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39 Cards in this Set

  • Front
  • Back
What is the marketing information system?
gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.
What four things are filtered into computer hardware and software to get information for marketing decisions?
1. Internal company data
2. Marketing intelligence
3. Marketing research
4. Acquired databases
What does the internal company data system do?
uses information from within the company to produce reports.
What is marketing intelligence?
a method by which marketers get information about everyday happenings in the marketing environment.
What is economic espionage?
the clandestine collection of trade secrets or proprietary information about competitors.
What are the forms of economic espionage?
Dumpster Diving
Electronic Interception
Traditional Theft
Insider Treason
What is marketing research?
refers to the process of systematically and objectively collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.
What is data mining used for?
Customer Acquisition
Customer Retention
Customer Abandonment
Market Basket Analysis
What are the 7 steps in The Marketing Research Process?
1. Define the Problem
2. Determine Research Design
3. Choose Data Collection Method
4. Design the Sample
5. Collect the Data
6. Analyze & Interpret Data
7. Prepare Research Report
What is problem definition?
consists of determining the problem to be solved and the objectives of the research.
What are the three steps in problem definition?
1. Specifying the research objective.
Research Objectives are the goals the decision-maker seeks to achieve in solving a problem.
2. Identifying the consumer population of interest.
3. Placing the problem in environmental context.
What is research design?
a master plan that specifically identifies what techniques and procedures will be used to collect and analyze data relevant to the research problem.
What is secondary data?
data previously collected and assembled for some purpose other than the one at hand.
What is primary data?
facts and figures which are newly collected for the project.
What are the three types of primary research?
1. Exploratory research - customer interviews, focus groups, etc.
2. Descriptive research - cross sectional, longitudal
3. Causal Research - lab research field studies
What are some survey methods?
Mail questionnaires
Face to face
Online questionnaires
What is observational data?
facts and figures obtained by watching how people actually behave.
What are the types of observational data?
Personal or Mechanical
Disguised or Undisguised
Direct or Indirect
What are garbologists?
archaeologists who sort through people’s garbage to analyze household consumption patterns.
What is sampling?
a procedure in which a small part of the whole is used as the basis for conclusions regarding the whole.
What is a probability sample?
every member of the sampled population has a known, equal, nonzero chance of being selected.
What is a nonprobability sample?
a sample chosen on the basis of something other than probability, such as convenience or personal judgment.
What is syndicated research?
Research by firms that collect data on a regular basis and sell the reports to multiple firms
What is custom research?
Research conducted for a single firm to provide specific information its managers need
What is amarketing decision support system (MDSS)?
The data, analysis software, and interactive software that allow managers to conduct analyses and find the information they need
What is data mining?
Sophisticated analsis techniques to take advantage of the massive amount of transaciton information now available
What are 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
What is ethnography?
A detailed report based on observations of people in their own homes or communities?
What is a cross-sectional design?
A type of descriptive technique that involves the systematic collection of quantitative information
What is longitudal design?
A technique that the tracks the responses of the same sample of respondants over time
What is causal research?
A technique that attempts to understand cause-and-effect relationships
What are experiments?
Techniques that test prespecified relationships among variables in a controlled environment
What is telemarketing?
The use of the teleophone to sell directly to consumers and business customers
What is validity?
The extent to which research actualy measures what it was intended to measure
What is representativeness?
The extent to which consumers in a study are similar to a larger group in which the organiation has an interest
What is sampling?
The process of selecting respondants who statistically represent a larger population of interest
What is back translation?
The process of translating material to a foreign language and then back to the original language
What is back translation?
The process of translating material to a foreign language and then back to the original language
What is single source data?
Information that is integraded from large consumer panels comprised of people who agree to participate in ongoing research