Gino class chapter 1

Big Data

Large and complex data sets that require advanced methods and tools for analysis.

Customer Relationship Management (CRM) System

A system for managing a company's interactions with current and potential customers, using data analysis to improve business relationships.

Hybrid Research Techniques

Research methods that utilize multiple approaches for data collection.

Segmentation Studies

Research aimed at understanding consumer needs and characteristics to divide them into distinct groups.

Ethnography

A qualitative research method focused on observing consumers in their natural environment to understand their behaviors and viewpoints.

Perceptual Mapping

A visual representation of how consumers perceive products in relation to each other across different dimensions.

Shopper Marketing

Research aimed at understanding consumers’ purchase journeys and improving marketing strategies at the point of sale.

Advertising Effectiveness Studies

Research conducted to determine how well advertisements perform in achieving their intended goals.

Information Overload Theory

A theory that explains how consumers can become overwhelmed by too much information, affecting their purchasing decisions.

Marketing Analytics

The practice of using data, statistics, mathematics, and technology to address and solve marketing challenges.

Black Box Methodologies

Proprietary research methods that do not disclose their inner workings and processes.

Curbstoning

An unethical practice in research where data collectors falsify responses or use friends to fill out surveys.

Sugging

A deceptive practice in marketing research of selling products disguised as a survey.

Sales Tracking

Monitoring and analyzing sales data to assess the effectiveness of sales strategies and advertising.

Attitudinal Research

Research that assesses consumer attitudes towards products, brands, or advertisements.

Pricing Sensitivity

The degree to which consumers respond to changes in the price of a product.

Marketing Research Codes of Ethics

Guidelines that promote ethical conduct in marketing research, including respect for respondents' rights and accurate reporting.

Online Privacy

The right of individuals to control the collection and use of their personal information on the internet.

Statistical Skills

The ability to use statistical methods and techniques to analyze data and extract meaningful insights.