Chapter 4 Key Terms- Principles of Marketing 15e

Marketing information system
People, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
Internal databases
Electronic collections of information obtained from data sources within the company
Competitive marketing intelligence
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Exploratory research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Secondary data
Information that already exists somewhere, having been collected for another purpose
Primary data
Information collected for the specific purpose at hand
Survey research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Experimental 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
Focus group interviewing
Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.
Customer relationship management
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

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