Chapter 4 Flashcards
customer insights
fresh understandings of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships
marketing information system (MIS)
people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights
internal databases
electronic collections of consumer and market information obtained from data sources within the company network
competitive marketing intelligence
the systematic 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 a specific marketing situation facing an organization
exploratory research
marketing research used to gather preliminary information that will help define problems and suggest hypotheses
descriptive research
marketing research used to better describe marketing problems, situations, or markets
casual research
marketing research used 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
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
focus group interviewing
personal interviewing that involves inviting six to ten 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
