WGU C212 Marketing Ch 1-5

WGU C212 Marketing Ch 1-5 5.0 (1 review) Students also studied Terms in this set (87) Social SciencesBusiness Save WGU C215 Study Guide - FINAL 218 terms kenneth4831Preview Ch 1 Concept Check Quiz BNAD 19 terms peytonlothrop Preview Introduction to Six Sigma and Its Me...545 terms jenniferkleinsorge17 Preview WGU - 241 term pet Practice questions for this set Learn1 / 7Study using Learn All the elements, units, or individuals of interest to researchers for a specific study personal interview surveyA research method in which participants respond to survey questions face-to- face populationAll the elements, units, or individuals of interest to researchers for a specific study stratified samplingA type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group Choose an answer 1database2community 3population4sample Don't know?

Secondary dataData compiled both inside and outside the organization for some purpose other than the current investigation online surveyA research method in which respondents answer a questionnaire via e-mail or on a website customer advisory boardsSmall 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 strategy marketing information system (MIS)A framework for managing and structuring information gathered regularly from sources inside and outside the organization descriptive researchResearch conducted to clarify the characteristics of certain phenomena to solve a particular problem focus groupA study in which a small group of 8 to 12 people are interviewed often informally, without a structured questionnaire, to observe interaction when members are exposed to an idea or a concept mail surveyA research method in which respondents answer a questionnaire sent through the mail on-site computer interviewA variation of the shopping mall intercept interview in which respondents complete a selfadministered questionnaire displayed on a computer monitor single-source dataInformation provided by a single marketing research firm sampleA limited number of units chosen to represent the characteristics of a total population Experimental researchResearch that allows marketers to make causal inferences about relationships telephone surveyA research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone SamplingThe process of selecting representative units from a total population in-home (door-to-door) interviewA personal interview that takes place in the respondent's home Shopping mall intercept interviewsA research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall probability samplingA type of sampling in which every element in the population being studied has a known chance of being selected for study Conclusive researchResearch designed to verify insights through objective procedures and to help marketers in making decisions

validityA condition that exists when a research method measures what it is supposed to measure exploratory researchResearch conducted to gather more information about a problem or to make a tentative hypothesis more specific random samplingA 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 place Primary dataData observed and recorded or collected directly from respondents Statistical interpretationAnalysis of what is typical and what deviates from the average hypothesisAn informed guess or assumption about a certain problem or set of circumstances marketing decision support system (MDSS)Customized computer software that aids marketing managers in decision making nonprobability samplingA sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen reliabilityA condition that exists when a research technique produces almost identical results in repeated trials CrowdsourcingCombines the words crowd and outsourcing and calls for taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call research designAn overall plan for obtaining the information needed to address a research problem or issue quota samplingA nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group databaseA collection of information arranged for easy access and retrieval telephone depth interviewAn interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys Marketing researchThe systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities shopping mall intercept interviewA research method that involves interviewing a percentage of individuals passing by "intercept" points in a mall telephone depth interviewAn interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys

telephone surveyA research method in which respondents' answers to a questionnaire are recorded by an interviewer on the phone codes of conductFormalized rules and standards that describe what the company expects of its employees cause-related marketingThe practice of linking products to a particular social cause on an ongoing or short-term basis ethical issueAn identifiable problem, situation, or opportunity requiring a choice among several actions that must be evaluated as right or wrong,ethical or unethical SustainabilityThe potential for the long-term well-being of the natural environment, including all biological entities, as well as the interaction among nature and individuals, organizations, and business strategies strategic philanthropyThe synergistic use of organizational core competencies and resources to address key stakeholders' interests and achieve both organizational and social benefits social responsibilityAn organization's obligation to maximize its positive impact and minimize its negative impact on society marketing ethicsPrinciples and standards that define acceptable marketing conduct as determined by various stakeholders marketing citizenshipThe adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders organizational (corporate) cultureA set of values, beliefs, goals, norms, and rituals that members of an organization share decentralized organizationA structure in which decisionmaking authority is delegated as far down the chain of command as possible late-mover advantageThe ability of later market entrants to achieve long-term competitive advantages by not being the first to offer a certain product in a marketplace Sales analysisAnalysis of sales figures to evaluate a firm's performance competitive advantageThe result of a company matching a core competency to opportunities it has discovered in the marketplace Strategic performance evaluationEstablishing performance standards, measuring actual performance, comparing actual performance with established standards, and modifying the marketing strategy, if needed marketing planA written document that specifies the activities to be performed to implement and control the organization's marketing strategies