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17 Cards in this Set

  • Front
  • Back
people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
marketing information system (MIS)
electronic collections of consumer and market information obtained from data sorces within the company network
internal databases
the systematic collection and analysis of publicly available informaiton about competitiors and developments in the marketing environment
marketing intelligence
the systematic design, collection, analysis, and reporting of dta relevant to a specific marketing situation facing an organization
marketing research
marketing research to gather preliminary inforaiton that wil help define problems and suggest hypotheses
exploratory research
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
descriptive research
marketing research to test hyptheses about cause-and-effect relationships
causal research
information that already exists somewhere, having been collected for another purpose
secondary data
information collected for the specific purpose at hand
primary data
computerized collections of information available from online commercial sources or via the internet
online database
a form of observational research that involves sending trained observers to watch and interact with cosuers in their "natural habitat"
ethnographic research
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
survey research
gathering primary dta by selceting matched groups of sobjects, giving them different treatments, controlling related factors, and checking for differenes in group responses
experimental research
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.
focus group interviewing
collecting primary data through internet surveys and online focus groups
online marketing research
a segment of the population selected for marketing research to represent the population as a whole
managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty
customer relationship management (CRM)