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C712 Research
C712 Marketing Research
| Question | Answer |
|---|---|
| Marketing research | Collecting and using information for marketing decision making |
| Big data | Information that originates in unprecedented volume and at unprecedented speed from the world around us |
| Marketing Intelligence | Process of gathering information and analyzing it to improve business strategy, tactics, and daily operations |
| Competitive Intelligence | Focuses on finding information about competitors using secondary sources |
| Marketing information systems (MIS) | A planned, computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility |
| Marketing decision support systems (MDSSs) | Marketing information system component that links a decision maker with relevant databases and analysis tools |
| Syndicated services | Organization that provides standardized data on a periodic basis to its subscribers |
| Full-service research suppliers | Marketing research organization that offers all aspects of the marketing research process |
| Limited-service research suppliers | Firm that specializes in a limited number of activities, such as conducting field interviews or performing data processing |
| The Marketing Research Process | Define the Problem, Conduct Exploratory Research, Formulate a Hypothesis, Create a Research Design, Collect Data, Interpret and Present Research Data |
| Exploratory research | Process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources |
| Sales analysis | can compare expected sales with actual sales and be analyzed in a variety of ways, such as by customer type and sales method |
| Hypothesis | A tentative explanation for some specific event |
| Research design | A master plan or model for conducting research |
| Primary data | Information collected for a specific investigation |
| Secondary data | Previously published information |
| Sampling | Process of selecting survey respondents or research participants |
| Population (universe) | Total group of people a researcher wants to study |
| Observation Method | Researchers view the overt actions of subjects being studied |
| Interpretative Research | A researcher observes a customer or group of customers in their natural setting and interprets their behavior based on an understanding of the social and cultural characteristics of that setting |
| Survey Method | Telephone interviews, Focus group, Mail surveys, Online surveys and other Internet-based methods, Experimental Method |
| Focus group | A small group of individuals brought together to discuss a specific topic |
| Controlled experiment | Scientific investigation in which a researcher manipulates a test group and compares the results with those of a control group |
| Test marketing | Introducing a new product in a specific area and then observing its degree of success |
Created by:
khamm20
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