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26 Cards in this Set
- Front
- Back
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Marketing Research
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procedures that develop and analyze new information about a market
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Marketing Information Systems
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An organized way of continually gathering, accessing, and analyzing information that marketing managers need to make decisions
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Intranet
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a system for linking computers within a company
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Data warehouse
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a place where databases are stored so that they are available when needed
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Decision support system
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a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions
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Search engine
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a computer program that helps a marketing find information that is needed
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Marketing dashboard
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displays up-to-the-minute marketing data in an easy-to-read format
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Marketing model
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a statement of relationships among marketing variables
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Scientific method
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a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them
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hypotheses
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educated guesses about the relationships between things or about what will happen in the future
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Market Research Process
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5 step application of scientific method
1) Defining the problem 2) Analyzing the situation 3) Getting problem-specific data 4) Interpreting the data 5) Solving the problem |
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Situation analysis
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an informal study of what information is already available in the problem area
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Secondary Data
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information that has been collected or published already
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Primary data
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information specifically collected to solve a current problem
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research proposal
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a plan that specifies what information will be obtained and how
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Qualitative research
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seeks in-depth, ope-ended responses , no yes or no answers
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focus group interview
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involves interviewing 6 to 10 people in an informal group setting
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Quantitative research
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seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics
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response rate
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the percentage of people contracted who complete the questionnaire
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consumer panels
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a group of consumers who provide information on a continuing basis
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Experimental Method
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Researchers compare the responses of two (or more) groups that are similar except on the characteristic being tested
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Statistical packages
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easy-to-use computer programs that analyze data
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population
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the total group they are interested in
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sample
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a part of the relevant population
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confidence intervals
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the range on either side of an estimate that is likely to contain the true value for the whole population
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Validity
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concerns the extent to which data measure what they are intended to measure
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