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23 Cards in this Set

  • Front
  • Back
Marketing Information System (MIS)
process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users

*customer ethics data is not one of the major sources of data typically associated w/ MIS's
A typical MIS system has three important components (4.2 figure)
1. four types of data hardware and software to analyze the data and create reports
3. information and the decision makers who want to use it
Syndicated Research
Research by firms that collect data on a regular basis and sell the reports to multiple firms (ex. Nielsen or Arbitron)
Data Mining
Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
Data mining's four important applications for marketers
1. Customer acquisition
2.Customer retention and loyalty
3. Customer abandonment
4. Market basket analysis

*Sales isn't one of these applications
Research Problem (First step in the marketing research process)
-Specify the research objective
-Identify the consumer population of interest
-Place the problem in an environmental context
What is the primary purpose of marketing research?
to aid in the decision making process
The four types of questions important to marketing research
1. Management question- A restatement of the marketers dilemmas in question form
2. Research Question- hypothesis that best states the objective of the research
3. Investigative question- questions the researcher must answer to satifactorily answer the research question (what information we need to answer the managemtn question)
4. Measurement Question- what participants in the marketing research are asked in the research
* Interpretation question is not one of them
Exploratory Reasearch (Primary research)
-Customer interviews
-Focus groups
-Projective techniques
-Case Studies
*experiments are not one
Secondary Data
Data that have been collected for some purpose other than the problem at hand--collects secondary data
ex. library
Primary Data
Data from research conducted to help in making a specific decision---collects primary data
ex. survey
Projective techniques
Tests that marketers use to explore people's underlying feelings about a product, especially appropriate when consumers are unable or unwilling to express their true reactions
Descriptive Research
tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
Cross-Sectional Design
type of descriptive technique that involves the systematic collection of quantitative information AT ONE POINT IN TIME
Longitudinal Design
technique that tracks the responses of the same sample of respondents OVER TIME
Casual Research
technique that attempts to understand cause and effect relationships
Experiments (Casual Research)
Techniques that test prespecified relationships among variables in a controlled environment
Involves IV--> DV
Unobtrusive Measures (observation method)
involve traces of physical evidence that remain after some action has been taken
(ex. garbage searches)
Mechanical observation (observation method)
primary data collection method that relies on nonhuman devices to record behaviors (ex. A.C. Neilsen's People Meters)
Standards of "good" measurements---truthfulness and accuracy--
1. Validity- extent to which research actually measures what it is intended to measure
2. Reliability- free from errors
3. Representativeness- consumers in a study are similar to a larger group in which the org has an interest (ex. population of interest)
- SAMPLING- process for selection respondents who statistically represent a larger pop of interest
Key--online research
one of the disadvantages to online research are the typically ABYSMAL RESPONSE RATES
Two main types of samples
1. Probability Samples- sample of which each member of the pop. has some KNOWN AND EQUAL chance of being included in teh sample.
(random samples, systematic sampling procedures, stratified samples
2.Nonprobability Samples- sample in which personal judgment is used in selecting respondents
(convenience and quota samples)
Single-Source Data
Information that is integrated from large consumer panels comprised of people who agree to participate in ongoing research