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31 Cards in this Set

  • Front
  • Back
Marketing Information System
A process that first determines what information marketing managers need and then gathers, softs, analyzes, stores, and distributes relevant information to system users.
3 components of MIS system
1- four types of data
2- computer hardware and software to analyze the data and create reports
3- information and the decision makers who want to use it
NOT customer ethics data
Synidicated research
Research by firms that collect data on a regular basis and sell the reports to multiple firms
Areas involved in Neuroeconomics
1- economics
2- nueroscience
3- psychology
4- brainwave scanning technology
Data Mining
Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
4 important applications of Data Mining
1- customer acquisition
2- customer retention and loyalty
3- customer abandonment
4- market basket analysis
NOT SALES!
Primary Purpose of Marketing Research
to aid in the decision making process
Steps of Market Research Process
1- Define Research Problem
2- determine research design
3- Choose a method for collecting primary data
4- design the sample
5- collect the data
6- analyze and interpret the data
7-prepare the research report
4 Q's important to marketing research
1- Management Q = a restatement of the marketer's dilemma
2- Reseach Q = the hypothesis that best states the objective of the research
3- Investigative Q = Q's the researcher must answer to satisfactorily answer the research Q (information)
4- Measurement Q = what participants in the marketing research are asked in the research
NOT INTERPRETATION Q
Secondary data
data that have been collected for some purpose other than the problem at hand
primary data
data from research conducted to help in making a specific decision
Projective Techniques
tests that marketers use to explore people's underlying feelings about a product, especially appropriate when consumers are unable or unwilling to express their true reactions.
Forms of exploratory Research
1- consumer interviews
2- projective techniques
3- focus groups
4- case study
5- ethnography
NOT EXPLORATORY RESEARCH
Descriptive Research
a tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
Cross sectional design
a type of descriptive technique that involves the systematic collection of quantitative information at one point in time
longitudinal design
a technique that tracks the responses of the same sample of respondents over time
casual research
a technique that attempts to understand cause and effect relationships
experiments
techniques that test prespecified relationships among variables in a controlled environment involves IV - DV
Unobstrusive Measures
involve traces of physical evidence that remain after some action has been taken
mechanical observation
primary data collection method that relies on nonhuman devices to record behaviors
The standards of "good" measurement involve
truthfulness and accuracy
we measure "good" by
validity, reliability, and representativeness
validity
the extent to which research actually measures what it is intended to measure
reliability
the extent to which research measurement techniques are free from errors (replicable)
representativeness
the extent to which consumers in a study are similiar to a larger group in which the org has an interest. This criterion underscores the importance of sampling, which is the process for selecting respondents who statistically represent a larger population of interest
Key to online research
one of the disadvantages to online research are the typically abysmal response rates
NBC's new proposed metric to help guide advertising sales is
engagement
Disney's formats that work best in terms of digital online advertising formats
gaming, trivia Q's and multiple choice options to learn more
probability samples
a sample in which each member of the population has some known and equal chance of being included in the sample. These can include simple random samples, systematic sampling procedures, or stratified samples
nonprobability samples
a sample in which personal judgement is used in selecting respondents. These can include convenience and quota samples
single source data
information that is integrated from large consumer panels composed of people who agree to participate in ongoing research