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Acct. Vocab ch7
midterm 2
| Question | Answer |
|---|---|
| internal databases | information that exist within the company |
| marketing intelligence | everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans |
| competitor intelligence | information gathered that informs on what the competition is doing or is about to do |
| marketing research | the function that links consumer, customer and public to the marketer though info that is used to identify and define marketing oppertunities/ problems, generate, refine, and evaluate marketing actions, to moniter performance, and to improve understanding |
| exploratory research | research to gather preliminary information that will help to better define problems and suggest hypothosis |
| descriptive research | better describe problems, situations, or markets, such as the market potential for a product of the demographics and attitudes of consumers |
| causal research | marketing research to test hypotheses about cause and affect relationships |
| secondary data | information that already exists somewhere having been collected for another purpose |
| primary data | information collected for the specific purpose at hand |
| online database | computerized collections of information available from online commercial sources or via the internet |
| observational research | the gathering of primary data by observing relevant people, actions, and situations |
| ethnographic research | a form of observational reaserch that involves sending trained observers to watch and interact with consumers in their "natural habitat" |
| survey research | the gathering of primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior |
| experimental research | the gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors and checking for differences in group responses |
| focus group | a small sample or typical consumer under the direction of a group leader who elicits their reaction to a stimulus such as an as or product concept |
| online marketing research | internet based research using online surveys, panels, experiments, focus groups, ect. |
| sample | a segment of the population selected for marketing research to represent the population as a whole |
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