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13 Cards in this Set
- Front
- Back
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Data Mining
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Enormous databases looking for post hoc relationships
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Macro-environments
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uncontrollable variables
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Marketing Concept
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determine customer needs and wants and satisfying them
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Marketing Research
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the systematic gathering and recording for analysis of data about problems relating to the marketing of goods and services
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3 Qualifications for Marketing Research
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1 - general definition
2 - Systematic 3 - Objective |
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General Definition
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- applies to marketing of all goods and services
- applies to all disciplines that uses data |
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Systematic
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Can they be repeated?
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Objective
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Scientists should not have preconceived notions
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Value of Marketing Research
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- helps reduce uncertainty in management decision making
- helps implement marketing concept - provide relevant information |
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Provide Relevant Information about:
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-define marketing problems/identify opportunities
- identify alternative courses of action - helps determine what went wrong - helps make forecasts/predictions |
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Planning
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Identifying opportunities
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Problem Solving
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related to 4 P's
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Control
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are there bottlenecks in research process (are we on target)
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