Marketing Test 2 Chapter 4

Front 1

Marketing Information System

Back 1

A PROCESS that first determines what information marketing managers need and then:
gathers
sorts
analyzes
stores
and distributes relevant and timely marketing information to system users

Front 2

MIS (marketing information System) Has 3 important components

Back 2

1 four types of data
2 computer hardware and software
3 information and the decision makers

Front 3

Real People Real Choices
Cindy Tungate,
Plan - it marketing

Back 3

Price Line
Option 1 - focus groups
Option 2 - survey
Option 3 - Both qualitative and confirmatory

Chose 3

Front 4

Syndicated Research

Back 4

Research by firms that collect data on a regular basis and sell the reports to multiple firms

Front 5

VIDEO : Identify the areas involved in neuroeconomics

Back 5

Economics, neuroscience, psychology, and brain wave scanning technology

Front 6

DATA mining

Back 6

Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available

Front 7

Data mining has 4 applications

Back 7

customer acquisition
customer retention and loyalty
customer abandonment
market basket analysis

Front 8

Marketing Research Primary goal

Back 8

Aid in the decision making process

Front 9

Marketing Research process

7 steps

Back 9

1. Define research problem
2. determine the research design
3. Choose the method for collecting primary data
4. design the sample
5. collect the data
6. analyze and interpret the data
7. prepare the research report

Front 10

Step 1: Define Research Problem

4 Questions

Back 10

1. Management
2. Research
3. Investigate
4. measurement

NOTE: Interpretation is NOT one

Front 11

Management Question

Back 11

A restatement of the marketer's dilemmas in question form

Front 12

Research question

Back 12

The hypothesis that best states the objective of the research

Front 13

Investigate question

Back 13

Questions the researcher must answer to satisfactorily answer the research question

Front 14

Measurement Question

Back 14

What participants in the marketing research are asked in the research

Front 15

Secondary Data

Back 15

Data that have been collected for some purpose other than the problem at hand

(library)

Front 16

Primary Data

Back 16

Data from research conducted to help in making a specific decision

Front 17

STEP 2: Determine the Research Design

Back 17

Exploratory
Descriptive
Casual

Front 18

Exploratory Research

Back 18

A technique that marketers use to generate insight for future more rigorous studies

Front 19

Projective Techniques

Back 19

Test that marketers use to explore peoples underlying feelings a bout a product

Especially appropriate when consumers are unable to unwilling to express their true reactions

Front 20

Exploratory Research 5 Techniques

Back 20

1 consumer interviews
2 focus groups
3 projective techniques
4 case study
5 ethnography

NOTE: experiments are NOT one

Front 21

Descriptive Research

Back 21

A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations

Cross sectional design
Longitudinal Design

Front 22

Cross sectional Design

Back 22

A type of descriptive technique that involves the systematic collection of quantitative information AT ONE POINT IN TIME

Front 23

Longitudinal design

Back 23

A technique that tracks the responses of the same sample of respondents OVER TIME

Front 24

Causal Research

Back 24

a Technique that attempts to understand cause and effect relationships

Experiments

Front 25

Primary Data Observation Methods

Back 25

Passive instruments
Personal Observation
Unobtrusive measures
mechanical observation

Front 26

Unobtrusive measures

Back 26

involve traces of physical evidence that remain after some action has been taken

(garbage searchers)

Front 27

Mechanical Observation

Back 27

A primary data collection method that relies on nonhuman devices to record behaviors

Front 28

STEP 3: Choose the method for collecting Primary DATA

Back 28

Marketers must assess data quality in order to ensure good information is the basis of decision making

Front 29

Measure of good information

Back 29

truthfulness and accuracy
validity
reliability
representativeness
sampling

Front 30

Online Research

Back 30

key is that one of the disadvantages of online research are the typically abysmal response rates

Front 31

VIDEO: Identify NBC s new proposed metric to help TV sales

Back 31

Engagement

Front 32

VIDEO: Identify Disney s formats that work best in terms of digital online advertising

Back 32

gaming, trivia questions, and multiple choice options to learn more

Front 33

STEP 4: Design the Sample

Back 33

Probability Sample
Non Probability sample

Front 34

Probability Sample

Back 34

A sample in which each member of the population has some KNOWN and EQUAL chance of being included in the sample

Front 35

Non probability sample

Back 35

a sample in which personal judgment is used in selecting respondents. These can include convenience quota samples

Front 36

STEP 5: collect the data

Back 36

Back Translation
single-source data

Front 37

single source data

Back 37

information that is integrated from large consumer panels composed of people who agree to participate in on going research