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15 Cards in this Set
- Front
- Back
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Marketing Information System (MIS)
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People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
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Internal Databases
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Electronic collections of information obtained from data sources within the company
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Marketing Intelligence
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The systematic collection and analysis of publicly available info about competitors and developments in the mrkting environment
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Marketing Research
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The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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Explanatory research
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Mrkting research used to gather preliminary info that will help define problems and suggest hypothesis
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Descriptive research
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Mrkting research to better describe mrkting problems, situations, or markets such as the mrkt potential for a product or the demographics and attitudes of consumers
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Casual research
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Mrkting research to test hypotheses about cause and effect relationships.
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Observational Research
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The gathering of primary data by observing relevant people, actions, and situations
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Survey research
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The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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Single-source data systems
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Electronic monitoring systems that link consumers’ exposure to television advertising and promotion with what they buy in stores.
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Experimental Research
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The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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Focus Group interviewing
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Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues
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Online (Internet) marketing research
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Collecting primary data through Internet surveys and online focus groups
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Sample
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A segment of the population selected for marketing research to represent the population as a whole. Ideally it should be representative so the researcher can make accurate estimates of the thoughts and behaviors of the larger population
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Customer Relationship Management (CRM)
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The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
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