Chapter 4
ethnographic research
a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
internal databases
electronic collections of consumer and market information obtained from data sources within the company network
primary data
info collected for specific purpose at hand
focus group interviewing
inviting 6-10 people to meet with trained moderator to talk about a product, service, or organization
descriptive research
marketing research used to better describe marketing problems, situations, or markets
exploratory research
marketing research used to gather preliminary info that will help define problems and suggest hypotheses
immersion groups
small groups who interact directly and informally with product designers without a focus group moderator present
causal research
research used to test hypotheses about cause and effect hypotheses
competitive marketing intelligence
the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
marketing research
the systematic design, collection, reflection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
marketing information system
because companies design effective marketing info systems that give managers the right info in the right form, they have people and procedures dedicated to assessing information needs, developing the needed information, and helping decision-makers to use information to generate and validate actionable customer and market insights
customer insights
fresh understanding of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships
online focus group
gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
survey research
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
observational research
gathering primary data by observing relevant people, actions, and situations
customer relationship management (CRM)
managing detailed information about individual customers and carefully managing customer touch points to management customer loyalty
questionnaires
most common instrument.
sample
a segment of the population selected for marketing research to represent that population as a whole
experimental research
gathering primary data by selecting mathed groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
secondary data
info that already exists somewhere, having been collected for another purpose
