Chapter 9: Decision Support Systems And Marketing Research

Front 1

Marketing Decision Support System (DSS)

Back 1

Used for gathering marketing information

-Interactive
-Flexible
-Discovery-oriented
-Accessible
-Great for problem solving

Front 2

Database Marketing

Back 2

Using (DSS) to create a large computerized file of customers' and potential customers' profiles and purchase patterns.

Front 3

Marketing Research

Back 3

The process of planning, collecting, and analyzing data relevant to a marketing decision.
-Findings of marketing research become data in a (DSS)

Front 4

Roles of Marketing Research

Back 4

Marketing Research is...

-Descriptive (Gathering/presenting)
-Diagnostic (Explaining data)
-Predictive (What if questions)

Front 5

Management uses of marketing research

Back 5

Marketing research...

-Improves quality of decision making
-Helps trace problems
-Keep customers
-Learn market trends
-Perceived value of goods
-Gauge customer satisfaction

Front 6

How can managers improve the quality of their decision making?

Back 6

By using market research to explore the desirability if various marketing alternatives

Hint 6

Use of marketing research

Front 7

How can marketing research help managers avoid problems?

Back 7

Marketing research can evaluate sales response to a management decision

Hint 7

Management use of marketing research

Front 8

How does customer retention help a company?

Back 8

-Repeat sales and referrals
-More revenue (more market share)
-Lower cost
-Increased employee job satisfaction

Hint 8

Use of marketing research

Front 9

How can management use marketing research to learn marketing trends?

Back 9

Can be used to research what is going on in the marketplace and take advantages of opportunities

Hint 9

Use of marketing research

Front 10

Why marketing research?

Back 10

- Improve quality of decision making
-Trace problems
-Focus on keeping existing customers
-Understand marketplace changes

Front 11

Define marketing research process

Back 11

A scientific approach to decision making that maximizes the chance of getting accurate and meaningful results.

Front 12

Order of the Marketing Research Process

Back 12

1. -I.D. problem or opportunity
2. -Plan how to research the data
3. -Specify sampling procedure
4. -Collect data
5. -Analyze data
6. -Prepare and present report
7. -Follow up

Hint 12

7 step process

Front 13

Marketing Research Problem

Back 13

-Information oriented
-Determines what information is needed
-How can data be obtained

Hint 13

Determining what information is needed and how that information can be obtained effectively and efficiently

Front 14

Marketing Research Objective

Back 14

To provide insightful decision-making information

Hint 14

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information

Front 15

Management Decision Problem

Back 15

-Action oriented
-Broad in scope
-More general than marketing research problems

Hint 15

A broad-based problem that uses marketing research in order for managers to take proper actions

Front 16

Secondary Data

Back 16

Data previously collected for any purpose other than the one at hand

Hint 16

Uses

-Help formulate problem statement
-Proper subjects of research

Front 17

Marketing Research Aggregator

Back 17

A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms

Hint 17

Think of as a compilatio