Term
| Define: Marketing information system (MIS) |
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Definition
| A set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions |
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Term
| Name the steps of the Marketing Research Process (5) |
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Definition
1. Define the problem and objectives
2. Design the research project; identify the type of data needed and determine the type of research necessary to collect it
3. Data Collection Process: types of research
4. Analyze Data
5. Present Results |
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Term
| Name and describe two types of data |
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Definition
Secondary Data: Pieces of information that have already been collected from other sources and usually are readily available
-- Syndicated data: Data available for a fee from commercial research firms
Primary Data: Data collected to address specific research needs |
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Term
| Name (2) types of research and describe them |
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Definition
Exploratory research: attempts to begin to understand the phenomenon of interest; also provides additional information when the problem lacks ant clear definition
Conclusive Research: Provides information needed to confirm preliminary insights, which managers can use to pursue appropriate courses of action |
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Term
| Name some exploratory research methods (4) |
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Definition
1. Observation; ethnography: an observational method that studies people in their daily lives and activities in their homes, work, and communities
2. In-Depth Interviews
3. Focus Group Interviews
4. Projective technique: a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it |
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Term
| Name some conclusive research methods (4) |
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Definition
1. Survey Research
2. Experimental Research: systematically manipulates one or more variables to determine which variable has causal effect on another
3. Scanner Research: Uses data obtained from scanner readings of UPC codes at checkout counters
4. Panel Research: Collecting information from a group of consumers over time |
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Term
| Name some advantages of web surveys (5) |
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Definition
1. Response rates are relatively high
2. Respondents may lie less
3. It is inexpensive
4. Results are processed and received quickly
5. Greater use of multimedia elements |
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