Marketing Part 2 Chapter 4

Customer insights

Fresh understandings of customers and the market place 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.

Marketing information systems (MIS)

People and procedures for assessing information needs, developing the needed 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 - 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.

Sample

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

Internal databases

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

Secondary data

Information that already exists somewhere having been collected for another purpose.

Descriptive research

Marketing research to better describe marketing problems, situations or markets, such as the market potential for a product or the demographics or attitudes of consumers.

Ethnographic research

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

Online marketing research

Collecting primary data online through internet surveys online focus groups, web-based experiments, or tracking consumers' online behaviors.

Commercial online databases

Computerized collections of information available from online commercial sources via the internet.

Primary data

Information collected for the specific purpose at hand.

Customer relationship management

Managing detailed information about individual customers and carefully managing customer 'touch points' in order to maximize customer loyalty.

Exploratory Research

Marketing research to gather preliminary information that will help define problems and suggest hypothesis.

Causal research

Marketing research to test hypothesis about cause and effect relationships.

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.