click below
click below
Normal Size Small Size show me how
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 |