Term
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Definition
| procedures that develop and analyze new information about a market |
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Term
| marketing information system (MIS) |
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Definition
| an organized way of continually gathering accessing and anaylizing information that marketing manager need to make ongoing decisions |
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Definition
| a system for linking computers within a company |
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Definition
| a place where databases are stored so that they are available when needed |
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Term
| Decision support system (DSS) |
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Definition
| a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions; provided by MIS systems |
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Term
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Definition
| a computer program that helps a marketing manager find information that is needed |
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Definition
| a statement of relationships among marketing variables; the manager can look at the sales expected with different types of promotion and select the maarketing mix that is best for that target market |
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Term
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Definition
| a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them |
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Term
| Marketing Research Process |
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Definition
a five-step application of the scientific method that includes:
1: Defining the Problem
2. Analyzing the situation
3. Getting problem-Specific Data
4. Interpreting the data
5. Solving the problem |
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Term
| Step 1: Defining the Problem |
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Definition
| Part of the five-step approach to marketing research; often the most difficult step; helps the researcher identify the real problem area and what information is needed |
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Term
| Step 2: Situation Analysis |
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Definition
| Part of the five-step approach to marketing research; an informal study of what information is already available in the problem area; can help define the problem and specify what additional information is needed; finds relevant secondary data; it should be informative and take very little time |
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Term
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Definition
| information that has been collected or published already; lots of this is already available from the firm's MIS |
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Term
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Definition
| Information specifically collected to solve a current problem |
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Term
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Definition
| a plan that specifies what information will be obtained and how |
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Term
| Step 3: Getting Problem Specific Data |
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Definition
| Part of the five-step approach to marketing research; two basic methods for obtaining information about customers: questioning and observing |
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Term
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Definition
| involves interviewing 6 to 10 people in an informal group setting; conclusions reached from a session usually vary depending on who watches it |
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Term
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Definition
| seeks in-depth, open-ended responses not yes or no answers; researcher tries to get people to share their thoughts on a topic-without giving them many directions or guidelines on what to say |
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Term
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Definition
| seeks structured responses that can be summarized in numbers, like percentages, averages or other statistics; cana be larger and more represntative and various statistics can draw conclusions |
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Term
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Definition
| the precentage of people contacted who complete the questionnaire; is often low and respndents may not be representative |
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Term
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Definition
| a group of consumers who provide information on a continuing basis |
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Term
| Step 4: Interpreting the Data |
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Definition
| after someone collects the data it has to be analyzed to decid what it all means; usually involves statistics in quantitative data |
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Term
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Definition
| easy-to-use computer programs that analyze data; have made Step 3, interpreting the data, of the five-step approach to marketing research easier |
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Term
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Definition
| the total group a marketing manager is interested in |
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Term
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Definition
| a part of the relevant population; how well this represents the total population affects the results |
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Term
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Definition
| the range on either side of an estimate that is likely to contain the true value for the whole population; the larger the sample size the greater the accuracy of estimates froma random sample; with a larger sample a few unusual responses are less likely to make a big difference |
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Term
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Definition
| the extent to which data measures what it is intended to measure |
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Term
| Step 5: Solving the problem |
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Definition
| managers use the research results to make marketing decisions; it is the reason for and logicial conclusion to thw whole reserach process |
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