Marketing Chapter 5

Front 1

Internal Databases

Back 1

Electronic collections of information obtained from data sources within the company.

Front 2

Marketing Intelligence

Back 2

The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.

Front 3

Marketing research

Back 3

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Front 4

Exploratory Research

Back 4

Marketing research to gather preliminary information that will help define problems and suggest hypothesis.

Front 5

Marketing Information System (MIS)

Back 5

People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Front 6

Descriptive Research

Back 6

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 7

Causal Research

Back 7

Marketing research to test hypotheses about cause-and-effect relationships.

Front 8

Secondary data

Back 8

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

Front 9

Primary Data

Back 9

Information collected for the specific purpose at hand.

Front 10

Online databases

Back 10

Computerized collections of information available from online commerical sources or via the Internet.

Front 11

Observational Research

Back 11

The gathering of primary data by observing relevant people, actions, and situations.

Front 12

Survey Research

Back 12

The gathering of primary data by asking people qusetions about their knowledge, attitudes, preferences, and buying behavior.

Front 13

Single-source data systems

Back 13

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).

Front 14

Experimental Research

Back 14

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.

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 (Internet) marketing research

Back 16

Collecting primary data through Internet surveys and online focus groups

Front 17

Sample

Back 17

A segment of the population selected for marketing research to represent the population as a whole.

Front 18

Customer relationship management (CRM)

Back 18

Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.