Term
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Definition
| fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships |
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| market information system (MIS) |
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Definition
| people and procedures for assessing info needs, developing the needed information, and helping decision makers to use the info to generate and validate actionable customer and market insights |
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Term
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Definition
| electronic collections of consumer and market info obtained from data sources within the company network |
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Term
| cognitive marketing intelligence |
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Definition
| the systematic collection and analysis of publicly available info about consumers, competitors, and developments in the marketing env |
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Term
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Definition
| the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an org |
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Term
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Definition
| marketing research to gather preliminary info that will help define problems and suggest hypotheses |
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Term
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Definition
| marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers |
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Term
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Definition
| marketing research to test hypotheses about cause-and-effect relationships |
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Term
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Definition
| info that already exists somewhere, having been collected for another purpose |
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Term
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Definition
| info collected for the specific purpose at hand |
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Term
| commercial online databases |
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Definition
| computerized collections of info available from online commercial sources or via the internet |
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Term
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Definition
| gathering primary data by observing relevant people, actions, and situations |
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Term
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Definition
| a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat" |
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Term
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Definition
| gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior |
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Term
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Definition
| gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
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Term
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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 |
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Term
| online marketing research |
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Definition
| collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior |
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Term
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Definition
| gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior |
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Term
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Definition
| a segment of the population selected for marketing research to represent the population as a whole |
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Term
| customer relationship management (CRM) |
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Definition
| managing detailed info about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty |
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