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Chapter 4
Managing Marketing Information to Gain Customer Insights
20
Management
Undergraduate 3
01/28/2009

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Term
Customer Insights
Definition
Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
Term
Internal Databases
Definition
Electronic collections of consumer and market information obtained from data sources within the company network.
Term
Marketing Information Systmes
Definition
People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
Term
Marketing Intelligence
Definition
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
Term
Marketing Research
Definition
The sytematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Term
Exploratory Research
Definition
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Term
Primary Data
Definition
information collected for the specific purpose at hand.
Term
Descriptive Research
Definition
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
Term
Casual Research
Definition
Marketing research to test hypotheses about cause and effect relationships
Term
Commercial Online Database
Definition
Computerized collections of information available from online commercial sources or via the Internet
Term
Secondary Data
Definition
Information that already exist somewhere, having been collected for another purpose
Term
Observational Research
Definition
Gathering primary data by observing relevant people, actions and situations.
Term
Ethnographic Research
Definition
A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat"
Term
Survey Research
Definition
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Term
Experimental Research
Definition
Gathering primary data by selecting matching groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
Term
Focus Group Interviewing
Definition
Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues
Term
Online Marketing Research
Definition
Collecting primary data online through Internet surveys, online focus groups, Web-based experiements, or traking consumers online behavior
Term
Online focus groups
Definition
Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
Term
Sample
Definition
A segment of the population selected for marketing research to represent the population as a whole.
Term
Customer Relationship Management
Definition
Mangaging detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.
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