Term
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Definition
| procedures to develop and analyze new information to help marketing managers make decisions. |
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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 decisions. |
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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
| Marketing research process |
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Definition
| a five‑step application of the scientific method that includes (1) defining the problem, (2) analyzing the situation, (3) getting problem-specific data, (4) interpreting the data, and (5) solving the problem. |
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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 marketing research information will be obtained and how. |
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Term
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Definition
| seeks in‑depth, open‑ended responses, not yes or no answers. |
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Term
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Definition
| an interview of 6 to 10 people in an informal group setting. |
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Term
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Definition
| 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
| a research approach in which researchers compare 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
| in marketing research, the total group you are interested in. |
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Term
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Definition
| a part of the relevant population. |
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