Chapter 5

Front 1

Customer insights:

Back 1

Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.

Front 2

Marketing information systems (MIS):

Back 2

People and procedures dedicated to assessing information needs, developing needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Front 3

Internal databases:

Back 3

Electronic collections of consumer and market information obtained from data sources within the company network.

Front 4

Competitive marketing intelligence:

Back 4

The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Front 5

Marketing Research:

Back 5

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Front 6

Exploratory Research:

Back 6

Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Front 7

Descriptive Research:

Back 7

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.

Front 8

Casual Research:

Back 8

Marketing research to test hypotheses about cause-and-effect relationships.

Front 9

Secondary Data:

Back 9

Information that already exists somewhere, having been collected for another purpose.

Front 10

Primary Data:

Back 10

Information collected for the specific purpose at hand.

Front 11

Observational Research:

Back 11

Gathering primary data bu observing relevant people, actions and situations.

Front 12

Ethnographic Research:

Back 12

A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments".

Front 13

Survey Research:

Back 13

Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Front 14

Experimental Research:

Back 14

Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Front 15

Focus Group Interviewing:

Back 15

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. Interviewer "focuses" the group discussion on important issues.

Front 16

Online Marketing Research:

Back 16

Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior.

Front 17

Online Focus Groups:

Back 17

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.

Front 18

Behavioral Targeting:

Back 18

Using online consumer tracking data to target advertisers and marketing offers to specific consumers.

Front 19

Sample:

Back 19

A segment of the population selected for marketing research to represent the population as a whole.

Front 20

Customer Relationship Management (CRM):

Back 20

Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.