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Mktg 3350 Chapter 1
Vocab
| Question | Answer |
|---|---|
| Marketing research (MR) is the systematic and objective | identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. |
| Problem identification involved: | analysis of secondary data, focus groups, a market potential survey |
| Problem-solving research was in the form of: | product research |
| Marketing Research Process | Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Field Work and Data Collection Step 5: Data Preparation and Analysis Step 6: Preparation and Presentation of Report |
| Problem Identification Research | Research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in the future. (Market Potential Research, Market Research, ect.) |
| Problem Solving Research | Research undertaken to help solve specific marketing problems |
| Marketing Research Industry | The Marketing research industry consists of suppliers who provide marketing reseach services |
| Internal Suppliers | Marketing reseach departments located within the firm |
| External Suppliers | Outside marketing research companies hired to conduct a complete marketing research project or a component of it |
| Full-Service Suppliers | Companies that offer the Full range of marketing research activities |
| Syndicated Services | Companies that collect and sell common pools of data designed to serve the information needs of multiple clients |
| Customized Services | Companies that tailor research procedures to best meet the needs of each client |
| Internet Services | Companies that specialize in conducting research on the internet |
| Limited Service Suppliers | Companies that specialize in one or a few phases of the marketing research project |
| Field Services | Companies whose primary service offering is their expertise in collecting data for research projects |
| Focus Groups and Qualitative Services | Services related to facilities recruitment, and other services for focus groups and other forms of qualitative research, such as one on one depth interviews |
| Technical and Analytical Services | Services related to design issues and computer analysis of quantitative data, such as those obtained in large surveys |
| Marketing information Systems | A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis |
| Decision support systems | An information system that enables decision makers to interact directly with both databases and analysis models. The important components of a DSS include hardware and a communication network, database, software base and the DSS user (decision maker) |
| Third Wave | Denotes the move away from information-based decision making to system-based decisions and involves a number of developments centered on DSS and expert systems |
Created by:
moses2434
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