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18 Cards in this Set

  • Front
  • Back
Internal Databases
Electronic collections of information obtained from data sources within the company.
Marketing Intelligence
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Exploratory Research
Marketing research to gather preliminary information that will help define problems and suggest hypothesis.
Marketing Information System (MIS)
People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Descriptive Research
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.
Causal Research
Marketing research to test hypotheses about cause-and-effect relationships.
Secondary data
Information that already exists somewhere, having been collected for another purpose.
Primary Data
Information collected for the specific purpose at hand.
Online databases
Computerized collections of information available from online commerical sources or via the Internet.
Observational Research
The gathering of primary data by observing relevant people, actions, and situations.
Survey Research
The gathering of primary data by asking people qusetions about their knowledge, attitudes, preferences, and buying behavior.
Single-source data systems
Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using televion meters) with what they buy in stores (measured using store check-out scanners).
Experimental Research
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Focus Group Interviewing
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.
Online (Internet) marketing research
Collecting primary data through Internet surveys and online focus groups
A segment of the population selected for marketing research to represent the population as a whole.
Customer relationship management (CRM)
Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.