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11 Cards in this Set
- Front
- Back
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Constraints
pg. 195 |
in a decision are the restrictions placed on potential solutions to a problem.
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Data
pg. 196 |
The facts and figures related to the problem.
-divided into two main parts: Primary and secondary data |
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Data mining
pg. 208 |
the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
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Information technology
pg. 207 |
involves operating computer networks that can store and process data.
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Marketing research
pg. 192 |
is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
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Measures of success
pg. 194 |
criteria or standards used in evaluating proposed solutions to the problem.
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Observational data
pg. 198 |
facts and figures obtained by watching, either mechanically or in person, how people actually behave
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Primary data
pg. 196 |
facts and figures that are newly collected for the project.
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Questionnaire data
pg. 201 |
facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors
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Sales forecast
pg. 212 |
refers to the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.
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Secondary data
pg. 196 |
facts and figures that have already been recorded before the project at hand
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