marketing chapter 4

Observational research

gathering primary data by observing relevant people, actions, and situations

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

customer insights

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

Competitive marketing intelligence

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

Internal databases

________ is(are) electronic collections of customer and marketing information obtained from data sources within the company network.

Exploratory research is __________.

used to gather preliminary information that will help define problems and suggest hypotheses

cluster sample

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.

Big data

________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.

Customer relationship management

________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Causal research

a technique that attempts to understand cause-and-effect relationships

online marketing research

The collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities

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.

3rd marketing research process

Implementing the research plan is the ________ step in the marketing research process.

stratified random

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

survey research

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

Marketing Research

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

Secondary data

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

Marketing information systems

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

second marketing research process

Developing the research plan for collecting information is the __________ step in the marketing research process.

primary data

Information collected for the specific purpose at hand