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36 Cards in this Set
- Front
- Back
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Fresh understandings of customers and the marketplace derived form marketing information that become the basis for creating customer value and relationships
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Customer insights
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people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights
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Marketing Information System
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electronic collections of consumer and market information obtained from data sources within the company network
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internal databases
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What are the downsides of internal databases?
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may be incomplete, or in the wrong form for making marketing decisions, it might produce too much information
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What are the three ways to develop marketing information?
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internal data, marketing intelligence, and marketing research
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The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
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marketing intelligence
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What are the negatives of marketing intelligence?
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brings about ethical issues like snooping
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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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marketing research
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What are the four steps for the marketing research process?
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defining the problem and researching objectives, developing the research plan, implementing the research plan, and interpretin and reporting the findings.
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marketing research to gather prelimary information that will help define problems and suggest hypotheses
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exploratory research
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marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
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descriptive research
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marketing research to test hypotheses about cause-and-effect relationships
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causal research
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information that already exists somewhere, having been collected for another purpose
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secondary data
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information collected for the specific purpose at hand
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primary data
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computerized collections of information available from online commerical sources or via the internet
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commercial online databases
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Secondary data can present some problems, such as not having sufficient information researchers must make sure that it is accurate, current, and ____.
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impartial
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gathering primary data by observing relevant people, actions, and situations.
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observational research
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a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat"
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ethnographic research
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gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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survey research
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gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. It is best suited for _____ information.
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experimental research, causal
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what are strengths of using mail, telephone, and perosnal interviewing?
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mail gives honest answers, telephone gathers information quickly, personal interviewing is flexible
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What are negatives of using mail, telephone, and personal interviewing?
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mail--too slow, and respondents is low percentage, telephone--costs a lot, personal interviewing--cost 3 to 4 times as much as telephone
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Personal interviewing that involves inviting six to ten 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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focus group interviewing
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____ ____ four or five people with whom yahoo's product designers talk informally, without focus group moderator present.
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immersion groups
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___ ____ sessions desigined to be like a simple get together with girlfriends
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slow sip
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colllecting primary data online through internet surveys, online focus groups, web based experimeints, or tracking consumers' online behavior
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online marketing research
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gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
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online focus groups
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a segment of the population selected for marketing research to represent the population as a whole
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sample
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What are the three decisions one needs to consider when designing a sample?
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who is to be surveyed, how many should be, how they should be chosen
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researched selects the easiest population of members from which to obtain information
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convenience sample
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researcher uses his or her judgement to select population members who are good prospects for accurate information
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judgement sample
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the researcher finds and interviews a prescribed number of people in each of several categories
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quota sample
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managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty
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customer relationship management
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CRM analysts develop___ ___ and use sophisticaed ___ ___ techniques to unearth the riches hidden in customer data.
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data mining and data warehouses
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many firms use ____, it provides ready access to research information, reports, shared work documents, contact information for employees and other stakeholders.
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intranet
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companies are increasingly allowing key customers and value network members to access account, product, and other data on demand through ____
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extranets
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