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Define + Lists
Chapter 4
18
Marketing
Undergraduate 4
12/10/2007

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Cards

Term
Internal data Bases
Definition
Electronic collections of information obtained from data sources within the company.
Term
Marketing Intelligence
Definition
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.
Term
Marketing Research
Definition
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Term
Figure 4.2 Marketing research process
Definition
defining the problem and research objectives, Developing the research plan for collecting information, Implementing the research plan- collecting and analyzing the data, Interpreting and reporting the findings.
Term
Exploratory research
Definition
Marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Term
Descriptive research
Definition
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for the product or the demographics and attitudes or consumers.
Term
Casual Research
Definition
Marketing research to test hypotheses about cause and effect relationships
Term
Secondary data
Definition
Information that already exists somewhere, having been collected for another purpose.
Term
Primary Data
Definition
Information collected for the specific purpose.
Term
Online data bases
Definition
Computerized collections of information available from online commercial sources or via the internet.
Term
Observational research
Definition
The gathering of primary data by observing relevant people, actions and situations.
Term
Survey Research
Definition
The gathering of primary data by asking people questions about their knowledge attitudes preferences and buying behavior
Term
Single-Source data systems
Definition
Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television meters) with what they buy in stores (measured using store checkout scanners)
Term
Experimental research
Definition
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Term
Focus group interviewing
Definition
Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. the interviewer "focuses" the group discussion on important issues.
Term
Online marketing research
Definition
Collecting primary data through internet surveys and online focus groups
Term
Sample
Definition
A segment of the population selected for marketing research to represent the population as a whole
Term
Consumer relationship management (CRM)
Definition
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
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