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31 Cards in this Set

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Customer insight

Fresh understanding of customers in the marketplace derived from marketing information that become the basis for creating customer value and relationships

Marketing information system

People and procedures for assessing information needs developing the needed information and helping decision makers to use the info to generate invalidate actionable customer and market insights.

Internal databases

Electronic collections of consumer market info obtained from data sources with in the company network.

Marketing intelligence

The systematic collection and analysis of publicly available information about consumers competitors and developments in the market environment

Marketing intelligence

The systematic collection and analysis of publicly available information about consumers competitors and developments in the market environment

Marketing research

The systematic design collection analysis and reporting of data relevant to a specific marketing situation facing an organization

Exploratory research

Marketing research to gather the luminary info that will help to find problems and suggest hypotheses

Descriptive research

Marketing research to better describe marketing problems situations where markets such as the market potential for a product or the demographics and attitudes of consumers

Descriptive research

Marketing research to better describe marketing problems situations where markets such as the market potential for a product or the demographics and attitudes of consumers

Causal research

Marketing research to test hypotheses about cause and effect relationships

Descriptive research

Marketing research to better describe marketing problems situations where markets such as the market potential for a product or the demographics and attitudes of consumers

Causal research

Marketing research to test hypotheses about cause and effect relationships

Secondary data

Enfold already exists somewhere having been collected for another purpose

Primary data

Info collected for the specific purpose at hand

Primary data

Info collected for the specific purpose at hand

Commercial online databases

Computerized collections of information available from online commercial sources or via the Internet

Observational research

Gathering primary data by observing relevant people actions and situations

Ethnographic research

A form of observational research that involves sending trained observers to watch and interact with consumers in their natural habitat

Survey research

Gathering primary data by asking people questions about their knowledge attitudes preferences and buying behavior

Survey research

Gathering primary data by asking people questions about their knowledge attitudes preferences and buying behavior

Experimental research

Gathering primary data by selecting matched groups of subjects giving them different treatments controlling related factors and checking the differences in group responses

Survey research

Gathering primary data by asking people questions about their knowledge attitudes preferences and buying behavior

Experimental research

Gathering primary data by selecting matched groups of subjects giving them different treatments controlling related factors and checking the differences in group responses

Focus group interviewing

Personal interviewing that involves inviting 6 to 10 people together for a few hours with a trained interviewer to talk about the product service or organization the interviewer focuses the group discussion on important issues

Online marketing research

Collecting primary data online through Internet surveys online focus groups web-based experiments or tracking consumers online behavior

Online marketing research

Collecting primary data online through Internet surveys online focus groups web-based experiments or tracking consumers online behavior

Online focus groups

Gathering a small group of people online with the train to moderator to chat about a product service or organization and gain qualitative insights about consumer attitudes and behavior

Online marketing research

Collecting primary data online through Internet surveys online focus groups web-based experiments or tracking consumers online behavior

Online focus groups

Gathering a small group of people online with the train to moderator to chat about a product service or organization and gain qualitative insights about consumer attitudes and behavior

Sample

A segment of the population selected for marketing research to represent the population as a whole

Customer relationship management CRM

Managing detailed information about individual customers and carefully managing customer touch points in order to maximize customer loyalty