Begrippen H. 4 Flashcards
Big data
The huge and complex data sets are generated by today’s sophisticated information generation, collection, storage, and analysis technologies.
Customer insights
Fresh marketing information-based understandings of customers and the marketp0lace that become the basis for creating customer value, engagement, and relationships.
Marketing information system (MIS)
People and procedures are dedicated to assessing information needs, developing the needed information, and helping decision-makers use the information to generate and validate actionable customer and market insights.
Internal databases
Collections of consumer and market information are obtained from data sources within the company network.
Competitive marketing intelligence
The systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to an organization’s specific marketing situation.
Exploratory research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Descriptive research
Marketing research to better describes marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
Causal research
Marketing research to test hypotheses about cause-and-effect relationships.
Secondary data
Information that already exists somewhere, having been collected for another purpose.
Primary data
Information is collected for the specific purpose at hand.
Observational research
Gathering primary data by observing relevant people, actions, and situations.
Ethnographic research
A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural environments”.
Survey research
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Experimental research
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
