Ch. 4

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

Experimental research

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

Customer Relationship Management (CRM)

____________ are fresh marketing information-based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships.

Customer insights

___________ involves sending trained observers to watch and interact with consumers in their "natural environments."

Ethnographic research

_________ is information collected for the specific purpose at hand.

Primary data

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

Competitive marketing intelligence

___________ involves making information available in a timely, user-friendly way.

Information distribution

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

Internal databases

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

Marketing research

__________ refers to the people and procedures 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.

Marketing information system (MIS)

__________ involves gathering primary data by observing relevant people, actions, and situations.

Observational research

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

Sample

___________ is information that already exists somewhere, having been collected for another purpose.

Secondary data

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

Survey research