Term
|
Definition
| fresh understandings of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationship |
|
|
Term
| marketing information system (MIS) |
|
Definition
| people and procedures dedicated to assessing information needs, developing the needed information, and helping decision markers to use the information to generte and validate actionable customer and market insights |
|
|
Term
|
Definition
| electronic collections of consumers and market information obtained from data sources within the company network |
|
|
Term
| competitive marketing intelligence |
|
Definition
| the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing |
|
|
Term
|
Definition
| the systeatic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an orginization |
|
|
Term
|
Definition
| marketing research used to gather preliminary information that will help define problems and suggest hypotheses |
|
|
Term
|
Definition
| marketing research used to better describe marketing problems, situations, or markets |
|
|
Term
|
Definition
| marketing research used to test hypothesis about cause-and-effect relationships |
|
|
Term
|
Definition
| information that already exists somewhere, habing been collected for another purpose |
|
|
Term
|
Definition
| information collected for the specific purpose at hand |
|
|
Term
|
Definition
| gathering primary data by observing relavant people, actions, and situations |
|
|
Term
|
Definition
| a form of observational research that involves sending trained observers to watch and interact with customers in their "natural enviroments" |
|
|
Term
|
Definition
| gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior |
|
|
Term
|
Definition
| gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
|
|
Term
|
Definition
| gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior |
|
|
Term
|
Definition
| gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
|
|
Term
| focurs group interviewing |
|
Definition
| 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 orginization. The interviewer "focuses" the group discussion on important issues |
|
|
Term
| online marketing research |
|
Definition
| collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior |
|
|
Term
|
Definition
| gathering a small group of people online with a trained moderator to chat about a product, service, or orgainization and gain qualitative insights about consumer attitudes and behavior |
|
|
Term
|
Definition
| a segment of the popultion selected for marketing research to represent the population as a whole |
|
|
