Chapter 4 (Managing Marketing Information to Gain Customer Insights)

Ethnographic research

A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

Sample

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

Online marketing research

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

Internal database

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

Customer Insights

Fresh understandings of customers and the the marketplace derived from marketing information that become the basis for creating customer value and relationships.

Online focus groups

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.

Experimental research

Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

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.

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.

Casual research

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

Marketing information system (MIS)

People and procedures dedicated to assessing information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

Focus group interviewing

Personal interviewing that involves 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.

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

Behavioral targeting

Using online consumer tracking data to target advertisements and marketing offers to specific consumers.

Exploratory research

_________ ________ to gather preliminary information that will help define problems and suggest hypotheses.