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Chapter 7
Marketing Test 2
16
Marketing
Undergraduate 4
10/14/2013

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Term
Marketing Information System (MIS)
Definition
- It is a way to make sure you get the data you need
- Organized for a continuous flow of info
1) gathering
2) accessing
3) organizing
- Intranets are speeding adoption
- Requires data processing and marketing expertise
Term
Decision Support System
Definition
- Interface between the manager and MIS
- Allows manager to access data they need
- Search engine, data mining
- Aids analysis
- May involve marketing models
- Marketing dashboard (computer display w/ real time info of things that are relevant to the manager)
Term
Benefits of Marketing Research
Definition
- Stay in touch with customers' changing attitudes and purchase patterns
- Understand market opportunities (Pringles)
- Feasibility of a particular marketing strategy
Developing marketing mixes
Term
Marketing research process
Definition
1) define the problem
2) analyze the situation
3) problem specific data
4) interpreting the data
5) solve the problem
Term
Define the problem
Definition
- departures from expected
- evidence of opportunities
- assumptions-->why did it occur?
Term
Analyze the situation
Definition
- Research questions, hypothesis
- Research design: what kind of questions? how are you going to execute?
- Secondary data: data that's already been gathered (useful, but not specific to what you're looking for)
Term
Secondary data types
Definition
- Internal records from your company
- Government statistics
- Trade associations
- Syndicated services (collect secondary data and put it in a standardized format and sell it)
Term
Online Information
Definition
- Can be secondary or primary
- Ease of dissemination and access
- Access to customer data (data mining)
- Availability of subscription services
Term
Problem specific data
Definition
- Primary data
Term
Primary Data
Definition
1) Qualitative
- focus groups
- observations (ex. mystery shoppers)
2) Quantitative
- surveys
- consumer panels
- experiments
Term
Focus groups
Definition
- 6-10 people for 1-2 hours
- Leader/moderator present
- group interaction
- subjective analysis
- videotaping
- virtual focus groups (cheaper, more convenient)
Term
Survey methods
Definition
- mail (low response)
- telephone (many drawbacks)
- online
- personal interview (door-to-door, depth interview for sensitive topics, mall intercept, on site computer interviews)
Term
Surveys - sampling
Definition
- population (normally you can take a sample, not a census)
- Sample
- Response rate
Term
Interpreting data
Definition
- Checking and editing
- Coding (ex. gender=1 or 2)
- Data analysis--> dispersion of data (how close or spread out are answers around the mean), statistical analysis (regression), hypothesis supported or rejected
- Reliability and validity (did I measure what I intended to measure?)
- Confidence intervals
Term
Confidence Interval
Definition
- Helps determine accuracy of a statistical estimate
- Range around estimate
- Likelihood the range contains the true population
Term
International Marketing Research
Definition
- Standardize as much as possible
- Allow for differences in research design (ex. in Middle East use male interviewers)
- Understand the culture
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