marketing chapter 4

Marketing Intelligence System

The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Data Warehouse

A central repository for data from various functional areas of the organization that are stored and inventoried on a centralized computer system so that the information can be shared across all functional departments of the business.

Customer Touch Point

Any interaction between a customer and an organization.

Mechanical Devices

Are classified according to the means by which they represent data.

Internal Databases

Electronic collections of consumer and market information obtained from data sources within the company network.

Exploratory Research

Marketing research to gather preliminary information that will help define problems and suggests hypotheses.

Causal Research

Marketing research to test hypotheses about cause-and-effect relationships.

Survey Research

The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Observational Research

The gathering of primary data by observing relevant people, actions, and situations.

Experimental Research

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.

Sample

A segment of the population selected for marketing research to represent the population as a whole.

Marketing Research

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Single-Source Data Systems

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 checkout scanners).

Online (internet) Marketing Research

Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior.

Online Databases

Computerized collections of information availiable from online commercial sources or via the Internet.

Primary Data

Information collected for the specific purpose at hand.

Secondary Data

Information that already exists somewhere, having been collected for another purpose

Customer Relationship Management (CRM)

Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Marketing Information System (MIS)

People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Focus Group Interviewing

Personal interviewing that involves inviting six to ten 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.

Open-Ended Questions

Questions that allow respondents to answer however they want.

Closed Ended Questions

Questions that are followed by a list of possible answers to be selected by the respondent.

Data Mining

Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available.

Descriptive Research

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.