Marketing Ch. 7

25 terms by adamsrmik 

Ready to study?
Start with Flashcards

Create a new folder

Advertisement Upgrade to remove ads

Marketing research

procedures that develop and analyze new information about a market. May involve the use of questionnaires, interviews with customers, experiments, and many other approaches.

Marketing Information System (MIS)

organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Intranet

system for linking computers within a company.

Data Warehouse

A MIS system organizes incoming information here. It is a place where databases are stored so that they are available when needed.

Decision support System (DSS)

a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Search Engine

a computer program that helps a marketing manager find information that is needed.

Marketing Model

a statement of relationships among marketing variables.

Sales analysis

Manager could use an MIS to conduct this. It is a detailed breakdown of a company's sales records.

Scientific method

decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Hypotheses

educated guesses about the relationships between things or about what will happen in the future.

Marketing Research Process

1. Defining the problem. 2. Analyzing the situation. 3. Getting problem-specific data. 4. Interpreting the data. 5. Solving the problem.

Situation Analysis

an informal study of what information is already available in the problem area. It can help define that problem and specify what additional information , if any, is needed.

Secondary Data

information that has been collected or published already.

Primary Data

Information specifically collected to solve a current problem.

Research proposal

a plan that specifies what information will be obtained and how- to be sure no misunderstandings occur later. May include information about costs, what data will be collected, how it will be collected, who will analyze it and how long the process will take.

Qualitative research

seeks in-depth, open-ended responses, not yes or no answers. Research tries to get people to share their thoughts on a topic-without giving them many directions or guidlines about what to say.

Focus Group Interview

most widely used form of qualitative questioning in marketing research. It involves interviewing 6 to 10 people in an informal group setting. Stimulates thinking to get immidiate responses.

Quantitative Research

Most survey research. Seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

Response rate

percentage of people contacted who complete the questionnaire-is often low and respondents may not be representative.

Consumer Panels

a group of consumers who provide information on a continuing basis.

Experimental Method

researchers compare the responses of two (or more) groups that are similar except on the characteristic being tested.

Statistical packages

easy-to-use computer programs that analyze data-have made the step of analyzing data easier.

Population

total group marketing managers are interested in.

Sample

a part of the relevant population

Validity

concerns the extent to which data measures what it is intended to measure.

Please allow access to your computer’s microphone to use Voice Recording.

Having trouble? Click here for help.

We can’t access your microphone!

Click the icon above to update your browser permissions above and try again

Example:

Reload the page to try again!

Reload

Press Cmd-0 to reset your zoom

Press Ctrl-0 to reset your zoom

It looks like your browser might be zoomed in or out. Your browser needs to be zoomed to a normal size to record audio.

Please upgrade Flash or install Chrome
to use Voice Recording.

For more help, see our troubleshooting page.

Your microphone is muted

For help fixing this issue, see this FAQ.

Star this term

You can study starred terms together

NEW! Voice Recording

Create Set