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MKT Chapter 4

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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