Marketing Lecture 3

Front 1

Marketing information system and its role

Back 1

A process that determines the information marketing managers need and then gathers and distributes relevant and timely marketing information to system users.

Front 2

Marketing decision support system and role

Back 2

Allows marketing managers to use analysis software to find the information they need.

Front 3

steps in marketing research

Back 3

define problem - determine research type

choose data collection method

choose sample

collect data

do analysis and produce research report

Front 4

exploratory research

Back 4

qualitative data collected by individual interviews, focus groups or ethnography

Front 5

causal research

Back 5

controlled experiments that help to understand cause and effect relationships such as marketing independent variables (price change) and dependent variables (sales)

Front 6

descriptive research & the 2 designs

Back 6

bases conclusions on a large number of observations. includes cross sectional designs that are surveys from different respondents at different points in time and longitudinal designs that are the same sample of respondents over time.

Front 7

name 3 types of data collection

Back 7

mail, telephone, face to face or online.

Front 8

probability sample and non probability sample types and explan

Back 8

simple random or stratified(divided population into target pop), convenience(whoever happens to be avail) and quota (same proportion of individuals with certain characteristics that would be found in pop.)

Front 9

discuss validity reliability and representativeness

Back 9

validity- extent to which study measures what it set out to study

reliability- extent to which measurement techniques were free of errors

representativeness - how similar the studied population is to the larger group an organisation wishes to measure

Front 10

why is the internet an effective research tool and how is information gathered about users

Back 10

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