| aided awareness | when a product, brand, or company list is provided to select from to measure awareness | ||||
| anonymous data | data in which the respondent is not identified | ||||
| awareness | a consumer’s familiarity with a product, brand, or company | ||||
| big data | the countless number of records that continues in an increasing capacity and at a faster rate; often described as volume, velocity, and variety of data generated | ||||
| breach of confidentiality | a situation where the researcher promises to hold private information but discloses it in an unethical manner without permission | ||||
| causal research | studies that define a cause-and-effect relationship between two factors | ||||
| census | when all potential target population members are included in the research | ||||
| competitive intelligence | a collection of information about competitors from the marketplace | ||||
| confidential data | data that is tied back to a respondent, but the respondent’s personal information is not shared | ||||
| convenience sample | a nonprobability sample type where potential respondents to the research are selected by convenience rather than through any scientific method | ||||
| cross tabulation | an analysis of two variables and the frequency of each answer in relation to the other variable | ||||
| customer acquisition cost | the total expenses a company spends to gain a new customer | ||||
| customer effort score | a survey used to measure ease of service experience with an organization | ||||
| customer satisfaction score | also known as a CES, a survey used to measure ease of service experience with an organization | ||||
| data analysis | the distillation of information into a more understandable and actionable format | ||||
| data collection | systematic gathering of information that addresses an identified problem | ||||
| database | a collection of related data | ||||
| descriptive research | data collected to describe the situation in the market and help define an opinion, attitude, or behavior | ||||
| electronic surveys | surveys sent through digital means to respondents; respondents also reply to the survey digitally | ||||
| ethnographic research | method of collecting data that is conducted by observing people’s natural behavior | ||||
| experimental research | studies that define a cause-and-effect relationship between two factors | ||||
| exploratory research | research conducted that is more general to learn more about the industry or market | ||||
| external data | data that originates from outside the organization | ||||
| focus group | a small group, typically 8 to 12 people, who are asked several questions by a moderator and encouraged to build upon each other’s responses | ||||
| frequency | a report of the number of each answer received | ||||
| in-person surveys | surveys conducted when the respondent and data collector are face-to-face | ||||
| infographic | a representation of data in a variety of visual presentations | ||||
| internal data | critical marketing intelligence that already exists in the company’s records | ||||
| judgment sample | a nonprobability sample type where the potential participants are selected based on a perceived match to the sample frame | ||||
| mailed surveys | surveys sent to potential participants through a mail service, such as the US Postal Service | ||||
| marketing information | also known as business intelligence, competitive intelligence, or marketing intelligence; information about the market that helps to identify opportunities available | ||||
| marketing information system | a system used to collect, analyze, and report interesting findings from internal and external data of the company | ||||
| marketing research | the function that links the consumer, customer, and public to the marketer through information | ||||
| mean | an arithmetic average of values | ||||
| mechanical observation | the use of electronic monitoring to record the actions of the observed | ||||
| median | the middle number when all answers are organized from smallest to largest; if an even number of data, the mean of the two middle answers is the median | ||||
| mode | the most common response | ||||
| nonprobability sample | a situation which each member of the population has an unknown chance of being selected to be part of the sample | ||||
| observational research | data collected by watching consumers and recording actions | ||||
| one-on-one interview | an interview that happens on an individual level between researcher and respondent | ||||
| personal observations | observations that are collected by human recorders | ||||
| phone surveys | surveys conducted through the use of a telephone that can be completed through digital or human methods | ||||
| primary data | unique information that is collected by the researcher with the current project in mind | ||||
| privacy | maintaining the data of research participants discretely and holding confidentiality | ||||
| probability sample | a sample in which everyone has a known chance of being included in the research | ||||
| problem definition | the realization that there is an issue that needs to be addressed | ||||
| qualitative data | data that cannot be distilled into number of responses, such as responses to an interview | ||||
| qualitative research | data shared through words, descriptions, and open-ended comments | ||||
| quantify the research | to take a variety of data and compile it into a quantity that is easily understood | ||||
| quantitative data | data that can be reduced to number of responses, such as number of responses to each answer on a multiple-choice question | ||||
| questionnaire | also known as a survey, a series of several questions that can collect a variety of qualitative and quantitative data; can be distributed through several different methods | ||||
| sample | a portion of the entire population that is included in the research | ||||
| sample frame | a parameter that defines who will be included in the sample and who would not be included | ||||
| sample size | the number of respondents that are to be included in the research | ||||
| sampling unit | each individual entities that is included in the sample | ||||
| secondary data | any research that was completed, within the organization or outside of the organization, for another purpose | ||||
| simple random sample | a type of probability sample where every entity has an equal chance of being selected | ||||
| stratified random sample | a probability sample type where the population is divided into groups and then participants are selected from each stratum randomly | ||||
| sugging | suggesting a purchase disguised as research | ||||
| survey | also known as a questionnaire, a series of several questions that can collect a variety of qualitative and quantitative data; can be distributed through several different methods | ||||
| syndicated data | a type of secondary data that is available through a subscription service | ||||
| target population | the group of people that are of interest for a study | ||||
| unaided awareness | when no prompts or lists of potential products, brands, or companies are given to test awareness | ||||
| unobtrusive observation | a type of observation research where the observed is not aware they are being monitored | ||||
| verbatims | exact quotations of responses to a qualitative question |