Marketing Information Management Vocabulary – Flashcards
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Marketing Research
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process of collecting and analyzing information to help marketing teams make decisions
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Marketing Information System (MIS)
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organized way of continually gathering, accessing and analyzing information marketing managers need to make decisions
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Attitude or Opinion Research
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research conducted to discover how consumers feel about certain products, ideas or companies
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Market Research
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research conducted to understand a product market; aims to investigate potential markets for a product and help define aspects of the target market
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Product Market
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all aspects of the marketplace in which the final product is bought, including market size, competitors, pricing trends, economic and government issues, etc.
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Target Market
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specific group for which a business's products, services and marketing efforts are intended
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Media Research
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research focusing on media selection and frequency; measures the effectiveness of advertisements and marketing strategies employing the media
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Product Research
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research focusing on product design, package design and product usage
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Five-step Research Process
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process for conducting research; consists of the following steps: define the problem; analyze the situation; collect data; interpret data; solve the problem
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Secondary Data
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data previously collected for other purposes, but significant or applicable to the problem at hand
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Primary Data
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data collected for the first time specifically for the problem at hand
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Survey Research Method
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method of research using surveys or questionnaires to gather information from a large number of people
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Interview Research Method
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method of research involving a researcher asking questions to subjects individually or in small groups
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Observation Research Method
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method of research in which the researcher watches subjects and notes behavior and expression
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Experimental Research Method
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method of research involving the manipulation of a situation to observe the results of one changing variable while other variables remain constant
