Chapter 8 Essential Marketing

Artifacts

The things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

Click-through Rate (CTR)

The percentage of views of a page for which the users click on a target link that takes them to the desired website.

Content Analysis

The systematic observation and quantitative description of the manifest content of communication.

Contrived Observation

Observation in which the investigator creates an artificial environment in order to test a hypothesis

Conversation Volume

A measure of the amount of internet postings that involve a specific name or term.

Direct Observation

A straightforward attempt to observe and record what naturally occurs; the investigator does not create an artificial situation.

Eye-tracking Monitor

A mechanical device used to observe eye movements; some eye monitors use infrared light beams to measure unconscious eye movements.

Hidden Observation

Observation in which the subject is unaware that observation is taking place.

Observation

The systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place.

Observer Bias

A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer.

Magnetic Resonance Imagery (MRI)

A machine that allows one to measure what portions of the brain are active at a given time.

Psychogalvanometer

A device that measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin.

Portable People Meter

Device that looks and functions much like a small cell phone but automatically detects broadcast signals, satellite radio and tv transmissions, and most other digital signals.

Pupilometer

A mechanical device used to observe and records changes in the diameter of a subject’s pupils.

Response Latency

The amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference.

Scanner-based Consumer Panel

A type of consumer panel in which participants’ purchasing habits are recorded with a laser scanner rather than a purchase diary.

Television Monitoring

Computerized Mechanical Observation used to obtain television ratings. Nielsen’s People Meter technology best illustrates television (or more broadly, media) monitoring.

Unobtrusive

No communication with the person being observed is necessary so that he or she in unaware that he or she is an subject of research.

Visual Observation

Observation in which the observer’s presence or mechanical measurement device is obviously known to the subject.

Voice-pitch Analysis

A physiological measurement technique that records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli.