Marketing Chapter 5

Front 1

Customer Insights

Back 1

Fresh understandings of customers and the marketplacederived from marketing information that becomes the basis for creating customervalue and relationships

Front 2

Marketing Information Systems

Back 2

People and procedures for assessing informationneeds, developing the needed information, and helping decision makers to usethe information to generate and validate actionable customer and marketinsights.

Front 3

Marketing Research

Back 3

The systematic design, collection, analysis, andreporting of data relevant to a specific marketing situation facing anorganization

Front 4

Descriptive Research

Back 4

Marketing research to better describe marketingproblems, situations, or markets. Used to describe things like market potential for a product.

Front 5

Exploratory Research

Back 5

Marketing research to gather preliminary information that will help define the problem and suggest hypotheses.

Front 6

Causal Research

Back 6

Marketing research to test cause and effect relationships.

Front 7

Primary Data

Back 7

Information collected for the specific purpose at hand

Front 8

Secondary Data

Back 8

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

Front 9

Ethnographic Research

Back 9

A form of observation research that involves sending trained observers to watch and interact with consumers in their "natural habitat"

Front 10

Commercial Online Database

Back 10

MINT Global etc.

Front 11

Mechanical Research Instruments

Back 11

Companies can gather data from consumers using things like grocery scanners or tv boxes

Front 12

Neuromarketing

Back 12

Since people have a hard time explaining emotions, physical responses to ads can be done through MRI and EEG machines

Front 13

Dichotomous Question

Back 13

Yes/No

Front 14

Likert Scale

Back 14

Agree/Neutral/Disagree with statement

Front 15

Semantic

Back 15

______ is:

Bad:___: :___: Good

Front 16

Rating Scale

Back 16

On a scale of 1 to 10 the quality of their cars is:

Front 17

Unstructured Question

Back 17

Tell me how you feel about Louis: (Written answer)

Front 18

Word association

Back 18

When you think of Iced Tea what is the first word that comes to mind?

Front 19

Sentence Completion

Back 19

When I want food I go to _________.