Managing Marketing Information Ch.5

Front 1

Define: Marketing information system

Back 1

The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Front 2

Define: Internal databases

Back 2

Electronic collections of data obtained from sources within the company

Front 3

Define: Marketing Intelligence

Back 3

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

Front 4

Define: Marketing research

Back 4

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

Front 5

Define: Exploratory research

Back 5

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

Front 6

Define: Descriptive research

Back 6

Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product the demographics and attitudes of consumers who buy the product.

Front 7

Define: Causal research

Back 7

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

Front 8

Define: Primary data

Back 8

Information collected for the specific purpose at hand

Front 9

Define: Secondary data

Back 9

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

Front 10

Define: Online databases

Back 10

Computerized collections of data available online, either from closed, subscriber-only services, or via the public Internet.

Front 11

Define: Observational research

Back 11

The gathering of primary data by observing relevant people, actions, and situations.

Front 12

Define: Survey research

Back 12

The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour

Front 13

Define: Single-source data systems

Back 13

Systems that combine surveys of huge consumer panels and electronic monitoring of respondents' purchases and exposure to various marketing activities in an effort to better understand the link among consumer characteristics, attitudes, and purchase behaviour.

Front 14

Define: Experimental research

Back 14

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

Front 15

Define: Focus group

Back 15

A moderated, small group discussion, typically conducted by marketers during the new product development process.

Front 16

Define: Sample

Back 16

A segment of the population selected to represent the population as a whole

Front 17

Define: Customer Relationship Management (CRM)

Back 17

Any corporate software system that collects and organizes customer data and provides marketing managers, customer service representatives, and sales representatives with powerful information tools.

Front 18

A company should always take advantage of any opportunity to collect raw data because it cannot predict if and when this data will be needed.
TRUE OR FALSE

Back 18

FALSE

Front 19

It is illegal and ethically wrong to share, sell, or otherwise distribute personal information about customers, but it is generally not illegal or unethical to share or sell aggregated information
TRUE OR FALSE

Back 19

TRUE

Front 20

Probability and nonprobability samples provide the researcher with the same level of accuracy and reliability
TRUE OR FALSE

Back 20

FALSE

Front 21

The major components of a marketing information system are databases and software analysis tools
TRUE OR FALSE

Back 21

FALSE

Front 22

No matter how well data is properly analyzed and synthesized, information is not necessarily usable or actionable.
TRUE OR FALSE

Back 22

TRUE

Front 23

A ___________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers

Back 23

Marketing information systems

Front 24

The information needed by marketing managers can be obtained from _____________, ____________, and _________.

Back 24

Internal data, marketing intelligence, and marketing research

Front 25

______________ is a systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.

Back 25

Marketing Intelligence

Front 26

______________ can be defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

Back 26

Marketing research

Front 27

The marketing research process has four steps: ______________, _________________, __________, and _____________.

Back 27

defining the problem and the research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings

Front 28

A marketing research project might have any one of three types of objectives. If the objective were to gather preliminary information that would help define the problem and suggest hypotheses, the researcher would use _________ research.

Back 28

Exploratory

Front 29

___________ data consist of information collected for the specific purpose at hand

Back 29

Primary

Front 30

Many companies now use _______ research, which combines intensive observation with customer interview to gain deep insights into how consumers buy and use their products.

Back 30

ethnographic

Front 31

__________________ research is the approach best suited for gathering descriptive information

Back 31

survey

Front 32

Of the four research contact methods discussed, _______ is the only one rated as "excellent" with respect to low cost.

Back 32

online

Front 33

A researcher is using a ___________ sample when he or she selects the easiest population members from which to obtain information

Back 33

convenience

Front 34

__________________ consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and use the results to build stronger customer relationships.

Back 34

customer relationship management (CRM)