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16 Cards in this Set
- Front
- Back
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marketing information system
MIS |
people, equiptment, and procedures to gather, sort, analyze, evaluate and distibute needed, timely and accurate information to marketing decision makers
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internal databases
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electronic collections of consumer and market information obtained from data sources within the company network
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marketing intelligence
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the systematic collection and analysis of publicy available information about competitors and developments in the marketing environment
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market research
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the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
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exploratory search
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marketing research to gather preliminary information taht will help define problems and suggest hypotheses
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descriptive research
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marketing research to better describe marketing problems situations, or markets, such as the market potential for a product or demographics and attitudes of customers
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casual research
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marketing research to test the hypothesis about cause-and-effect relationships
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secondary data
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information that already exists somehwere having been collected for another purpose
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primary data
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the information collected for the specific purpose at hand
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online databases
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computerized collections of information available from online commercial sources or via the internet
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observational research
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the gathering of primary data by observing relevant people, actions, and situations
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ethnographic research
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a form of observational research that involvessending trained observers to watch and interact with consumers in their natural habitat
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experimental research
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gathering information by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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online marketing research
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collecting primary data through internet surveys and online focus groups
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sample
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a portion of the population selected for marketing research designed to represent the population as a whole.
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CRM
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customer relationship manager who manages detailed information about individual customers and carefully manages customer "touch points"
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