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34 Cards in this Set
- Front
- Back
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Marketing Information Systems (MIS)
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A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.
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Intranet
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An internal corporate communication network that use Internet technology to link company departments, employees and databases.
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Marketing Intelligence Systems
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A method by which marketers get information about everyday happenings in the marketing environment.
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Scenarios
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Possible future situations that futurists use to assess the likely impact of alternative marketing strategies.
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Marketing Research
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The process of analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.
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Syndicated Research
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Research by firms that collect data on a regular basis and sell the reports to multiple firms.
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Custom Research
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Research conducted for a single firm to provide managers with specific information.
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Marketing Decision Support System (MDSS)
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The data, analysis software, and interactive software that allow managers to conduct analyses and find the information they need.
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Data Mining
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Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available.
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Steps in Marketing Research Process (7):
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-define the problem
-determine the design -choose method for collecting data -design the sample -collect the data -analyze and interpret the data -prepare the research report |
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Research Design
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A plan that specifies what information marketers will collect and what type of study they will do.
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Secondary Data
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Data that have been collected for some purpose other than the problem at hand.
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Primary Data
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Data from research conducted to help in making a specific decision.
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Exploratory Research
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A technique that marketers use to generate insights for future, more rigorous studies.
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Consumer Interviews
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One-on-one discussions between a consumer and a researcher.
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Focus Group
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A product-oriented discussion among a small group of consumers led by a trained moderator.
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Project Techniques
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Tests that marketers use to explore people's underlying feelings about a product, especially when consumers are unable or unwilling to express their true reactions.
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Case Study
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A comprehensive examination of a particular firm or organization.
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Ethnography
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A detailed report based on observations of people in their own homes or communities. (MTV research)
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Descriptive Research
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A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.
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Cross-sectional Design
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A type of descriptive technique that involves the systematic collection of quantitative information.
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Longitudinal Design
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A technique that tracks the responses of the same sample of responses over time.
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Casual Research
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A technique that attempts to understand cause-and-effect relationships.
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Experiments
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Techniques that test prespecified relationships among variables in a controlled environment.
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Telemarketing
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The use of the telephone to sell directly to consumers and business customers.
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Validity
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The extent to which research actually measures what it was intended to measure.
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Reliability
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The extent to which research measurement techniques are free of errors.
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Representatives
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The extent to which consumers in a study are similar to a larger group in which the organization has an interest.
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Sampling
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The process of selecting respondents who statistically represent a larger population.
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Probability Sampling
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A sample in which each member of the population has some known chance of being included.
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Nonprobability Sampling
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A sample in which personal judgement is used in selecting respondents.
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Back-Translation
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The process of translating material to a foreign language and then back to the original language.
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Single-Source Data
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Information that is integrated from large consumer panels comprised of people who agree to participate in ongoing research.
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Cookies
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Text files inserted by a Web site sponsor into a Web surfer's hard drive to allow the site to track the surfer's moves.
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