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