Marketing DSM Chapter 4
Causal research
used to test hypotheses about cause and effect relationships.
Primary Data
Information collected for the specific purpose at hand
Online marketing research
collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities.
Internal databases
electronic collections of customer and marketing information obtained from data sources within the company network.
Exploratory research
marketing research that gathers preliminary information that will help define problems and suggest hypothesis
Competitive marketing intelligence
systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Marketing research
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
cluster sample
the population is divided into mutually exclusive groups and the researcher draws a sample of the group to interview
quota sample
researcher finds and interviews a prescribed number of people in each of several categories.
Marketing Research Process
1) defining the problem and research objectives 2) developing the research plan for collecting information 3) implementing the research plan 4) interpreting and reporting the findings.
Secondary Data
information that already exists somewhere having been collected for another purpose
simple random sample
every member of the population has a known and equal chance of selection
customer insights
fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
Observational Research
gathering of primary data done by observing relevant people, actions, and situations.
Judgment sample
his or her judgement to select population members who are good prospects for accurate information
Big data
huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.
Survey Research
involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Experimental research
involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Marketing information system
is(are) people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
Stratified random sample
population is divided into mutually exclusive groups and random samples are drawn from each group.
Sample
segment of the population selected for marketing research to represent the population as a whole
Descriptive Research
used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.