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MKTG INFO MNGMNT

Marketing information management

QuestionAnswer
Marketing Research involves the marketing function that links the consumer, customer, and public to the marketer through information
Marketing information system set of procedures and methods that regularly generates, stores, analyzes, and distributes marketing info for use in making marketing decisions
Database collection of related info about a specific topic
Attitude research is research designed to obtain info on how people feel about certain products, ideas, or companies
Market research systematic gathering, recording, analyzing, and presentation of info related to marketing goods and services
Media research focuses on issues of media selection and frequency. Measures the effectiveness of the advertising message and media placement
Product research centers on evaluating product design, package, product usage, and consumer acceptance of new and existing products
Test marketing new product is placed in one or more selected geographic areas
Problem definition occurs when a business clearly identifies a problem or research issue and the information that is necessary to solve it
Primary data obtained for the first time and used specifically for the particular problem or issue under study
Secondary data have already been collected for some purpose other than the current study
Survey method is a research technique in which info is gathered from people though the use of surveys or questionnaires
Sample is a part of the target population that is assumed to represent the entire population
Observation method research technique in which the actions of people are watched and recorded either by cameras or observers
Point of sale research combines natural observation with personal interviews to get people to explain buying behavior
Experimental method researcher observes the results of changing one or more marketing variables while keeping certain other variables constant under controlled conditions
Data analysis process of compiling, analyzing, and interpreting the results of primary and secondary data collection
Validity when the questions asked measure what was intended to be measured
Reliability exists when a research technique produces nearly identical results in repeated trials
Open-ended questions construct their own response
Forced-choice questions choose answers from possibilities given on a questionnaire
Created by: lexskeen
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