Term
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Definition
| Fresh understandings of customers and the marketplace derived from marketing information that becomes 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 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. |
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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
| Competitive marketing intelligence |
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Definition
| The 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
| Marketing research used to better describe marketing problems, situations, or markets |
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Term
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Definition
| Marketing research used 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 prupose |
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Term
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Definition
| Information collected for the specific purpose at hand |
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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 environments" |
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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 invoves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. |
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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 sonsumer 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 to maximize customer loyalty |
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