Chapter 28 Marketing Research – Flashcards
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Marketing Research
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Involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services.
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Marketing Information System
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a set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions
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Database Marketing
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a process of designing, creating, and managing customer lists
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Database
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a collection of related information about a specific top
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Quantitative Research
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answers questions that start with "how many" or "how much"
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Qualitative Research
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focuses on smaller numbers of people and tries to answer questions about why or how
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Attitude Research
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designed to obtain information on how people feel about certain products, series, companies, or ideas
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Market Intelligence
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concerned with the size and location of a market, the competition, and the segmentation within the market for a particular product or service.
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Media Research
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focuses on issues of media effectiveness, selection, frequency, and ratings
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Product Research
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centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products
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Economic Forecasting
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an attempt to predict the future conditions of a city, a region, a country, or other part of the world
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Sales Forecasting
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an attempt to estimate the future sales of an existing product
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Attitude Research
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Also known as opinion research
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Database Marketing
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Also known as customer relationship management
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Market Segmentation
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A group of people with different demographic and psychographic characteristics
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Customer Profile
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Marketing data describing people's buying behavior and lifestyle
