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53 Cards in this Set
- Front
- Back
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AMA defines it as ‘an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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Marketing
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consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market; assumes we have already adopted the marketing concept
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Marketing Strategy
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Gathers info generated by internal reports, which includes orders, billing, receivables, inventory levels, stockouts, etc.
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Internal Reports System
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the use of computer networks, including the Internet, to assist in any phase of the marketing research process, including development of the problem, research design, data gathering analysis, and report writing and distribution.
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Online Research
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research conducted on Web applications. Uses traditional research methods as well as online research methods. (ie site hit counters; studies on pop-up ads)
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Web-based Research
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4 uses of marketing research
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1. identify market opportunities and problems
2. Generate, refine, and evaluate potential marketing actions 3. Effectiveness of ads, promotions, salesforce, competitors, etc. 4. Improve marketing as a process |
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a set of procedures and sources used by managers to obtain everyday info about pertinent developments in the environment
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Marketing Intelligence System
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collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making; allows companies to ask “what if” questions
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Marketing Decision Support System
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gathers info not gathered by the other MIS components; conducted for a specific situation facing the company
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Marketing Research System
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4 reasons marketing research may not be needed
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1. When the info is already available (ie. already has experience in making the decision)
2. The timing is wrong to conduct marketing research 3. Funds aren’t available 4. Costs outweigh the value of marketing research |
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collecting info in an unstructured and informal manner; usually used when little is known about the problem
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Exploratory Research
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set of methods and procedures that describes marketing variables. Descriptive studies portray these variable by answer who, what, where, when, how…but not WHY?
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Descriptive Research
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allows us to isolate causes and effects; answers the why question; the designs are called “experiments”
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Causal Research
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process used to select units from the population to be included in the sample; determines how representative the sample is of the population
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sample plan
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determining how many elements of the population should be in sample
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sample size
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entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests
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data analysis
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process by which the raw data are checked to verify that the data have been correctly input from the data-collection form to the computer software program
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data cleaning
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the top 50 US-based firms. Ranking based on revenue earned from US operations only. They are highly involved in int’l research
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Honomichl Global Top 50
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an entity within a firm that supplies marketing research
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internal supplier
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outside firms hired to fulfill a firm’s marketing research needs
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external supplier
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have the ability to conduct the entire marketing research project for the buyer firms. They can be further broken down into syn data services, std services, customized services, and online research services firms.
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full-service suppliers
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collective info that is made available to multiple subscribers in standardized form
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syndicated providers
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specialize in one or a few marketing research activities (ie mystery shopping, specific market segments); most specialize in some form of online research)
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limited providers
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specialize in collecting data; operate in a particular territory conducing surveys
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field service providers
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philosophy concerned with the rights of the individual. If the individ’s rights are violated, then the behavior isn’t ethical
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deotology
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philosophy that focuses on the trade-off between individ costs and group benefits. If benefits outweigh costs, the behavior is ethical
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teleology
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the researcher knows who the respondent is but doesn’t identify the respondent with an info gathered from that respondent to a client.
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confidentiality
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Responder remains unknown to even the researcher
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anonymity
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responder aren’t told the true identity of the research; viewed without their knowledge; violation of the promise of anonymity
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deception
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when a gap exists between what’s supposed to happen and what did happen; or when there’s a gap between what did happen and what could’ve happened.
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problem
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changes in the level of some key monitor that measures the achievement of an objective; opportunities usually emerge (positive AND negative); used to alert managers to recognize problems
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symptom
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a form of a problem in that managers must determine whether and how to take advantage of them
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opportunity
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an abstract idea inferred from specific instances that are thought to be related; brand loyalty, satisfaction, preference, awareness, knowledge
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contruct
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a form of preliminary research undertaken to gather background info and gather data pertinent to the problem area that may be helpful in properly defining the problem
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Situation analysis:
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document used to alert research firms that they would like to receive bids or proposals to conduct research
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RFP
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researching the attractiveness and probability of success of any opportunity
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Market Opp Analysis
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discrepancies between the current info level and the desired info level. They are the basis for setting research objectives
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info gaps
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(1) states problem (2) specifies research objectives (3) research method (4) time table (5) budget
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research proposal
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definition of a construct (intention to buy or satisfaction) that describes the operations to be carried out in order for the construct to be measured empirically.
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Operational definition
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4 uses of exploratory research
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Gain background info, define terms, clarify problems/hypotheses, establish research priorities
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process of searching for and interpreting existing info relevant to the research objectives
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secondary data analysis
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review of available info about a former situation that has some similarities to the present research problem
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case analysis
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gathering info from those thought to be knowledgeable on the issues relevant to the research problem
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experience analysis
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seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding that situation
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projective techniques
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ask panel members the same questions on each panel measurement (ie recording purchases)
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continuous panels
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vary questions from one panel measurement to the next (like covering many things/classes)
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discontinuous panels
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achieved by changing the independent variable and after some period of time, measuring the dependent variable
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after-only design
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achieved by first measuring the dependent variable, then changing the independent variable, and then measure dependent again
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one-group, before-after design
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achieved by randomly dividing subjects of the experiment into two groups: control and experimental; it’s a true experimental design
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before-after with control grou
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concerned w/the extent to which the change in the dependent variable was actually due to t he independent variable
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internal validity
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the extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the real world
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external validity
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when the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable
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lab experiment
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when the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting
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field experiment
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