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.