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MKTG INFO MNGMNT
Marketing information management
| Question | Answer |
|---|---|
| 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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