Marketing An Intro Ch 4

Front 1

Customer Insights

Back 1

Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.

Front 2

MIS

Back 2

People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

Front 3

Marketing Intelligence

Back 3

The systematic collection and ananlysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Front 4

Marketing Research

Back 4

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

Front 5

Exploratory Research

Back 5

Marketing research to gather perliminary informaiton that will help define problems and suggest hypotheses.

Front 6

Descriptive Research

Back 6

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

Front 7

Causal Research

Back 7

Marketing research to test hypotheses about cause and effect relationships.

Front 8

Secondary Data

Back 8

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

Front 9

Primary Data

Back 9

Information collected for the specific purpose at hand.

Front 10

Commercial Online Databases

Back 10

Computerized collections of information available from online commercial sources or via the internet.

Front 11

Observational Research

Back 11

Gathering primary data by observing relevant people, actions and situations.

Front 12

Ethnographic Research

Back 12

A form of observational research that involves sending trained observers to watch and interact with consumers in the "natural habitat".

Front 13

Survey Research

Back 13

Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour.

Front 14

Experimental Research

Back 14

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

Front 15

Focus group interviewing

Back 15

Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer focuses the group discussion on important.

Front 16

Online marketing research

Back 16

Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers online behaviour.

Front 17

Online focus groups

Back 17

Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behaviour.

Front 18

Sample

Back 18

A segment of the population selected for marketing research to represent the population as a whole.

Front 19

Customer Relationship Management

Back 19

Managing detailed information about individual customers and carefully managing customer touch points in order to maximize customer loyalty.