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17 Cards in this Set
- Front
- Back
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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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marketing information system (MIS)
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electronic collections of consumer and market information obtained from data sorces within the company network
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internal databases
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the systematic collection and analysis of publicly available informaiton about competitiors and developments in the marketing environment
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marketing intelligence
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the systematic design, collection, analysis, and reporting of dta relevant to a specific marketing situation facing an organization
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marketing research
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marketing research to gather preliminary inforaiton that wil 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, sch s 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 hyptheses 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 commercial sources or via the internet
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online database
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a form of observational research that involves sending trained observers to watch and interact with cosuers 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 dta by selceting matched groups of sobjects, giving them different treatments, controlling related factors, and checking for differenes in group responses
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experimental research
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personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to tlk abot a product, service, or organization.
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focus group interviewing
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collecting primary data through internet surveys and online focus groups
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online marketing research
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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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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 (CRM)
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