Chapter 7 Marketing Test 2 – Flashcards
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procedures that develop and analyze new information about a market.
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marketing research
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which is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
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management information systems
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a place where databases are stored so that they are available when needed. MIS organizes the incoming information in this
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data warehouse
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is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.
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Decision support system (DSS)
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displays up-to-the-minute marketing data in an easy-to-read format—much like a car's dashboard
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marketing dashboard
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a statement of relationships among marketing variables. It enables a manager to look at the sales (and costs) expected with different types of promotion and select the marketing mix that is best for a particular target market
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marketing model
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describe the 5 step marketing research process
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Defining the problem, Analyzing the situation., Getting problem-specific data, Interpreting the data, Solving the problem.
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in the marketing research process you may be introduced to a solution before completeing all the steps
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.
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Effective research usually requires
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cooperation
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an informal study of what information is already available in the problem area. It can help define the problem and specify what additional information, if any, is needed.
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situation anyalsis
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information that has been collected or published already. outside and inside the company
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secondary data
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information specifically collected to solve a current problem. qustioning and observing
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primary data
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open-ended with a hidden purpose. no yes or no answer. gain depth
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qualitative research
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interviewing 6 to 10 people in an informal group setting.
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focus group interview
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problem with focus group interviews
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t it's hard to measure the results objectively. The results seem to depend largely on the viewpoint of the researcher.
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an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
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Marketing information systems:
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Defining the problem and objectives helps ensure
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an appropriate research design.
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A statement of objectives helps to define
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the type and level of information needed.
