Details Title: Chapter 4 Description: marketing Total Flash Cards: 38 Created: 09/21/2009 21:59:42		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Marketing Information System (MIS) Definition 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. Term Intranet Definition An internal corporate communication network that uses internet technology to ink company departments, employees, and databases. Term Maketing Intelligence System Definition A method by which marketers get information about everyday happenings in the marketing environment. Term Scenario Definition Possible future situation that futurists use to asses the likely impact of alternative marketing startegies. Term Marketing research Definition The process of collecting, analyzing, and interpreting data about customers, competitors, adn the business environment in order to imporve marketing effectiveness. Term Syndicated Research Definition Research by firms that collect data on a regular basis and sell te reports to multiple firms. Term Custom Research Definition Research conducted for a single firm to provide specific information its managers need. Term Prediction Markets Definition Approach to forecasting and trend identification that pools opinions from a group of knowledgable people about a product or service. Term Market Decision Support System (MDSS) Definition The data, analysis software, and interactive software that allow managers to conduct anaylses and find the info they need. Term Data Mining Definition Sophisticated analysis techniques to take advantage of the massive amount of transaction info now available. Term Behavioral Targeting Definition The practice of using data to track a users on-line travels in order to show an ad for a product to someone who has visited a related web site. Term Research Design Definition A plan that specifies what info marketers will collect and what type of study they will go. Term Secondary Data Definition Data that have been collected for some purpose other than the problem at hand. Term Primary Data Definition Data from research conducted to help make a specific decision. Term Exploratory Research Definition A technique that marketers use to generate insights for future more rigorous studies. Term Consumer Interview Definition One-on-one discussion between a consumer and a researcher. Term Focus Group Definition A product-oriented discussion among a small group of consumers led by a trained moderator. Term Projective Technique Definition A test that marketers use to explore peoples underlying feelings about a product; especially appropriate when consumers are unable to unwilling to express their true reactions. Term Case study Definition A comprehensive examination of a particular firm or organization. Term Ethnography Definition An approach to research based on observations of people their own homes or communities. Term Descriptive Research Definition A tool that probes more sytematically into the problem and beses its conclusions on large numbers of observations. Term Cross-Sectional Design Definition A type of descriptive technique that involves the systermatic collection of quantitative information. Term Longitudinal Design Definition A technique that tracks the responses of the same sampe of respondants over time. Term Casual Research Definition A technique that attempts to understand cause and effect relationships Term Experiment Definition A technique that tests prespecified relationships among variables in a controlled environment. Term Telemarketing Definition The use of the telephone to sell directly to consumers and business customers. Term Mall-Intercept Definition A study in which researchers recruit shoppers in malls or other public areas. Term Unobtrusive Definition Measuring traces of physical evidence that remain after some action has been taken. Term Cookie Definition Text file inserted by a Web site sponsor into a Web surfer's hard drive that allows the site to track the surfers moves. Term Validity Definition The extent to which research actually measures what it was intended to measure. Term Reliability Definition The extent to which research measurement techniques are free of errors. Term Represntatives Definition The extent to which consumers in a study are similar to a larger group in which the organization has an interest. Term Sampling Definition The process of selecting respondents for a study. Term Probability Sample Definition A sample in which each member of the population has some known chance of being included. Term Nonprobabilty Sample Definition A sample in which personal judgment is used to select respondents. Term Convenience Sample Definition A nonprobability sample composed of individuals who just happen to be available when and where the data are being collected. Term Back-Translation Definition The process of translating material to a foreign language and then back to the original language. Term Marketing Research Ethics Definition Taking an ethical and above-board approach to conducting marketing research that does no harm to the participant in the process of conducting the research.