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Basic Marketing McCarthy 17e
MKT350 ch. 8
21
Marketing
Undergraduate 4
03/16/2011

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Term
marketing research
Definition
procedures that develop and analyze new information about a market.
ex. Interviews, questionaires, experiemtns,
Term
Marketing information system(MIS)
Definition
an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
Term
intranet
Definition
a system for linking computers within a company
Term
data warehouse
Definition
a place where databases are stored so that they are available when needed, electronic library
Term
decision support system(DSS)
Definition
a program that makes it easy for a marketing manager to get and use information as he or she is making decisions
Term
search engine
Definition
a program that helps a marketing manager find information that is needed.
Term
marketing dashboard
Definition
displays up to the minute marketing data in an easy to read format
Term
marketing model
Definition
a statement of relationships among marketing variables
Term
scientific method
Definition
a decision making approach that focuses on being objective and orderly in testing ideas before accepting them
Term
hypotheses
Definition
educated guess about the relationships between things or about what will happen in the future
Term
marketing research process
Definition
5 step application of the scientific method:
define problem
analyze situation
obtain problem specific data
interpret the data
solve problem
Term
situation analysis
Definition
an informal study of what information is already available in the problem areas
Term
secondary data
Definition
information that has been collected or published already
Term
primary data
Definition
infromation specifically collected to solve a current problem
Term
research proposal
Definition
a plan that specifies what information will be obtained and how to be sure no misunderstandings occur later.
Term
qualitative research
Definition
seeks in-depth, open ended responses. not yes or no answers
Term
focus group interview
Definition
involves interviewing 6 to 10 people in an informal group setting
Term
quantitative research
Definition
seeks structured responses that can be summarized in numbers, liek percentages or averages
Term
response rate
Definition
percentage of people contacted who complete the questionaire, usually low and respondants may not be representitave of pop.
Term
consumer panels
Definition
a group of consumers who provide information on a continuing basis.
Term
experimental method
Definition
compares two or more groups that are similar exept on the characteristic being tested.
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