Term
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Definition
| Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships |
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Term
| Marketing Information System (MIS) |
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Definition
| 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 |
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Term
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Definition
| Electronic collections of consumer and market information obtained from data sources within the company network |
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Term
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Definition
| They systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment |
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Term
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Definition
| The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization |
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Term
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Definition
| Marketing research to gather preliminary information that will help define problems and suggest hypotheses |
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Term
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Definition
| 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 |
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Term
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Definition
| Marketing research to test hypotheses about cause-and-effect relationships |
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Term
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Definition
| Information that already exists somewhere, having been collected for another purpose. |
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Term
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Definition
| Information collected fro the specific purpose at hand |
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Term
| Commercial Online Databases |
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Definition
| Computerized collections of information available from online commercial sources or via the Internet |
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Term
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Definition
| Gathering primary data by observing relevant people, actions, and situations |
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Term
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Definition
| A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat" |
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Term
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Definition
| Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior |
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Term
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Definition
| Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses |
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Term
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Definition
| Personal interviewing that involves inviting six to ten 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 |
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Term
| Online Marketing Research |
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Definition
| Collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers online behavior. |
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Term
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Definition
| 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. |
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Term
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Definition
| A segment of the population selected for marketing research to represent the population as a whole |
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Term
| Customer Relationship Management (CRM) |
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Definition
| Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty |
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