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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
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
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
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
a report of the number of each answer received
in-person surveys
surveys conducted when the respondent and data collector are face-to-face
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
an arithmetic average of values
mechanical observation
the use of electronic monitoring to record the actions of the observed
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
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
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
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
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
suggesting a purchase disguised as research
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
exact quotations of responses to a qualitative question
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