Term
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Definition
| Procedures that develop and analyze new information about a market. (questionnaires, interviews, experiments) |
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Term
| Marketing information system (MIS) |
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Definition
| organized way of continually gathering, accessing, and analyzing info that marketing managers need to make ongoing decisions |
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Term
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Definition
| a system for linking computers within a company |
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Term
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Definition
| a place where databases are stored so that they are available when needed. an "electronic library" |
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Term
| Decision support system (DSS) |
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Definition
| computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions |
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Term
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Definition
| displays up-to-minute marketing data in an easy to read format |
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Term
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Definition
| statement of relationships among market variables |
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Term
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Definition
| detailed breakdown of the company's sales records |
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Term
| Marketing research process |
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Definition
1) Definign 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
| informal study of what info 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
| plan that specifies what information will be obtained and how - to be sure no misunderstandings occur later |
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Term
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Definition
| in-depth, open-ended responses, not yes or no answers |
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Term
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Definition
| involves interviewing 6 to 10 people in an informal group setting, in which group interaction is encourages |
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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. survey questions (Y/N) |
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Term
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Definition
| a group of consumers who provide info on a continuing basis |
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Term
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Definition
| researchers compare the responses of two (or more) groups that are similiar except on the characteristics being tested |
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Term
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Definition
| the total group marketers are interested in |
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Term
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Definition
| part of the relevant population that researchers typically study |
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Term
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Definition
| the range on either side of an estimate that is likely to contain the true value for the whole population |
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Term
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Definition
| concerns the extent to which data measures what it is intended to measure |
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