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19 Cards in this Set
- Front
- Back
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Marketing research to test hypotheses about cause-and-effect relationships.
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causal research
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Computerized collections of information available from online commercial sources or via the Internet.
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commercial online databases
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Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
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customer insights
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People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
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Marketing information system (MIS)
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Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
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descriptive research
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A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat"
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ethnographic research
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Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
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experimental research
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Marketing research to gather preliminary information that will help define problems and suggest hypotheses.
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exploratory research
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Personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.
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focus group interviewing
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Electronic collections of consumer and market information obtained from data sources within the company network.
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internal databases
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The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
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marketing intelligence
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The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
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marketing research
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Gathering primary data by observing relevant people, actions, and situations.
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observational research
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Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior.
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online focus groups
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Collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers online behavior.
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online marketing research
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Information collected for the specific purpose at hand.
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primary data
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Information that already exists somewhere, having been collected for another purpose.
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secondary data
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A segment of the population selected for marketing research to represent the population as a whole.
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sample
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Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
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survey research
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