Shared Flashcard Set

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Market Research
CH. 4
9
Marketing
Undergraduate 3
02/19/2011

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Cards

Term
Secondary Data
Definition
Data that have been previously gathered.
Term
Primary Data
Definition
New data gathered to help solve the problem under investigation.
Term
Internal Database
Definition
Acollection of related information developed from data within the organization.
Term
Database Marketing
Definition
Marketing that relies on the creation of a large computerized file of customers' and potential patterns to create a targeted marketing mix.
Term
Neutral Network
Definition
A computer program that mimics the processes of the human brain and thus is capable of learning form examples to find patterns in data.
Term
Data Mining
Definition
The use of statistical and other advanced software to discover nonbovious patterns hidden in a database.
Term
Marketing Research Aggregator
Definition
A company that acquires, catalogs, reformats, segments, and resells reports already published by large and small marketing research firms.
Term
Geographic Information System (GIS)
Definition
Provides both a means of maintaining geographic databases and a tool capable of complex spatial analysis to provide information for a decision support system.
Term
Deision Support System (DSS)
Definition
An internactive, personalized information management system, designed to be intiated and controlled by individual decision makers.
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