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53 Cards in this Set

  • Front
  • Back
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.
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
Marketing Strategy
Gathers info generated by internal reports, which includes orders, billing, receivables, inventory levels, stockouts, etc.
Internal Reports System
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.
Online Research
research conducted on Web applications. Uses traditional research methods as well as online research methods. (ie site hit counters; studies on pop-up ads)
Web-based Research
4 uses of marketing research
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
a set of procedures and sources used by managers to obtain everyday info about pertinent developments in the environment
Marketing Intelligence System
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
Marketing Decision Support System
gathers info not gathered by the other MIS components; conducted for a specific situation facing the company
Marketing Research System
4 reasons marketing research may not be needed
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
collecting info in an unstructured and informal manner; usually used when little is known about the problem
Exploratory Research
set of methods and procedures that describes marketing variables. Descriptive studies portray these variable by answer who, what, where, when, how…but not WHY?
Descriptive Research
allows us to isolate causes and effects; answers the why question; the designs are called “experiments”
Causal Research
process used to select units from the population to be included in the sample; determines how representative the sample is of the population
sample plan
determining how many elements of the population should be in sample
sample size
entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests
data analysis
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
data cleaning
the top 50 US-based firms. Ranking based on revenue earned from US operations only. They are highly involved in int’l research
Honomichl Global Top 50
an entity within a firm that supplies marketing research
internal supplier
outside firms hired to fulfill a firm’s marketing research needs
external supplier
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.
full-service suppliers
collective info that is made available to multiple subscribers in standardized form
syndicated providers
specialize in one or a few marketing research activities (ie mystery shopping, specific market segments); most specialize in some form of online research)
limited providers
specialize in collecting data; operate in a particular territory conducing surveys
field service providers
philosophy concerned with the rights of the individual. If the individ’s rights are violated, then the behavior isn’t ethical
philosophy that focuses on the trade-off between individ costs and group benefits. If benefits outweigh costs, the behavior is ethical
the researcher knows who the respondent is but doesn’t identify the respondent with an info gathered from that respondent to a client.
Responder remains unknown to even the researcher
responder aren’t told the true identity of the research; viewed without their knowledge; violation of the promise of anonymity
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.
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
a form of a problem in that managers must determine whether and how to take advantage of them
an abstract idea inferred from specific instances that are thought to be related; brand loyalty, satisfaction, preference, awareness, knowledge
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
Situation analysis:
document used to alert research firms that they would like to receive bids or proposals to conduct research
researching the attractiveness and probability of success of any opportunity
Market Opp Analysis
discrepancies between the current info level and the desired info level. They are the basis for setting research objectives
info gaps
(1) states problem (2) specifies research objectives (3) research method (4) time table (5) budget
research proposal
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.
Operational definition
4 uses of exploratory research
Gain background info, define terms, clarify problems/hypotheses, establish research priorities
process of searching for and interpreting existing info relevant to the research objectives
secondary data analysis
review of available info about a former situation that has some similarities to the present research problem
case analysis
gathering info from those thought to be knowledgeable on the issues relevant to the research problem
experience analysis
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
projective techniques
ask panel members the same questions on each panel measurement (ie recording purchases)
continuous panels
vary questions from one panel measurement to the next (like covering many things/classes)
discontinuous panels
achieved by changing the independent variable and after some period of time, measuring the dependent variable
after-only design
achieved by first measuring the dependent variable, then changing the independent variable, and then measure dependent again
one-group, before-after design
achieved by randomly dividing subjects of the experiment into two groups: control and experimental; it’s a true experimental design
before-after with control grou
concerned w/the extent to which the change in the dependent variable was actually due to t he independent variable
internal validity
the extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the real world
external validity
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
lab experiment
when the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting
field experiment