Chapter 4 Flashcards
(45 cards)
market research ethics
taking an ethical and aboveboard approach to conduct market research that does no harm to the participant in the process of conducting the research
database
organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more
marketing information system (MIS)
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
intranet
internal corporate communication network that uses internet tech to link company departments, employees, and databases
market intelligence system
method by which marketers get info about what’s going on in the world that is relevant to their business
reverse engineering
process of physically deconstructing a competitor’s product to determine how it’s put together
market research
process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marking effectiveness
syndicated research
research by firms that collect data on a regular basis and sell the reports to multiple firms
custom research
research conducted for a single firm to provide specific info its managers need
marketing decision support system (MDSS)
data, analysis software, and interactive software that allow managers to conduct analyses and find the info they need
data
raw, unorganized facts that need to be processed
information
interpreted data
customer insights
collection, deployment, and interpretation of info that allows a business to acquire, develop, and retain their customers
research design
plan that specifies what info marketers will collect and what type of study they will do
secondary data
data that have been collected for some purpose other than the problem at hand
primary data
data from research conducted to help make a specific decision
exploratory research
technique that marketers use to generate insights for future, more rigorous studies
focus group
product-oriented discussion among a small group of consumers led by a trained moderator
market research online community (MROC)
privately assembled group of people, usually by a market research firm or department, utilized to gain insight into customer sentiments and tendencies
case study
comprehensive examination of a particular firm or organization
ethnography
approach to research based on observations of people in their own homes or communities
descriptive research
tool that probes more systematically into the problem and bases its conclusion on large numbers of observations
cross-sectional design
type of descriptive technique that involves the systematic collection of quantitative info
longitudinal design
technique that tracks the responses of the same sample of respondents over time