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18 Cards in this Set
- Front
- Back
Marketing Information System (MIS)
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People, equiopment, and procedures to gather, sort, analyze, evaluate, aand distribute needed, timely, and accurate information to marketing decision makers.
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Internal Databases
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Electronic collections of consumer and market information obtained from data sources within the company network.
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Marketing Intelligence
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The systematic collection and analysis of publicly available information about competitors and developements in the marketing environment.
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Marketing Research
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The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation.
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Exploratory research
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Marketing research to gather preliminary information that will help define problems and suggest hypotheses
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Descriptive Research
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Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
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Causak research
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Marketing research to test hypeotheses about cause-and-effect relationships.
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Secondary Data
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Information that already esists somewhere, having been collected for another purpose.
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Primary Data
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Information collected for the specific purpose at hand.
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Online Databases
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Computerized collections of information available from online commercial sources or via the internet.
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Observational Research
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The gathering of primary data by observing relevant people, actions, and situations.
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Survey Research
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The gathering of primary data by asking people questions about thier knowledge, attitudes, preferences, and buying behavior.
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Single-Source Data Systems
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Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television meters) with what they buy in stores(measured using store chechout scanners).
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Experimental Research
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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.
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Focus Group Interviewing
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Personal interviewing that involvws inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.
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Oniline (Internet) Marketing Research
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Collecting primary data through internet surveys and online focus groups.
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Sample
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A segment of the population selected for marketing research to represent the population as a whole.
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Customer Relationship Management (CRM)
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Managing detailed information about infividual customers and carefully managing customer "touch points" in order to maximize customer loyalty.
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