Term
|
Definition
procedures that develop and analyze new information about a market.
ex. Interviews, questionaires, experiemtns, |
|
|
Term
| Marketing information system(MIS) |
|
Definition
| an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions |
|
|
Term
|
Definition
| a system for linking computers within a company |
|
|
Term
|
Definition
| a place where databases are stored so that they are available when needed, electronic library |
|
|
Term
| decision support system(DSS) |
|
Definition
| a program that makes it easy for a marketing manager to get and use information as he or she is making decisions |
|
|
Term
|
Definition
| a program that helps a marketing manager find information that is needed. |
|
|
Term
|
Definition
| displays up to the minute marketing data in an easy to read format |
|
|
Term
|
Definition
| a statement of relationships among marketing variables |
|
|
Term
|
Definition
| a decision making approach that focuses on being objective and orderly in testing ideas before accepting them |
|
|
Term
|
Definition
| educated guess about the relationships between things or about what will happen in the future |
|
|
Term
| marketing research process |
|
Definition
5 step application of the scientific method:
define problem
analyze situation
obtain problem specific data
interpret the data
solve problem |
|
|
Term
|
Definition
| an informal study of what information is already available in the problem areas |
|
|
Term
|
Definition
| information that has been collected or published already |
|
|
Term
|
Definition
| infromation specifically collected to solve a current problem |
|
|
Term
|
Definition
| a plan that specifies what information will be obtained and how to be sure no misunderstandings occur later. |
|
|
Term
|
Definition
| seeks in-depth, open ended responses. not yes or no answers |
|
|
Term
|
Definition
| involves interviewing 6 to 10 people in an informal group setting |
|
|
Term
|
Definition
| seeks structured responses that can be summarized in numbers, liek percentages or averages |
|
|
Term
|
Definition
| percentage of people contacted who complete the questionaire, usually low and respondants may not be representitave of pop. |
|
|
Term
|
Definition
| a group of consumers who provide information on a continuing basis. |
|
|
Term
|
Definition
| compares two or more groups that are similar exept on the characteristic being tested. |
|
|
