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10 Cards in this Set
- Front
- Back
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Marketing Research |
Systematic and objective identification, collection analysis, dissemination, and use of information that is undertaken to improve decision making related to identifying and solving problems n marketing |
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Problem Identification Research |
Research to help identify problems that are not apparent or are likely to arise in the future |
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Problem Solving Research |
Research Undertaken to help solve specific marketing problems |
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Marketing Information Systems |
Formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis |
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Decision Support System |
Information system that enables makers to interact directly with both databases and analysis models. Important components of this system are hardware and communication network, database, model base, software base, and the user/decision maker |
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Problem Definition |
Broad statement of the general problem and identification of the specific components of the marketing research problem |
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Secondary Data |
Data collected for some other purpose than the problem at hand |
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Primary Data |
Data originated by the research to address the research problem |
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Qualitative Research |
Unstructured, exploratory research based on methodology based on small samples intended to provide insight and understanding of the problem setting |
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Pilot Surveys |
Surveys that tend to be less structured than large scale surveys in that they generally contain more open-ended questions and the sample size is much smaller |
