Mkt R Chp 1

Front 1

marketing research

Back 1

The systematic and objective
identification, collection, analysis,
dissemination, and use of
information that is undertaken to
improve decision making related to
identifying and solving problems
(also known as opportunities) in
marketing.

Front 2

problem-identification
research

Back 2

Research undertaken to help identify
problems that are not necessarily
apparent or that are likely to arise in
the future.

Front 3

Problem-solving research

Back 3

Research undertaken to help solve specific marketing problems

Front 4

Marketing research process

Back 4

A set of six steps that defines the tasks to be accomplished in conducting a marketing research study:
1)Problem definition
2)Developing an approach to the problem
3)Research design formulation
4)Fieldwork
5)Data preparation and analysis
6)Report preparation and presentation

Front 5

Competitive intelligence

Back 5

The process of enhancing marketplace competitiveness through a greater understanding of a firms competitive environment

Front 6

Marketing research industry

Back 6

The marketing research industry
consists of suppliers who provide
marketing research services.

Front 7

Internal supplier

Back 7

Marketing research departments
located within a firm.

Front 8

External suppliers

Back 8

Outside marketing research
companies hired to conduct a
complete marketing research project
or a component of it.

Front 9

Full service suppliers

Back 9

Companies that offer the full range
of marketing research activities.

Front 10

Syndicated services

Back 10

Companies that collect and sell
common pools of data designed to
serve the information needs of
multiple clients.

Front 11

Customized services

Back 11

Companies that tailor research
procedures to best meet the needs
of each client.

Front 12

Internet services

Back 12

Companies that specialize in
conducting research on the Internet.

Front 13

Limited service suppliers

Back 13

Companies that specialize in one
or a few steps of the marketing
research process.

Front 14

Field services

Back 14

Companies whose primary service
offering is their expertise in
collecting data for research projects

Front 15

Focus groups and qualitative services

Back 15

Services related to facilities,
recruitment, and other services for
focus groups and other forms of
qualitative research, such as one-on-
one depth interviews.

Front 16

technical and analytical services

Back 16

Services related to design issues and
computer analysis of quantitative
data, such as those obtained in large
surveys.

Front 17

Marketing information system

Back 17

A formalized set of procedures for
generating, analyzing, storing, and
distributing pertinent information to
marketing decision makers on an
ongoing basis

Front 18

Decision support systems

Back 18

An information system that enables
decision makers to interact directly
with both databases and analysis
models. The important components
of a DSS include hardware and a
communication network, database,
model base, software base, and the
DSS user (decision maker).