Term
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Definition
| procedures that develop and analyze new information about a market |
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Term
| marketing information system (MIS) |
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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 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 |
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Term
| decision support system (DSS) |
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Definition
| a computer program that makes it easy for a marketing manager to get an 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 marking data in an easy-to-read format |
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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: 1. define 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
| information that has ben 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
| an informal study of what information is already available |
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Term
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Definition
| a plan that specifies what information will be obtained and how |
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Term
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Definition
| research seeking in-depth, open ended responses, not yes or no answers |
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Term
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Definition
| interviewing 6 to 10 people in an informal group setting |
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Term
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Definition
| research seeking structured responses that can be summarized in numbers |
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Term
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Definition
| the percentage of people contacted who complete the questionnaire |
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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
| researchers sompare the responses of two or more groups that are similar except on the characteristic being tested |
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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 a marketing manager is interested in |
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Term
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Definition
| a part of the relevant population |
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Term
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Definition
| the range on either side of an estiate that is likely to contain the true value for the whole population |
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Term
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Definition
| the extent that data measurements measure as they are intended |
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