Term
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Definition
| Procedures to develop and analyze new information to help marketing managers make decisions. |
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Term
| Marketing Information System (MIS) |
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Definition
| An organized way of continually gathering, accessing, and analyzing information that marketing managers need to try to integrate the firm's activities. |
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Term
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Definition
| Data sets too large and complex to work with typical database management tools. |
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Term
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Definition
| A place where databases are stored so that they are available when needed. |
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Term
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Definition
| A system for linking computers within a company. |
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Term
| Decision Support System (DSS) |
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Definition
| A computer program that makes it easy for marketing managers to get and use information as they are making decisions. |
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Term
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Definition
| Displaying up-to-the-minute marketing data in an easy-to-read format. |
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Term
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Definition
| A statement of relationships among marketing variables. |
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Term
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Definition
| A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them. |
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Term
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Definition
| Educated guesses about the relationships between things or about what will happen in the future. |
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Term
| Marketing Research Process |
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Definition
| A five-step application of the scientific method that includes (1) defining the problem, (2) analyzing the situation, (3) getting problem-specific data, (4) interpreting the data, & (5) solving the problem. |
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Term
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Definition
| An informal study of what information is already available in the problem area. |
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Term
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Definition
| Information that has been collected or published already. |
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Term
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Definition
| Information specifically collected to solve a current problem. |
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Term
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Definition
| A plan that specifies what marketing research information will be obtained and how. |
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Term
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Definition
| Seeks in-depth, open-ended responses, not yes or no answers. |
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Term
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Definition
| An interview of 6 to 10 people in an informal group setting. |
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Term
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Definition
| Seeks structured responses that can be summarized in numbers-like percentages, averages, or other statistics. |
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Term
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Definition
| The percent of people contacted in a research sample who complete the questionnaire. |
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Term
| Market Research Online Community (MROC) |
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Definition
| An online group of participants who are joined together by a common interest, and who participate in ongoing research. |
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Term
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Definition
| Groups of consumers who provide information on a continuing basis. |
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Term
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Definition
| A research approach in which researchers compare the responses of two or more groups that are similar except on the characteristic being tested. |
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Term
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Definition
| Easy-to-use computer programs that analyze data. |
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Term
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Definition
| In marketing research, the total group you are interested in. |
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Term
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Definition
| A part of the relevant population. |
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Term
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Definition
| The range on either side of an estimate from a sample that is likely to contain the true value for the whole population. |
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Term
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Definition
| The extent to which data measure what they are intended to measure. |
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