Marketing Ch.4

Front 1

Customer insight

Back 1

Fresh understanding of customers and the marketplace derived from marketing

information that become the basis for

creating customer value and relationships

Front 2

Marketing Information System (MIS)

Back 2

People and procedures dedicated to

assessing information needs, developing

the needs, and helping decision makers to

use the information to generate and validate

actionable customer and market insights

Front 3

Internal databases

Back 3

Electronic collections of consumer and

market information obtained from data

sources within the company network

Front 4

Competitive marketing intelligence

Back 4

The systematic collection and analysis of

publicly available information about

consumers, competitors, and

developments in the marketing

environment

Front 5

Marketing research

Back 5

The systematic design, collection, analysis,

and reporting of data relevant to a specific marketing situation facing an organization

Front 6

Exploratory research

Back 6

Marketing research to gather preliminary information that will help define problems

and suggest hypotheses

Front 7

Descriptive research

Back 7

Marketing research to better describe

marketing problems, situations, or markets,

such as the market potential for a product

or the demographics and attitudes of

consumers

Front 8

Causal research

Back 8

Marketing research to test hypotheses

about cause-and-effect relationships

Front 9

Secondary data

Back 9

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

Front 10

Primary data

Back 10

Information collected for the specific

purpose at hand

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 their

"natural environments."

Front 13

Survey research

Back 13

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

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

6 to 10 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 issues.

Front 16

Online marketing research

Back 16

Collecting primary data online through

Internet surveys, online focus groups,

Web-based experiments, or tracking

consumers' online behavior

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 behavior

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 (CRM)

Back 19

Managing detailed information about

individual customers and carefully managing customer touch points to maximize customer loyalty