CH. 4 Flashcards
Customer Insight
fresh understanding of customers and the marketplac dervied from marketing informationthat become the basis for creating customer value and relationship
Marketing information system (MIS)
People, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
Internal databases
Electronic collections of information obtained from data sources within the company
Competitive marketing intelligence
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Exploratory research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Descriptive research
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
Casual 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 collected for the specific purpose at hand
Online databases
computerized collections of information available from online commercial sources or via the internet
Observational research
The gathering of primary data by observing relevant people, actions, and situations
Survey research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Experimental research
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
Focus group interviewing
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.
Online (Internet) marketing research
Collecting primary data through Internet surveys and online focus groups
Sample
A segment of the population selected for marketing research to represent the population as a whole
Customer relationship management (CRM)
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty
Information users
marketing managers, internal and external partners, and others who need marketing information
marketing information
internal data, marketing intelligence, and marketing research
Steps in the Marketing Research Process
defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings
Commercial online databases
Collections of information available from online commercial sources or accessible via the Internet
Research Approaches for Primary Data Collection
observation, surveys, and experiments
Ethnographic research
A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural environments
Contact Methods for Primary Data Collection
mail questionnaire, telephone interview, personal interview, or online marketing research
Online focus groups
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
Factors in designing sampling plans
sampling unit, sample size, sampling procedures
Research Instruments for Primary Data Collection
questionnaire and mechanical devices.
customer touch points
customer purchases, sales force contacts, service and support calls, Web site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.
Bid Data
Huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies
Online behavior and Social Tracking and Targeting
listening and watching consumers by scanning customer reviews and comments for customer opinions on brand
Behavioral Targeting
Using online consumer tracking data to target adevertisments and marketing offers to specific consumers
Media Clutter
The excessive amount of ad messages consumers are exposed to daily
