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15 Cards in this Set

  • Front
  • Back
Marketing Information System (MIS)
People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
Internal Databases
Electronic collections of information obtained from data sources within the company
Marketing Intelligence
The systematic collection and analysis of publicly available info about competitors and developments in the mrkting environment
Marketing Research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Explanatory research
Mrkting research used to gather preliminary info that will help define problems and suggest hypothesis
Descriptive research
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
Casual research
Mrkting research to test hypotheses about cause and effect relationships.
Observational Research
The gathering of primary data by observing relevant people, actions, and situations
Survey research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Single-source data systems
Electronic monitoring systems that link consumers’ exposure to television advertising and promotion with what they buy in stores.
Experimental Research
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
Focus Group interviewing
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
Online (Internet) marketing research
Collecting primary data through Internet surveys and online focus groups
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
Customer Relationship Management (CRM)
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction