Learning To Manage Marketing Information Flashcards
(30 cards)
Defined as “people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Marketing Information System (MIS)
Electronic collections of information obtained from data sources within the company.
Internal database
The systematic collection and analysis of public available information about competitions and developments in the marketing environment.
Marketing Intelligence
- Defining the problem and research objective
- Developing the research plan for collecting information
- Implementing the research plan-collecting & analyzing the data
- Interpreting & reporting the findings
The Marketing research process
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
What are the three types of research objective?
- Exploratory research
- Descriptive research
- Causal research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Exploratory 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.
Descriptive research
Marketing research to test hypotheses about cause-and-effect relstionships.
Causal research
Information that already exist somewhere, having been collected for another purpose.
Secondary data
Information collected for the specific purpose at hand.
Primary data
Computerized collections of information available from online commercial sources or via the internet.
Online database
What are the search approaches for gathering primary data?
- Observation research
- Survey research
- Experimental research
- Focus group interviewing
- Online (internet) marketing research
The gathering of primary data by observing relavant people, actions, and situations.
Obsevational research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Survey rsearch
The gathering of primary data by selecting matched group of subjects, giving them different treatments, controlling related factors, and checking for different in group responses.
Experimental research
Personal interviewing thst involves inviting 6 to 10 people to gather for s few hours with a trained interview to talk about a product, service, or organization. The interview “focuses” the group discuss important issues.
Focus group interviewing
Collecting primary data through internet surveys and online focus groups.
Online (internet) marketing research
A segment of the population selected for marketing research to represent the population as a whole
Sample
Types of samples
Probability sample
Non probability sample
Types of probability sample
Simple random sample
Stratified random sample
Every member of the populstion has a known and equal chance of selection.
Simple random sample
The population is divided into mutually exclusive groups (such as age groups), and random samples are dawn from each group. The population is divided into mutually exclusive groups (such as blocks), and the researcher draws s sample of the groups to interview.
Stratified random sample
Types of non probability sample
Convenience sample
Judgement sample
Quota sample
