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23 Cards in this Set
- Front
- Back
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Marketing Information System (MIS)
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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 |
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A typical MIS system has three important components (4.2 figure)
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1. four types of data
2.computer hardware and software to analyze the data and create reports 3. information and the decision makers who want to use it |
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Syndicated Research
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Research by firms that collect data on a regular basis and sell the reports to multiple firms (ex. Nielsen or Arbitron)
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Data Mining
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Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
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Data mining's four important applications for marketers
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1. Customer acquisition
2.Customer retention and loyalty 3. Customer abandonment 4. Market basket analysis *Sales isn't one of these applications |
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Research Problem (First step in the marketing research process)
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-Specify the research objective
-Identify the consumer population of interest -Place the problem in an environmental context |
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What is the primary purpose of marketing research?
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to aid in the decision making process
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The four types of questions important to marketing research
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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 |
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Exploratory Reasearch (Primary research)
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-Customer interviews
-Focus groups -Projective techniques -Case Studies -Ethnographies *experiments are not one |
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Secondary Data
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Data that have been collected for some purpose other than the problem at hand--collects secondary data
ex. library |
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Primary Data
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Data from research conducted to help in making a specific decision---collects primary data
ex. survey |
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Projective techniques
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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
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Descriptive Research
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tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
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Cross-Sectional Design
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type of descriptive technique that involves the systematic collection of quantitative information AT ONE POINT IN TIME
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Longitudinal Design
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technique that tracks the responses of the same sample of respondents OVER TIME
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Casual Research
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technique that attempts to understand cause and effect relationships
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Experiments (Casual Research)
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Techniques that test prespecified relationships among variables in a controlled environment
Involves IV--> DV |
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Unobtrusive Measures (observation method)
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involve traces of physical evidence that remain after some action has been taken
(ex. garbage searches) |
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Mechanical observation (observation method)
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primary data collection method that relies on nonhuman devices to record behaviors (ex. A.C. Neilsen's People Meters)
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Standards of "good" measurements---truthfulness and accuracy--
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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 |
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Key--online research
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one of the disadvantages to online research are the typically ABYSMAL RESPONSE RATES
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Two main types of samples
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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) |
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Single-Source Data
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Information that is integrated from large consumer panels comprised of people who agree to participate in ongoing research
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