ch 4 Flashcards
(21 cards)
Competitive marketing intelligence
systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
internal databases
collections of consumer and market information obtained from data sources within the company’s network
primary data
information collected for the specific purpose at hand
secondary data
information that already exists somewhere, having been collected for another purpose
customer insights
fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
what type of research is best suited for gathering casual information?
experimental research
survey research
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
ethnographic research
a form of observational research that involves sending trained observers to watch and interact with consumers in their “natural environments.”
observational research
gathering primary data by observing relevant people, actions, and situations
descriptive research
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
exploratory research
marketing research to gather preliminary information that will help define problems and suggest hypotheses
marketing research
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
causal research
marketing research to test hypotheses about cause-and-effect relationships
experimental research
gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
marketing information system
people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights
Code of Standards and Ethics for Survey Research
outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment
which type of research is most widely used method for primary data collection?
survey research
quota sample
prescribed number of people in each of several categories who are identified and interviewed by the researcher
touch points
include(s) customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company
cluster sample
the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview
stratified random sample
the population is divided into mutually exclusive groups and random samples are drawn from each group
