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50 Cards in this Set
- Front
- Back
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“A set of procedures and methods for the regular planned collection, analysis, and
presentation of information for use in making marketing decisions.” |
Marketing Information System (MIS)
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“A coordinated collection of data, systems, tools and techniques with supporting
hardware by which an organization gathers and interprets relevant information from business and the environment and turns it into a basis for marketing action.” |
Decision Support System (DSS)
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DATA SYSTEM is also known as
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DATABASE
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MODEL SYSTEM is also known as
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ANALYTICAL TOOLS
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DIALOG SYSTEM is also known as
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USER INTERFACE
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monitoring and controlling of all an organization’s resources
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Enterprise resource planning (ERP)
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gathering of all relevant information about a customer for those who interact with that customer
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Customer relationship management (CRM)
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systematic collection of information
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Knowledge Management
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2 Types of Information Systems
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MIS & DSS
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Intense
Finite time period Specific problem |
Project Approach
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Less intense
Continuous General purpose |
Systems Approach
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The routine, day-to-day work of the department is performed by these individuals.
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Tabulating & Clerical Help
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The Interviewer conducts personal interviews and works under direct supervision of the Field Work Director. Few companies employ full-time interviewers.
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Full-time Interviewer
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Usually only larger departments have a Field Work Director who hires, trains, and supervises field interviewers.
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Field Work Director
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In larger departments, the central handling and processing of statistical data are the responsibility of one or more Clerical Supervisors. Duties include work scheduling, and responsibility for accuracy.
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Clerical Supervisor
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The Librarian builds and maintains a library of reference sources adequate to the needs of the research department.
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Librarian
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Working under rather close supervision, Junior Analysts handle routine assignments. Editing and coding of questionnaires, statistical calculations above the clerical level, simpler forms of library research are among their duties. A large portion of the Junior Analyst’s time is spent on tasks assigned by superiors.
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Junior Analyst
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The Analyst usually handles the bulk of the work required for the execution of research projects, often works under a Senior Analyst. The Analyst assists in questionnaire preparation, pre-tests them, and makes preliminary analyses of results. Most of the library research or work with company data is handled by the Analyst.
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Analyst
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Usually found in larger research departments. Participates with superior in initial planning of research projects and direct execution of projects assigned. Operates with minimum supervision. Prepares, or works with analysts in preparing, questionnaires. Selects research techniques, makes analyses, and writes final report. Budgetary control over projects and primary responsibility for meeting time schedules rest with the Senior Analyst.
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Senior Analyst
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Duties are usually those of an expert consultant on the theory and application of statistical techniques to specific research problems. Usually responsible for experimental design and data processing.
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Statistician
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This position usually represents a defined “second in command,” a senior staff member having responsibilities above those of other staff members.
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Assistant Director of Research
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This is the senior position in research. The Director is responsible for the entire research program of the company. Accepts assignments from superiors or from clients, or may, on own initiative, develop and propose research undertakings to company executives. Employs personnel and exercises general supervision of the research department. Presents research findings to clients or to company executives.
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Research Director/Vice President of Marketing Research
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--Performance relative to objectives
--Performance relative to competitors |
Evaluation and Control
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–Market Characteristics and Trends –Environmental Changes
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Planning
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Economic Environment, Political/Legal Environment, Social Environment, Natural Environment, Technological Environment, Competitive Environment ... are examples of?
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The Marketing Mix
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MARKETING RESEARCH IS THE FIRM'S FORMAL COMMUNICATION LINK WITH THE ENVIRONMENT.
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MARKETING RESEARCH
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The framework or plan for a study that guides the COLLECTION and ANALYSIS of the data
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Research Design
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the purpose of ______ _____ is--
to ensure the study • Will be relevant to the problem • Will use economical procedures |
Research Design
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is a statement that specifies how 2 or more measureable variables are related.
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Hypothesis
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Research design in which the major emphasis is on gaining ideas and insights
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Exploratory Research
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Reasons for Conducting _______ _______ ...
– Better formulation of the manager’s decision problem – Develop hypotheses – Increase the researcher’s familiarity with the problem – Clarify concepts |
Exploratory Research
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Examples of What typeof Studies?
– Literature search – Depth interviews – Focus groups – Nominal groups – Case analyses – Projective methods |
Exploratory Research
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What are the 3 types of Research Design?
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1. Descriptive Research
2. Exploratory Research 3. Casual Research |
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Who is the key person in NOMINAL groups?
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the MODERATOR
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What is the Key Difference in Nominal Groups?
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people write answers INDIVIDUALLY before
sharing them collectively; helps to avoid “group think” |
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This is the Format of what type of group?
– Typically 8‐12 people – Homogeneous within group – 1.5 to 2 hours in length – Sessions recorded and transcribed |
NOMINAL Group.
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In Regards to Focus & Nominal Groups what type of person does this describe?
Characteristics of Good Moderators – Superior listening ability – Excellent short‐term auditory memory – Well organized – Quick learner – High energy level – Personable – Well‐above‐average intelligence |
A good MODERATOR.
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Using an organizations that excel at some function as sources of ideas for improvement
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BENCHMARKING.
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– Detailed observation of consumers during their
ordinary daily lives using direct observations, interviews, and video/audio recordings – Adapted from anthropology (study of humankind) |
Ethnography
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This is an Example of:
First word that comes to mind for jeans … “Levi’s” |
Word Association
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This is an Example of:
People who are concerned about pollution … “care about the future” versus “are just tree‐huggers who want to run up my taxes” |
Sentence Completion
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This is an Example of:
Tell me a story about this picture (photograph of a farmer’s market) |
Storytelling
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This is an Example of:
How would people you know react to a bank being built on the corner of Main and Elm Streets? |
Role Playing
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Secondary Data is:
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Existing information collected for some purpose
other than the immediate study at hand |
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Primary Data is:
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Information collected specifically for the purpose
of the investigation at hand |
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True or False:
You can NEVER state for certain that X is caused by Y. |
TRUE.
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True or False:
Laboratory (or Lab) experiments tend to have HIGHER levels of INTERNAL VALIDITY. |
TRUE.
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Definition:
The extent to which observed effect can be attributed to experimental variable and NOT to other factors. |
INTERNAL VALIDITY
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True of False:
Field experiments tend to have HIGHER levels of EXTERNAL VALIDITY. |
TRUE.
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Definition:
The extent to which observed effect can be generalized to particular POPULATION and SITUATIONS. |
EXTERNAL VALIDITY.
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