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| market Information system (MIS) |
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| A continuing process of identifying, collecting, analyzing. Accumulating and dispensing critical information to marketing decision makers. |
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| The collecting, analyzing, and storing of data from the macro environment on a continuous basis. |
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| The characteristics of human populations and population segments, especially when used t identify consumer markets. |
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| The study of individual economic activity. |
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| The study of economic activity in terms of broad measures of output and input as well as the interaction among various sectors of an entire economy. |
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| The methodical identification, collection, analysis, and distribution of data related to discovering then solving marketing problems or opportunities and enhancing good decision making. |
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| management research deliverable |
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| The definition of what management wants to do with marketing research. |
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| The definition of what information is needed to help management in a particular situation. |
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| Research geared toward discovery that can either answer the research question or identify other research variables for further study. it is generally the first step in the marketing research process. |
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| Research designed to explain illustrate some phenomenon. |
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| Descriptive research designed to identify associations between variables. |
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| Data collected specifically for a particular research question. |
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| Data collected for some other purpose than the problem currently being considered. |
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| Less structured research not meant to be used for statistical analysis that can employ methods such as surveys and interviews to collect data. |
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| Research used to develop a measured understanding using statistical analysis to assess and quantify the results. |
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| A qualitative research method that consists of a meeting (either in person or increasingly online) of 6 to 10 people that is moderated by a professional who carefully moves the conversation through a defined agenda in an unstructured, open format. |
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| A qualitative research method that consists of an unstructured (or loosely structured) interview with an individual who has been chosen based on some characteristic of interest, often a demographic attribute. |
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| A quantitative research method that employs structured questionnaires given to a sample group of individuals representing the population of interest and that are intended to solicit specific responses to explicit questions. |
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| Information about when, what, and how often customers purchase products and services as well as other customer touches’ |
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| Information about when, what, and how often customers purchase products and services as well as other customer touches’ |
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| The documentation of behavioral patterns among the population of interest. |
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| A variation of observational data that uses a device to chronicle activity. |
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| Question format that encourages respondents to be expressive and offers them opportunity to provide more detailed, qualitative responses. |
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| Question format that encourages respondents to provide specific responses. |
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| A comprehensive record of each individual in the population. |
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| A subgroup of the population selected for participation in research. |
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| The selection of individuals for statistical research in which the probability of everyone in the population being included in the sample is not identified. |
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| The specific protocol used to identify and select individuals from the population in which each population element has a known non-zero chance of being selected. |
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| Data stored on a server that is accessed remotely over the Internet or some other telecommunications network. |
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| The distribution of a survey to its respondents, recording of the respondents’ responses, and making the data available for analysis. |
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| too little information, but having too much. |
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Definition
| A significant problem for most managers today is not having... |
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Term
-Are Related to broad areas of interest.
-Addresses a specific question. |
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Definition
| Two fundamental types of market information needed today... |
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Term
| Market Information System (MIS) |
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Definition
| A (BLANK) is not a software package but a continuing process of identifying, collecting, analyzing, accumulating and dispensing critical information to marketing decision makers. |
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-What information should be collected by the system?
-What are the information needs of each decision maker?
-How does the system maintain the privacy and confidentiality of sensitive information? |
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Definition
| A company needs to consider three questions in creating an MIS |
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-customer orders
-customer payments
-marketing plans
-salesperson information systems
-customer inquiries |
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Definition
| 5 internal information sources |
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-Identify the frequency and size of customer orders
-Determine the actual cost of a customer order
-Rank customers based on established criteria like profitability
-Calculate the efficiency of the company’s production, and distribution system |
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Definition
| the data collected and analyzed in a CRM system enable companies to (4) |
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-Formal systems for collecting data (getting the data)
-Interpretation of data (analysis)
-Distribution of data (getting the analysis to decision makers and back into the field) |
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| A sales information includes (3) |
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| Most companies engage in collecting, analyzing, and storing data from the macro environment on a continuous basis known as (BLANK). |
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-Follows a well defined set of activities and does not happen by accident.
-Enhances the validity of the information.
-Is impartial and objective. |
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Definition
| Good Marketing Research… (3) |
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-define the research problem
-establish research design
-search secondary sources
-collect the data
-analyze the data
-report the findings |
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| The 6 stages of the marketing research process |
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-exploratory
-descriptive
-causal |
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Definition
| the 3 basic types of research |
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-Clarify the research problem.
-Develop hypotheses for testing in descriptive or causal research.
-Gain additional insight to help in survey development or to identify other research variables for study.
-Answers the research question. |
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Definition
| reasons for conducting exploratory research include (4) |
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-Identify the characteristics of our target market.
-Assess competitor actions in the marketplace.
-Determine how customers use our products.
-Discover differences across demographic characteristics (age, education, income) with respect to the use of our products or our competitors. |
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Definition
| Descriptive research seeks to describe or explain some phenomenon. Often this involves something going on in the marketplace and can include issues such as... (4) |
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-Benefit vs. Cost
-Time Until Decision
-Nature of the Decision
-Availability of Data |
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Definition
| the 4 factors that help make the determination of what type of research is appropriate in a given circumstance |
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| determining exactly what information is needed and how to frame the questions to get that information. |
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| A critical part of research design involves... (2) |
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-Data Accessibility
-Data Dependability
-Data Comparability |
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| 3 major challenges researchers face as they collect data around the world |
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-Unwillingness to respond
-Unreliable sampling procedures
-Inaccurate language translation and insufficient comprehension |
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Definition
| Some of the specific problems of international primary data collection include the following issues. (3) |
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