chapter 1 intro
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Created by:
katepolley on September 26, 2010
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13 terms
Terms | Definitions |
|---|---|
 marketing research | the systematic and objective identification, collection, analysis, dissemination, and use of informantion that is undertaken to imporve decision making related to identifying and solving problems (aka opportunities) in marketing. |
| problem identification research | research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in th future. |
| problem solving research | research undertaken to help solve specific marketing problems. |
| marketing research process | a set of seix steps that defines the tasks to be accomplished in conducting a marketing research study: problem definition, developing an approach to the problem, research design formulation, field work, data preperation and analysis, and report preparation and presentation. |
| syndicated services | companies that collect and sell common pools of data designed to serve the information needs of multiple clients. |
| customized services | companies that tailor research procedures to best meet the needs of each client. |
| limited service suppliers | companies that specialize in one or a few phases of the marketing research project. |
| field service | companies whose primary service offering is their expertise in collecting data for research projects. |
| focus groups and qualitative service | services related to facilities, recruitment, and other services for focus groups and other forms of qualitative research , such as one on one depth interviews. |
| technical and analytical services | services related to design issues and computer analysis of quantitative data, such as those obtained in large surveys. |
| marketing information systems (MIS) | a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to maketing decision makers on an ongoing basis. |
| decision support systems (DSS) | an information system that enables decision makers to interact directley with both databases and analysis models. The important components of a DSS include hardware and a communication network, database, model base, software base, and the DSS user (decision maker). |
| third wave | the third wave denotes the move away from information-based decision making to system based deciions and involves a number of developments centered on DSS and expert systems. |
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