193. Marketing () the process of finding out what customers want and channeling a flow of goods and services to meet those wants.
194. Marketing research ( ) the systematic gathering, recording, processing, and analyzing of marketing data, which will help the marketing executive to uncover opportunities and to reduce risks in decision-making.
195. Primary data ( ) data collected specifically for the project at hand.
196. Secondary data ( ) data that have been collected for another project and have already been published. Sources can be in-house or external.
197. Marketing research environment ( ) interface among involved parties in the marketing community, which includes the marketing executive, the marketing researcher, marketing research suppliers, tab houses, advertising agencies, local field services, and consultants.
198. Market decision support system (MDSS) ( ) computer-based procedures and methods that regularly generate, store, analyze, and disseminate relevant marketing information.
199. Marketing research suppliers ( ) the primary data gatherers and analysts who execute studies and/or take ultimate responsibility for all technical aspects of a research project.
200. Tab houses ( ) outside suppliers that perform tabulating work and other analyses when neither the client nor the marketing research supplier has the necessary computing resources.
201. Effective buying income (EBI) ( ) is disposable personal income that amount of gross income available after taxes to purchase goods and services.
202. Buying power index (BPI) ( ) is a weighted index that converts three basic elements population, EBI, and retail sales into a measurement of a markets ability to buy, expressed as a percentage of U.S. potential.
203. Cost-per-thousand (CPT) ( ) cost efficiency calculation that represents a television programs ability to deliver the largest target audience at the smallest cost.
204. Audit () a formal examination and verification of either how much of a product sold at the store level or how much of a product has been withdrawn from warehouses and delivered to retailers.
205. Repeat purchasing ( ) in the case of those products that are purchased frequently and repeatedly includes five-stage model: problem recognition, information search, and evaluation of alternatives, purchase decision, post-purchase behavior.
206. Sampling () identification of a group of individuals or households who can be reached by mail, telephone, or in person, and who possesses the information relevant to solving the marketing problem at hand.
207. Census () a complete enumeration of the prespecified group.
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208. Target population ( ) set of people, products, firms, markets, that contains the information that is of interest to the researcher.
209. Sample () a subject of the target population from which information is gathered to estimate something about the population.
210. Total survey error ( ) the difference between the overall populations true mean value and the mean observed value obtained from the particular sample of respondents.
211. Tolerance level ( ) the allowable difference permitted between the estimate and its known true population value.
212. Relative tolerance level ( ) the difference between the estimate and its unknown true population value, expressed as a percentage.
213. Coefficient of variation ( //) a measure of relative dispersion given by dividing the population mean by its standard deviation.
214. Comparative scaling ( ) scaling process in which the subject is asked to compare a set of stimulus objects directly against each other.
215. Noncomparative scaling ( ) - the respondent is asked to valuate each object on a scale independently of the other object being investigated.
216. Dollar metric scale ( // ) scale that extends the paired comparison method by asking respondents to indicate which brand is preferred and how much they are willing to pay to acquire their preferred brand.
217. Paired comparison scale ( ) scale that presents the respondent with two objects at a time and asks the respondent to select one of the two according to some criterion.
218. Magnitude estimation ( / / ) scale in which respondents assign numbers to objects, brands, attitude statements, so that ratios between the assigned numbers reflect ratios among the objects on the criterion being scaled.
