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Chapter 4
ch4
20
Marketing
Undergraduate 2
09/28/2013

Additional Marketing Flashcards

 


 

Cards

Term
customer insights
Definition
fresh understandings of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationship
Term
marketing information system (MIS)
Definition
people and procedures dedicated to assessing information needs, developing the needed information, and helping decision markers to use the information to generte and validate actionable customer and market insights
Term
internal databases
Definition
electronic collections of consumers and market information obtained from data sources within the company network
Term
competitive marketing intelligence
Definition
the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing
Term
marketing research
Definition
the systeatic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an orginization
Term
exploratory research
Definition
marketing research used to gather preliminary information that will help define problems and suggest hypotheses
Term
descriptive research
Definition
marketing research used to better describe marketing problems, situations, or markets
Term
casual research
Definition
marketing research used to test hypothesis about cause-and-effect relationships
Term
secondary data
Definition
information that already exists somewhere, habing been collected for another purpose
Term
primary data
Definition
information collected for the specific purpose at hand
Term
observational research
Definition
gathering primary data by observing relavant people, actions, and situations
Term
ethnographic research
Definition
a form of observational research that involves sending trained observers to watch and interact with customers in their "natural enviroments"
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 matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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 matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
Term
focurs group interviewing
Definition
personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or orginization. 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 experiments, or tracking consumers' online behavior
Term
online focus group
Definition
gathering a small group of people online with a trained moderator to chat about a product, service, or orgainization and gain qualitative insights about consumer attitudes and behavior
Term
sample
Definition
a segment of the popultion selected for marketing research to represent the population as a whole
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