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MKT Chapter 4
| Question | Answer |
|---|---|
| customer insight | fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships |
| marketing information systems | people and procedures for assessing information needs, developing the information needed, and helping decision makers to use the information to generate and validate actionable customer and market insights |
| internal databases | electronic collections of consumer and market information obtained from data sources within the company network |
| competitive marketing intelligence | the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment |
| marketing research | the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization |
| exploratory marketing | marketing research to gather preliminary information that will define problems and suggest hypothesis |
| descriptive research | marketing research to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers |
| causal research | marketing research to test hypothesises about cause-effect relationships |
| secondary data | information that exists somewhere, having been collected for another purpose |
| primary data | information collected for the specific purpose at hand |
| commercial online databases | computerized collections of information available from online commercial sources or via the internet |
| observational research | gathering primary data by observing relevant people, actions, and situations |
| ethnographic research | a form of observational research that involves sending trained observers to watch and interact with consumers in their natural habitats |
| survey research | gathering primary data by asking people questions about their knowledge, attitudes, beliefs, preferences, and buying behavior |
| experimental research | gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
| focus group interviewing | personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organizations |
| online marketing research | collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers online behavior |
| online focus groups | gathering a small group of people on line with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitiudes and behavior |
| sample | a segment of the population selected for marketing research to represent the population as a whole |
| customer relationship management | managing detailed information about individuals customers and carefully managing customer "touch points" in order to maximize customer loyalty |
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