Chapter 5: Marketing Information and Research
not essential, so consumers can decide whether or not to purchase them.
information developed from activities that occur within the organization
provides an understanding of factors outside of the organization
Marketing information system-
an organized method of collecting, storing, analyzing, and retrieving information to improve the effectiveness and efficiency of marketing decisions.
the information that goes into the system that is needed for decision making
involves the resources used to maintain information, including equipment and procedures, so that it can be used when needed
the process of summarizing, combining or comparing information sot that decisions can be made.
is the result of analysis given to decision makers.
a procedure designed to identify solutions to a specific marketing problem through the use of scientific problem solving.
information already collected for another purpose that can be used to solve the current problem
information collected for the first time to solve the problem being studied
all of the people in the group the company is interested in studying
smaller group selected from the population
everyone in the population has an equal chance of being selected in the sample
a planned set of questions to which individuals or groups of people respond
offer two or more choices as answers
to allow respondents to develop their own answers without additional information about possible choices.
is a small number of people brought together to discuss identified elements of an issue or problem
collects information by recording actions without interacting or communicating with the participant.
carefully designed and controlled situations in which all important factors are the same except the one being studied.
specific cities or geographic areas in which marketing experiments are conducted.
experiments where researchers create the situation to be studied
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