Chapter 4 Vocab

Question 1

customer insights

Answer 1

fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships

Question 2

marketing information system (MIS)

Answer 2

people and procedures are 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

Question 3

internal databases

Answer 3

electronic collections of consumer and market information obtained from data sources within the company network

Question 4

competitive marketing intelligence

Answer 4

the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment

Question 5

chief listening officers

Answer 5

charged with sifting through online customer conversations and passing along key insights to marketing decision makers

Question 6

marketing research

Answer 6

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

Question 7

4 steps of marketing research process

Answer 7

defining the problem and research objectives
developing the research plan for collecting information
implementing the research plan (collecting and analyzing the data)
interpreting and reporting the findings

Question 8

exploratory research

Answer 8

marketing research to gather preliminary information that will help define problems and suggest hypotheses

Question 9

descriptive research

Answer 9

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

Question 10

causal research

Answer 10

marketing research to test hypotheses about cause and effect relationships

Question 11

secondary data

Answer 11

information that already exists somewhere, having been collected for another purpose
desire relevant, accurate, current, impartial data

Question 12

primary data

Answer 12

information collected for the specific purpose at hand

Question 13

observational research

Answer 13

gathering primary data by observing relevant people, actions and situations

Question 14

ethnographic research

Answer 14

a form of observational research that involves sending trained observers to watch and interact with consumers in their natural environments

Question 15

survey research

Answer 15

gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior

Question 16

netnography research

Answer 16

observing consumers in a natural context on the internet

Question 17

experimental research

Answer 17

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

Question 18

focus group interviewing

Answer 18

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; interviewer focuses the group to talk on certain issues

Question 19

online marketing research

Answer 19

collecting primary data online through internet surveys, online focus groups, web based experiments, or tracking consumers’ online behavior

Question 20

online focus groups

Answer 20

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

Question 21

sample

Answer 21

a segment of the population selected for marketing research to represent the population as a whole

Question 22

customer relationship management

Answer 22

managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty