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37 Cards in this Set
- Front
- Back
Marketing Information System
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A PROCESS that first determines what information marketing managers need and then:
gathers sorts analyzes stores and distributes relevant and timely marketing information to system users |
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MIS (marketing information System) Has 3 important components
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1 four types of data
2 computer hardware and software 3 information and the decision makers |
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Real People Real Choices
Cindy Tungate, Plan - it marketing |
Price Line
Option 1 - focus groups Option 2 - survey Option 3 - Both qualitative and confirmatory Chose 3 |
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Syndicated Research
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Research by firms that collect data on a regular basis and sell the reports to multiple firms
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VIDEO : Identify the areas involved in neuroeconomics
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Economics, neuroscience, psychology, and brain wave scanning technology
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DATA mining
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Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
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Data mining has 4 applications
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customer acquisition
customer retention and loyalty customer abandonment market basket analysis |
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Marketing Research Primary goal
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Aid in the decision making process
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Marketing Research process
7 steps |
1. Define research problem
2. determine the research design 3. Choose the method for collecting primary data 4. design the sample 5. collect the data 6. analyze and interpret the data 7. prepare the research report |
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Step 1: Define Research Problem
4 Questions |
1. Management
2. Research 3. Investigate 4. measurement NOTE: Interpretation is NOT one |
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Management Question
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A restatement of the marketer's dilemmas in question form
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Research question
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The hypothesis that best states the objective of the research
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Investigate question
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Questions the researcher must answer to satisfactorily answer the research question
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Measurement Question
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What participants in the marketing research are asked in the research
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Secondary Data
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Data that have been collected for some purpose other than the problem at hand
(library) |
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Primary Data
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Data from research conducted to help in making a specific decision
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STEP 2: Determine the Research Design
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Exploratory
Descriptive Casual |
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Exploratory Research
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A technique that marketers use to generate insight for future more rigorous studies
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Projective Techniques
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Test that marketers use to explore peoples underlying feelings a bout a product
Especially appropriate when consumers are unable to unwilling to express their true reactions |
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Exploratory Research 5 Techniques
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1 consumer interviews
2 focus groups 3 projective techniques 4 case study 5 ethnography NOTE: experiments are NOT one |
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Descriptive Research
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A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
Cross sectional design Longitudinal Design |
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Cross sectional Design
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A type of descriptive technique that involves the systematic collection of quantitative information AT ONE POINT IN TIME
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Longitudinal design
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A technique that tracks the responses of the same sample of respondents OVER TIME
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Causal Research
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a Technique that attempts to understand cause and effect relationships
Experiments |
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Primary Data Observation Methods
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Passive instruments
Personal Observation Unobtrusive measures mechanical observation |
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Unobtrusive measures
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involve traces of physical evidence that remain after some action has been taken
(garbage searchers) |
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Mechanical Observation
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A primary data collection method that relies on nonhuman devices to record behaviors
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STEP 3: Choose the method for collecting Primary DATA
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Marketers must assess data quality in order to ensure good information is the basis of decision making
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Measure of good information
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truthfulness and accuracy
validity reliability representativeness sampling |
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Online Research
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key is that one of the disadvantages of online research are the typically abysmal response rates
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VIDEO: Identify NBC s new proposed metric to help TV sales
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Engagement
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VIDEO: Identify Disney s formats that work best in terms of digital online advertising
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gaming, trivia questions, and multiple choice options to learn more
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STEP 4: Design the Sample
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Probability Sample
Non Probability sample |
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Probability Sample
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A sample in which each member of the population has some KNOWN and EQUAL chance of being included in the sample
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Non probability sample
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a sample in which personal judgment is used in selecting respondents. These can include convenience quota samples
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STEP 5: collect the data
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Back Translation
single-source data |
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single source data
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information that is integrated from large consumer panels composed of people who agree to participate in on going research
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