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Marketing Ch 4
Terms in this set (28)
To deliver real value to marketers, marketing information must_________
Provide useful customer insights
Date contained in huge and complex data sets
Marketing Information System
The people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights
What are three general sources from which marketers can obtain information?
marketing intelligence, and marketing research
What are the four steps of the marketing research process?
1. Define the problem and research objectives
2. Develop the research plan
3. Implement the research plan
4. Interpret and report findings
What are the three types of marketing research objectives?
Exploratory research, descriptive research, and causal research
why do companies use customer relationship management?
To capture and use customer data
What do marketers use to analyze big data?
What are the two main public policy/ethics issues in marketing research?
Intrusions on customer privacy, and misuse of research findings
What is one downside of international marketing research?
Translating questionnaires from one language to another is not an easy task
fresh understandings of customers derived from marketing information
marketing information systems
represent people and procedures for
1. assessing info needs
2. developing needed info
3. analyzing and using info
ways to develop market information
internal data, marketing intelligence, marketing research
data sources from within company network
getting info from publicly available info
getting data relevant to a specific marketing situation facing an organization
marketing research process
1. define problem, research objectives
2. develop research plan for collecting info
3. implement research plan, collect and analyze data
4. interpret and report findings
types of marketing research approaches
exploratory research, descriptive research, causal research
gather preliminary info to help define a problem and suggest hypotheses
describe things such as market potential for a product or a demogrphic
test hypothesis about cause and effect relationships
collecting info that already exists somewhere, cheaper, faster
collected info for a specific purpose at hand, more relevant, more recent
primary data collection research approaches
observational approach, survey research, experimental research
control of interviewer effects
acting differently because someone is watching
a segment of the population selected to represent the population as a whole
components of a sample
sampling unit, sampling size, sampling procedure
instruments to collect primary data
questionnaires, mechanical instruments (people counters, checkout scanners)
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