Term
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Definition
| Marketing research to test hypotheses about cause-and-effect relationships. |
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Term
| Customer relationship management (CRM) 113 |
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Definition
| Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty. |
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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
| Experimental research 107 |
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Definition
| The gathering of 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
| Marketing research to gather preliminary information that will help define problems and suggest hypotheses. |
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Term
| Focus group interviewing 108 |
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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
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Definition
| Electronic collections of consumer and market information obtained from data sources within the company network. |
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Term
| Marketing information system (MIS) 97 |
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Definition
| People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. |
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Term
| Marketing intelligence 99 |
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Definition
| The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment. |
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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 organization. |
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Term
| Observational research 106 |
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Definition
| The gathering of primary data by observing relevant people, actions, and situations. |
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Term
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Definition
| Computerized collections of information available from online commercial sources or via the Internet. |
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Term
| Online (Internet) marketing research 109 |
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Definition
| Collecting primary data through Internet surveys and online focus groups. |
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Term
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Definition
| Information collected for the specific purpose at hand. |
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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
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Definition
| Information that already exists somewhere, having been collected for another purpose. |
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Term
| Single-source data systems 107 |
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Definition
| Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television meters) with what they buy in stores (measured using store checkout scanners). |
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Term
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Definition
| The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. |
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