chapter 4 vocabulary
internal databases - electronic collection of consumers and market information obtained from data sources within the company network. |
marketing intelligence - the systematic collection and analysis of public available information about consumers, competitors, and developments in the marketing environment. |
marketing research - the systematic design,collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. |
exploratory research - marketing research to gather preliminary information that will help define problems and suggest hypothesis. |
DESCRIPTIVE research - marketing research to better describe marketing problem, situation or markets such as the market potential for a product or the demographic and attitude of consumers. |
casual research - marketing research to test hypotheses about cause-and-effect relationships. |
secondary data - information that already exist somewhere, having been collected for another purpose. |
primary data - information collected for specific purpose at hand. |
commercial online databases - computerized collection of information available from online commercial sources of via internet. |
observation research - gathering primary data by observing relevant people, actions and situations. |
ethnographic research - a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural habitat". |
survey research - gathering primary data by asking people questions about their knowledge,attitudes,PREFERENCES and buying behavior. |
experimental research - gathering primary data by selecting groups of subjects, giving them different treatments, CONTROLLING related factors, and checking for difference in group responses. |
focus group interviewing - people interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewed to talk about a product, service, or organization. the interviewer "focuses" the group DISCUSSION on important issue. |
online marketing research - collecting primary data online through internet survey, online focus groups, web based experiment, or tracking CONSUMERS online behavior. |
online focus group - 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. |
sample - a segment of the population selected for marketing research to represent the population as a whole. |
customer relationship management - managing detailed information about individual customers and carefully managing customers "touch Points" in order to maximize customer loyalty. |