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20 Cards in this Set
- Front
- Back
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Customer insights |
Fresh understandings of customers and the marketplace from marketing information that becomes the basis for creating customer value and relationships |
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Marketing information system MIS |
People and procedures for assessing information needs, developing needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights |
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Internal databases |
Electronic collections of consumer and market information from data sources within the company network |
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Competitive marketing intelligence |
Systematic collection and analysis of publicly available information about consumers, competitors, and developments in the market environment |
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Marketing research |
Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization |
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Exploratory research |
Market research to gather information that will help define the problem and suggest hypotheses |
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Descriptive research |
Market research to better describe marketing problems, situations, or markets |
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Casual research |
Market research to test hypotheses about cause and effect relationships |
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Secondary data |
Information that already exists somewhere, having been collected for another purpose |
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Primary data |
Information collected for the specific purpose at hand |
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Commercial online databases |
Computerized collections of information available from online commercial sources or via the internet |
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Observational research |
Gathering primary data by observing relevant people, actions, and situations |
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Ethnographic research |
Form of observational research that involves sending trained observers to watch and interact with customers in their natural habitat |
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Survey research |
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour |
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Experimental research |
Gathering primary data by selecting matched groups of subjects, giving them different |
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Focus group interviewing |
Personal interviewing that involves 6-10 people gathered for a few hours with a trained interviewer to talk about a product, services or organization. The interviewer focuses the group discussion on important issues |
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Online marketing research |
Collecting primary data online through internet surveys, online focus groups, web based experiments, or tracking consumers online behaviour |
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Online focus groups |
Gathering a small group of people online with a trained moderator to chat about a product, services or organization and to gain qualitative insights about consumer attitudes and behaviour |
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Sample |
Segment of the population selected for marketing research to represent the population as a whole |
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Customer relationship management CRM |
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty |
