Term
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Definition
| procedures that develop and analyze new information about a market |
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Term
| marketing information systems |
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Definition
| an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions. |
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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 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
| a computer program that helps a marketing manager find information that is needed |
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Term
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Definition
| displays up to the minute marketing data in an easy-to-read format. usually customized to a manger's areas of responsibility |
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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
| five step application of the scientific method |
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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 information will be obtained and how--to be sure no misunderstandings occur later. |
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Term
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Definition
| research that seeks 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. uses open-ended questions, focuses on group interaction. |
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Term
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Definition
| research that 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 percentage of people contacted who complete the questionnaire |
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Term
1. mail and online surveys
2. telephone
3. personal interview |
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Definition
| different forms of surveys |
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Term
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Definition
| a group of consumers who provide information on a continuing basis. |
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Term
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Definition
| compares the responses of two or more groups that are similar except on the characteristic being tested. researches want to learn if the specific characteristic causes differences in some response among the group |
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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
| the total group managers are interested in. |
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Term
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Definition
| part of the relevant population |
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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
| the extent to which data measures what it is intended to measure |
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Term
1. define the problem
2. analyze the situation
3. gather problem specific data
4. interpret the data
5. solve the problem |
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Definition
| 5 steps of market research process |
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