Marketing Flashcards
(39 cards)
Marketing research to test hypotheses about cause-and-effect relationships.
Causal research
Collect data from a variety of sources and store it in a one accessible location.
Data warehouses
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
Trained observers interact with and/or observe consumers in their natural habitat.
Ethnographic research
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Experimental research
Marketing research to gather preliminary information that will help to better define problems and suggest hypotheses.
Exploratory research
consist of electronic databases and non-electronic information and records of
consumer and market information obtained from within the company.
Internal data
are like the instrument panel in a car or plane, visually displaying real-time indicators to
ensure proper functioning.
Marketing dashboards
consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
A marketing information system (MIS)
Everyday information about developments in the marketing environment that help
managers to prepare and adjust marketing plans.
Marketing intelligence
The systematic design, collection, analysis, and reporting of data and findings relevant to a
specific marketing situation facing a company.
Marketing research
Hospitality companies often hire disguised or mystery shoppers to pose as customers and
report back on their experience.
Mystery shoppers
The gathering of primary data by observing relevant people, actions, and situations.
Observational research
Information collected for the specific purpose at hand.
Primary data
A segment of a population selected for marketing research to represent the population as a whole;
Offer of a trial amount of a product to consumers.
Sample
Information that already exists somewhere, having been collected for another purpose.
Secondary data
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Survey research
exert the broadest and deepest influence on consumer behavior
Cultural factors
A group to which a person wishes to belong.
Aspirational group
A person’s enduring favorable or unfavorable cognitive evaluations, emotional feelings, and
action tendencies toward some object or idea
Attitude
A descriptive thought that a person holds about something
Belief
The set of beliefs consumers hold about a particular brand
Brand Image
Cultivating opinion leaders and getting them to spread information about a product to
others in their community
Buzz marketing
Buyer discomfort caused by postpurchase conflict
Cognitive dissonance
