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Acct. Vocab ch7

midterm 2

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
Created by: 669545743