Chapter 7 Flashcards
What is marketing research
Procedures to develop and analyze new information to help marketing managers make decisions
What is a marketing information system
An organized way of continually gathering accessing and analyzing information
What is big data
Data sets too large and complex to work with typical database management tools
What is a data warehouse
The place were databases or stores that they’re available where needed
A system for linking computers within a company
Intranet
What is the decision support system
Computer program that makes it easy for marketing managers to get and use information is they’re making decisions
The computer display of up-to-the-minute marketing data and an easy-to-read format
Marketing dashboard
Statement of relationships among marketing variables
Marketing model
What are the five steps of the marketing research process
1) defining the problem
2) analyzing the situation
3) getting problem specific data
4) interpreting the data
5) solving the problem
An in formal study of what information is already available
Situation analysis
What is secondary data
Information that has been collected or published already
What is primary data
Information specifically collected to solve a current problem
A plan that specifies what marketing research information will be obtained and how
Research proposal
What is qualitative research
Seeks in-depth, Open ended responses, not yes or no answers
What is a focus group interview
An interview of 6 to 10 people in an informal group setting
